How to create an engaging email marketing strategy to boost your customer retention
21st February 2023
“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’.
The original 1 to 1 channel.” – Erik Harbison
Your email marketing strategy is a powerful tool for customer retention. Personalised and relevant content will strengthen relationships with your audience, increase brand awareness, and drive conversions. A well-planned strategy boosts customer loyalty and keeps your business thriving.
Stay ahead of the game with our tips on creating an engaging email marketing strategy:
Template System
Designing a template system is a starting point for creating marketing campaigns. A visual structure helps streamline the process of creating emails, meanwhile keeping your brand consistent in its messaging and visual appearance. Consistency creates a sense of familiarity and trust with your customers.
For one of our clients, Martin Grant, we created a template which allowed them to edit imagery and copy while remaining consistent.
Additionally, with a framework (like the examples below), assets are optimised for usability, making the emails responsive on any device. This ensures your audience will be able to view your email, regardless of being on mobile or a PC.
If you’re interested in a uniform template for your business, get in touch and we can help you.
Example templates
Identify your audience
Once you understand your target audience, you’ll be able to create relevant and engaging emails that effectively communicate your message.
Also, identifying your audience helps you segment your email list. For example, for Martin Grant, we segmented the email list strategically for each housing estate, meaning the emails were more targeted and relevant to the visitor’s interests, increasing conversion rates.
Personalise your emails
Use your recipient’s name to make your email more personal. Personalising your emails doesn’t just increase engagement but establishes a customer relationship by showing you value them. A unique customer experience is one way to influence customer retention, and personalisation is one way to make your customer feel important.
Test and refine
Testing your emails is essential to ensure they are performing at their best potential. This may mean switching subject lines to figure out what’s best at capturing your audience or changing call-to-actions to see which has the best conversion rates. You want to make sure your emails resonate with your audience so that you can build your customer relationships.
Testing means you will find a winning formula that really speaks to your audience. In addition, testing works simultaneously with analysing and monitoring results. For every test, you should analyse what works, to continuously improve your marketing strategy. 
Define your goals
Ask yourself, what is the purpose behind sending these emails? Are you looking to increase website traffic, boost sales or improve customer engagement? Setting goals is crucial to helping you approach your marketing campaign so that your messages translate clearly. Having a vision will ensure your customers are on the same wavelength as you, making them more likely to retain.
Summary
Wrapping it up, having a solid email marketing strategy helps you to connect with your consumers, encouraging customer retention.
By adopting these strategies, you’re setting yourself up for success. A well-thought-out plan will help you reach your goals while connecting with your audience.
Did you know creating accurate and relatable buyer personas can help you develop more targeted and effective email marketing campaigns? Read about the importance of buyer personas here.
