by Spectrum Business
It is usually easier and less expensive to generate additional sales from an existing customer than to acquire a new customer. According to a 2014 survey by social network Manta and research firm BIA/Kelsey, 61% of small businesses report that over half of their revenue comes from repeat customers. Plus, an existing customer spends 67% more than a new one, the survey found.
An email newsletter is an ideal way to remind existing customers of the value you provide. Here’s how three hypothetical small businesses — a clothing store, an art gallery and a bakery — could use email newsletters to improve customer loyalty.
A two-year-old retail women’s clothing boutique has built a steady clientele and wants to make sure its customers keep coming back. Here are strategies it could employ:
Use an e-newsletter to spotlight customers. Share pictures of three trendy style-setters and how they accessorize the store’s clothing.
Announce new shipments and the arrival of hard-to-find items in the e-newsletter the first.
Promote a brief survey in the newsletter and ask customers to evaluate the store’s selection of styles, personnel and shopping experience.
Offer special discounts and coupons exclusively for e-newsletter subscribers.
Ask customers to sign up for digital receipts at checkout and give them an opportunity to opt-in to the store’s e-newsletter at the same time.
A folk-art gallery featuring high-end, handcrafted works from local artists wants to reinforce its quality and selection to customers. An email newsletter could build buyer loyalty with these tactics:
Highlight artist profiles in each issue, including personal stories about how and why they were drawn to their craft. Link the profiles to samples of the artists’ work on the website.
Include a list of upcoming gallery events such as live demonstrations by artisans and the arrival of new collections. Encourage readers to share gallery events by including social share buttons with the listings.
Share photographs and videos of artists at work or new collections released by established artists. Feature answers to frequently asked questions about their techniques.
Include a prominent request to forward the e-newsletter to other art enthusiasts who will appreciate the content.
A family-run bakery wants to encourage occasional customers to visit more frequently and help them feel good about supporting a local business. It could do the following:
Promote special deals during low-volume hours in the e-newsletter, such as a buy-one-get-one offer for after-school visitors.
Take pictures of mouthwatering goodies as they come out of the oven and share the best days and times to buy them for peak freshness.
Offer ideas for custom baked goods that can be used to celebrate special occasions like a great report card or a visit from grandma.
Write about the bakery’s support of local fundraisers and neighborhood projects to demonstrate the shop’s commitment to the community. Encourage readers to drop off food bank donations at the bakery and receive a free cupcake as a thank you.
These are just a few examples of how to use email newsletters to build customer loyalty. Remember, be consistent and keep your content updated and relevant. For high readership and engagement, make sure your newsletter content has something in it for the reader, whether it’s advice, entertainment, deals or tips.
