In a world where a customer is the king and can be contacted mainly via the Internet, using digital channels of communication is vital. What’s even more important is maintaining that connection stable. This might seem like an easy task to do, but it’s far from the truth in reality. The thing is, in order to ensure that the connection is stable enough, you have to contact the customer directly. And while this can be relatively easily done with informational chatbots or direct emails, it’s the approach that makes things much harder. Maintaining a balance between the apathetic and overly aggressive retention messages can be pretty tough. Still, it’s possible. So, let’s dive deeper into this important mission.
Lessons to take
To learn how to write retention letters professionally, you must think primarily as a writer; even some SMM experience might not be enough. While this skill is not the easiest one to master, you can always check out the best essay writing service reviews and acquire some help with writing from professionals. Still, understanding the basics can’t be bad. Here’s what we’ll take a good look at:
- Why do you need retention messages?
- How are good retention messages composed?
- Who should take care of composing retention messages?
- Why should email be the primary communication channel?
It looks like not that much to cover. Although customer retention messages can be pretty tough to generate and process during the quality check, the concept itself is pretty simple. Let’s examine it closer.
The Whys, the Hows, and the Whos
As it was mentioned at the very beginning of this article, sending customer retention emails, in particular, has quite a high importance in the digital age. The main point of that importance lies in the massive amount of information people must process every day. With the pace of modern life, it’s easy to get lost in all the information and simply forget about the products once used, apps once installed, or brands once trustworthy. Thus, retaining customers must be an active process for those things not to happen and for the customers not to forget about you.
As creating and sending out retention messages is extremely important for businesses and marketers, in particular, crafting them might be pretty hard. Still, having some writing and some marketing experience can help. Otherwise, a marketer and great copywriter can (and should) work together to create the synergy needed for those perfect retention messages. Here some moves marketers and experienced writers use to capture the customers’ attention.
- Creating a customer journey map. Everything must have a plan, especially when it comes to crafting something as crucial as retention messages. And drawing the customer journey is the best way to plan the whole process. This journey map takes the past, present, and future of your marketing campaign and public communication into consideration. To create a customer journey map detailed enough, you must first analyze the previously sent messages and how the brand communicates with the audience in general. After that, the current and future strategies must be overviewed. Retention messages should sound familiar to the existing customer to make them feel comfortable. At the same time, it’s essential to understand that the business or brand will inevitably change, so the message follows that rule as well.
- Analyzing your audience. Another part of the plan is located on the receiving end of the retention strategy. Of course, your customers have something in common because they have once got interested in you. Still, other than that, they might be completely different. You might serve all kinds of different audiences, so customizing messages for each of them is one of the first things to consider when initiating any kind of digital communication strategy. Obviously, there’s no need to customize your messages for every customer or even every segment, but you can customize them for every segment group, for example. There won’t be too many of them if you count well. However, seeing personalized messages, the customers might think of you as someone who really cares.
- Localize your messages. While you’re still thinking about the audience groups, think about how cool it could be to receive an email or other message about an exclusive discount in the store nearby. Right, that does sound cool. And to do that, there are lots of different means and methods. You should think about the physical reach of your company in different parts of the country and analyze its capabilities. The rest will write itself. Often, the answers are hidden within the questions, and composing a retention message is one such case.
- Schedule your messages properly. In the modern age of information and digital communication, people tend to get oversaturated with information. According to the research, people send and receive over 120 emails per day. And that’s just emails alone. There are many other messages sent and received via countless other means, so throwing one more message into your customers might easily tire them. Try to reach your audience only one or two times per week, yet make the message as effective and personalized as possible. Provide some additional work to someone who sends messages or sets an automatic sending to Saturday and Sunday, the days when people get a bit smaller number of letters. Only by considering something you might not notice yourself you’ll be able to innovate and attract the genuine attention of your customers.
- Create a sequence. And while you still think about the frequency of the messages, you might also think about how they are organized and interconnected. Messages that the customers receive in the form of sequence can be taken more positively by the customers as such messages will feel complete. This can give a sense of satisfaction and comfort. A sequence can be even as simple as a greeting message at the beginning of the week and a follow-up sometime near the end. Alternatively, you can create intrigue and then resolve it. The methods and means are all up to you and depend only on your business’s or brand’s image.
There are many other tricks to how you can make your retention messages perfect. Yet, those described above provide you with a basic formula and can give you a strong push towards building a solid retention strategy. As it has already been discussed, retention messages should be created by a professional or with the help of one. In fact, any copywriter with experience in writing messages or some marketing background can help you out. The main factor here would be the marketing background. On top of that, such an expert must be open to communication and adaptable. Only by being able to think outside the box, one can create perfect messages for all kinds of purposes.
And finally, we get to the point of getting into why email should be the primary channel of communication in particular. Well, there are two main reasons for that. First, email is a flexible thing. There are tons of tools to customize your emails, send them whenever you want, and target them at whomever you want. Second, email is quite a comfortable means of communication accessible to all internet users and used by nearly anyone. At the same time, email marketing is relatively low-cost, so, essentially, it’s a win-win situation.
The final step is always yours to take
Now that you’ve learned a thing or two about marketing and retention strategy, it’s time to act up. Getting things started is one of the hardest things to do, yet the only person who can do that is you. In business and marketing, there’s no place for the lack of courage. Every step you take must be taken cautiously, yet with the understanding that without it being taken confidently, there might be no tomorrow, and no new thing can be invented. So, get your communication and marketing powers together and make them work in synergy in order to create better retention messages for the better future that might come tomorrow.
Going even deeper
Just before you leave, take a look at some other cool resources that helped in writing this article. There is a great article on SharpSpring that provides some more examples of retention emails.
Erica Sunarjo has come a long way to become the well-respected author she is today. Starting as a professional copywriter with strong potential at a best term paper writing service, she soon started sharing her life experience applying the skills she acquired there. Today, Erica is a traveling blogger and speaker who still possesses old habits and gets as deep as she can into every assignment she gets.