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Maintaining Engagement: Optimizing Email Marketing to Turn One-Time Buyers into Lifetime Customers

engagement

The new year brings new opportunities for revenue. And that means it’s time to consider how you can convert shoppers who purchased once from your store into loyal customers who turn to your eCommerce business time after time. Now that these one-time buyers have provided you with contact information, you can run email campaigns to prompt them to re-engage with your business.

Why Are Loyal Customers So Important?

Most businesses tend to focus their time and energy on attracting new customers, but it’s actually much more beneficial to build a solid relationship with existing customers. According to Invesp, gaining a new customer costs your business five times more money, and repeat customers are 50 percent more likely to purchase new products.

Retaining customers has the potential to generate more sales than attracting new customers who may only purchase from your eCommerce store one time. Aside from your website, email marketing is one of the top ways to create customer loyalty and attract dependable revenue.

How to Convert One-Time Buyers into Repeat Customers

Encourage Social Media Engagement

Your social media channels are vital to your business because this where you can build brand awareness and run special promotions. Try designing an email marketing campaign that encourages your existing customers to follow and engage with you on social media. One effective way to entice customers to get involved with your platforms is by running a giveaway or promotion only available on social media and promoting this event through your email marketing efforts.

Send Special Promotions

People love feeling special and sending exclusive discounts and promotions directly to one-time buyers is an excellent way to show them that your business cares about them. Promote your offers as something only available to existing customers and offer an enticing deal — free shipping, a discount or a free gift are common email marketing promotions.

To run a successful email promotion, start by crafting an enticing subject line that will persuade people to open the message. Then, use direct, simple language to explain the promotion and how customers can take advantage of it. You should include a direct link to your site within the email to make it easier for customers to access your online store the moment they learn about the special offer.

Create and Promote Loyalty or VIP Programs

If you don’t already have some type of loyalty or VIP program in place, you may want to consider developing one. It’s a proven way to retain customers who have shopped with you in the past, and it’s a powerful way to nudge consumers to make a second purchase from your eCommerce store. When you consider that 80 percent of holiday shoppers never make a second purchase, a well-crafted loyalty program could be your secret to online success.

Use email marketing campaigns to excite customers about the program and encourage them to sign up to take advantage of the exclusive deals. Not only does a loyalty program entice customers to return to your store, but it can also prompt shoppers to spend more and make customer referrals on your behalf.

When creating a loyalty or VIP program, there are several ways to reward your customers. You can devise a points system that offers customers different rewards when they reach certain levels of points, guiding them to spend more by providing an attainable incentive.

Send Suggested Products Based on Interests

Personalized email campaigns have been shown to improve customer engagement. According to a recent study, 52 percent of consumers will look towards another brand if they do not receive personalized content. One way you can customize campaigns is by showcasing products that may appeal to specific shoppers based on previous purchases and shopping habits.

Consumers tend to respond well to this type of campaign because it eliminates the tedious process of searching online for the perfect item. It may also prompt shoppers to make an impulse purchase.

Utilize Retargeting Emails

Retargeting ads are a method of online advertising designed to recapture the attention of people who have visited a site before but never made a purchase. When you run a retargeting campaign, you anonymously track visitors to your eCommerce site. Advertisements for your site will then begin to appear to these potential customers as they browse other sites on the internet.

Running a retargeting email campaign is very similar, except this tactic focuses on consumers who are on your email list rather than on people who have previously visited your site. To begin your retargeting strategy, you must enter a specific code into your email template. Any of your subscribers who open this email will then begin to see ads for your eCommerce site across the internet.

Retargeting is now a fairly common practice in the world of online marketing. In fact, industry experts cite a 70 percent chance that potential consumers will convert after seeing a retargeting ad.

Implementing a retargeting email campaign can be an effective way to get in front of people who may have only shopped with you once. When a consumer sees your business name and website across the internet, they’re more likely to remember you and potentially make that critical second purchase.

If you’re ready to master the power of email marketing and campaign services, reach out to Springbot to schedule a full demo today. We work with vibrant eCommerce brands like Country Club Prep to help them optimize their marketing efforts and grow their brand awareness online.

 

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