2014年9月8日 星期一

Here are 5 types of eDM boosting customers’ loyalty

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As a marketer, you must want to boost customers’ loyalty, isn’t it? Over 45% of marketers regard email marketing as the tool of increasing customers’ loyalty. Moreover, eDM which is used for improving customers’ loyalty also drives higher engagement rate, i.e. email open rate and click rate. So, what types of content should you put in the eDM? Let’s see 5 types of email content which will captivate your customers:

 1. Unredeemed offer


Don’t just offer discounts or coupons to your customers and end the cycle. Everyone is busy. Your customers may forget or not notice the expiry date of your offer. Even worse, they may forget your brand if they are new to your brand. If you don’t want to miss the leads, send a reminder of unredeemed offers to them, say, 14 days before expiry date. Moreover, you can also boost sales by inserting redeem button on the eDM so that your customers can redeem and consume immediately after they receive your reminder email.


 2. Exclusive sales news 


It’s sweet to tell your loyal customers about your coming big or even exclusive sales in advance. This email can show your care to your customers while they will feel valued by being told of coming events in advance. If you can offer special sales or discounts on the particular date (i.e. birthday) of every loyal customer, your customers will become your diehard fans.


 3. Gratitude expression 


A thank you email will definitely grow customers’ loyalty. You may even offer reward on the thank you email. This email can be triggered by customers’ activities, for example, purchase, feedback or just a visit. Your customers may continue the actions with rewards.


 4. Star Membership system 


A star membership system helps you to identify your diehard fans in your customers’ base. Loyalty points can be used to measure the customers’ activities. To run the system online, you can create 5-stars, 3-stars or 1-star membership using credits system. By opening and clicking through your eDM, your customers will earn 10 credits. If they consume online, they can even earn 100 credits. Finally, you can send right eDM to the right level of members via segmentation. For instance, 5-stars members may already have online consumption experience, what you need to do is to provide exclusive discount in order to maintain the relationship with them. However, 1-star members may not be your loyal customers yet, you may need to provide more content which can drive their consumption. Moreover, you can also offer free services (i.e. free shipping) to decrease the cost of order.

To run this star membership system, you can state clearly the criteria of being members and how to get the stars. This encourages your customers to engage with your marketing events and maintain relationship with you.


 5. Regular rewards 


Last but not least, regular rewards are important for boosting customers’ loyalty. Not only offering rewards on special date, but also offer rewards regularly so that your brand is always exposed to your customers. Take a boutique as an example, seasonal sales can be run regularly, rather than only provide discounts on customers’ birthday.

Email marketing can help you to do the above stuff easily with very low cost. By maintaining lasting customers’ relationship, you will gain repeat sales and new customers through word-of-mouth marketing, which is the most cost-effective marketing tool. Once you build up lasting relationship with your customers, you also increase the lifetime value of your customers, which boosts sales and revenue in return.

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