Cotton candy wrapped around those big paper cones was such a summertime treat when I would go to fairs and festivals. So sweet, so good, so sticky. You knew when you had too much but eventually went looking for more.
Good sticky content can have the same effect on customer retention within the email/customer retention world. It’s a bit of common sense - if you are generating offers, content and copy that your users have a need and or want for, they will keep coming back for more. Sure, they can get too much in one sitting but if it satisfies their “sweet tooth,” they know where to go for their next fix.
Look at your website activity. Often times your web traffic can point you in the right direction for the email content that is most important to your customers. Taking your lead from the most visited pages, offers or sections of your website will help your tailor communications that hit your customer’s sweet spot!
Learn from your previous campaigns. Unless you know exactly what your customers are looking for (offers, articles, info, etc.) you are more likely taking an educated guess as to what will resonate with the recipient. Add to that the close proximity that you and other content contributors sit to your emails, and you might be overlooking what is necessary or needed in your messages. Look back at the performance of previous emails and campaigns, start to identify sections, offers and links that are not or did not perform well. You will first need to ask why they are not performing and then, if needed, replace them with alternate content. Don’t forget, in some cases, less is more.
Taking a few simple steps to make your communications sticky sweet will benefit both your organization and your recipient by way of a more relevant message and increased brand loyalty.
Tags: chris lovejoy, christopher lovejoy, customer retention, email hints, email industry, email marketing, email reporting, email retention, email statistics, email strategy, erik gabrielson, eStrategy, kara trivunovic, marketing strategy, PGi, premiere global services, summer email, travel industry email, travel marketing
