It's good to have many customers and achieve an exorbitant turnover. But to develop your business, you must also think about loyalty.
For years, emailing techniques have helped many businesses build customer loyalty. Even today, 80% of B2B sales professionals say that emailing remains the best loyalty tool. It would be a real shame not to include this essential marketing lever in your communication strategy. You will certainly miss out on many sales opportunities.
One of the most well-known and effective forms of email marketing is the newsletter. Very different from prospecting emailing, it allows you to retain your audience on the web. But it is also the marketing tool that converts best. But how to create a successful newsletter ? What are the elements to take into account? Is this really beneficial for developing my business? All the answers to these questions can be found in this file.
Why run newsletter campaigns?
In principle, all marketing actions carried out by a company aim to boost their activity. But newsletter campaigns, in particular, play several important roles at once. Also, it would be wise to give a quick reminder of the advantages of these for your marketing strategy.
1 – Building customer loyalty
How does a newsletter build customer loyalty? Very often, it is prospecting that comes to mind when it comes to emailing. But newsletter campaigns have a specificity that makes them unique. In fact, this type of email marketing can be both a prospecting tool and a customer loyalty tool. It all depends on your objectives and the audience you are targeting.
To retain your customers through newsletters, you have to be creative . You also need to know their expectations and their issues . You must then align the content of your email according to the information in your possession. You can put practical advice, information on new products or even sales . It would also be appropriate to announce in your newsletter upcoming events
Indeed, the idea is to show your customers that you are present and completely accessible . You thus create a relationship of trust conducive to new sales opportunities. It would even be possible to transform the most loyal customers into ambassadors for your brand.
2 – Demonstrate your expertise
The message that you are going to convey in your newsletter must be interesting and above all personalized . You are not going to send the same email to your prospects and your customers. Know that a newsletter must provide added value to its recipient. You must be seen as a true specialist in your area of expertise . Yes, you can demonstrate your expertise in your newsletter! Talk about yourself, what is your vision ? What sets you apart from your competitors?
In fact, the newsletter also allows you to work on your notoriety and credibility on the web. This is why it is essential that your message is well taken care of. You can also increase your visibility by linking your newsletter to your website . This will allow you to bring in more visitors and increase traffic . You can, for example, encourage your readers to discover your recent offers This is where the relevance of your CTA will be tested.
If everything goes well, just one click will be enough to redirect the reader to a landing page or a form on your website. reader will take once they are redirected to the site. A redirect to a specific page on your site would be much better than a redirect to the home page.
3 – Obtain a prospects database
Newsletters allow you to provide useful information audience . at the same time you will have the opportunity to collect their contact details.
With newsletter campaigns , you can obtain a base of B2B contacts potentially interested in your products or services. How to do ? All you need to do is ask your visitors to subscribe to your newsletter. This is done by subscribing to a registration form placed on one of your CTAs. In this sense, the latter must be used intelligently to get clicks. Moreover, the newsletter is an excellent way to measure the level of interest of your visitors. For example, you can see which articles they are most interested in. relevant information you have about them, the more you will know how to interact with them.
Above all, never forget that your newsletter can only be effective if it is well designed. The strategy you are going to use should be fine-tuned well before your campaign goes live Now let's see how to create an impactful newsletter that could become your ultimate loyalty tool
5 steps to create a customer loyalty newsletter
A loyalty newsletter is a great way to stay in touch with your customers. It allows you to give them something they'll look forward to reading again and again. It is also an ideal solution to increase your retention rate. It’s time to learn the steps to creating a successful loyalty newsletter.
1 – Promote your audience
Don't disappoint your readers ! You must give importance to the audience you are addressing. By signing up, your followers expect to know who you are and what you do. Subscribing to a newsletter is therefore a voluntary act . It expresses an expectation or an interest . If the quality of your newsletter is not up to par, you will have a problem. Your subscribers will start unsubscribing. And they can do this in just a few clicks.
