From Leads to Loyalty - The Email Marketing Playbook

Email marketing continues to be an effective tool for businesses looking to build loyalty with their audience. By segmenting their audiences, personalizing their messaging, utilizing automation, and delivering value, marketers can increase engagement and customer retention.

However, today’s consumers are accustomed to shifting expectations and are ready to switch brands if they don’t feel that their brand is meeting them where they want, when they need it. Consequently, creating a loyalty program that can foster loyalty while also ensuring that the program is able to deliver on customers’ expectations requires rethinking and reimagining your strategy.

As a result, many organizations are choosing to focus on implementing an email- centric approach to their loyalty programs. This includes identifying and analyzing the data that will allow them to better understand their audiences, including how often they shop, where they shop, and when they shop. They are also using this information to identify their most valuable customers and prioritize them for more targeted offers.

A key component of this strategy is establishing an email lifecycle that will help them nurture their leads and convert them into loyal customers. This includes a lead onboarding sequence to educate new subscribers about the company, its culture, and key knowledge, and a lifecycle series that will send educational and relevant content, such as product updates, workshop announcements, or monthly newsletters. This is a shift from the traditional use of broadcast emails, which tend to be used for sharing one-off news and events.

The best way to build and maintain a relationship with your email subscribers is by providing them with valuable content on a consistent basis. Developing an evergreen content sequence, which is a series of pre-written emails that are delivered automatically, is one of the most effective ways to do this. This can be sent to leads and existing subscribers, e.g. after they subscribe to your blog, or it can be included as part of a sequence that is sent out every week (e.g. a weekly workshop on writing).

Segmentation can be another key to success for companies looking to build loyalty. By sending personalized messages to different groups of their audience, companies can show that they are aware of and appreciate each individual’s unique needs. This can be as simple as addressing the recipient by name, or it could be more complex, like offering specific promotions or recommendations based on their shopping behavior or history.

Ultimately, the most successful companies are those that have a clear understanding of their customers. This includes how frequently they shop, where they shop, and when, as well as the types of products and services they purchase. This information is typically captured by multiple business systems, so it’s critical that you are able to bring this data together in order to create a complete picture of your audiences.

As you develop your email strategy, consider if you have the technology in place to
support your goals. There are a number of solutions available, from fully customizable enterprise platforms to turnkey options. While building a custom system may provide more flexibility, it will likely require additional time and resources to maintain.

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