Tony Mena

Part 15 of, "The Ultimate Email Marketing Guide"
How do I retain customers?

It’s commonplace for companies to focus on refining and perfecting their sales processes.

Getting new leads to feed the inbound funnel is crucial for the overall success of a company.

But a lot of businesses don’t understand that in doing so, customer retention tactics can sometimes play second fiddle.

It costs five times more to attract a new customer than to sell to existing ones.

So, while your sales strategy is obviously important and necessary, so is having a long-term email marketing plan that focuses on customer retention.

This makes sense, right? If someone used your company or product before, then you shouldn’t have to work so hard to dazzle them into using you again.

But that doesn’t mean it’s all smooth sailing. You need a solid plan in place so you can maximize your time and resources.

Create Repeat Business

Creating great emails that keep your customers in the purchase cycle and have them coming back for more time and again will benefit your business for the long haul.

These types of long-term campaigns must also be factored into your email marketing plan.

Here are some ideas on keeping your subscribers, customers and leads engaged long term:

Set up inactivity triggers.

Set alerts for subscribers who stop opening your emails and attempt a re-engagement strategy.

Get their feedback on why they aren’t opening your emails anymore.

Identify customers who haven’t visited your store in a while.

Send them a special email based on previous purchases or specials.

Tap into recurring customers.

Keep in mind that these subscribers are most likely sharing your emails and talking about their experience with your business with others.

Engage them as often as possible, but don’t overdo it.

Test your limits with how often you can send and remember to always be providing value.

Properly segment and organize your lists.

As we touched on earlier, having organized and properly segmented lists allow you to send the right email to the right person at the perfect time.

This will result in higher email engagement, happier customers, and increase sales.

Try segmenting customers by product categories, the amount spent, and the number of purchases.

Next, Part 16, "How do I measure success?"

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