How to Retain Customers Using Email

On average, it costs 5-25 times more to acquire a new customer than it does to retain existing customers. Customer retention email campaigns are designed to maximize your lifetime revenue per client through consistent, strategic email marketing campaigns.

Repeat Purchases Increase Over Time

There is a 32% chance that a first-time customer will buy from you again and second time customers are 53% more likely to buy another time. Once customers have ordered ten times from your business, they are 83% more likely to make another purchase. But repeat business won’t just happen by chance. It is vital that businesses actively engage with their customers to develop a relationship that encourages them to continue purchasing.

Providing Value

Helping customers see value in your products and enabling them to succeed using your products and services is key to retaining customers. Your retention strategy should focus on communication, trust with your brand and mutual growth.

Campaigns That Get Results

As certified Pardot consultants, we have seen major wins for clients that have implemented successful customer retention campaigns. Below, we will share some proven email retention tactics that will help maximize your customers’ lifetime value.

Customer Retention Email Campaigns

Customer retention is more than just a series of emails, it should be an ingrained process within your organization – one that begins with a customer’s initial purchase and continues through every interaction with your business.
Event-based Campaign Event-based Campaign

Your Ascension Ladder

To understand what to communicate to your customers, map out your ascension ladder from entry-level products that are low priced to additional products that you want to upsell into that are higher priced. The purpose of mapping out your ascension ladder is to gain clarity on the sequence of products you are going to sell over time. Not only do you want to focus on retention of sales for existing products, but what additional products you want to sell to your clients in the long run.

Special Occasion Emails

Building a relationship with your audience is an important part of a successful retention campaign. Use special occasions such as a birthday or anniversary to show clients that you care by sending a personalized message. For example, who doesn’t love gifts on their birthday? A simple $15 off birthday voucher is a powerful retention incentive.

Reminder Emails

Sending reminder emails can help retain customers as they provide a helpful service. These are especially effective subscriptions which are soon ending, to encourage the customer to renew. Since they are intended as helpful reminders, they do not come across as pressuring the customer for a sale. We recommend sending a sequence of several reminder emails.

Customer Experience Emails

If you have an unhappy customer, you want to be made aware as soon as possible so that you can correct the situation and ensure that they’re satisfied. Feedback emails can highlight both positive and negative customer experiences, which is helpful to the success of your business. Take the time to develop an effective feedback email which will encourage responses.

Thank You Emails

Appreciation goes a long way with your customers. Remember to let your customers know how important they are and how much you appreciate their business. Every time that your customer buys from you, a thank you email should be sent.

Learn More

To learn more about email marketing and automation, download our email marketing ebook.


We are Here to Help

If you have any questions, contact us at info@blueprintim.com.