5 Ways E-mail Marketing Can Improve Customer Loyalty
In today's economy — where consumers carefully monitor their spending — developing and maintaining a loyal customer base is essential. Your business must be the first one your customers think of when they need the products or services you offer.
E-mail marketing provides many opportunities to improve customer loyalty. Think about it: Aren't your most loyal customers the ones who already welcome your messages in one of their most personal spaces — their inboxes?
Here are five ways you can use e-mail marketing to develop customer loyalty:
1. Promote a loyalty club. One of the most obvious ways to use e-mail marketing to create strong customer loyalty is through a loyalty club. An e-mail-based loyalty club can provide your best customers with everything from exclusive offers to rewards for making a certain dollar amount of purchases. By rewarding subscribers who are actively engaged with your company, you significantly deepen their relationships with you.
2. Promote deals and discounts. Who doesn't love to see the phrase, "buy one, get one free"? Your subscribers love your company and believe in the value of what you provide them, but they want it all at a bargain price. Earn their loyalty by offering e-mail subscribers thank-yous in the form of discounts or free products or services. Deal and discount e-mails encourage brand loyalty and repeat business by offering purchase incentives. Valuable and timely messages like these also serve to keep your company at the top of customers' minds, putting you at the top of their lists when they need products or services you offer.
3. Promote education and training. Your subscribers care enough about your company to sign up for your e-mails, so give something back that won't cost you a thing — knowledge. By sharing educational articles and training materials, you establish yourself as the expert in your field and allow subscribers to engage with you on a more meaningful level.
4. Ask for feedback. If the popularity of blogs, Twitter and other social media has taught us anything, it's that customers like their opinions heard. Feedback e-mails present the perfect opportunity to gather valuable opinions on your products or services in a cost-effective manner. With feedback e-mails, you tell your customers you appreciate and respect their input, which ultimately translates into stronger customer loyalty.
5. Always keep subscribers top-of-mind. E-mail marketing is all about your subscribers — what they want, when they want it and how they want to receive it. You can create a very loyal customer base by following these three tenets:
- serve the individual;
- honor customers' unique communication, content, frequency and channel preferences; and
- deliver timely, relevant content to them that improves their lives.
Follow these rules, and you'll take major strides in developing loyal customer relationships.
Building customer loyalty is important no matter what the economic climate, but given these slower times, customer loyalty is more indispensable than ever.
For more tips on achieving customer loyalty through e-mail marketing, download the free Email Marketing Field Guide.