5 Actionable Tactics to Increase Customer Retention

Gaining new subscribers is one challenge – but keeping them is a whole other ballgame. Brands have long struggled with how to keep existing customers interested and engaged – AKA something we marketing experts call ‘customer retention.’

Retention focuses on nurturing an already-existing relationship through personalized and strategic email marketing – and lucky for you, that’s our bread and butter here at 624 Agency. Read along for our evidence-backed and tested tactics for ensuring customer loyalty.

1. Tailor Your Messaging Through Audience Segmentation

Tailor messaging to your audience based on demographics, behaviors and preferences, ensuring that the content you’re sending is relevant to the recipient. When dividing your audience into smaller groups, ask yourself the 3 following questions:

•  Is the recipient receiving something they’re likely to take action on?

• Will the content prompt them to engage?

•  Could this content lead them to make a purchase, and become a loyal customer?

2. Make It Feel Personal

Add personalized recommendation blocks to remind customers of their past interactions with your brand. This could feature product recommendations based on their browsing history or demographics, or items they’ve shown interest in but haven’t purchased. 

3. Find the Sweet Spot

It’s all in the timing. Figure out when your audience is most likely to open and interact with your emails to see the most success. Analyze data to identify:

• The most popular time your audience checks their emails or visits your website.

• The best days for sending campaigns to maximize open rates and clicks.

Also, remember that sometimes less is more, and be conscious of how many emails you're sending. Flooding the inboxes of your subscribers will overwhelm even your most engaged customers.

4. Treat Your Loyal VIPs

A strong email marketing strategy should always prioritize loyalty program efforts. Show appreciation for your customers through special, VIP promotions and offerings to nurture them into brand loyalists. 

5. Meet Your Customers Where They Are

Automate your emails and send timely follow-ups based on actions that the recipient takes. Some examples we often implement are:

• A Welcome Series to introduce new subscribers to your brand.

• Abandoned cart emails to remind customers to complete their purchase.

• Post-purchase flows to thank customers, promote similar products, or ask for feedback.

Not sure where you should start with these 5 tactics? Schedule a consultation with us, and we’ll assess where your email marketing and customer retention needs begin.