Generally, every marketing plan aims at getting new customers on their list with the ultimate goal of moving every subscriber from the unprofitable group into a profitable group. Marketers can acquire new subscribers and point their attention to available products by sending personalised emails with individualised content. Working with the right audience segments, they send the right emails to the right customers.
Email campaigns are most critical to the content marketing success of any business. Statistics show that 73% of millennials prefer to receive communication via email. Furthermore, 99% of consumers check their email every day. It is by far the preferred way to receive updates from brands. It is also good for keeping your brand in the customers minds and making sure that they are informed about brand changes, new products etc.
Maximising Consumer Value with Email
Understanding consumer behaviour is a delicate process. They fit into many different sub-groups and categories. To further boost marketing campaigns, brands must develop unique offers for different consumer groups.
Indicators like buying frequency, average order value, product categories (product bought and viewed), email behaviour, browsing behaviour and others are tools that can help us to understand consumer behaviour and reaction to products and services. Grouping customers by their purchases or abandoned cart enables brands to send follow-up emails featuring related items that they are historically likely to buy.
A customer lifetime value calculation of your subscribers combined with ROI of your email campaigns improves your marketing strategy by helping you make smarter decisions. ROI can show you how much return certain investments have had, and which have been effective. You can then compare and select tactics and channels to focus on, remove from the mix or improve.
How to Re-monetise Past Customers with Email
There are a range of different ways to re-monetise past customers, but by far the most effective way is through email marketing. If you master the still of email automation, and get the segmentation right, then you will be on the right track.
Start with Segmentation
By understanding the context of the purchase and building a behavioristic profile around the customer, your receipt or post-purchase emails could include a product recommendation list of products they are likely to buy. There is a growing number of software services that will track your customers’ behaviour and automate product recommendations, eliminating the need for a data-science team.
Remind Subscribers You’re not Just Some Faceless Corporate Brand
Aside from product launch emails and welcome emails, brands use Win-Back Campaigns to retain customer interest. Celebrating your customers separates you from the clutter and aligns your brand with your customer’s interests. Communicate with customers on occasions such as birthdays and anniversaries, promotions, job anniversaries, business deals, or even graduation anniversaries.
Loyalty Points, Promos, Incentives
Let your customers know how many loyalty points they’ve racked up and how these points translate into special gifts such as branded merchandise & apparel. Create and track actions that qualify them for deals and offers.
People need assurance that things will continue to run smoothly and conveniently for them. Consumers are willing to pay for this peace of mind many times over if they know your brand can deliver.
Retention is a long-term strategy and requires a multifaceted approach that prioritises the relationship between you and your customers. The goal is to focus on your current customers and build a long-lasting relationship with them.