Have you ever thought about how your email marketing campaigns are performing and if they are bringing in the results you want?
If your answer is no, then it’s time to think about changing things up. Your email marketing strategy might not be bringing in the results you want and you need to change something about it. But, you don’t know exactly what that is. That’s where we come in.
In general, marketers have shifted away from focusing on email marketing alone and towards using multiple tactics and platforms to retain and re-engage customers. The most common approaches to maintaining customer engagement after they’ve purchased a product or service are:
Automated Reminders
Many companies take advantage of automatic email reminders that are sent to customers after they’ve completed a purchase. These automated emails help consumers feel like they’re still involved in the conversation and let them know when there’s new content available. This type of engagement helps businesses gain a deeper understanding of how their customers think, what they want, and what motivates them to continue doing business with the company. In addition, they can use this insight to create more personalized, long-lasting relationships with their customers.
Customer Retention Kits
Many businesses send out products to their customers to help them retain their business. These products are sometimes called customer retention kits or customer re-engagement kits. They contain everything needed for the customer to be re-engaged with the company, including things like:
- A welcome email with a URL for their own personalized webpage
- Two or more automated email reminders, within 12 months, to help them remember what and who they’ve agreed to follow
- Regular content, like blog posts, case studies, and FAQs to keep them engaged
- A live chat widget so they can engage with the company whenever they want during business hours
- A phone number or email that can be used to reach someone at the company if they have any questions
- An attachment, like a coupon or other promotional material, to deepen the relationship
By providing customers with these types of helpful materials, businesses increase the chances of customers referring other business friends or family members to the company. This is known as word-of-mouth marketing and it can be extremely beneficial to a business’ bottom line. Furthermore, by consistently providing these tools, businesses show that they are thinking about the long-term relationship they have with their customers and are taking steps to ensure that they are working to build a business they can trust.
Customer Engagement Apps
This type of software helps businesses connect with their customers more efficiently and effectively. With a CRM (Customer Relationship Management) app, they can see everything they need in one place and communicate with their customers, in real-time, regardless of whether they’re face-to-face, on the phone, or via email. As a result, they can build a much stronger connection and gain a better understanding of their customers’ needs and priorities.
For example, HubSpot’s CRM app allows their customers to create support requests and assign them to specific team members. This ensures that the appropriate individual is kept up to date on a customer’s request and that the customer receives a fast and efficient response. In addition, the CRM app makes it easy for businesses to see everything they need, in one place, including customers’ contact details, past interactions, and account activity. This reduces the amount of time spent searching for customer information and increases the chances of a business making a new customer feel appreciated and acknowledged.
Conversion Tracking And Optimization
This is the process of analyzing information about how individual customers perform, when using your product or service, to find out what works and what needs to be changed to increase sales. For example, if you notice that webpages that feature a lot of images successfully attract and retain customers more so than those without images, it might be time to redo your advertising campaign to feature more images.
With conversion tracking and optimization, businesses can see what works and what needs to be changed, on an individual basis, for customers that meet certain criteria. This makes it much easier for businesses to figure out which marketing channels and methods work best for each product or service and allows them to continuously improve their performance.
Multichannel Marketing
Traditional, focused, and hyper-specialized marketing, which often relies on single-channel marketing like email, isn’t effective anymore. It doesn’t work for everyone and it certainly isn’t helpful, in uncovering the right answers, for every industry. As a result, marketers must try new things and approach marketing in a different way.
Many businesses are starting to see the value in using multiple marketing channels to create and maintain a relationship with their customers. As previously discussed, businesses can use multiple platforms like email, social media, and websites to gain more information about their customers. In addition, they can use tools like HubSpot to connect with their customers via phone, email, and social media, in real time, which improves the chances of staying connected even when customers have different devices and screens.
This type of marketing takes advantage of multiple channels and multiple devices and it helps businesses provide content to consumers, whenever they want, wherever they want, and on whatever device they want. As a result, businesses can potentially grow their reach and increase their impact.
Personalized And Long-Lived Pardons
Giving customers personalized and long-lived pardons helps businesses develop deeper and more personal connections with their customers. These types of marketing strategies allow businesses to show that they care about their customers and that their product or service is valuable and useful to the individual person. In addition, personalized pardons help businesses create a sense of urgency around a product or service, in case someone decides to purchase it after all.
Customer Data Platforms
A customer data platform collects and stores information about customers so that it can be accessed and used, at any time, to engage with and provide content to customers. This type of software simplifies marketing processes, by providing businesses with an easy way to store and access customer information.
In the past, businesses maintained customer information in separate places and, in some cases, used emails, as a primary mode of communication. With a customer data platform, all of that is stored in one place and individualized content can be sent to customers, at any time, via email or social media.
A customer data platform makes it easy for businesses to communicate with their customers, in real-time, across different platforms and devices, which helps businesses establish deeper connections with their customers and create more loyal and engaged communities.
Customer Data Management
Even if your business isn’t yet using a customer data platform, it might be a good idea to consider using this type of software. As previously discussed, having all of a customer’s information in one place makes it easy for businesses to engage with and provide content to them. This type of software also makes it easy to track activity and analyze results.
In addition, the ability for businesses to see everything in real time means that changes, both for the better and the worse, can be implemented quickly and efficiently.
E-commerce Analytics
This is the process of analyzing information about past purchasing and browsing behavior, via an online marketplace, to determine a customer’s present emotional state and motivations. In addition to using this information to optimize websites and find online marketing opportunities, businesses can use e-commerce analytics to understand how individual customers engage with their products and how they navigate the site, when making a purchase. This information helps businesses find out what is motivating their customers to make a purchase and how they can continue to engage with them, to grow their business.
Marketing Automation
Nowadays, a large fraction of marketing budgets go into getting content out to the right people, via online and social media. This often results in large email lists, which are used to send out countless repetitive emails, with the same offer or message. Marketing automation software helps businesses reduce the amount of time spent on tedious tasks, like email sending, and focus on what’s most important to them. It also provides a more personal touch, by allowing businesses to send out individualized messages, to individual customers, based on their browsing history and previous purchases.