How to Drive Repeat Customers Through Email Marketing?

Email marketing is one of the most popular and effective digital marketing strategies today. By simply crafting targeted promotional emails for a list of subscribers, you can help build brand awareness, drive traffic, and increase sales. That’s a very simplified way of describing email marketing but you get the gist. So, does email marketing actually work as well as people say it does? Our digital marketing agency in London believes it does. Let’s take a look at how effective email marketing is.

It has a wide reach

According to a report by Statista, the number of email users worldwide is expected to reach 4.48 billion by 2024. Since it is used by such a large percentage of the global population, it makes email one of the widest-reaching marketing channels.

Email is cost-effective

Compared to other marketing channels, email marketing is very economical. According to Litmus, for every $1 spent on email marketing, the average return on investment (ROI) is $42 for marketing agencies. For eCommerce and retail businesses, the ROI sits at a sweet $45 against every dollar. This is because email marketing requires minimal investment in terms of resources and budget.

It is measurable

One of the key benefits of email marketing is that it has high trackability. Email marketing and automation platforms allow you to track a plethora of metrics, such as open rates, click-through rates, and conversion rates. This means you can see exactly how your campaigns are performing and make data-driven decisions to improve your results.

Email is personal

By segmenting your email list and sending targeted messages, email allows you to communicate with your subscribers on a personal level. You can tailor your communications to each individual subscriber based on their interests or past interactions. This personalization can lead to higher engagement and better results.

It is mobile-friendly

Mobile devices have become an integral part of our daily lives, and this includes checking email. Data consistently shows that more than 50% of email opens occur on mobile devices. This is why it is so important to ensure that your emails are mobile-friendly and optimized for smaller screens.

It has a high shareability

Email content can be easily shared with others, which can help extend the reach of your marketing messages. In fact, a 2013 study showed that emails that included social sharing buttons had a 158% higher click-through rate than those that didn’t. And the data does not seem to have changed over the years. 

Email is reliable

There is just something about emails that people trust more than other marketing channels such as social media. With email, you don’t have to worry about algorithm changes or the platform shutting down. Besides, perhaps the lack of surveillance also makes email such a reliable way to reach your audience. As long as you have a valid email address, you can reach your subscribers. 

Growing your business using email marketing

If you are running an online business, now you know that email marketing can be a powerful tool to drive customers and increase sales. Here are some tips on how to use email marketing to keep your customers coming back for more:

Segment your email list

Segmenting your email list based on your customers’ behavior, interests, and demographics can help you send more targeted and relevant messages. And customers respond to personalization better than to generalizations due to its higher relevance. 

For example, you can create segments for customers who have made a purchase in the last 30 days, customers who have abandoned their shopping carts, or customers who have shown interest in a specific product or category. You can, then, send each of these categories a different email to ensure it is appropriate for them. 

Personalize your emails

Personalizing emails with the customer’s name, purchase history, and other relevant information can help you build a stronger relationship with your customers and increase the chances of them making a repeat purchase. It is exactly like the people from your neighborhood store remembering what you last purchased from them – just online. You can also use dynamic content to show different products or offers based on the customer’s preferences or behavior.

Send relevant and valuable content

There is no debate here. Your email content should provide value to your customers, whether it is in the form of exclusive offers, useful tips, or relevant product recommendations. You must also make sure your emails are aligned with your customers’ interests and needs and that you are not sending irrelevant or too many overly promotional messages.

Use abandoned cart emails

Abandoned cart emails can be highly effective in bringing back customers who have left items in their shopping carts without making a purchase. This is the email version of ad retargeting, which is why it works just as effectively. You can send a series of automated emails reminding customers of the items they left behind and offering a special incentive to complete their purchase because they are more likely to respond to them.

Offer loyalty rewards

Rewarding your customers for their loyalty can help you build a strong and loyal customer base. You can utilize the data from your website and social media analytics and integrate it into your email marketing strategy. You can offer exclusive discounts, free shipping, or other incentives to customers who have made repeat purchases or reached a certain spending threshold.

Test and optimize your emails

Your work as an email marketer or a business does not stop once a customer makes a purchase. Continuously monitoring the analytics of your email campaigns can help you improve their effectiveness over time. 

You should test different subject lines, email content, and call-to-actions to see what works best for your audience before either doubling down or pulling back on your efforts. Make sure to also track your email metrics, such as open rates, click-through rates, and conversion rates, to identify areas for improvement.

The generous features offered by email make it an extremely effective tool for you to build relationships with your customers and drive repeat sales for your online business. The right kind of segmentation, personalization, value, and offers can help you keep your customers engaged long enough to take action. So, if you are not already using email marketing, it is time to start