How to Engage and Retain Customers Through Email Marketing



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In a world where customer acquisition is slowing down, customer retention has never been more important. To build long-term customer relationships, email marketing is still the best channel for doing so. Its automated messaging tone should be reviewed periodically, as should the overall customer journey. When customers open and read your email, try to provide additional support that helps them feel comfortable returning to your site. A personal touch can make a world of difference.

Send a friendly email reminder to remind customers about upcoming live events, webinars, or company updates. These emails can be automated using an RSS feed so that you don’t have to worry about updating and sending them manually. They can also be used to remind customers about resources and helpful information they’ve already downloaded. If customers have purchased a product or service through your site, they’ll remember it each time they receive an email from you.

Customer retention is important from the very beginning of your email campaign. Remember that 21% of email revenue comes from triggered emails, so determining the right triggers is only half the battle. Send the right message to the right person at the right time. Otherwise, you risk confusing the customer or losing them. Your retention email should target customers who are interested but are unsure of buying from you. This is a great time to offer them something of value in return for their email address.

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