It's great to have many clients and achieve exorbitant revenue. But to grow your business, you also need to think about customer loyalty.
For years, email marketing techniques have helped many businesses build customer loyalty. Even today, 80% of B2B sales professionals say that email remains the best customer retention tool. It would be a real shame not to include this essential marketing lever in your communication strategy. You'll certainly miss out on many sales opportunities.
One of the best-known and most effective forms of email marketing is the newsletter. Quite different from prospecting emails, it allows you to loyalty online. It's also the marketing tool with the highest conversion rates. But how do you create a high-performing newsletter ? What elements should you consider? Is it truly beneficial for growing your business? All the answers to these questions can be found in this guide.
In principle, all marketing actions undertaken by a company aim to boost its business. But newsletter campaigns, in particular, play several important roles simultaneously. Therefore, it would be wise to briefly review their advantages marketing strategy .
1 – Building customer loyalty
How does a newsletter build customer loyalty ? Often, prospecting what comes to mind when we talk about email marketing. But newsletter campaigns have a characteristic that makes them stand out. In fact, this type of email marketing can be both a prospecting tool and a customer loyalty tool. It all depends on your objectives and the target audience.
To loyalty through newsletters, you need to be creative . You also need to understand their expectations and challenges . Then, tailor your email content to the information you have. You can include practical tips, information about new products , or sales . It would also be beneficial to announce upcoming events
Indeed, the idea is to show your customers that you are present and readily available . This creates a relationship of trust that fosters new sales opportunities. It might even be possible to transform your most loyal customers into brand ambassadors
2 – Demonstrate your expertise
The message you convey in your newsletter must be engaging and, above all, personalized . You wouldn't send the same email to your prospects and your customers, would you? A newsletter must provide added value to its recipient. You need to be seen as a true expert in your field . Yes, you can showcase your expertise in your newsletter! Talk about yourself, what is your vision ? What sets you apart from your competitors?
In fact, a newsletter also allows you to build your online reputation and credibility message is well-crafted. You can also increase your visibility by linking your newsletter to your website . This will allow you to attract more visitors and increase traffic . You can, for example, encourage your readers to discover your offers . This is where the effectiveness of your call to action (CTA) will be put to the test.
If all goes well, a single click will be enough to redirect the reader to a landing page or a form reader 's path from the outset once they're redirected. A redirect to a specific page on your site would be much better than a redirect to the homepage.
3 – Obtain a prospect database
Newsletters allow you to provide useful information to your audience. But at the same time, you the opportunity to collect their contact details.
With newsletter campaigns , you can build a database of B2B contacts potentially interested in your products or services. How? Simply offer your visitors the opportunity to subscribe to your newsletter. This is done by filling out a signup form placed on one of your CTAs (Calls to Action). This CTA should be used strategically to generate clicks. Furthermore, the newsletter is an excellent way to gauge level of interest . For example, you can see which articles interest them most. The more relevant information about them, the better you can interact with them.
Above all, never forget that your newsletter can only be effective if it's well-designed. The strategy you use must be refined well before your campaign launches compelling newsletter that could become your ultimate customer loyalty tool
A customer loyalty newsletter is an excellent way to stay in touch with your customers. It allows you to offer them something they'll look forward to reading again and again. It's also an ideal solution for increasing your customer retention rate. Now it's time to discover the steps to creating a successful customer loyalty newsletter.
1 – Value your audience
Don't disappoint your readers ! You must value audience . By subscribing, your followers expect to know who you are and what you do. Subscribing to a newsletter is therefore a voluntary act . It expresses an expectation or interest . If the quality of your newsletter isn't up to par, you'll have a problem. Your subscribers will start unsubscribing. And they can do so in just a few clicks.
The best way to value your audience and improve their loyalty is to encourage them to interact with you. But first, take the time to understand and define your target audience . Knowing their needs is the first step. Then, offer content that meets their expectations . What resonates with them? What are their problems ? Talk about your solution in your newsletter . Highlight your company and what you can do to help them address their needs.
Don't forget to engage ; you need to encourage them to click on your calls to action (CTAs) . If they reply to your email or fill out your form , even better. This way, you'll have an even greater chance of increasing your revenue. Remember that newsletters can be an effective way to upsell or cross -sell . One piece of advice: value your audience… and their needs!
2 – Pay attention to your content
Be unique ; create content your subscribers won't find anywhere else. Your content should reflect your expertise . Try to convey a relevant message with helpful tips and advice. Ideally, your subscribers should feel valued and appreciated. The advantage of a newsletter is that you can talk about a little bit of everything. But be careful, that doesn't mean you can cover everything in a single email. You can use a personalized message for a targeted audience.
Also, make sure your newsletter is free of spelling mistakes , incomprehensible sentences , or unclear language. This will save you time and prevent you from losing subscribers. Poor content attracts no one and doesn't generate revenue . Instead, opt for simple, clear, relevant, and engaging sentences to craft the right message . You can also use effective visuals to grab attention and impress your readers. Most people prefer watching videos to reading long, poorly written text. Optimize your content as much as possible. Remember, the more your content is read, the more your subscribers will talk about you. This can only benefit your visibility and brand awareness .
3 – Do copywriting
How you write captivating newsletter ? The question seems simple, but many marketers struggle with it. However, there is a foolproof technique that will allow you to succeed: copywriting !
What exactly is it? This technique involves writing highly persuasive texts to captivate the reader and motivate them to take action. This method can be used to promote a brand , a product , or a service . In other words, it will be your most powerful weapon for your newsletter content marketing email is a bit like acting as a consultant . It's like talking to a close friend. And that's precisely copywriting can achieve!
Storytelling is one of the most effective copywriting techniques . We are all passionate about good stories . It's much easier to get a message with the right method. Storytelling allows you to capture and hold your readers . But it also allows you to convey emotions to your readers, encouraging them to take action. Indeed, the true power of copywriting lies in its persuasive ability. If your newsletter campaign primarily aims to convert leads , this is the method you need. However, it can also be used to customer loyalty . Words are powerful when they find their masters!
4 – Publish regularly
It's important to publish your newsletters regularly . When it comes to email campaigns , this rule is absolute. Furthermore, if your emails have a poor deliverability rate , it means they have little chance of being read.
Sending emails too frequently can be annoying and a source of unsubscribes. Even worse, if your content is inappropriate , your messages risk ending up in spam folders . The best approach is to analyze when your audience is most likely to open your emails . What's the ideal frequency ? That depends on the time you can dedicate to it. But sending them quarterly is the minimum to establish a and lasting relationship with your customers. The best frequency is probably monthly , provided you can maintain that pace. Above all, remember that consistency is key for a successful newsletter. The goal is to publish the right message, at the right time, to the right person.
5 – Evaluate your performance
When discussing marketing activities, we often tend to focus on planning and execution. Performance analysis is too often overlooked. Yet, tracking the performance of your campaigns allows you to identify areas for improvement.
If you truly want to achieve your goals , it's highly recommended that you consult your dashboards . This will allow you to improve the impact of your future email campaigns. It will also enable you to increase the value you provide to your audience. All you need to do is understand and analyze the key performance indicators (KPIs) of your email campaigns.
Here are the most important email marketing metrics open rate , click-through rate , unsubscribe rate , deliverability rate , website traffic revenue. Of course, these are just the most commonly used. Everyone is free to choose the metrics they want to use.
There's a way for you to track your email campaigns effectively, easily, and efficiently. Magileads is an automation platform for your email marketing campaigns. This tool allows you to achieve excellent tracking with statistics and analytics . Don't wait any longer to meet with one of our acquisition and retention to discuss your needs and see how our platform works.
