You know your customer-retention approach needs to evolve with the times. That is the first step. But you still have to give customers reasons to stick around. Because not only have behaviors changed, but expectations for how brands engage with them is higher than ever and continues to rise.
You have likely engaged or converted them recently, so there is something to like about your brand. Now you have to capitalize on it and use that momentum to make them stay. Here are a few ways to make that happen.
1. Start right away
Another trend over the past year is that customers are increasingly quicker to disengage with brands and move on to your competitors.
In the past, retailers built re-engagement or onboarding strategies on three- or six-month engagements, but now if customers aren’t getting what they want from your emails or channels, they won’t wait to leave. And they don’t have to wait, because there are countless other brands where they can get the same type of product and potentially a better experience.
The first 30 days are critical. Engage them with great content from the start and drive interaction so that you can collect that all-important data to then turn around with even more relevant, personalized content.
2. Add value
You can’t just focus all of your marketing around the sale. Your customers know when your sales traditionally take place. But that doesn’t motivate them to open your emails or engage with your content regularly.
Consumers still shop with their values. Show your customers where you stand and give them reasons to continue opening.
If you are a fashion brand, can you provide styling tips or showcase user-generated content? If you’re a consumer goods brand, are there any how-tos or trending topics your customers want to know? And given the isolation most customers have lived in for the past year, anything that promotes a sense of community and makes them feel like they belong with you is worth promoting.
“The first 30 days are critical. Engage them with great content from the start and drive interaction so that you can collect that all-important data to then turn around with even more relevant, personalized content.”
3. Enhance your experience
The data your reassessments gathered will provide plenty of insights into what your customers want from your brand and where you might be falling short. The question is, how can you evolve to make them want to stay?
The answer could be a more holistic targeting perspective to ensure consistency and cohesiveness in your messaging, or it could be altering your merchandising planning. Many brands are looking at how to reinvent or upgrade their products to meet their new customers’ needs.
4. Be smart about unsubscribes
The reality is that no matter what you do, there will be a one-time buyer who purchased a gift and has no interest in continuing to engage. Don’t fight it. That customer would most likely be inactive anyway, bringing down your metrics in the process.
However, just because someone may not be ready to become a subscriber now doesn’t mean they’re lost forever. Consider re-targeting these customers through paid social ads to keep awareness of your brand high and give them an avenue to come back when they’re ready.
Helping you engage consumers and engender loyalty
We act as an extension of your team, collaborating with you to enact the best retention strategies for your business. We use a holistic approach to foster a deeper relationship between your customers and brand.
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