We previously discussed how email is the most common marketing tool for online retailers. But what is the top email campaign for customer retention?
We asked leading online retailers to name which of their campaigns were the strongest performers. According to our survey, the top three email series were: post purchase, welcome, and product recommendations.
As you already know, each customer is at a different point in their relationship with you. Because of this, sending batch-and-blast emails to your entire customer base is not an effective form of email marketing. Instead, think about implementing a lifecycle marketing strategy to address different customer needs as they progress in their journey with your brand.
Our foundation of lifecycle marketing is the Retention Automation Marketing Package (RAMP), which consists of 10 automated emails that use customer and purchase data to drive personalized marketing that engages buyers in a relevant and meaningful way. These emails help retailers envision each step of the customer journey, develop the appropriate message for every point of the cycle, and ultimately, increase customer retention.
Now, let’s take a closer look at the top three email campaigns for customer retention.
The key time to strengthen customer relationships is immediately after their first purchase, while the brand is at the forefront of the customer’s mind. This post-purchase email from GLO Skin Body engages shoppers by highlighting the brand’s presence on four different social media platforms, along with a brief description of what content and value they provide through each channel. Offering added opportunities for engagement in this way increases the likelihood that the customer will interact with the brand more often and, in turn, purchase again.
Building brand loyalty begins with your first interaction with new customers and subscribers, so this is a key opportunity to showcase why they should continue to purchase from you in the future. TeeTurtle makes a branded first impression in their welcome email by incorporating clever messaging and strong visuals, which make their emails striking, memorable and effective. The message includes a discount incentive with an expiration date, as well as a strong call-to-action "Browse Last Chance" to create a sense of urgency and motivate a purchase quickly. This email generates great engagement, with a 47% open rate and an 11% click rate.
To increase customer retention, retailers should use data from customers’ online interactions and purchasing activities to create messaging tailored to each individual. Case-Mate automates personalized, data-driven product recommendations by analyzing individual customer purchase history, and also suggests related items based on what other customers who purchased the same product have also bought. This message includes a large, bold product image, a clear call-to-action, and even offers a time-sensitive incentive to encourage customers to purchase the recommended item right away.
To learn more about retention marketing in the eCommerce industry, download the 2015 Retention Marketing Survey.