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How to Boost Brand Loyalty Using Email Marketing

By Thomas Griffin, Last Modified
May 29, 2019
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> Marketing

When it comes to building customer loyalty, few techniques have the raw power of email marketing.

A study by the market research firm Radicati predicts that by the end of 2019, there will be 3.93 billion email accounts – which is over half of the global population. Businesses around the world are competing for these consumers, with the hopes of turning them into lifelong customers.

Here are four tried-and-true ways you can use email marketing to convince customers that your business is worth their time and money.

Start with a personalized welcome email

Personalization is, without a doubt, one of the best ways to build loyalty between a customer and a business. Consumers appreciate getting an email that they feel was tailor-made for them; greeting them by name, giving them personalized offers based on past purchases and including content links to pages that are relevant to their searches on your website.

We all know that first impressions are everything, so if you want to build a loyal fan base, you should always send out a welcome email to everyone who signs up for your mailing list. Consider that by simply adding a personal touch to your welcome email and those that follow, you can increase your open rate by 26%.

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Segment your lead lists

After your initial email, you're going to want to segment your lead list so that your consumers are getting appropriate content at the right time. For example, if someone signed up for your website that sells pet supplies and stated that they are a cat owner, it wouldn't make much sense to send them to content about dogs.

Segmenting your lead list and measuring engagement metrics based on the content you send out is the best way to determine whether your segments are working and can have a direct impact on customer loyalty. You're going to want to split-test different emails and types of content to see how you can fine-tune your email marketing campaign, which can lead to committed customers.

Integrate multiple chat options

When it comes to audience reach, no method surpasses traditional email. Social media is a close second contender, and there are various smaller options that consumers like to use when they are engaging with your business.

If you want to increase the odds that customers will stay loyal to your business, think about integrating multiple chat options through your direct business email, live chat software and social media messaging. The opportunity to seamlessly address concerns using any of these methods can keep your customer loyal because they know that no matter how they decide to contact you, you'll be there to help.

Provide value

The No. 1 way to use your email marketing campaign to foster customer loyalty to your brand is by providing them with tangible value. There are various ways you can show your customers that you're committed to providing them with top of the line service and value for deciding to sign up for your mailing list. One of the most obvious ways is by sending them special discounts or promotions for being a loyal subscriber. If you suggest that they are loyal enough to deserve a discount or gift, it can help cement the idea in their minds that your company is worth their loyalty.

Similarly, you could send them exclusive content that pertains to their interests. This is an excellent opportunity for you to drip out relevant content to your lead segments. If we go back to the pet supply example, if you're dripping all of your cat-related content to the subscribers who opted for that information when they signed up for your list, you're increasing the chances that they will stick around because you're giving them valuable information that is relevant to their lives.

Conclusion

Email is the oldest and most complex forms of digital marketing. Business owners have successfully built brand loyalty using a mixture of all of the tips we mentioned here. If you're willing to take the time to make your customer's experience individualized and valuable, while providing them with multiple options to contact you if they have questions, you'll be well on your way to building a committed group of subscribers.

Thomas Griffin
Thomas Griffin
See Thomas Griffin's Profile
I'm president and CTO of OptinMonster, a powerful lead generation tool that's installed in over 700,000 websites.
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