5 Simple Ways to Revolutionize Customer Loyalty Through Email Marketing

white papers
5 simple ways to revolutionize customerloyalty through email marketing
Publisher's overview.Recognizing your customer's individual needs during key stages ofthe relationship is merely half the battle; having the ability to act onthem in a timely and personal fashion is critical to converting first timebuyers into loyal customers. No marketing medium today, is as effective and efficient at empoweringmarketers with the ability to connect with customers on a real one-to-onelevel more than email marketing. Targeted and highly personal, when done properly, email marketingaffords business owners all the right tools to build strong relationshipsand stay top-of-mind with their customers. This explains why smalland medium size business owners in all verticals are turning to emailmarketing in droves to cultivate loyal long-term relationships with theircustomers. However, as many SMBs know too well, increasing customerloyalty through email marketing is easier said than done. This insightful white paper aims to change all that - giving marketers asimple roadmap on key email marketing tactics that can quickly buildstrong relationships with customers. And for marketers willing to investthe effort to implement these best practices to cultivate loyalty, the futurelooks bright indeed.5 simple ways to revolutionize customer loyalty
Contents
Introduction page 3
The main ingredients: page 3Relevance = trust + value
Top loyalty building tactics:The virtual handshake page 4The give & take page 5The relationship page 6The tango page 7After the honeymoon page 9Conclusion page 10
About Campaigner page 11
25 simple ways to revolutionize customer loyalty
Introduction The increasing popularityof email marketingCustomer loyalty remains the crucial'X-factor' for eMarketers driven by the factthat it costs anywhere upwards of 6 times B-to-C B-to-B 42.4% 40.0%more to acquire a new customer than to 40% 35.6%engage an existing one. That will neverchange. So the quicker marketers get the 29.1%loyalty formula right, the quicker they'll 30%get profitable.Cultivating long-term relationships 20% 18.2%with customers is no different than 13.6%cultivating personal relationships in life. 10.9%10%Loyalty develops over time and the main 6.8%ingredients that establish it are simple - trust 1.9% 1.7%and value: the trust customers have in your 0%products & services and the value your email The impact The impact The impact The impact The impactmessages carry for those customers. of email is of email of email isn't of email is of email isdeclining is slowly noticeably increasing increasingSounds great, but how do marketers significantly declining changing slowly significantlyestablish these two critical components © 2006 MarketingSherpa Inc.with customers to win their loyalty andenjoy long-term profitability? The main ingredients:Relevance = trust + valueOne word: Relevance! One irrelevant communication can endThe more relevance infused into your email a valuable buyer/seller relationship diligentlycommunications, the faster you'll be able built up over time. Therefore, marketersto build trustworthy relationships, and send must be sure every email message theyvalue-based messages that keep customers send is valuable enough for recipients tocoming back for more. Without a doubt, open and read. Bear in mind, not only dothere's no better discipline to generate repeat customers spend more and generateloyalty than email marketing. larger transactions; but many will pay higherDone right, it has an immediacy that prices in exchange for a long-termempowers business owners to achieve relationship that promotes real valuesuper strong bonds with their customers. and trust - components they can'tAnd that's why - as the graph illustrates - enjoy anywhere else. SMBs to Fortune 500 companies are That's why meeting the customer'sturning to email marketing to take their expectations is a great starting point butbusiness to the next level. merely just a start point - exceeding thecustomer's expectations (send after send)is the key to driving your long-term success.A recent Email Marketing study found that 42 percent Be aware that marketers who infuseof small businesses were using email marketing by relevance into their communicationsthe end of 2005 to increase customer retention and consistently outperform the competition.revenue. Spending by those small businesses on So forget about archaic buzz words lik... [download for more]