4 Ways to Reduce Churn With Email Campaigns
Churn is your arch nemesis.
And it’s cutting into your profits.
Research shows that “80% of your company’s future revenue will come from just 20% of your existing customers.” So, your team must focus on satisfying customers and ensuring they gain value.
To keep ecommerce consumers in the sales cycle, create email campaigns that engage and educate your audience. The goal is to engulf customers in a worthwhile shopping experience.
Retention emails are “designed to get customers more engaged, whether they are totally inactive or just not taking full advantage of your product.”
Initiate email campaigns to retain customer’s interest in your brand and products. Try these four strategies:
1. Segment Your List
You’ve heard it before: segment your list. But what does that mean? And how will it benefit your customers?
Email segmentation is targeting specific groups based on a certain criteria. The notion is that everyone isn’t the same.
Consumers live in different locations and possess different interests. More importantly, your business customers have different budgets.
Therefore, it wouldn’t be logical to send the same mass email to all your subscribers. It would be useless to the customer.
“Nobody likes generic emails; they’re lazy, unhelpful, and a waste of inbox space. So by segmenting your email sends, you’re saving your customer time and helping them discover products they’ll love,” writes Joe Stych, marketer at Zapier.
Segmentation gives rise to personalization. It lets you inform customers about products that fit their particular circumstances.
By segmenting your email list, your team can provide relevant content to multiple target audiences.
Athletic shoe company Brooks used data to create multiple campaigns based on the weather conditions. The emails below show how their team crafted the copy and inserted photos to fit the consumer.
The million-dollar question is: How do you segment the email list?
Analyze internal data to learn about the buyer’s habits. For instance, segment the list based on product usage, customer support tickets, or webinar training attendance.
“Identify at-risk customers. Even before a user cancels a subscription, there are several signs to help you identify that they’re in danger of churning. Keep a lookout for engagement flags, such as less frequent website visits than before. For example, customers may go from using the service daily to weekly and then monthly,” says Shane Barker, a digital marketing consultant.
Be proactive. Send targeted emails to stop churn.
2. Offer Educational Content
Combat churn by actually teaching customers the value and functionality of your products. They will gain a deeper understanding of your brand.
Mark Quinn, a Segment VP of Marketing with Leggett & Platt, agrees:
“When you’re educating people, you’re helping them understand the benefit of a solution. Consumers can find information anywhere these days, but when it comes from you, the benefit is twofold: you establish a more knowledgeable customer base while you develop loyalty.”
Stop sending predictable emails; switch things up with gifs, video, and case studies. Educational content includes everything from a detailed guide to a Snapchat story.
And the best content answers questions from customers or concerns they may have.
How can I use your product more efficiently? What features can accomplish X task?
Use email as a launching pad to engage the customer. You don’t have to include every little detail in the email. Your goal is to encourage them to take action.
For instance, write short snippets of the article in the email. Then, hook customers to continue reading. Add a “Read more” call-to-action button that takes the subscriber to your blog for the full article.
That’s how LinkedIn does it. Their team engages with customers via email to boost blog traffic. See the email below.
If you want email subscribers to act now, create a sense of urgency. Use time limits or add bonus incentives.
“Apply the threat of scarcity to your educational content marketing. This works particularly well when you set up the classic challenge and solution scenario in your content, pinning something like time or money as the motivator to change a behavior,” writes Julie R. Neidlinger, content crafter at CoSchedule.
Read full post at Kissmetrics.