1.
Welcome Campaigns
Firstly, welcome campaigns can generate up to 60% in open rates and 14% click-through rates. So regardless of your goal, welcome campaigns are fantastic for engagement. That aside, welcome campaigns are often the first communication that a new customer will receive from your brand. And they are sent at the time when the new customer is most engaged.
2.
VIP Campaigns
Once you’ve identified a customer as being particularly loyal, you should start treating them like the VIP they are. VIP campaigns can be incredibly versatile and can be tailored to the brand’s offering. And of course, what the brand’s customers will really value. What’s important is to offer some form of exclusivity to make these customers feel special. This could be access to pre-sales before the main sale goes live. Discounts and offers that other consumers don’t have access to. Or even special events, product launches, and parties to celebrate your business’ success with those who helped you get there.
3.
Anniversary Campaigns
The beauty of anniversary emails is they are very impactful, but require little additional work. By asking for key dates at the initial data capture point, brands can use email automation alongside dynamic content to run anniversary emails in the background, with little additional input.
4.
Feedback requests
Customers like to feel heard and valued. And they love an opportunity to shape the brands that they are loyal to. After all, their input is likely to benefit their own shopping experience.
Asking for customers’ feedback shows that you care about their opinion and want to improve your offering to benefit them.
Often, customers need little encouragement to leave a bad review or rating. However, they may need an extra nudge to leave positive feedback.
5.
Referral Programmes
Referral programmes are useful for building loyalty in two ways. Firstly, they leverage the power of your already loyal customers to refer new loyal customers to you. Chances are the individuals they are referring are similar to them; with similar needs and challenges. So this increases the likelihood of your new customers soon becoming loyal too.
Secondly, it offers an additional incentive for your current customers to stay loyal to you. Everyone loves a discount or bargain, and regularly receiving them by referring customers is a win-win for everyone.
6.
Sharing Community
If you have a flourishing brand community, then show it off via email, and encourage your customers to get involved.
You could incorporate reviews and testimonials from other happy customers. Use dynamic content to automatically populate your emails with the latest social media posts from your social channels or hashtags. Or incorporate UGC (user-generated content) from other similar customers and influencers.
And the more variety of content the better. Text, images, video.
All of the above will encourage customers to get involved with your community on different channels, helping them to feel closer and more bought into your brand.
7.
Re-engagement Campaigns
In this case, do everything in your power to keep them. You can start by sending out a re-engagement campaign to reignite your relationship.
Re-engagement campaigns should be focused on bringing a customer back into the brand community. Addressing their potential challenges, and encouraging them to make regular purchases again.
