Being profitable is all about creating loyal customers and driving repeat business. Seeing that it’s between six to twelve times less expensive to sell to an existing customer than it is to acquire a new one, customer loyalty is too important to ignore. In fact, according to Bain and Company, a 5% increase in customer retention yields profit increases of 25 to 100% and repeat customers spend an average of 67% more than new customers. Are you sold on the value of customer loyalty yet? We are.
Belly is a company built on customer loyalty. Our roots stem from a points-based rewards program that allows merchants to enroll their customers in a customized rewards program where they can accumulate points to redeem for free products, services or experiences. In return, merchants collect crucial customer information like email addresses and visit history which can be used to retain and attract customers.
Email marketing is one of the most powerful tools today for increasing customer loyalty. A few months back, we launched Campaigns, an easy-to-use email marketing tool that lets Belly merchants engage with their customers and bring them back to their business strategically through targeted email campaigns.
For those of you who missed the announcement of Campaigns, check out the video here for a quick introduction.
Using Visit History To Segment Your Customers
Closed-loop email marketing, like the Campaigns tool Belly provides, is a great way to increase customer loyalty because data collected can be used to segment specific customer groups.
For example, you can send a different message to a customer who just visited your business for the first time vs. a customer who hasn’t visited in over 3 months.
Belly makes it easy for merchants to segment and target their customers based on their visit history. And customers benefit by receiving more relevant offers.
Let’s explore some examples of email campaigns you can send with Belly, when to use each campaign type, and how to segment your customers to increase customer loyalty.
Bring ‘Em Back Email Marketing Campaign
The Bring ‘Em Back Campaign is designed to reactivate existing customers by incentivizing them to return to your business. With custom targeting, you can reach out to:
- All of your customers
- New customers who recently visited
- Existing, potentially lapsed customers who have not recently visited
We recommend targeting customers who have not returned in over 2, 3 or 6 months and incentivizing them to come back with a special offer.
For example, if you own a hair salon, segment customers who have not been back in 6 months and offer them a free conditioning treatment. Set an expiration date to create a sense of urgency. This is a great technique for driving sales. By adding a free treatment with the purchase of a haircut or color, you’ll drive more customers in your business this month. Need to meet a sales goal but not on track? Try this offer!
A Bring ‘Em Back campaign will keep your business top of mind and encourage lapsed customers to visit again. It’s also a great way to introduce lapsed customers to new products or services they may become addicted to. Hello, super hydrating conditioning treatment!
An announcement campaign lets you continue the conversation with all of your customers even after they’ve left your store. With this campaign type, you don’t have to include a reward or offer, but you can still let your customers know about cool stuff going on at your business.
For example, is your patio open for the summer? Let your customers know! Did your business win an award? Are you opening a new location? Are you launching a new product line? An announcement campaign is a great opportunity to alert your customers about important things happening at your business.
If you’re an existing Belly customer, you’ll soon notice 2 new campaign types when you login to your web Command Center – an Event or Promotion campaign and a Social Media campaign.
Event or Promotion Campaign
This new campaign type lets you alert your most loyal customers about upcoming events, holidays, special occasions or sales happening at your business. The template allows Belly Merchants to easily add a date or date-range for the event or promotion and tie it to an offer if they wish.
Encourage customer loyalty by inviting your customers in for a special end of summer brunch or a weeklong sale.
Social Media Campaign
While email is a fantastic driver of customer loyalty, it isn’t the end all be all. Many small businesses also stay in touch with their customers through social media. Belly’s new Social Media Campaign lets merchants promote their social accounts by encouraging their customers to "Like" or "Follow" them. We will support Facebook, Yelp, Twitter, Foursquare and Instagram upon launch.
Retain Loyal Customers: Why Email Marketing Works
According to Emarketer, 58% of consumers said they open emails from businesses they are a customer of, and 53% said those emails affect their personal buying decisions.
And if you’re still on the fence about email as a marketing channel, email garners a 5x greater response rate than direct mail and a 25x higher response rate than banner ads.
Email marketing is a cost-effective and proven way to drive sales and increase customer loyalty; with Belly, email marketing is easy!
About the Author
Lauren Licata is a Product Marketing Manager at Belly.
She's passionate about working with startups & organizations dedicated to solving today’s most pressing challenges.
She's on the Associate Board at the American Cancer Society and serves on the Associate Council at Ms. Tech.
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