Acquiring new customers is great. But, what’s better?
Retaining an existing one.
Often, businesses will view new customers as the perfect result of any marketing or sales campaign, after all, new customers mean new business. Although this is true, onboarding a new customer actually costs 5-25X more than retaining a current one.
Keeping the same customers coming back will continually result in a greater Return on Investment (ROI), and inevitably cost less. It’s a win-win.
Plus, you already have history with this customer, as well as information about them and their needs.
What makes a good retention strategy?
In this blog, we’ll take you through 6 key customer retention strategies, paired with ways in which Transpond can help you execute them.
1. Get personal
A personalised email is 26% more likely to be opened than a non-personalised email.
Your email is one of many appearing in your customer’s inbox, so what makes yours different? If the majority of your customers’ emails are impersonalised, yours needs to be the one to break the mould.
When a customer feels valued and remembered by a business, they’re much more likely to engage with your emails. Personalised and relevant content alleviates the customer pain point of irrelevant messages, while simultaneously helping your marketing to stand out.
Transpond allows for entirely personalisable email marketing with Merge Tags. Using Merge Tags, your customer’s name, recently viewed items, or birthday can be inputted into your email templates, tailoring each email to each individual customer.
Find out more about merge tags in our blog post ‘What are merge tags, and how do I use them in email marketing?’
2. Build trust with your customers
Just because someone has purchased from your business, does not mean they immediately trust you as a brand. However, the foundations are laid on which to build the trust.
But remember - trust takes time and effort. It’s not as easy as sending one email.
With 81% of customers saying that trust is an important factor in their purchasing decisions (according to the Edelman Trust Barometer Special Report), this is something businesses should be focusing on in their customer retention journey.
There are a variety of Transpond features that aid in building trust. These include:
Automated personalised welcome emails
Ensure your customers feel valued from day one by welcoming them to your business straight off the bat. And with automation, minimal effort is needed.
Ability to control email preferences
By letting your customers choose what they do and don’t want to receive, not only are you abiding by the law, but you’re also showing customers that you won’t overstep their boundaries.
Sharing testimonials
A testimonial is like gold dust. With media and video capabilities, your testimonials can be engaging and hold true value.
Automated communication
A fast response is key to building trust, especially to confirm a purchase. If a customer is putting enough trust in your business to buy a product, they need to feel appreciated and safe.
3. Friendly reminders
Sometimes, a reminder is all we need.
Whether it’s to remind the customer of an upcoming event, sale, or product release, or a reminder of items they left in their basket.
A simple - friendly reminder - brings your brand to the forefront of customers’ minds, heightening their chances of returning to your services/products.
With insights and analytics from Transpond, you can see so much information that will help with your customer journey, e.g. who opened and clicked your emails, or what pages they browsed on your site. This enables you to tailor your reminders to those who are likely to have genuine interest, as well as gauge the popularity of certain products/services.
Take a look at our insight and analytics capabilities: https://transpond.io/features/analytics
3. Captivating content
Email marketing shouldn’t just push the products, it should include content that portrays you as a brand and offers value to your customers.
To do this, you need content that sings. Our templates and features make creating captivating content a breeze. Here are just a few ideas:
- Videos
- Interviews
- Case studies
- Blog posts
- Interactive polls
- Articles and opinion pieces
With Transpond, you can do all these things and more.
4. Segment your contacts
No two customers have the exact same customer experience. Depending on what they purchase and how they engage with your emails should change the way in which you approach them. Therefore, one blanket email to all customers is likely to miss the mark for many of the recipients.
That’s why segmenting your contacts is so key.
By using Transpond to segment your contacts based on rules and data, you can send emails that are relevant to individual groups, rather than to all contacts.
For example, contacts could be segmented due to their activity (such as campaigns opened or links clicked) or due to their birthday month, meaning the emails they receive will always be relevant to them.
There is no limit to the segmentation - you could target the email to contacts who have outlook addresses, green eyes, were born in November and have bought a product.
It sounds tricky, but thankfully our Segment Tool is specifically designed to be easy to use.
Find out more about it here: https://kb.transpond.io/article/70-segmenting-contacts
5. Roll out a re-engagement campaign
Emails specifically designed to re-engage your customers are a great way to prioritise customer retention.
Less interaction with your customers means less connection - it’s as simple as that. So, if you’ve let your interaction slip, a re-engagement campaign is a great start to getting those customers back on board.
According to Optinmonster, re-engagement campaigns lead to more than 90% of inbox-placement rate. That’s a figure you can’t argue with.
With Transpond, creating interactive and engaging campaigns is easy. Plus, you can keep a close eye on the success of your campaign with analytics and insights.
Keep customers on board with Transpond
Customer retention can be easy when you have the right tools in place. From marketing automations to advanced analytics, Transpond has what you need to create emails that keep your customers wanting more.
Nurture those all-important relationships by getting started with Transpond for free today: https://app.transpond.io/
Learn more about Capsule CRM: https://capsulecrm.com/