One of the most difficult parts of growing your business is keeping good relationships with your customers. But, this is necessary if you want to keep them coming back to your business. Automation lets you optimize your customer retention marketing by comparing personalized messages at key points in the customer range.
Marketing automation has ever been a hot topic in digital marketing. In recent years, it’s even more care due to its unmatched capability to provide streamlined communications at scale.
With the shift toward more personalized communications, marketing automation allows a solution for businesses looking to increase their retention and acquisition purposes at scale. Here are six particular areas of customer retention marketing that marketing automation increases.
1. Rise the Customer Relationship off on the Right Foot
Using marketing automation to welcome new customers and subscribers is an excellent way to make a first impression.
Start by creating a workflow that sends a welcome email to new customers. Then, you can enter content thanking them for their business and supporting them to become repeat shoppers. Setting this foundation is the most efficient way to grow brand loyalty with your customers.
Similarly, you can send an email to new subscribers stating thank you for signing up. You can also add more extra knowledge about what they can assume from your future emails.
Including a different offer in your first email is nevermore a bad idea either. New subscribers are usually more engaged, so there’s a higher possibility of new contacts seeing your offer and making a purchase.
Plus, many savvy shoppers actually subscribe to an email list first to see if there is a welcome offer. If you don’t give one, they may go to your competition who does! Don’t drop out on this chance to start building trust and loyalty from your first communication.
This loyalty will help with customer retention and keep them getting back for more.
2. Update the Sales Process
Automation can also help improve the sales process. Sending automated emails to heads with useful information at specific points in the sales process will gently guide them down the funnel.
Using this technique produces a more targeted experience that is reactive to your customers’ behavior. This ensures that you aren’t sending highly conversion-focused emails to leads too soon in the process, which makes for a more solid first impression of your business. Some examples of this include:
- Thanking users for signing up for a free trial with helpful resources to get them excited before trying to get them to upgrade
- Moving out to ask leads if they have any questions or would like more specific pricing information after visiting your pricing page more than once
Depending on the nature of the product or service, you may also want to give resources along the way to improve the likelihood of turning leads into customers. You can even perform a lead scoring system to change sales targets. More detailed offerings and larger ticket items often require these types of educational approaches to encourage the sale.
Adding promotional offers to the mix can also be a good idea to build foster customer loyalty from the beginning. After all, who doesn’t like to start off with a discount!
For events like conferences and concerts, using marketing automation to send out distinctive promotional offers depending on how close the event is. Offering early-bird discounts or last-minute incentives is a complete example of how marketing automation can increase revenue.
Changing the sales process with these tactics will also help with customer retention. By sending the appropriate message at the right time, you are constantly running leads to the point of conversion rather than inundating them with bulk marketing offers in the hopes of getting them to convert.
This builds more trust from the outset with your customers, which translates into loyalty and retention.
3. Onboard Buyers
Once leads have signed up or made a purchase, automation allows you to onboard customers and set them up for victory.
Start by sending customers a welcome email with important resources and your customer service contact information to get them excited. Then you can use CTAs in different onboarding messages to guide them through the required activation steps, continuing to give information on resources to answer their questions along the way.
Using this incremental way to activating new users will help them see all of the value of your business and improve retention over time. It will also encourage them that they have all of the tools they need to succeed and that they made the right purchase decision.
To see how this works in action, consider a SaaS CRM company. When a new user signs up for the service, it’s a great chance to teach them best practices from the get-go. This is achieved by including helpful beginner tutorials on best practices of CRM usage in the welcome email.
The following emails could contain CTAs to complete the different steps for getting started with the platform and searching all of the features, for example:
- Creating an account profile
- Uploading contacts
- Placing up goals or triggers
- Designing email templates for nurturing or follow-ups
Taking an incremental program gives users the proper amount of time to receive individual ways and get to know all of the different features. This creates more investment in the product because users won’t want to change from a program that they know very well, leading to greater retention in the extended run.
4. Catch Up on Abandoned Carts
The difficulty of abandoned carts is all too easy for eCommerce merchants.
Sometimes shoppers are scared off by high shipping costs or other purchase variables, and other times they just get panicked and move the page before completing the purchase.
Use marketing automation to warn shoppers that there are products waiting for them and incentivize them to return. Automated emails can give a promotional discount, suggest similar products, give shipping information, or provide customer service contact information. Include as much as you can to ensure that their concerns (cost, shipping, etc.) are addressed.
In eCommerce, customer retention marketing is all about getting customers to make repeat purchases. Following up on abandoned carts is one way to keep growing this retention.
5. Secure Contact
Email is the ideal medium for fostering customer relationships because it’s less interfering than a phone call and more efficient than direct mail and other kinds of promotional marketing.
Make sure that customer is valued by using automation to produce modern communications related to customer feedback or inquiries. This encourages customers to feel like their input is being taken severely, building a more difficult investment in them using your product or buying from your business.
And you don’t need to stop there! You can also keep track of important dates like customers’ birthdays and sign-up anniversaries to send personalized emails with well-wishes and offers. This ongoing contact will drive brand loyalty and improve customer relationships.
6. Exclude Uninterested Contacts
Customer retention marketing can be as much about keeping messages as it can be on sending direct communications.
Customers are not involve to receive emails or other messages from you. They are well-versed in your business and don’t need extra help resources. Perhaps they just receive too many emails. Either way, using marketing automation to handle your contacts based on their commitment and interest can be very beneficial for supporting great customer relationships.
To accomplish this, you can build a workflow that recognizes contacts who have stopped fighting with your emails. Then you have two options:
- Move them to a separate list of unengaged contacts and create a new strategy for easier communication with these contacts.
- Send unengaged contacts an email asking them. Whether or not they would like to resume receiving emails (essentially acting as a re-opt-in). This eliminates any assumption on your part.
Implementing this type of system will check customers who are receptive to marketing messages from giving your business.