This post was contributed by TowerData.
Loyalty club members can be your best customers – they frequently engage with the highly targeted, relevant content you send based on their relationship with your brand.
But how do you make the same marketing magic happen with a brand new customer, or maybe even someone who hasn’t yet made a purchase? Learn how to model your welcome emails after your loyalty program emails to help make a great first impression on your newest customers.
Why model your welcome emails after your customer loyalty program emails?
When 9/10 consumers say they tend to be brand loyal, you do everything in your power as a marketer to be that brand they love. And since loyalty customers spend 36% more than regular customers, you have nothing to lose and everything to gain by paying attention to those customers’ needs!
After all, it’s your loyalty customers who give you the best data insights, including:
- What the customers have purchased
- What they like and dislike from your brand
- The language they use
You’ve gained this key data over time, and it’s helped you build a relationship with these customers through your marketing messaging.
So how do you build a similar relationship with a one-time customer? It can feel difficult because you have less behavioral and purchase data, and you, therefore, run the risk of lackluster personalization and misplaced marketing.
63% of customers feel organizations should make improving personalization a top priority – translation, if you don’t make the customer feel important, understood, and prioritized in your email marketing, you can kiss any future purchases and brand loyalty goodbye.
How do you create lasting brand loyalty among new customers?
The key is making a great first impression
You likely already have the most important tool to make a great first impression on new customers: first party data! First party data can be an email address, some site click history, or even the time of day a purchase was made. However, first party data alone won’t make loyalty members out of your new customers.
The addition of third party data, i.e. data that illustrates behavior, demographics, and email activity metrics, can be easily implemented to boost marketing across all channels, including email.
How? Here’s an example:
In the chart below you can see the user’s email, time of day they browsed the site, click history, and purchase history. This is all first party data.
From here, you can make a few well-educated assumptions about the customer. They are most likely male, active online before and after work, and they might like tennis shoes based on the purchase history.
With this information, you can send this customer another offer for tennis shoes in 8-10 months between 7-9am – but there’s no real context about why he purchased the tennis shoes. This is where third party data helps complete the customer picture.
Now, we’re cooking with gas – we see the customer is in his mid-thirties, single, a homeowner, highly active in his inbox, and his next purchase might be a car – not a pair of shoes!
(Good thing you didn’t send that email, right?)
With third party data, you can improve email personalization from the start right and increase engagement across platforms. This improves ROI, influences future marketing decisions, and helps your newest customers immediately feel like loyalty program members.
Welcome email personalization: what to do and what to avoid
There’s an art to creating effective personalization that doesn’t involve using every personalization token in your arsenal.
Here are 5 ways to improve personalization in your next marketing strategy – and 7 things to avoid doing.
What to do
- Use Demographics like gender, income, & location
- Include purchase and behavior history
- Combine your data contextualize customer behavior
- Understand your buyer’s journey
- Engage on the right channels at the right times
What to avoid
- Scheming subject lines
- Confusing layouts (i.e. ignore mobile-friendly design)
- “Out of context” promotions
- Retargeting for too long
- Personalizing based on low frequency searches
- Being overly personal (or at least not too soon)
- Mailing at the same frequency to everyone on your list
If you follow the steps for what to do and what to avoid, you will definitely see a noticeable difference in your new customer marketing engagement and email ROI.
Take your email marketing to the next level with a re-engagement campaign
What if you work to improve your personalization methods, and make new customers feel like loyalty program members, and you start to notice your list of inactive emails hasn’t been analyzed for a long time? It’s time to tackle that list.
While most of the “inactives” on your list really are inactive, there might be a few that are just waiting for their redemption arc and an invitation to return to your website. Remember our friend from earlier who bought the pair of tennis shoes? Let’s revisit him for a moment.
Sure, he hasn’t opened an email from your brand in a while, but that doesn’t mean he’s not opening other emails. After all, he was searching for cars at one point, so he probably prioritized emails about vehicles rather than tennis shoes. He’s still active in his inbox, and that means he’s the perfect candidate for a re-engagement campaign.
Using opener data can reveal re-engagement campaign candidates just like the customer who purchased tennis shoes a while back. Once you’ve got the candidates in a list, you can check out their customer profiles and segment accordingly to send them the perfect marketing message and win back valuable customers!
Treat your customers like loyalty members from the beginning
Everyone hates receiving generic emails that could just as easily be meant for someone else. Personalized marketing content makes your brand look knowledgeable, trustworthy, and understanding. And if you strategically use data early enough in the buyer’s journey, you have a much better chance of making a great first impression that results in a new brand-loyal customer.
A great tool for personalization is TowerData’s Email Intelligence – it enhances customer profiles with accurate behavioral and demographic data. The best part? It’s integrated with ActiveCampaign, so you can view the data details right in your ActiveCampaign account. Learn more about the TowerData+ActiveCampaign integrationto get started.