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4 Tips For Writing Emails That Foster Customer Loyalty
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We all know loyal customers are gold. It is easier and cheaper to sell to them. They are worth roughly 10 times the value of their first purchase. And they are likely to be your best source for new sales leads.

Often email marketing is the most efficient way to stay in touch with existing customers, but it often becomes stale and impersonal. Here are a few tips to boost loyalty via your customer emails:

Personalized emails improve click through rates by 14% and conversion rates by 10%.

Source: Aberdeen

Personalize. Starting each email with Dear <<customer first name>> sets the tone for a positive customer relationship. And also try to sign off with the name of the owner, CEO or other key contact person.

Leads who are nurtured with targeted content produce a 20% increase in sales opportunities.

Source: DemandGen

Relevant content. Hand-in-hand with personalization is having content that is targeted to the customer. If they are a new buyer, the emails should help them walk through your products, helpful tips, customer loyalty programs and frequently asked questions. If they regularly purchase gifts from you, suggest gifts at holiday time. Use the data you have on each customer (buying history, usage, profiles) and think of the timing and messages that might be useful.

70% of buying experiences are based on how the customer feels they are being treated

Source: Help Scout

Be real. Write in a voice that respects and enhances your relationship. If you are selling to frazzled moms, write in a mom-to-mom manner that supports them. If you are selling to busy executives, get right to the point on the issues that are keeping them up at night. Try as much as possible to visualize a real individual when you write – that will help avoid the tendency toward marketing gobbledygook.

In the last year, 67% of customers have hung up the phone out of frustration they could not talk to a real person.

Source: Help Scout

Be responsive. All emails have some sort of contact us button or link but make sure that it is manned with a live person who very much cares about customers and is trained in handling requests and complaints. And make sure you have a mechanism for quick responses. 24 hours or less is considered an acceptable email response time. Customers expect a live contact in 2 minutes or less if you have a phone number or live chat.

How do you foster loyalty through emails? Share in the Comments section below.


Jeanne Rossomme - President, RoadMap Marketing
Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish. | @roadmapmarketin | More from Jeanne


On Second Thought, Nice Guys Can Finish First

In a world that always seems to be about “me first,” it can be hard to see the value of niceness in the business world. It turns out that there may be more to altruism than vague moral brownie points: being nice and helpful can pay off more than being selfish and cutthroat.

Stefan Klein, author of the best-selling book “The Science of Happiness,” recently wrote a new book entitled “Survival of the Nicest: How Altruism Made Us Human and Why It Pays to Get Along.” In it, Klein convincingly argues that folk wisdom such as “nice guys finish last” and “greed is good” are flat-out wrong. In fact, he claims that humans are actually hard-wired to be cooperative and generous.

This bold claims begs the question: “if humans are supposed to be so nice, why are we so mean?” It seems that there are two major reasons. The first is that most of us overestimate the value of money. Many people, especially in our society, perceive money as an end in itself. However, multiple studies that Klein cites show that money is a poor substitute for what people really want: happiness. This is found through relationships and caring for others. Kindness is the means to those ends.

The second reason why humans are mean is simple fear of exploitation. We are worried that the cheaters and bullies will take our things away, so we resolve to be the takers instead. The solution: helping others anyway, in small ways we’re comfortable with doing. Over time, Klein claims, the fear of exploitation fades away, until finally it is replaced with courage.

Klein believes that, over time, altruists will prove to be the stronger, happier humans who will “win out” over selfish people. People who share profit from increased resources, connections, and information. In a world increasingly more connected, those benefits will only get bigger, and the risks of helping will get smaller as costs of communication and information shrink.

Barry Moltz - Speaker, Consultant & Author
With decades of entrepreneurial experience in his own business ventures, Barry has discovered the formula to get stuck business owners out of their funk and marching forward. He has founded and run small businesses with a great deal of success and failure for more than 15 years. He is the author of three small business books. | Facebook | @BarryMoltz | More from Barry


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