Email marketers often focus so much on acquiring new customers that they overlook the importance of retaining the customers they already have. It’s important not to fall prey to this habit. Research indicates that a mere 5 percent increase in customer retention can yield as much as a 95 percent increase in profits.
That’s why it helps to understand how to design and implement an effective lead nurturing program. Of course, relying on best practices like tracking key metrics and using a verified email list will help you build better campaigns — but there are certain techniques that can make a lead nurturing campaign more effective. Such programs ensure leads turn into loyal customers (and stay that way). Keep the following tips in mind to design an effective program for your goals:
Onboard Your Customers
New email list subscribers have essentially expressed interest in your products. However, they may not know much about them at first. They’ll be less likely to make a purchase if they don’t understand how your products or services will benefit them.
Thus, it’s necessary to send an initial series of emails (after the welcome message) highlighting your product’s key features, showing examples of it in use and providing testimonials from other customers. This drip campaign approach guides new followers through the first steps of the customer journey.
Interact With Customers
You don’t want to rely on your ability to reach your entire audience via a single channel. The more chances you have to reach them, the better. For instance, you can use your email list to link and promote your social media accounts as well.
Just be sure to interact with followers on social media. Like their updates, respond to their comments and track when customers mention your brand. Interacting with customers on social media in an authentic and natural way boosts engagement.
Email list subscribers already have some degree of familiarity with your brand. As such, you don’t want to send them the same basic marketing content you would use to attract completely new customers. Instead, take the opportunity to give them an even deeper understanding of your products, services, and mission.
Hosting a webinar (and promoting it via your email list) is an effective way to achieve this goal. A webinar gives you the opportunity to once again demonstrate the value you offer. It also helps establish your authority.
Personalize Your Campaigns
Customers have gradually gotten used to a degree of personalized service in the digital age — and now they expect it. Luckily, by offering personalized content, you can increase brand loyalty.
Conduct surveys to learn what types of content customers are most interested in, and segment your email list accordingly to ensure they receive such content. Doing so has also been shown to increase open rates. Customers are simply more likely to open emails that appear to align with and be relevant to their interests and needs.
Of course, it’s always important to monitor the progress of your campaigns. Pay attention to key metrics like unsubscribe rates to ensure you’re doing everything you can to optimize customer retention and follow these tips to help redouble your efforts.
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.