Understanding Customer Needs through Email Retention

Email and SMS messages are two of the most commonly used and effective channels to communicate with a customer base. Before you can do that, you need a contact collection strategy. This isn’t just important for the sake of connecting with current customers. Ninety-five percent of site visitors bounce or don’t purchase, yet around 8–15 percent of them are likely 

buy in the future. If a brand doesn’t optimize collecting emails and phone numbers, this is a massive missed opportunity. Brands should collect new visitors’ information to later warm them up to the brand, overcome purchase objections, and drive purchases.Pop-ups are one of the most common modes of contact collection. Customers are often more comfortable 

providing their email address before their phone number, so lead with this prompt first. Plus, out of every strategy, email drives the most revenue. Once they enter their email address, you can follow up by asking for their phone number or providing an incentive, such as a discount code, for them to enter more information. Or to really incentivize them, provide VIP access or 

early access to new products e-commerce

A pop-up is also a great opportunity for a quiz. Not only is it fun and interactive, but it also helps gather data on the buyer or potential buyer so that you can personalize your product recommendations and segment your SMS and email flows. Purchase anniversary: A purchase anniversary email reminds the customer of a purchase they made a year prior to the email. In 

this email, marketers will encourage a repurchase or purchase of a similar product. Predictive purchase: A predictive purchase email borrows from principles of predictive marketing, which is a strategy that utilizes historical behavioral data to predict future behavior. This type of email usually provides a list of suggested products. Custom-performing flows by product or 

category Any flow with a high amount of traffic can reveal high-selling products. In order to capitalize on these products, marketers can make custom flows for the product, such as content that provides the benefits of its use, purchase objections, or tailored customer reviews. Custom flows for high-performing holidays or sales: The holidays are major selling 

points in the year for e-commerce customers

Knowing which items will be promoted during a specific holiday, these emails can be automated based on customized buying preferences, segmented customers, and tracking and rewarding top customers.Provide excellent brand experience It doesn’t matter what product you have, if a customer has a negative experience with your brand, they’ll move on to your 

competitor. Be sure you’re delivering on promises, personalizing the process, and putting enough resources and efforts into customer service. Focus on the right customers Attracting the right customers starts at the acquisition stage. Most importantly, they need what you sell and align with your values. Make sure you attract the right customers by creating a detailed 

buyer persona that defines who you want in your purchase funnel. Keep up brand visibility Where does your audience spend time? Which social platforms? Communicate with them there. Look for opportunities to serve as a guest blogger on a site that promotes your brand name in front of your target audience. Be sure to do plenty of SEO research to find out which 

keywords you should be targeting

Focus on early engagement As soon as a customer makes a purchase, stay at the top of their mind by following up with a new customer automated email and a consistent presence through helpful information, such as email drip series, newsletters, and product announcements.Create fun marketing content How are you delighting your customers 

of your product Getting customers to return to your brand should be done by providing customer loyalty programs, rewards and prizes, and plenty of content that is educational and fun. Collect zero- and first-party data through surveys, quizzes, and preferences Be sure you’re hearing from your customers directly. Sending surveys is one of the best ways to 

understand how you can better serve and retain customers by prompting them to tell you what they like, want, and need. Also, be sure to ask them to share their experience with you so that you can improve processes, products, and services. Create preference pages Customer lifetime value depends on the engagement of the customer. One way of ensuring that you’re 

Conclusion

engaging with your customers in the right way is by encouraging subscribers to update their preferences, even if they have not yet purchased. With updated preferences, customers are less likely to churn, more likely to purchase more frequently, and more likely to spend more per purchase. Build product quizzes Product quizzes are one of the most fun and new ways to gather data from website visitors. Through a pop-up, ask visitors questions to discover why 

they are shopping with you today. You can ask a variety of questions related to their goals, relevant details that would help you recommend the best product for them, their phone number and email address, and more.Ensuring the security and confidentiality of participants' data is crucial. Online survey platforms were chosen wisely, ensuring they provide secure 

data storage and transmission. Anonymization and encryption were used as data protection methods. Researcher also clearly communicate how participants' data will be stored, used, and protected.Observing customer behavior and experiences, both in-store and online can offer valuable insights into the effectiveness of existing customer retention strategies. Byobserving how customers interact with Primark's e-commerce platform, how they navigate