Driving Customer Loyalty With Email

Think of the last time you started a new relationship. You probably had some initial
conversations that were mostly general and bland, but as the relationship developed
over time, you shared more personal details and began to focus on specific interests
—so much so that you would be lost without your new friend or coworker. This is the
same relationship-building process that occurs when a one-time customer becomes
a loyal brand advocate—and email is an effective tool for nurturing this loyalty.

The key to building long-term loyalty with your customers is making your emails as
relevant and relatable as possible. This is not a “one size fits all” approach; what
works best for a business-to-business supplier of commercial pipe fittings will likely
be very different from what will work for a women’s fashion boutique. However,
there are several email traits that every brand should possess to ensure its loyalty
email campaigns are effective:

Email Personalization
Personalized emails help build a strong emotional connection between your brand
and your customers. They show that you care about your audience and that you take
the time to get to know them. In turn, they are more likely to feel appreciated and
valued, which in turn inspires loyalty. In fact, a recent study conducted by Adobe
found that email personalization increases customer loyalty and brand advocacy.

This kind of personalization can be achieved by segmenting your email list to deliver
content that speaks directly to your customers’ preferences and behaviors. For
example, a clothing retailer could send customers a personalized email offering
them recommendations based on their previous shopping behavior and purchases.
This type of email not only shows that you understand their individual preferences,
but it also helps to improve the overall customer experience.

Email Follow-Up
Continuing to communicate with your customers after they make a purchase can
also inspire loyalty. A few simple follow-up emails can go a long way toward building
brand loyalty. For example, after a customer has made a purchase, you can reach
out to ask if they were satisfied with their experience and, if not, what improvements
could be made to improve the customer journey moving forward.

For customers who have already purchased from you, a follow-up email can also be
used to encourage them to return or share their experience with friends and family.
It is important to note that a follow-up email should never be promotional; instead, it
should focus on building trust and credibility for your brand.

Nurturing Loyalty
The final step in fostering loyalty is to provide your customers with exclusive offers
and promotions that will further strengthen the bond between them and your brand.
A great way to do this is through a loyalty program that rewards customers with
points for purchasing from you, and then allows them to redeem those points for
exclusive discounts or perks.

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