The following are all techniques for using email communications to increase customer loyalty or brand awareness.
Newsletters are, obviously, the most common form of brand building and customer loyalty email. While newsletters can result in sales spikes or user activity, their primary purpose is to build a relationship between an active customer and a brand or company.
Thank You Emails
You may be surprised how far simply sending a customer a standardized thank you email after a purchase or transaction can go in making that customer feel connected to your brand or company!
Though customer surveys can work hand in hand with offers and promotions to meet both of your needs during the active customer life cycle, simply sending customers surveys allows them to feel as though their voice is being heard in your organization. Using email as a two-way street to make customers feel as though you are in a conversation with them makes them feel invested in your brand or company.
Birthday and Anniversary Wishes without Offers
With or without the offer, recognizing a customer on a special or important day – again whether that is an actual birthday or anniversary or the customer’s birthday or anniversary with your company – makes a customer feel like a person instead of an order number.
Event and Informational Alerts
Similar to how airlines send alerts about flight deals and notifications, emails that remind customers of upcoming events or other pieces of information in short email form can also work to keep your brand front-and-center in a customer or client’s mind.
Post-Order Satisfaction Follow Up
One of the most overlooked but effective touch points in the customer cycle is the opportunity that exists immediately after a customer has placed an order or taken an action. If the customer has had a positive experience with your company, you want to make sure that that is what stays in his or her mind.
Alternatively, if the customer has had a negative experience, you want to ensure that you discover that fact and then work to remedy it. Implementing an email program that will email customers within a week of a purchase or action can have great impact. Include in your email both a solicitation to provide feedback or the product or the customer’s experience with your company.
Then, of course, offer an incentive for a repeat purchase or another product that they may enjoy or be interested in. While this email also works to build brand and company loyalty, the most likely point for a customer to make a repeat purchase is shortly after they have been satisfied by an initial purchase. Take advantage of this by being sure to offer a customer communication during that time.
Cross Sell and Up-Sell Emails
You might also have heard of these called You Might Also Like…emails.
If you know that a customer has purchased a great deal of a specific brand of product that you offer on your website, be sure to email them with other products by that brand manufacturer that they may like. If you know that a group of customers have all purchased a cheaper version of a type of product, email them to suggest that they might benefit from buying the upgraded model.
If you know what your customers purchase and how they behave, then emailing them with related or improved products based on what they already buy during their active life cycle which you can increase their overall value both in the number of times that they purchase as well as in the amount of products that they purchase.
New Product Announcements
Often, customers and clients won’t return to your website or business on their own, and therefore they may miss out on new products and releases that you have available. Using email to alert customers and clients of new products and releases can increase purchase frequency and amount simply by letting them know that there are more purchasing opportunities available.
Sales and Special Offers
The most obvious way to use email during the active customer life cycle is to send your customers and clients sales and special discounts and offers. These could be standard alerts of clearance items or regular monthly sales. They could also be special offers available only for specific client segments or based on a need to generate revenue or clear products. Whether your offer is a percentage discount, a naira discount, free shipping or a free gift with purchase, you can always increase sales in a spurt through offering clients a discount or sale.
It’s often said that twenty percent of your customers will account for eighty percent of your business. If this is true in your case (and it likely is), segmenting out your most valuable customers from your email database and sending them special VIP offers that are specifically designed to spur activity from high frequency or high dollar value purchasers can not only increase your revenue, it can also reward your most valuable customers.