Hooking new customers into your email marketing activity is the Holy Grail for any business. But what about the loyal customers who’ve been spending and interacting with you for years? Here’s how to keep both sides happy…
Don’t only reward bad behaviour
Many brands today tend to trample on their existing customers in an effort to attract new customers. Nothing is more infuriating for your existing customer base than to see new customers receiving all the benefits of incentivisation through email marketing. This is rewarding bad behaviour. Some classic examples include:
Abandoned shopping cart rewards:
Giving customers who leave their shopping cart a voucher incentive, while giving regular, frequent customers nothing for their loyalty.
Discounts for new customers:
Loyal customers can rightly be expected to feel annoyed to see big discounts offered to new customers, and no discounted or similarly priced service for them. Do this once too often and you’ll end up sending them elsewhere.
Incentives to encourage reactivation:
You can entice people who haven’t purchased, opened or clicked for a long time into becoming active again – but what about your steady, reliable customers? Don’t ignore them.
Keep both sides happy
If you remember to spend as much time cherishing your good customers as you do wooing new and lapsed customers, you’ll keep everyone happy. It’s simple and easy to do and will ensure that as well as growing your customer base you continue to benefit from your loyal customers’ purchasing power.
Here’s how:
Don’t stop incentivising new customers or trying to reactivate those that stop interacting or abandon their shopping cards – but do reward loyalty too by giving the same amount of attention and love to your good customers.
Remember everyone: ensure your campaign gives as much value to as many people as possible.
Keep offering enticing new offersآ discounts or vouchers to encourage first purchases.
Set up an equivalent incentive offer for existing customersآ – reward their good behaviour and ongoing subscription.
Add more value to all your email marketing programmes. This will result in the likelihood of both sides of the customer coin engaging with you continually over time.
http://www.youtube.com/watch?v=ok3mI8NuISM
Last updated: Nov 05, 2014 admin
