Three Ways Personalized Emails Can Improve Lifetime Customer Value
Building every customer’s lifetime value is key for marketers. Here are a few ways to do it with your email marketing strategy.
Today, how your customer views your brand is just as important as the product or service you provide. In fact, many customers will drop your brand after a bad experience even if they like your product.
That means you have to fight a war on two fronts. First, you need to have an excellent product or service to offer customers. Then, you must guide them through an outstanding customer experience — from the first touch to post-purchase and beyond.
Do that, and you’re going to have a customer who sticks with you for the long term. But, obviously, that’s easier said than done. It takes a lot of effort on your end to create an improved customer experience that makes people want to not only buy once but keep buying again and again.
These are a few ways your emails can help.
Use data in a way that resonates with your buyers
Here’s the great news, even with the simplest of setups, you have a ton of data available and right at your fingerprints. When you know your customer’s basic information: name, location, and shopping history, it’s that much easier to start creating personalized content.
Check out the above email. In this snapshot, you’re telling your customer the story of their interactions with your brand. They get their loyalty information, custom product recommendations (with ratings), and local store information.
It’s hard to beat the impact of this sort of personalized content. It gives your customer the feeling that you’re speaking just to them. No one else is getting this same email. It stands out in a world where consumers crave individualized interactions with brands.
Go beyond marketing emails
Yes, the goal is to get clicks and conversions from every marketing email. But, the customer experience goes far beyond that. You need to always consider how to engage with and appeal to your customers in every email you send, including your transactional and customer support emails.
A recent study from Salesforce found this stat: “76% of customers expect consistent interactions across departments. However, 54% say it generally feels like sales, service, and marketing don’t share information.”
Every touch point you have with your customers, from in-store experiences to Instagram and email, forms their overall impression of your brand. If you want to extend a customer’s lifetime value, your strategy must include a consistent experience across it all. Personalization can’t stop at a sales email. It should continue through your shipping updates, customer service, and beyond.
Be adaptable
If the past two years have taught us anything, it’s that how the world operates can change very quickly. In 2020, we saw the rise of online shopping and eCommerce infiltrate every part of our lives, from grocery delivery to curbside pickup and changes in product availability.
Customers now are more online than ever, and they expect brands to catch up. Even if you aren’t selling a physical product but providing a service, consumers want to interact and engage with you digitally. That means for many brands, the old playbooks have been thrown out and it’s been a scramble to find new ways to reach customers with the information they need.
Message visibility has always been important, but maybe never more so than now. So you need to find ways to adapt quickly and make sure the messages you’re sending and the information you’re providing about products are always up-to-date. If not, customers will move on and buy from the brands that are using technology and data to meet their needs.
The bottom line
Marketers need to think about continuously building personalized relationships with customers. At first blush, that may seem like a daunting task.
We can help. With Zembula, you can incorporate your customer data into your emails, giving them the personalized experiences they crave without needing to call in your IT team, spend weeks A/B testing, or tinkering with code.
We make it easy. All you need is a snippet of code. Drag and drop it into our email templates, and you’re good to go. To learn more, get in touch today.
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