Acquisition is about getting new prospects. Retention is about maximizing the worth of your current prospects.
In keeping with each accessible statistic, one is clearly a greater use of your time than the opposite…
- Repeat prospects have been measured to spend a median of 67% greater than new prospects.
- It’s straightforward to see why 82% of firms say that retaining a buyer is cheaper than buying a brand new one.
- Retention is usually profitable, with firms stating that 65% – 75% of their enterprise comes from retained prospects.
If you happen to’ve already obtained a buyer base, it’s value asking how one can maximize the worth of these prospects.
Listed here are 10 methods to make use of electronic mail advertising and marketing to do all of that (with examples).
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1. Educate & Encourage Engagement
Prospects cancel subscriptions or leap ship (out of your model to a different) for lots of various causes.
However some of the frequent causes is fairly easy: they cease utilizing your services or products to its full impact.
Possibly they don’t know take advantage of it.
Or possibly they’ve simply forgotten concerning the subscription (and it’s doomed to be canceled as soon as they bear in mind).
Both manner, it’s in your curiosity (and theirs) to actively educate and encourage your whole prospects to maintain partaking along with your product and utilizing it to its full potential.
Let’s take a look at some examples.
Headspace, the favored meditation app, sends the next electronic mail (in response to E-mail Mastery) when somebody indicators up for Headspace Plus…
You possibly can see how this electronic mail is displaying the worth their subscription gives with a CTA to go use the app.
One other electronic mail despatched shortly after the primary provides the brand new buyer concepts for a way and when to make use of the app…
The objective of those emails is to get individuals utilizing (and higher but, constructing a behavior of utilizing) their new subscription.
Grammarly does the identical factor.
Right here’s one of many first emails they ship after somebody indicators up for a Premium membership.
And right here’s one other…
See a development?
The entrepreneurs at Grammarly and Headspace appear to be nicely conscious that churn naturally reduces when prospects are literally utilizing the product to its full impact.
That ought to be your objective, as nicely, everytime you get new prospects.
What emails are you able to ship to onboard them and get them within the behavior of utilizing your product often to perform their targets?
2. Use Cart Abandonment Emails
The cart abandonment electronic mail. It’s one of many oldest methods in digital advertising and marketing, and in addition some of the efficient.
Simply take a look at a few of these stats…
- Greater than 40% of cart abandonment emails are opened
- 50% of those are clicked on
- 50% of the customers who clicked bought
When prospects add objects to their carts however don’t full their buy, it means they’re thinking about what you’re providing. That’s why it’s so essential to ship out cart abandonment emails to remind them of what they’re lacking out on.
Cart abandonment emails will be personalized and personalised for every buyer to make it possible for the message resonates with every particular person.
Utilizing attractive visuals, related product data, and a robust call-to-action will help prospects re-engage with you and full their buy. You may even take into account providing a reduction to incentivize them to return again.
Right here’s an instance of what this seems to be like…
Cart abandonment emails are a good way to achieve out and remind prospects of what they’re forsaking. Present them why your product is value shopping for and encourage them to finish their buy.
3. Share Case Research
If you happen to spend a lot time studying a whole lot of fashionable nonfiction bestsellers, you should have observed that just about each chapter begins with a narrative.
Why?
As a result of tales are how people kind their worldviews — and to imagine that one thing is feasible, it’s useful to listen to the story of somebody related who’s achieved what we’re attempting to perform.
That’s why we created the Two Comma Membership right here at ClickFunnels. To rejoice our most profitable members and to inform compelling tales in order that our new members perceive what’s doable with our platform.
It’s why just about each chapter of Russell’s Secrets and techniques Trilogy begins with tales and case research of individuals making essential discoveries.
And it’s why all of our gross sales pages have tales on them…
Tales received’t simply show you how to make conversions throughout the gross sales course of, although, they’ll additionally show you how to retain prospects.
By sending case research to your current prospects, you may remind them of what’s doable and lightweight a hearth underneath them to take large motion.
4. Ship Personalised Updates
Consider the product you utilize most persistently, those which have turn into part of your routine.
They’re part of your routine as a result of they supply some form of worth… each single day. And at this level, you’ve most likely engaged with them sufficient that you simply don’t even assume about partaking with them… you simply do.
I, as an example, use Ahrefs to trace web optimization rankings and outcomes for my shoppers.
And at this level, I’m satisfied that I’ll have an Ahrefs account for the remainder of my life.
Each single morning, I examine it to see how their rankings are doing and I pay shut consideration to the e-mail updates they ship me. Issues like this, as an example…
If you happen to provide a product that gives recurring worth, then it could be extraordinarily useful to your prospects to kind habits of utilizing your services or products day by day.
The extra engrained these habits, the higher.
A method to assist your prospects create most of these habits is thru electronic mail updates on their progress.
