How to build loyalty with your prospects and customers through email?
25 September 2009
Read by 2438 persons
It’s well known that any marketer’s goals are to convert prospects and retain customers by riding the wave of Customer Relationship Management.
The diagram below shows the cycle that must be accomplished (in a more or less long time) to win over a prospect: make yourself known, make yourself appreciated, gain trust, encourage trial (or use), generate purchase, encourage repeat or complementary purchases and encourage word of mouth.
Yet few of them have become aware of a determining mission in the act of purchasing: retaining prospects.
Here is a new way to manage your relationships with your contacts based on the customer and prospect life cycle: think loyalty first, not acquisition!
The key stages of the life cycle are easy to integrate into your email marketing campaigns, which has now become the tool for supporting a lasting customer and prospect relationship. Identifying these key moments in the life cycle requires focusing more on the contact itself than on the campaigns. Too few advertisers communicate differently to their new contacts and their customers. Our advice: Stand out by integrating automated messages for your prospects into your CRM strategy! Based on the life cycle, the time of sending, the relevance of the content and the target will ensure the impact of your messages.
Here are some examples:
• Welcoming prospects: A good welcome program involves gradually integrating prospects into your email strategy. It will establish the foundations of the relationship. Design simple and clear messages to present your offer, position your brand and reassure your potential buyers. This will optimize conversion and reduce unsubscribes.
• Prospect development: The newsletter (sending recurring information) is a very effective way for your company to build a real relationship. It involves getting closer to your prospects, informing them, taking care of them, in order to start giving them the best possible image of your brand.
• New customer welcome program: More than just a simple welcome email, these outreach campaigns to new customers offer you the opportunity to specify your products and services, offer promotions, and even qualify the interests of your new customers. The goal is to initiate a trusting relationship and encourage them to place a second order.
• Renewal of contract, subscription: Taking the time to remind a customer when their contract or subscription (which binds you to them) is coming to an end makes a real difference. Through this reminder, you will develop a positive image and increase the frequency of consumption. • Loyalty thanks: These emails will strengthen commitment, deepen customer relationships and reward through relational discourse and specific offers that will reward regular customers (discount after X orders for example).
• Abandoned order: Too few companies still provide a follow-up after a customer has not validated the content of their basket or a quote. The follow-up can contain a commercial offer or simply remind them of the items abandoned in the basket.
• Prevention of inactivity: Send a message when you notice a recent decrease in activity to trigger a sale again and maintain a balanced customer relationship that is favorable to loyalty.
• Inactive customers: It is advisable to create a series of emails aimed at identifying reasons for dissatisfaction, reaffirming the brand and convincing your former customers one last time to stay before they go to the competition. They will then be difficult to recover, so communicate with them before it’s too late!
Setting up these campaigns requires global reflection upstream. Once the strategy is set, the automation of actions and email marketing campaigns will allow you to more quickly increase the engagement of your contacts, more closely monitor their satisfaction and reduce the number of inactive customers.
Posted on September 25, 2009
conseilsmarketing.fr
The diagram below shows the cycle that must be accomplished (in a more or less long time) to win over a prospect: make yourself known, make yourself appreciated, gain trust, encourage trial (or use), generate purchase, encourage repeat or complementary purchases and encourage word of mouth.
Yet few of them have become aware of a determining mission in the act of purchasing: retaining prospects.
Here is a new way to manage your relationships with your contacts based on the customer and prospect life cycle: think loyalty first, not acquisition!
The key stages of the life cycle are easy to integrate into your email marketing campaigns, which has now become the tool for supporting a lasting customer and prospect relationship. Identifying these key moments in the life cycle requires focusing more on the contact itself than on the campaigns. Too few advertisers communicate differently to their new contacts and their customers. Our advice: Stand out by integrating automated messages for your prospects into your CRM strategy! Based on the life cycle, the time of sending, the relevance of the content and the target will ensure the impact of your messages.
Here are some examples:
• Welcoming prospects: A good welcome program involves gradually integrating prospects into your email strategy. It will establish the foundations of the relationship. Design simple and clear messages to present your offer, position your brand and reassure your potential buyers. This will optimize conversion and reduce unsubscribes.
• Prospect development: The newsletter (sending recurring information) is a very effective way for your company to build a real relationship. It involves getting closer to your prospects, informing them, taking care of them, in order to start giving them the best possible image of your brand.
• New customer welcome program: More than just a simple welcome email, these outreach campaigns to new customers offer you the opportunity to specify your products and services, offer promotions, and even qualify the interests of your new customers. The goal is to initiate a trusting relationship and encourage them to place a second order.
• Renewal of contract, subscription: Taking the time to remind a customer when their contract or subscription (which binds you to them) is coming to an end makes a real difference. Through this reminder, you will develop a positive image and increase the frequency of consumption. • Loyalty thanks: These emails will strengthen commitment, deepen customer relationships and reward through relational discourse and specific offers that will reward regular customers (discount after X orders for example).
• Abandoned order: Too few companies still provide a follow-up after a customer has not validated the content of their basket or a quote. The follow-up can contain a commercial offer or simply remind them of the items abandoned in the basket.
• Prevention of inactivity: Send a message when you notice a recent decrease in activity to trigger a sale again and maintain a balanced customer relationship that is favorable to loyalty.
• Inactive customers: It is advisable to create a series of emails aimed at identifying reasons for dissatisfaction, reaffirming the brand and convincing your former customers one last time to stay before they go to the competition. They will then be difficult to recover, so communicate with them before it’s too late!
Setting up these campaigns requires global reflection upstream. Once the strategy is set, the automation of actions and email marketing campaigns will allow you to more quickly increase the engagement of your contacts, more closely monitor their satisfaction and reduce the number of inactive customers.
Posted on September 25, 2009
conseilsmarketing.fr
