You’ve probably already heard of retention marketing. It’s an up and coming marketing strategy that seems to be mentioned everywhere in eCommerce blogs, videos or even from the previous post on the Marketing Funnel explained.
What is retention marketing and why should you be implementing it?
Retention marketing is a new form of marketing that is rising in the eCommerce platform, worldwide. The goal is to create a customer base that will remain loyal to your brand in the years to come. We want to not only acquire new customers, but more importantly, profit from the existing customer base that you already have using various methods and strategies.
Email marketing is oftenly used in retention marketing. It is cost-efficient in promoting your products, as well as to communicate with your customers and reach business goals. It brings in results and delivers the best marketing ROI, because you’re connecting with customers who are already interested or subscribed to you.
Remember. there are many customers who are likely to make a second purchase, you just need a lot of push to get them to do it!
Email Marketing
We’ll use Uniqlo as an example. Uniqlo knows that you are looking through apparel on their website. To increase your likelihood to make the purchase, you’re invited to sign up for their newsletter, and by doing so, get a $10 off your purchase. Now you’re more likely to checkout since there is an incentive. Yay!
Once you’re subscribed, Uniqlo can mail you their latest promotions and offers, as well as new released products, to attract you to make a second purchase. We know, sometimes we get annoyed with companies often spamming emails for apparel categories that we don’t even need, for example, you’re a female and am not interested in male apparel.
Uniqlo allows you to opt for the categories of emails you would like to receive from them. This strategy creates a better user experience for you, and it doesn’t look like they are constantly bombarding you with emails every single day. When you’re comfortable with the brand, you’re more likely to make a purchase.
There are many types email campaigns used for different goals set, which means you would want to use a different target audience or data for each email marketing campaigns you implement. In my next post, I’ll be sharing an in-depth overview of 5 Powerful Email Marketing Strategies that you can use for your campaigns!
For any questions, feel free to drop me a message. Connect with me on LinkedIn to find out more of such contents!