The best way to add value to your audience and improve their retention is to get them to interact with you. But first, take the time to know and define your target . Knowing their needs is the first thing to do. Then, offer content that meets their expectations . What speaks to them? What are their problems ? Talk about your solution in your newsletter . Highlight your business and what you can do for them to meet their needs.
Don't forget to engage, you need to get them to click on your call-to-actions (CTA). If they respond to your email or fill out your form, it's even better. This way you will still have more chances to increase your income. Remember that the newsletter can be an effective way to achieve upsells Or crossed. A word of advice: promote your audience… and their needs!
2 – Take care of your content
Be unique , create content that your subscribers won't find anywhere else. Your content reflects your skills . Try to convey a relevant message with good tips and tricks. Ideally, your subscribers should feel special and valued. The advantage of a newsletter is that you can talk about a little bit of everything. But be careful, this doesn't mean you can talk about everything in one email. You can use a personalized message for a targeted audience.
Also make sure that your newsletter does not contain spelling mistakes , incomprehensible or unclear sentences. This will prevent you from wasting time and losing subscribers. Bad content attracts no one and doesn't generate revenue . Instead, opt for simple, clear, relevant and rich sentences to construct the right message . You can also use good visuals to attract attention and impress your readers. Most people prefer watching videos rather than reading long, sloppy text. Optimize your content as much as possible. Remember, the more you are read, the more your subscribers will talk about you. This could only be beneficial for your visibility and notoriety .
3 – Do copywriting
How to write your newsletter in a captivating ? The question seems simple, but many marketers fail to understand it at all. However, there is an infallible technique that will allow you to succeed: copywriting !
What is it exactly ? This technique consists of writing very persuasive texts to captivate the reader and encourage them to act. This method can be used to promote a brand , product or service . In other words, it will be your most powerful weapon for writing the content of your newsletters. Writing a marketing email is a bit like acting as a consultant . It's like talking to a close friend. And copywriting can accomplish this kind of feat!
Storytelling is one of the most effective copywriting We are all passionate about good stories . It is much easier to convey a message with the best method. Storytelling allows you to capture and retain the attention of your readers . But it also allows you to convey emotions to your readers. This will allow you to encourage them to take action. Indeed, the real power of copywriting is its ability to persuade. If your newsletter campaign is primarily aimed at converting leads, this is the method for you. However, it can also be used to customer loyalty . Words are powerful if they find their masters!
4 – Post regularly
It is important to publish your newsletters regularly. When it comes to email campaigns, this rule is absolute. Additionally, if your emails have a bad deliverability rate, this means they are unlikely to be read.
Sending too frequently can be annoying is a source of unsubscribes. Worse yet, if your content is inappropriate , your messages may end up in spam . The best thing to do is therefore to analyze when your audience is likely to open your mailings . What is the ideal frequency ? It depends on how much time you can dedicate to it. quarterly mailing is the minimum to establish a solid and lasting with your customers. The best frequency is probably monthly , as long as you keep up the pace. Above all, don't forget that regularity is a determining element for a newsletter. The goal is to post the right message, at the right time and to the right person.
5 – Evaluate your performance
When we talk about marketing actions, we often tend to focus on planning and execution. Performance analysis is too often left aside. However, monitoring the performance of your campaigns allows you to identify areas for improvement.
If you really want to achieve your goals , it is strictly recommended to consult your dashboards . This will allow you to improve the impact of your next broadcasts. But it also allows you to increase the value you provide to your audience. All you need to do is understand and analyze the key performance indicators (KPIs) of your emails.
Here are the most important emailing metrics open rate , click-through rate , unsubscribe rate , deliverability rate , your website traffic turnover. Of course, these are just the most frequently used ones. Everyone is free to choose the right metrics they want to use.
There is a way for you to follow up well, easily, but effectively. Magileads is an automation platform for your emailing campaigns. The tool allows you to perform excellent tracking with deeper and more detailed statistics and analysis Don't wait any longer to meet one of our acquisition and loyalty to share your needs and see how our platform works.
