We all know loyal customers are gold. It is easier and cheaper to sell to them. They are worth roughly 10 times the value of their first purchase. And they are likely to be your best source for new sales leads.
Often email marketing is the most efficient way to stay in touch with existing customers, but it often becomes stale and impersonal.
Here are a few tips to boost loyalty via your customer emails:
Personalized emails improve click through rates by 14% and conversion rates by 10%.
Starting each email with Dear <<customer first name>> sets the tone for a positive customer relationship. And also try to sign off with the name of the owner, CEO or other key contact person.
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities.
Hand-in-hand with personalization is having content that is targeted to the customer. If they are a new buyer, the emails should help them walk through your products, helpful tips, customer loyalty programs and frequently asked questions. If they regularly purchase gifts from you, suggest gifts at holiday time. Use the data you have on each customer (buying history, usage, profiles) and think of the timing and messages that might be useful.
70% of buying experiences are based on how the customer feels they are being treated
Source: Help Scout
Write in a voice that respects and enhances your relationship. If you are selling to frazzled moms, write in a mom-to-mom manner that supports them. If you are selling to busy executives, get right to the point on the issues that are keeping them up at night. Try as much as possible to visualize a real individual when you write – that will help avoid the tendency toward marketing gobbledygook.
In the last year, 67% of customers have hung up the phone out of frustration they could not talk to a real person.
Source: Help Scout
All emails have some sort of contact us button or link but make sure that it is manned with a live person who very much cares about customers and is trained in handling requests and complaints. And make sure you have a mechanism for quick responses. 24 hours or less is considered an acceptable email response time. Customers expect a live contact in 2 minutes or less if you have a phone number or live chat.
How do you foster loyalty through emails? Share in the Comments section below.