Relationship marketing is a customer-centered approach to marketing with a focus on building relationships with individual customers. Email marketing is vital in building and nurturing customer relationships. This is especially true now that contactless communication and business is becoming a standard for brands. You can effectively use email marketing to foster repeat customer relationships if you properly understand your customers and how to get their attention. Here is how to use email marketing to foster customer relationships.
If all someone means to you is just another name on an email list, then the emails you send will be received as such. This has a lot to do with the content that you're sending to someone. If all you have to say to your email list involves you or your business, that's not really inviting someone to have a conversation with you. Trust me, they know who you are and what you can do for them. Think about your elevator pitch. You wouldn't simply walk up to someone and ask them for business. Make your emails inviting in order to foster repeat customer relationships.
Personalization is essential to building repeat customer relationships via email. Now, it's important to point out that email personalization is much more than simply personalizing an email subject line. While personalized email subject lines are 26% more likely to be opened, if you're looking to build and nurture a repeat relationship with each of your email subscribers, you need to take the time to get to know them and send them only the most relevant information possible.
An excellent way to do this is by offering up an email preference center to your subscribers. This allows your customers the opportunity to tell you more about them, who they are, and what they expect from you. With this approach, it becomes easy for them to purchase your products or services repeatedly because they feel valued.
When someone signs up to get your emails, this person takes time to ask you to communicate something of value to them. This is where the value of content marketing comes in too. Think of email as being a mini billboard for your business in someone's inbox is fine, but you still want them to read what you have to say, so you had better make it worth their time. Plus, you already know your customers, and you probably know their interests and needs. Your emails should reflect this rather than being simply self-promotional.
When customers don't open your emails or begin to opt-out, be willing to understand why. Take it as a challenge to re-engage with subscribers and customers who haven't opened your emails in a while. And uncover why subscribers may be opting out of your emails. Create tests to understand what is working and pinpoint what needs improvement. When you continually use email testing and find the source, you'll be able to create great relationships with repeat customers.
Your content's tone of voice should be an integral part of your brand identity. If your style is generally light and friendly, you may confuse your customers by suddenly going all official. And vice versa: if you've chosen a formal communication style for your email messages and website, you shouldn't switch to sending memes. Note that the same style has different performances for various businesses. Sometimes you have to study your audience before you understand what communication strategy will build customer loyalty in your case. Use a tone that resonates with your repeat customers.
You want your repeat customers to view you as an expert resource for your products, and you need to show them that you are the expert they want you to be. You can build this kind of trust with your customers, and eventually strengthen your relationship by sending emails that don't directly try to sell them your products or services. You may feel like you lower your value to your customers by teaching them parts of your job. In reality, you become more valuable to them and they'll keep coming back to you because you have proven to them that you are an expert at what you do.
Here are some of the KPIs you should set for evaluating campaign success for nurturing relationships with repeat customers:
Repeat opens is a valuable metric to track. You can build segmented audience lists based on this metric and create tailored email campaigns for each group. If you ask for a review or some sort of participation, this group will be more likely to respond and engage in the content, and purchase your products or services again.
This is the percentage of people who have forwarded your email or shared your email content divided by the number of people who received your email. One thing to bear in mind is that this rate is only applicable if you have a "forward to a friend" button or a "share to social" button in your email. This metric tells you that your repeat customers are interested in what you're sharing with them.
This metric is calculated by taking the total amount of money an email send/campaign/automation has made and dividing it by the total number of people who received your email. If a campaign made $10,000 and 1,000 people received the email, your revenue per recipient would be $10. You can further break this metric down into revenue per open (in which people who did not open are not included in the calculation) or revenue per click (in which people who opened but did not click are not counted).
CTR is another common metric that can help you determine how well your campaigns are performing. CTR measures how many people clicked on the links in your email. For example, if you included a link to redeem an offer, the CTR would measure what percentage of subscribers clicked on your links.
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