Building customer loyalty through email marketing

October 24, 2014

Effective email marketing builds closer relationships

According to dotmailer.com, an email marketing company, “One of the most effective uses of email communication is to build customer intimacy, trust and satisfaction.” Use email to create the loyalty you want from your customers.

Start with customer satisfaction

First, make sure your customers are satisfied with their shopping experience. They need to know you’re listening and are concerned about them. Use email marketing to ask the important question, “How likely are you to recommend us to a friend?” Be sure to follow up and thank them for responding.

Build intimacy by segmenting customers

Divide customers into 3 categories. First, the “promoters.” These customers eagerly tell others about you. Next, you have “passives.” These are customers who are satisfied, but don’t say anything about your shop. Finally, there are the “detractors.” They are unhappy customers who usually speak louder than the other two. Target your email marketing with specific messages for each.

Give preferential treatment for “promoters”

Loyal customers expect preferential treatment. Frankly, in today’s crowded retail/resale world, they have every right to. Consider an email marketing campaign giving your top customers a special VIP service, exclusive previews of new merchandise, invitations to private “members-only” events or special offers. By using emails to convey these promotions, your best customers become even bigger fans. This is the perfect group to start a bring-a-friend email promotion.

Use emails to turn “passives” into “promoters”

All of us know what it’s like to have overflowing email inboxes. You can spend an hour merely clicking the “delete” button. To make sure your passive shoppers don’t easily delete your email messages offer them something of value. A “we miss you” message can offer a special discount. Send an informational email that gives them the latest trends or even a survey that asks specific shopping experience questions. All of these can all build loyalty.

Email marketing is good for your detractors too

It may seem odd to reach out to your detractors, but often they just want to be heard. Nine times out of 10 if you reach out to a negative shopper and tell them you are willing to listen and hopefully resolve their issue, they’ll back down. All bark with very little actual bite.

Testimonials, reviews and customer photos…oh my!

Be sure to give your customers their 15 minutes of fame. By emailing customer photos and sharing great stories or reviews, everyone gets to share in that warm, fuzzy feeling. You become a family rather than just another place to shop.

“80% of your company’s future revenue will come from just 20% of your existing customers.” Forbes

Deb McGonagle

I have been a writer for various forms of marketing for over 40 years. I've written my share of radio and TV scripts, magazine and newspaper ads as well as direct mail brochures and newsletters. Currently, as the Marketing Director for Traxia, home of SimpleConsign software, I've moved into blog posts, eBooks and website text. It's been an ever changing and ever challenging journey but I've loved it all along the way.