{"id":23634,"date":"2020-12-12T17:19:42","date_gmt":"2020-12-12T11:49:42","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=23634"},"modified":"2022-06-30T12:53:34","modified_gmt":"2022-06-30T07:23:34","slug":"significance-of-retaining-existing-customers-with-email-marketing","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/significance-of-retaining-existing-customers-with-email-marketing\/","title":{"rendered":"The Significance of Retaining Existing Customers with Email Marketing: Exploring the ‘Why’ and ‘How’"},"content":{"rendered":"\n

There is always a sense of anticipation and, with success, a sense of joy and satisfaction in making new contacts. We could say this is more so for businesses, as they can also look forward to what these new contacts mean for their bottom-line and future growth. But, sometimes, in all the activity and excitement of searching for new horizons, the hard-won vistas right in front of you get overlooked, don\u2019t they? This can apply to your customers, too.<\/p>\n\n\n\n

Though businesses will freely acknowledge the wisdom in holding on to their existing customer base, this is often not borne out in substantial, consistent marketing efforts. As a company constantly nudging over competitors for a lucrative niche, you need to realize, if you have your customers coming back for more, you can win with a greater ROI; what\u2019s more, it will cost you much less than it would to strike out to build a base of new names.<\/p>\n\n\n\n

Most often\u2014and with the current tools on offer\u2014all it takes to make sure your customers keep buying into your brand is a series of simple, well-intended, and aptly framed communication. And, with the messaging mode of email still standing strong, retention email marketing is your best bet to keep that customer database vast and constant.<\/p>\n\n\n\n

How to Make Email Marketing Work for Those Already in the Loop?<\/h2>\n\n\n\n

Too often, companies focus their on prospects and the larger audience. But, consider how easy it would be to get your message across to someone who is already listening\u2014that is, the majority, if not every single, of your existing customers. <\/p>\n\n\n\n

Here are a few ways you can structure your email marketing efforts to reach your customers and to make sure they don\u2019t stray too far. <\/p>\n\n\n\n

1.Reminder Emails to Keep Them Engaged <\/h3>\n\n\n\n

Set up your email automation platform to keep pinging your existing customers\u2014individually and with personalized emails\u2014with relevant updates, information, and reminders. You might tend to wait for the customer to make their next purchase based on their idiosyncratic requirements or stick to sending out mass, half-hearted emails to your entire customer base regarding new products or services. Neither of these approaches tends to work in the world of information overload and short attention spans. <\/p>\n\n\n\n

Instead, you can benefit by reaching out to your customers actively if you haven\u2019t \u2018heard from them in a while\u2019; that is to say, your repeat customer hasn\u2019t shown any purchase activity for an extended period. Typically, the lapse of a 90-day period would be a good trigger for your \u2018hey, we are still here for you\u2019 reminder emails. Keep the message simple and genuine, and make sure to address the \u2018what is in it for me\u2019 factor. These can also integrate a definite \u2018push\u2019 or \u2018nudge\u2019 element, diplomatically framing in a \u2018do not lose out\u2019 messaging. Udemy has done a good job in the below sample, clearly putting out the relevant details, adding an inventive, and setting up for a higher CTR.<\/p>\n\n\n\n

\"Udemy<\/figure><\/div>\n\n\n\n

Source: <\/strong>Reallygoodemails.com<\/a><\/p>\n\n\n\n

Ideally, your retention email marketing campaigns should also focus on following through on purchases and subscriptions. Thus, some of the templates of reminder emails you can set up for existing customers can be:  <\/p>\n\n\n\n