Five tips for customer retention through email marketing automation

Christian Schmidt, CEO of email marketing solutions provider CleverReach, offers five tips:

1. everyone is happy about a hello

If a new customer signs up for the newsletter on the website, automatic welcome emails are a good way to introduce the company's USP and values and sharpen the brand image. It's also worth asking about interests and favorite topics in a welcome campaign. Important: Don't overwhelm the newsletter subscriber with offers, but get to know them first.

2. attention receives the friendship

A simple and effective way to get attention from the customer is a birthday email. The anniversary as a customer of the company is also a suitable opportunity to congratulate him automatically by e-mail. If a voucher is then tailored to the recipient's interests, the birthday or customer anniversary is immediately given a much more personal touch and the voucher is more likely to be redeemed.

3. service mails with purchase impulse

If a customer has recently purchased a product that they need on a regular basis, such as daily disposable lenses, an automated service campaign is a good idea. The customer is informed by e-mail that the daily disposable lenses he bought in the store will be used up in two weeks and that he needs new ones. A call to action at this point immediately gives the customer the opportunity to order their contact lenses again.

4. thinking along for the customer

Product recommendations are also a good starting point for customer loyalty. It is important here that the products are precisely tailored to the customer and his interests. If a customer has just bought a smartphone in the store, it is highly likely that he or she is also interested in accessories such as a case, charger, docking station or insurance. Automated emails with suitable product recommendations generate additional sales and strengthen customer relationships at the same time.

5. warm up customer relations

For customers who are classified as inactive, it is advisable to set up a reactivation campaign that automatically sends emails with offers based on the customer's purchase history or specific interests. If the recipient still fails to respond, they can be automatically removed from the mailing list. Keep in mind that most customers notice mailings even if they don't actively open them. Therefore, rely on multi-stage reactivation mailings before you remove subscribers from the newsletter for good.

Christian Schmidt, Managing Director of CleverReach: "Through email marketing automation, online stores are able to address their customers with needs-based, individual information and create lasting customer loyalty with even little effort. In this way, customers ultimately become regular customers who sustainably increase sales and profits. In addition, automation in email marketing saves time and resources."