Considering all the emails consumers receive on a daily basis, email marketing can be a tricky form of marketing to undertake. However, when done right, it can be an effective communication tool to gain new clients and customers. This also means that, with a little strategic planning and creative thinking, businesses can leverage their email marketing to increase brand loyalty and keep customers.
But how do they do it? Here, a panel of YEC members share pointers on how businesses can improve their email marketing to boost brand loyalty and why this marketing tactic works so well.
What's one specific way businesses can leverage their email marketing to increase brand loyalty? Why does it work so well?
1. Deliver special offers that grow over time
Increasing brand loyalty is one of the primary reasons for developing an email marketing campaign. An effective way to increase brand loyalty is to deliver special offers that grow with time spent as a customer. Customers who’ve been loyal for years would get access to special discounts and sale events, increasing the incentive to remain loyal to the brand for longer. —Richard Fong, Senior Strong
2. Send out a monthly newsletter
One specific way businesses can leverage their email marketing to increase brand loyalty is to send out a monthly newsletter to clients. In this newsletter, you can include organizational updates and useful news and resources for your clients. This works really well because it keeps clients up to date and helps them improve their businesses and be more productive. —Alfredo Atanacio, Uassist.ME
3. Connect and build relationships
Connect and engage. Avoid the glam and the spam; go for simple and engaging emails. Target the heart and go for relationships, not for the money and not to kill time just sending out an email. Build relationships and connect intentionally. —Daisy Jing, Banish
4. Share stories and weave a brand narrative
Telling the story of your brand or your clients engages your audience and keeps them wanting to learn more. Make the stories enjoyable to read, and give your readers something to look forward to in your next email. Add value through email storytelling to increase your brand loyalty and awareness. —Matthew Capala, Alphametic
5. Send more personalized emails and content
Studies show that over 90% of customers love personalized content from brands. Personalization helps customers feel valued and it also makes them feel that they are a part of your brand community. This helps them form a strong emotional bond with your brand, increasing brand loyalty. —Stephanie Wells, Formidable Forms
6. Maintain a clean email list for easier sending
Creating an email list is easy, but creating a relevant email list can be quite a task. One way to leverage email marketing to increase brand loyalty is to maintain a clean email list. That way, sending the right message to the right person and getting better results from your email marketing efforts becomes easier. —Thomas Griffin, OptinMonster
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7. Give customers control over the amount and type
Give your customers control over the amount and type of marketing they want to receive. If they feel like you are sending too much content, they will just ignore you. On the other hand, if they feel like they are in control, they will be more likely to listen and be loyal. For example, you can let them choose if they want to receive one or more emails a week and in what subjects. —Shu Saito, All Filters
8. Deliver interactive content
Make sure you have interactive content that is personalized to customers' needs and wants. For example, do that by using interactive quizzes. This works well due to personal engagement and the fact that you’re paying attention to their opinions. —Alexandru Stan, Tekpon
9. Send emails that provide value to your customers
Treat every email you send to a customer as an opportunity to delight and inspire. It is important for each interaction to add value, and to know what adds value you must understand your customers, their needs, their pain points, and what they are looking for. To the extent that it is possible to personalize the experience to the individual and unique needs of the customer, the better. —Akshar Bonu, The Custom Movement
10. Link the email to a review page for positive reviews
Email can be a great tool to promote brand loyalty, but the secret to leveraging it is to get customers to engage. One way to do that is to link the email to a review page where they can leave a positive review. Reviews help companies promote brand loyalty, and also gain new customers. Businesses always need new, fresh reviews to stay relevant. Leveraging email to keep them coming will always be helpful. —Baruch Labunski, Rank Secure
11. Send educational content to customers
Email marketing works great for broadcasting educational content to your customers. We are a technology company, and every month we send out educational content that our clients and subscribers find very useful. This helps to position us as an expert brand which provides content to help our subscribers learn new technology trends. Don't do cold email marketing; it never works. —Piyush Jain, Simpalm
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