5 Customer Retention Emails You MUST Send (+ Reduce Churn)
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5 Customer Retention Emails You MUST Send (+ Reduce Churn)

January 5, 2020


Today, I’ll share the top 5 customer retention
emails you should be sending to reduce churn and increase sales. I’m Julie from Sleeknote, and if you’re
like most marketers, you’re always on the lookout
for ways to acquire new customers and increase
revenue without busting your budget, of course. Am I right? But when doing that, you risk overlooking
the customers you already have. According to a study by GetResponse,
there’s a 32% chance your first-time customers will buy from you again. But that’s not all. Second time customers
are 53% more likely to place a third order, and by the time they’ve placed their tenth
order, they’re 83% more likely to buy again. But this doesn’t happen automatically. You need to keep your customers engaged
and encourage them to make that second purchase—and the third, and fourth, and
fifth… So how do you do that? First, you need to segment your customers. Retaining customers is all about sending
the right emails to the right people at the right time. And to do that, you need to segment your email
audience based on their previous engagement with you. So why should you do that? I’ll tell you: a lot of the emails I receive
in my inbox are too generic and not relevant to
me. And keep in mind that these are businesses
I’ve previously engaged with so they could easily segment based on my engagement
with them in the past. If you send bulk emails to your entire list
without targeting specific segments, you’ll end up with a massive unsubscribe rate. And nobody wants that. Segmenting based on the previous actions of
your subscribers and customers is a much better way to retain them, and keep them interested. It’s all about relevance. Let’s take an example. If you have a segment with inactive customers,
how would you go about engaging them to prevent churn? Well…No two inactive customers are alike,
so it’s not enough just to segment on inactivity. You need to segment based on their previous
behavior. For example, if a customer’s last purchase
was a book on a specific topic, then send them an email
with suggestions for further reading. Amazon, for instance, is killing at this. But retaining customers takes time and effort,
and it’s not enough just to send one email. You need to keep your customers and subscribers
engaged over time if you want to convert them into
brand loyalists and lifetime customers. And who doesn’t want that? With the advanced technology we have today,
there are almost no limits for how you can segment
your customers, so take advantage of that. Now, let’s take a look at how you can reach
out to inactive customers. We’ve all heard about friendly reminders,
right? Well, they’re not that friendly because
they’re usually not great news. Let me explain: Maybe you have something in your teeth during
a presentation, and a colleague comes up to you after and says:
Hey Julie, I just wanted to let you know you have
a little something in your teeth. And I’m like: Why are you telling me this
AFTER I’ve embarrassed myself in front of these
people? It’s not the end of the world, but you’re
still not happy to hear about it. Similary, friendly reminders are necessary
if you want to retain customers, especially if
your products are subscription based. At Sleeknote, we send a friendly reminder
to customers whose credit cards are about to
expire to let them know that they need to update it if they want to keep using our service. We send the first email seven days before
a customer’s credit card expires and the last
is sent 10 days after it’s expired, with 4 emails in between. This small email sequence has an open rate
of 58% and a 25% click through rate, which are customers
we would have otherwise lost, just because they didn’t
remember to update their credit card information. A friendly reminder can also be an email asking
customers to complete a purchase they abandoned. Another way to retain your customers is by
rewarding them. If you reward your customers with a little
something, you can boost customer loyalty. If anything we deserve a reward or something.
Like a trophy. Your customers are the foundation of your
business. And if you want to keep them, you need to
pamper them from time to time. I’m not telling you to shower them with
gifts and discounts—I know you have a business to
run and you can’t just give away free stuff
all the time. However, you can give them a little
something on special occasions. Special occasions don’t necessarily have
to be Valentine’s Day, Father’s day,
and so on. These, again, are generic, and if you want
to retain your customers, you need to make
them feel something. One way of celebrating unique occasions is
to send a small gift on their birthday. Now, I know a lot of businesses already do
this—but it works! Showing your appreciation by making customers
and subscribers feel special is a bulletproof retention strategy. Another option is to celebrate anniversaries. Happy anniversary! Send your customers or subscribers a little
something when they’ve been subscribed to your newsletter
or loyalty club for a year. Let them know how much you appreciate their
loyalty. You can also encourage other types of
engagement such as reviewing products or send them a small gift. OR you can give them an overview of their
purchases or progress with you during the past year. This is an example from Béhance: This email is sent every year, but could
easily be customized for anniversaries instead. Lastly but not least, you should remember
to reward customers in your loyalty program. Once a year you can show them an overview
of what they’ve purchased, and then show them what that has earned them. Perhaps they get a gift card with an amount
based on how much they’ve purchased during the
year. Or maybe, you have a loyalty program
where people earn points they can use towards discounts on new products. Whatever your loyalty program is, you should
remind customers why they joined your club, and give them an incentive to stay in the
club. Another customer retention strategy is to
use reviews. Reviews can benefit your business in many
ways. They provide useful insights on your products,
your service, and everything in between. Here’s an example from Amazon: Part of Amazon’s success is their ability
to send targeted emails to their users and drive customers
back to their site again and again. This email is one of them. They don’t try to sell in their email,
they just encourage users to enter Amazon’s website,
and review their products. By getting users back on their site, Amazon
stays top of mind, while they will increase their
sales. Give your customers some time to try out their
newest products and ask them for their feedback. This is, of course, dependent
on the product and its use. As a rule of thumb, you should give customers
about a week to try it, and then send them an email
like Amazon where you ask them what they thought
of the product. If you stay top of mind in people’s head,
chances are they will return to you next time they need a similar product. My final strategy is very simple. Let me illustrate… That made you feel pretty good right? A thumbs up or a pat on the back just makes
us smile, and that’s exactly the reaction you want
from your customers. The most effective emails are those that evoke
feelings in the receiver. So, how do you give customers and
subscribers a virtual thumbs up? You send them an email, telling them how awesome
they are. At Sleeknote, we have an email sequence that
we send to our customers every time they’ve reached a new milestone. For instance, when they’ve collected 100
new email leads, we send them an email telling them how awesome they are. The email has no call-to-action or hidden
sales pitch. It’s simply there to tell our customers
how great They’re doing and encourage them to
keep using our service. This goes all the way up to 100,000 new email
leads. The more leads they collect, the more excited
we and (hopefully) our customers get. While these emails don’t have a call-to-action,
they still give us great value. It reminds customers of their progress and
the results that our product gives them, and as long as people are seeing great results,
they’re unlikely to churn. This tactic doesn’t just apply to SaaS businesses. It’s just as useful for e-commerce. If you run an e-commerce with make-up and
you have a line of products that help fight animal testing,
you can send an email to people who’ve bought these products and thank them for contributing
to the fight against animal cruelty. If you make your customers feel something,
they’re yours for life. …well that might be an exaggeration,
but you get my point. Retention emails are not about
creating a great sales pitch. It’s about making your customers
feel unique and appreciated. And as corny as that sounds, it’s the truth. Not all retention emails work for everyone,
so make sure you test different emails to see which works best for your audience. Coming up with the right email marketing strategy
is hard work, but it pays off, and I hope this video
gave you some inspiration for your new retention emails. That was all from me today. Obviously you’re DYING to start implementing
all of these amazing tips, but before you do anything: Hit subscribe right here. You
don’t want to miss out on even more invaluable hacks – I promise. And if you want to learn more about retention
emails, and see more examples, just click this floating
box. See you next time fellow geeks!

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  1. Great advice…. I will listen to this a few more times. Thank you I’m looking forward to using these tips and tactics

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