Email Marketing Redefined: The 3 Keys to Customer Retention
The best customer retention strategies begin with the first order and continue until the lifespan is complete. Everything that happens from the first visit to completion of the final order is part of the experience of shopping with your company. Memorable experiences make people more likely to return when they need your products or services again. Memories are made by both good and bad experiences.
You expect customers to return to place another order after a good experience. Yet, surprisingly, customers are more likely to return after a bad experience when the issues are resolved than after an uneventful good experience. Solving the problems that contribute to a bad experience creates trust, and the more customers trust your company, the more they buy.
Consistently keeping promises also builds trust. When an order is placed, fulfillment is expected. Simply fulfilling orders will not retain customers because every legitimate business fulfills orders. You have to do more to differentiate your company from the competition. Relationships retain customers. Email allows companies in high-volume business to communicate with people on a one-to-one basis. This establishes relationships. Yes, it is at a superficial level, but it serves the purpose of personalizing the customer experience and significantly improves retention rates.
Most people aren’t fooled into thinking that “[insert name here]” emails are personal. They know that is a form letter, but that doesn’t matter as long as the information included is relevant. People placing orders are not looking for best friends, they are looking to solve a problem with minimal effort. The problem may be not having the perfect outfit for the next party, the best coffee maker, a service that would make their jobs easier, or a variety of other challenges. Whatever the problem, if your company provides the solution, keeps the customer informed, and makes everything as easy as possible, people will keep coming back for more.