I get fairly just a few emails from Ahrefs with rating updates.
Grammarly additionally sends personalised updates to its prospects…
I actually — and lots of of my author buddies — are addicted to those updates. It’s enjoyable to see how our personal writing habits evaluate to different writers.
Nevertheless it’s not simply enjoyable.
It makes the considered eliminating Grammarly unappealing… as a result of then we received’t get to see these updates that we’re so used to seeing.
How will you ship personalised progress replace emails to assist your prospects construct a day by day or weekly behavior of utilizing your product?
5. Phase Your E-mail Record For Extra Related Gives
Probably the greatest methods to extend the relevance of your emails is by segmenting your record.
Segmentation means that you can ship extra focused electronic mail campaigns, tailor-made to completely different pursuits and behaviors.
For instance, if somebody in your record has simply bought a product from you, it is sensible to comply with up with an upsell of a associated product.
Likewise, if somebody has been inactive for some time, you may goal them with content material and provides that could be extra related to their present wants.
You may additionally ship out particular provides on birthdays or anniversaries for purchasers who’ve bought from you prior to now.
Segmentation can even show you how to decide which prospects usually tend to reply positively and make a purchase order, which is able to show you how to improve buyer loyalty over time.
6. Create Particular Gives For Present Prospects
Everybody loves reductions and particular provides, so why not use these to encourage your current prospects to stick with your model?
The most typical manner to do that is with loyalty packages, the place prospects can earn factors that they’ll use in the direction of reductions on future purchases.
You may additionally provide unique rewards for purchasers who’ve been with you the longest. Or provide particular reductions to prospects who’ve bought essentially the most from your online business.
It doesn’t matter what your method is, the essential factor is to ensure your current prospects know that you simply worth their loyalty and wish to reward them for it.
7. Ship Out Related Weblog Posts & Content material
You should use electronic mail advertising and marketing to maintain prospects engaged by sending out content material associated to your online business or trade.
For instance, in the event you run a magnificence weblog, you can ship out new weblog posts or articles about make-up tutorials, skincare suggestions, and different related subjects.
You may also use electronic mail to remain high of thoughts with prospects by sending out newsletters that spotlight new merchandise, updates on your online business, or featured content material from different web sites.
By giving prospects useful, related data, you’ll have the ability to hold them engaged along with your model and improve loyalty.
8. Ask For Suggestions & Invite Participation
One other method to encourage buyer engagement is to ask for suggestions out of your prospects.
You are able to do this by sending out surveys or polls which is able to let you get worthwhile insights into what prospects consider your services.
You may also invite prospects to take part in on-line occasions comparable to Q&A periods or webinars. It will give them an opportunity to work together with you and get their questions answered.
By persistently partaking along with your prospects, you’ll have the ability to construct relationships with them and retain them for the long run.
9. Ship Product Enchancment Emails
Repeatedly bettering your services or products?
Then ship electronic mail updates to inform your current prospects about your whole arduous work.
One of many high causes that individuals cancel subscriptions is as a result of they really feel like they’re not getting sufficient worth… and probably the greatest methods to fight that’s by displaying your prospects that you simply’re devoted to excellence via product enhancements.
Right here’s an electronic mail, as an example, from Headspace introducing their new podcast…
And right here’s an electronic mail from Codecademy saying a brand new course they created…
If you happen to’re already devoted to having the most effective services or products in the marketplace, present that to your prospects with product enchancment emails.
This can be a no-brainer manner to supply extra worth to your prospects and present them your dedication to serving to.
10. Host Challenges or Competitions
REISift gives fairly subtle software program for actual property buyers to generate leads and discover offers.
It’s the kind of highly effective software program that, as soon as carried out, actual property buyers not often eliminate.
As a result of it really works nicely and it’s manner higher than anything on the market in the marketplace for buyers.
Just one downside…
The software program is so subtle that it may be so much to study for brand new prospects.
And it requires an excellent bit of labor upfront to determine it out and implement it in your online business.
So what does REISift do about that?
They’ve a 30-day problem they host reside each single month, known as Knowledge to {Dollars}, the place they train new and skilled customers take advantage of their software program.
They encourage new members to take this problem straight away they usually encourage current members to retake it each six months as a result of it’s all the time altering and adapting based mostly on the brand new options which have been added to their software program.
Group challenges or competitions are a good way to construct deeper relationships along with your prospects and train them use your product extra successfully — which naturally reduces churn and improves retention.
Ultimate Ideas
When used accurately, the above techniques will be extraordinarily efficient in serving to you improve conversions and buyer retention.
Attempt experimenting with completely different techniques and discover out what works finest for your online business.
Be sure to measure the outcomes of every one as a way to optimize your method and get even higher outcomes sooner or later.
Retain Extra Prospects With ClickFunnels All-In-One Software program!
