{"id":32470,"date":"2022-07-13T16:38:46","date_gmt":"2022-07-13T11:08:46","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=32470"},"modified":"2022-08-09T11:51:48","modified_gmt":"2022-08-09T06:21:48","slug":"ways-to-enhance-customer-retention-with-sfmc","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/","title":{"rendered":"4 Effective Ways to Engage with Customers and Boost Retention with Salesforce Marketing Cloud"},"content":{"rendered":"\n<p>The ability of any company to make money comes down to one thing: <em>customers<\/em>. However, customer acquisition is just one aspect of running a successful business. The other crucial aspect is <em>customer retention<\/em>.<\/p>\n\n\n\n<p>Customer retention is crucial because:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It is <a href=\"https:\/\/www.salesforce.com\/blog\/2017\/04\/sales-service-and-marketing-the-trifecta-of-b2b-customer-acquisition-strategy.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">7X<\/a> more expensive to acquire a new customer than it is to keep an existing one.<\/li><li>Existing clients spend <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/best-practices\/customer-retention\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">31%<\/a> more on average than new ones.<\/li><li>The <a href=\"https:\/\/www.salesforce.com\/hub\/service\/customer-retention-rate\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">probability<\/a> of converting an existing client is 60%\u201370% and only 5%\u201320% for new clients.<\/li><\/ul>\n\n\n\n<p>Customer retention is incredibly important, especially in today\u2019s competitive markets where customer acquisition costs (CAC) are increasing and customer loyalty is at a premium.<\/p>\n\n\n\n<p>The good news is that it <em>is<\/em> possible to retain more customers and earn their loyalty. The secret is to go beyond their expectations, satisfy their needs, and show them that the brand shares their values. And all of this starts with <em>engagement marketing<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What are Customer Retention and Customer Engagement?<\/strong><\/h2>\n\n\n\n<p>Customer retention refers to how well your brand can keep customers returning. It is a measure of customer loyalty. And loyalty matters because even a 7% increase can increase a customer\u2019s lifetime value (CLV) by a whopping <a href=\"https:\/\/fortunly.com\/statistics\/brand-loyalty-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">85%<\/a> and because the most loyal top <a href=\"https:\/\/blog.smile.io\/repeat-customers-profitable\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">10%<\/a> of customers spend 3X more per order than the lower 90%.<\/p>\n\n\n\n<p>To earn customers\u2019 loyalty \u2013 and ultimately boost retention rates and profits \u2013 you must <em>engage<\/em> with existing customers instead of simply <em>selling<\/em> to them. Engagement is about forging emotional connections that go beyond fleeting transactions. It means understanding their needs and delivering connected and personalized experiences at every touchpoint.<\/p>\n\n\n\n<p>Email marketing is a great way to achieve these goals. But to implement personalized customer engagement strategies via email, you need a holistic 360<sup>o<\/sup> view of every customer. You also need a world-class ESP to design and deliver email campaigns that engage, impress, and delight. <em>Enter Salesforce Marketing Cloud (SFMC)<\/em>.<\/p>\n\n\n\n<p>Read on to learn how you can leverage the power of SFMC to spruce up&nbsp;customer engagement and increase retention.<\/p>\n\n\n\n<p><strong>#1: Focus on the entire customer journey, not just on individual touchpoints<\/strong><\/p>\n\n\n\n<p>Continuous engagement throughout the customer journey is essential to growing and maintaining trust-based customer relationships that lead to retention. Assess first-party&nbsp;data from SFMC to understand customer behaviors and interests. Use these insights to refine customer journeys and accordingly tweak email communication.<\/p>\n\n\n\n<p>SFMC\u2019s <strong>Journey Builder<\/strong> tool will help you build 1&#215;1 customer journeys across all channels, including email. Visualize each subscriber\u2019s journey and experiences as they move down the sales funnel from brand discovery to purchase. Create subscriber segments, craft customer personas, and design<a href=\"https:\/\/email.uplers.com\/blog\/email-personalization-guide-to-bookmark\/\" target=\"_blank\" rel=\"noreferrer noopener\"> personalized emails<\/a> to engage with each subscriber, deliver greater value with every interaction, and guide them towards re-purchase.<\/p>\n\n\n\n<p>Leverage <strong>Journey Builder<\/strong> and its <strong>Path Optimizer<\/strong> feature to power your engagement goals by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Testing various paths for a subscriber\u2019s journey<\/li><li>Selecting the winning journey path based on the metrics that matter to you: opens, click-throughs, unsubscribes, etc.<\/li><li>Testing campaigns before sends<\/li><li>Experimenting with content, sending frequency, and other aspects with <strong>SFMC Email Studio<\/strong> and <strong>Einstein AI<\/strong><\/li><\/ul>\n\n\n\n<p><strong>#2: Personalize every email and every experience<\/strong><\/p>\n\n\n\n<p>Successful customer retention and engagement stem from delivering personalized messaging and experiences to each customer. <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/customer-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Research<\/a> shows that 66% of customers expect companies to understand their unique needs and expectations. Unfortunately, 66% also feel that brands treat them as numbers rather than as persons. Generic email marketing is easy. But it\u2019s also the last thing you want to do if you are trying to increase customer retention.