Acquiring new customers every day is good because they help in growing your business. But making a customer loyal to your brand is also vital as loyal subscribers keep your business running.
Like creating creative marketing emails to attract new customers and convert leads, there are also strategies for improving brand loyalty. Here, we’re going to talk about those loyalty-building strategies and why you should focus on them in email marketing platforms.
What is Brand Loyalty?
Brand loyalty is where customers buy products from one company and return to avail of their services even if they’re not the only option on the market. An excellent example of brand loyalty is buying all kinds of fitness clothing from Adidas without considering Nike.
As Howard Schultz, author of Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, said, “Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”
Why is Brand Loyalty Better than Converting Leads?
Loyal customers spend 67% more on your brand than one-time buyers. Even if your loyal customers make up a small amount of your audience, say 20%, they will provide up to 80% of your total revenue (yes, the 20/80 rule works here as well). This 20/80 division makes returning customers more valuable than newly acquired ones.
Customer retention is also more comfortable to do and more cost-efficient than customer acquisition because advertising is expensive, and you need a lot of effort to convert leads.
Whereas if you focus on brand loyalty, you don’t need to strategise too much in marketing because you know what your loyal customers want. All you need to do is do what you do best by creating products and content consistent with your business goals, values, and vision.
Customer retention also yields a better return on investment (ROI) rates compared to customer acquisition.
“Build a loyalty platform with clear consumer benefits and layer in customer-generated content to help build a community. With a great voice of the customer (VOC) strategy–including questions and answers, ratings and reviews, and visual content–your customers will feel right at home consuming and adding their voice to your community,” said Eric Taylor, Director of Product Management, TurnTo Networks.
4 Email Marketing Strategies Big Brands Use to Improve Brand Loyalty
Argos sends its users email promotions every day to keep their customer’s attention on their platform instead of other competitors like Tesco, eBay, or AliExpress. By receiving promotional emails every day from Argos, users will think that Argos will be the first go-to when shopping because they send a new list of products daily.
Adidas and Nike put their customers into their proper user categories. These categories are divided by personal attributes such as shoe preference, age, and gender. When these two companies go on a marketing campaign, they will promote a specific shoe model to the right customer segment.
Adidas and Nike know that promotion relevance shows the company cares for their customer’s individual preferences, which boosts customer loyalty.
Amazon’s email marketing strategy puts heavy emphasis on personalisation. They do this by using their subscriber’s names in all the emails they send. This made Jeff Bezos successful because he understands brand loyalty is driven by personal connections – in this case, the Amazon Experience.
In addition to that, Amazon tracks every user’s activity on their platform, such as product searches, what users put into their carts, and the price range of products they buy. The more Amazon has data on its users, the better the customer experience it provides.
Then, Amazon users will keep on coming back because they trust the platform to sell products that are best for them.
Keeping All Content Simple
Even when living in a digital age, many people don’t understand techy jargon. Some are even afraid to buy new products because of it. That is why Apple needs to make sure that everything is easily understood in their email campaigns.
This results in their email promotion campaigns containing a few simple words. Here’s what’s inside the 2020 iPad Air email promotion:
Subject Line: The New Ipad Air. Now Available Online.
Body: Powerful. Colorful. Wonderful. iPad Air does more power than a computer in simpler, more magical ways. And now, with new features and capabilities, it’s more versatile than ever.
To improve brand loyalty, you must first improve your customer’s experience. You can do that by using your customer’s info to address them personally. After that, create an email campaign that mirrors your user’s interests and preferences. Don’t forget to keep your email content understandable and straightforward. Then, send a simple and user-oriented email every day.