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Email Marketing Tips to Improve Customer Loyalty

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With all of the new ways to reach customers online, email marketing continues to be the most effective way to find new customers and stay connected with current customers.

However, while email has been around a while, the methods we use email have changed. It is no longer effective just to blast them all with the same boring email.

One of the most impactful ways to use email to increase sales and grow your business is to improve customer loyalty among customers who have already made a purchase. Email can be one your most reliable tools in maintaining these relationships. To increase the impact, consider these email marketing tips to improve customer loyalty.

Always Welcome

It is tempting to add each new customer to your bulk email list and begin sending them the same email campaigns as everyone else on your list. Resist that temptation.

New customers deserve a personalized warm welcome. Take the opportunity to greet and welcome them to your community. Offer helpful information about your business, point them to links and resources, and let them know how to contact the right person if they need help.

To make sure you’ve got an actual lead, consider using an email verification API on your signup forms. An API will prevent unwanted email addresses from signing up, so you can rest assured that no misspelled, temporary, or role-based address ends up on your database.

Personalize

Just because you are using technology to communicate doesn’t mean you should forget about the basics of human communication. People like to be called by their name. Adding personalization to emails sent to customers creates the impression that they are important to you as an individual.

Email automation will allow you to personalize the email address of the customer so that their name, and not just email address, shows up in the “to” field. You can also address them by name in the subject line and body and even provide personalized content just for them.

Segment

Following up on personalization, it is time to consider if you are sending your customers the right types of email. Are you looking to create customer loyalty? Then it is important not to treat all your customers the same.

Segment your email lists and campaigns using data like purchase history, location, engagement level, and gender. This way, messages can be customized to reflect the interest of your customers better. Instead of being flooded by information they may or may not need, customers can receive information based on their needs, their history, and their stage in the buying process.

Send from a Real Person

If you want your customers to be engaged, show them that they are connected to a real person. Sending from a generic email address such as “[email protected]” doesn’t feel very personal. Instead, send them from the email address of a real person. When possible, send from a name they might recognize or a person they might need to contact like their account manager or support technician.

Create Compelling Content

People receive a lot of emails. If you write a compelling subject line, maybe they will open your message. However, if you don’t catch their attention and imagination in the opening lines, they may move on. Great writing is key.

If you are not a great writer, it may be worth it to outsource this work. If that isn’t possible, there are many tools on the internet to improve your writing. If you share memorable content, not only are your customers more likely to respond, they are more likely to open the next email you send.

However, remember to use a bulk email verification tool to increase your deliverability and open rates.

Use Your Analytics

If you are investing the time to leverage email to improve customer loyalty, it just makes sense to spend time evaluating your success. Spend time with the analytics available through your email provider. Dig deep into bounce rate, unsubscribes, open rate, and click-through rate. Look for patterns in those statistics and adjust accordingly. If you haven’t pruned your list in a while and your bounce rate is high, it may be time to get some help. Bulk email validation tools reduce your bounces and eliminate risky email addresses from your list, such as catch-all, abuse, or temporary contacts.

For even more useful data, tie your email campaigns to your website, other sales channels, and CRM. This will give you a fuller picture of how recipients are responding to your messages.

Don’t Ignore Mobile

Depending on your market segment, you may find that the majority of e mails are opened on mobile devices. Despite this fact, most emails are composed on a laptop or desktop. Be sure that your mobile users are viewing a message optimized for their device. With the number of email messages individuals receive, a message that is difficult to read on a mobile phone may be deleted. Many email platforms will automatically optimize for mobile devices. It is good practice to preview messages on a mobile device or mobile emulator before hitting send.

Invite Your Customers to Join You on Social Media

While email continues to be the most effective means of building and sustaining relationships and growing loyalty, that doesn’t mean you should ignore other platforms. Don’t forget to use your email campaigns to invite your customers to join you on your social media platforms.  There is excellent potential to improve the response by doing more than including social media links. Take the time to invite readers to those platforms and give them a reason to take the time to click.

While email marketing continues to be the most effective way to sustain customer relationships and build customer loyalty, the impact depends on the right strategy and the quality of your messaging. Following these email marketing tips will increase your chances of turning customers into loyal brand advocates.

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