<\/p>\n\n\n\n<p>SFMC provides multiple tools to create personalized email campaigns for every segment and even every customer. Segmented campaigns and personalized emails create an \u201caudience of one\u201d so you can better engage with existing customers, share useful content, make them feel special, and earn their long-term loyalty.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"1999\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Sonos-personalized-email.png\" alt=\"Sonos- personalized email\" class=\"wp-image-32472\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Sonos-personalized-email.png 451w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Sonos-personalized-email-68x300.png 68w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Sonos-personalized-email-231x1024.png 231w\" sizes=\"auto, (max-width: 451px) 100vw, 451px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/be-the-first-to-listen\" target=\"_blank\" rel=\"noreferrer noopener\">Image Source<\/a><\/figcaption><\/figure>\n\n\n\n<p><em>This well-structured email grabs the subscriber\u2019s attention with its simple design, compelling text, and personalized recommendations.<\/em><\/p>\n\n\n\n<p>To inform your personalization needs, leverage SFMC\u2019s <strong>Personalization Builder<\/strong>. Its predictive analytics and modeling will enable you to understand subscribers&#8217; preferences and tailor your email content accordingly. <strong>Einstein AI<\/strong> engine will help you to build subscribers\u2019 behavioral profiles, predict which content is most likely to appeal to them, and design personalized messages with tailored offers, Calls to Action (CTA), subject lines, etc.<\/p>\n\n\n\n<p>Further, Email Studio\u2019s <strong>Content Builder<\/strong> simplifies the creation of personalized content while <strong>Content Detective<\/strong> removes spammy words to <a href=\"https:\/\/email.uplers.com\/blog\/improve-email-deliverability-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">increase email deliverability<\/a>. You can also automate many kinds of email campaigns with Email Studio and built-in <strong>SFMC campaigns<\/strong>. Automation is a great way to scale up your engagement strategies while saving time and reducing manual effort.<\/p>\n\n\n\n<p><strong>#3: Re-engage customers with triggered emails<\/strong><\/p>\n\n\n\n<p>Triggered emails \u201cfollow\u201d the customer. So every time they buy something from your eCommerce store, update their account, or sign up for your newsletter, they receive an automated email that acknowledges their action. Such acknowledgments show that the brand is paying attention to them and appreciates their loyalty.<\/p>\n\n\n\n<p>Triggered emails provide a powerful way to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Engage with existing customers<\/li><li>Leverage more opportunities for cross-sells and upsells<\/li><li>Reduce cart abandonment<\/li><li>Increase customer retention<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1.png\" alt=\"grammarly- triggered emails\" class=\"wp-image-32474\" width=\"510\" height=\"1743\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-88x300.png 88w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-300x1024.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-449x1536.png 449w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-599x2048.png 599w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-41x140.png 41w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/grammarly-triggered-emails-1-624x2133.png 624w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/highlights-of-your-year-100-off-for-2017\" target=\"_blank\" rel=\"noreferrer noopener\">Image Source<\/a><\/figcaption><\/figure>\n\n\n\n<p><em>Grammarly does a great job of upselling without being aggressive. If anything, the email provides useful information that will attract the subscriber and increase the likelihood of repeated purchases.<\/em><\/p>\n\n\n\n<p>In SFMC, it\u2019s possible to set up many different kinds of <a href=\"https:\/\/email.uplers.com\/infographics\/triggered-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">triggered email campaigns<\/a> to improve customer engagement and retention. For example, you can send a thank you email once they complete a purchase with details of the item, price, shipping dates, etc. You can also send automated abandoned cart emails with a gentle reminder to complete their purchase.<\/p>\n\n\n\n<p>To get started with triggered emails in SFMC, select and set behavioral triggers in the <strong>Journey Builder<\/strong> navigation menu. Then use <strong>Email Studio, Content Builder<\/strong>, and <strong>built-in SFMC templates<\/strong> to quickly set up triggered emails for each use case (welcome, purchase, cart abandonment, account updates, etc.). You can even set up triggered emails for birthdays, milestones, holidays, etc.<\/p>\n\n\n\n<p>For maximum engagement impact, make sure that every triggered email:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Is personalized for each recipient<\/li><li>Contains valuable content that\u2019s less salesy and more meaningful<\/li><li>Includes attractive creatives and a clear call to action (CTA)<\/li><li>Is optimized for mobile devices<\/li><\/ul>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20441 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png\" class=\"attachment-full size-full\" alt=\"Our SFMC developers can design flawless email templates\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>#4: Share useful content through newsletters<\/strong><\/p>\n\n\n\n<p>Customers who are constantly bombarded by aggressive, in-your-face sales messages are unlikely to remain loyal to a brand. If anything, they see these brands as selfish and money-grabbing, which is a huge turn-off and the opposite of what you want to see for your brand. To engage with and retain customers, it\u2019s important to show them that your brand cares more about <em>them<\/em> and less about <em>your sales<\/em>. One way to do this is by sending them useful content via newsletters.