When it comes to email marketing, many startups are so focused on gaining new subscribers that they fail to address another important matter: Retaining the ones they already have. This is counter productive because according to Marketing Metrics by author Paul W. Farris, it’s far easier to sell to existing customers than it is to brand new prospects. But how can you build true customer loyalty via email marketing? How can you get your subscribers to open your emails each time?
If you want to keep your subscribers eager to receive your email notifications and away from the unsubscribe button, you have to treat them as people and not credit cards. Most subscribers abandon ship because the list maker starts getting greedy, either spamming their emails or not delivering the value they promised. This is going to drive subscribers away. The process of building customer loyalty has a lot to do with caring about your customers and thinking about their needs.
7 Ways to Keep your Subscribers Happy
1. If you made any promises, keep them
A lot of work can go into getting people to sign up for email newsletters. If you promised them something in return- freebies or a 30-day course to help them increase their social media ROI, you need to fulfill these promises. Make sure to act before it’s too late. It takes a lot of convincing for people to sign up on lists but less than a few seconds to hit the unsubscribe button.
2. Don’t be Random
Usually, people sign up on lists for a specific reason. So don’t be random about the newsletters you send out. Be specific about your list so you can craft emails that subscribers will be eager to open each time. In essence, send out nothing that’s too “everything-under-the-sun”! Give your subscribers what they signed up for.
3. Timing is Important
When it comes to email marketing, moderation is key. With too many emails too often, you run the risk of exhausting your list; Too little too late and people may not even remember why they signed up to your list in the first place. A general rule: Keep the frequency at one email per week. Of course you are free to do some experimentation to work out the frequency that’s optimum for your niche.
4. Who doesn’t like a Good Deal or a Surprise Coupon
If you want to keep your subscribers addicted to your emails, send out a special treat every now and then. This can be a free eBook every month or a 50% off discount code valid for 24 hours. Even if they are not going to use it, people are always happy to be at the receiving end of special treats.
5. Offer Exclusive Content
This may seem like a no brainer but don’t repackage a recent post you made on your business blog and send it out as a newsletter. Reward subscribers for signing up on your list by letting them in on some behind-the-scene action or the giving them a preview of a new product before it’s launched. Basically, share something that’s meant for the subscriber’s eyes only. Exclusivity is a very good way of thanking your subscribers for their loyalty and showing them genuine appreciation.
6. Take the time to Properly Craft your Newsletters
Most often the point of sending out an email newsletter is to drive people to your website. To achieve this, make your email worth opening. This includes crafting a punchy message and using the right fonts and graphics. You also need to make it easy for subscribers to share whatever is in the email. Don’t forget to use a responsive email design that will work equally well across different devices and screens and to include a clear call-to-action.
7. Get Personal
And finally, regardless of what industry you’re in, customers always want in on personal tidbits. Think Starbucks! Starbucks customers tend to be very loyal and that’s because the company found a way to make them feel part of the process by showing them that their ideas are truly appreciated. To build true customer loyalty, ask your subscribers for their opinion, feedback and suggestions. Encourage them to post online reviews. Show them that you are thinking about their needs. This is one surefire way to make your subscribers open your emails each time.
When email marketing is done right, the payoff is huge. The reward is only financial; you can use it to build true customer loyalty. The key is to be constantly thoughtful and to build enduring business relationships as compared to collecting names and email addresses. Businesses with loyal customers grow faster.
