Keeping your brand in the minds of your customers is the drive behind a customer loyalty and brand building email campaign. Let me be clear, revenue generation is not the immediate goal. Which is a concept that is hard for some entrepreneurs to wrap their head around! These campaigns are long term investments in your business and bring great value to you in the form of relationships and trust.
The customers on this list should be the most engaged and active customers you have. Adding your entire email database to this list would be counterproductive. Your bounce rates, unsubscribes and spam complaints could cause negative effects on the campaign. So, identify who the customers are who are closest to the bottom of your sales funnel, who want to engage with your brand, or who have already purchased your products.
The content of your campaign can vary, but for this group it needs to be personalized and add value. For example, a happy birthday email, 10% your next purchase of xyz, happy holidays,or here’s what’s going on with our business update. These are just examples, be creative, these customers are sure to appreciate the attention and start looking forward to the communications.
Next up, customer retention and customer win-back! Stay tuned!