As a proud uncle of 2 nephews both under the age of 3, I know that their first steps were some of their most difficult and rewarding. Those initial wobbly attempts, one foot in front of the other, have now led to surefootedness in their daily negations of sofas, end tables and kitchen chairs.
Customer retention begins with a single step as well. The first and most important is setting the expectations of your email recipient. Clearly define the purpose of your message by identifying the value proposition and benefits to recipients.
These “first step” strategies can and should include:
- Clearly defined purpose of the individual messages that you will be sending and providing an example (link) of the email communication so that the recipient knows what they will be receiving.
- Set expectations on the frequency that they will be receiving your messages and ensure that you are not over-communicating.
- Ensure that your opt-in process follows industry best practices by utilizing a double opt-in email and follow-up welcome message.
- Provide whitelisting information so the recipient can easily add your sending email address (From Address) to their “safe sender.”
- Keep your messaging true to the subscription type. If you are offering “special deals,” this should be the main content of your communication. Additional offers that are not pertinent to the specified communication type could be the difference of the recipient either opting out of the message or simply marking your message as SPAM.
Beginning with a simple step doesn’t have to be difficult. Defining your path begins with that first step. With a well-thought-out retention strategy, you will be quickly up and running, providing compelling campaigns that your customers anticipate in their inbox.
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[...] a previous blog I wrote about beginning with a single step - some helpful strategies to increase your customer retention through acquisition and the early [...]