<\/p>\n\n\n\n<p>SFMC\u2019s <strong>Content Builder, pre-built templates, layouts, and content blocks<\/strong> will help you create responsive and memorable newsletters and emails with zero coding. SFMC also offers personalization strings, dynamic content, and AMPscript to personalize emails to increase audience engagement and encourage returns. You can also continually optimize newsletters to retain subscriber interest with <strong>Einstein AI<\/strong> features like <strong>Copy Insights<\/strong> and <strong>Content Selection<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter.png\" alt=\"Sonos- newsletter\" class=\"wp-image-32475\" width=\"510\" height=\"2385\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter-64x300.png 64w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter-219x1024.png 219w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter-438x2048.png 438w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter-30x140.png 30w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/sonos-newsletter-624x2918.png 624w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/3-ways-to-listen-with-our-portable-speaker\" target=\"_blank\" rel=\"noreferrer noopener\">Image Source<\/a><\/figcaption><\/figure>\n\n\n\n<p><em>This newsletter effectively combines a sales pitch with non-sales information to engage with subscribers and encourage purchase.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"429\" height=\"1024\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-429x1024.png\" alt=\"newsletter example\" class=\"wp-image-32476\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-429x1024.png 429w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-126x300.png 126w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-644x1536.png 644w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-59x140.png 59w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter-624x1489.png 624w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/newsletter.png 680w\" sizes=\"auto, (max-width: 429px) 100vw, 429px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/choose-a-language-deploy-an-app-in-minutes\" target=\"_blank\" rel=\"noreferrer noopener\">Image Source<\/a><\/figcaption><\/figure>\n\n\n\n<p><em>This email is not a newsletter but it still does a great job of engaging with the reader via its simple structure and compelling copy.<\/em><\/p>\n\n\n\n<p>To create and deploy newsletters from SFMC:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Import your subscriber list into a sendable data extension<\/li><li>Build content using Content Builder and Email Studio<\/li><li>Proof newsletters with Subscriber Preview in Content Builder<\/li><li>Perform A\/B testing and test sends<\/li><li>Send newsletters manually using Send Flow or automatically via Email Studio<\/li><\/ul>\n\n\n\n<p>Make sure that every newsletter is visually appealing, personalized, includes a clear CTA, and aligns with CAN-SPAM, GDPR, and other laws. Also monitor newsletter performance based on open rates, click-through rates, conversions, spam complaints, or other metrics that matter to your brand\u2019s engagement and retention goals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Wrap Up<\/strong><\/h2>\n\n\n\n<p>Take advantage of Salesforce Marketing Cloud and its user-friendly capabilities to build unique and memorable email campaigns that will impress customers and encourage them to stay loyal to your brand. We hope you found this article useful. If you need more tailored advice for your brand\u2019s email marketing\/customer engagement program, get in touch with the Email Uplers team.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer engagement is the key to customer retention. Here are 4 proven ways to engage with customers with SFMC and email marketing!<\/p>\n","protected":false},"author":42,"featured_media":32471,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-32470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Effective Ways to Boost Customer Retention with Salesforce Marketing Cloud<\/title>\n<meta name=\"description\" content=\"Customer engagement is the key to customer retention. Here are the effective ways to leverage the power of SFMC to spruce up customer engagement. 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Read more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/\" \/>\n<meta property=\"og:site_name\" content=\"Email Uplers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/email.uplers\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-13T11:08:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-09T06:21:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/SFMC-Engagement-marketing-best-practices-for-customer-retention-540x282.png\" \/>\n\t<meta property=\"og:image:width\" content=\"540\" \/>\n\t<meta property=\"og:image:height\" content=\"282\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Chintan Doshi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:site\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chintan Doshi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/\",\"url\":\"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/\",\"name\":\"Effective Ways to Boost Customer Retention with Salesforce Marketing Cloud\",\"isPartOf\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/ways-to-enhance-customer-retention-with-sfmc\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/SFMC-Engagement-marketing-best-practices-for-customer-retention.png\",\"author\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/81d2df4983baf495159753841ca762a7\"},\"description\":\"Customer engagement is the key to customer retention. 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