Email marketing: your must-have customer retention strategy.
Ads may bring the customers in, but it’s email marketing that’ll keep them coming back.
Drive more sales from your most profitable audience - existing customers - with automation and personalisation that increases repeat purchase and customer lifetime value.
@tamsinjohnson
If you’re serious about growth, email marketing needs to be part of your strategy.
When it comes to growing your business, it’s easy to focus your attention on reaching new customers - while completely neglecting your most profitable audience: your existing customers.
You’re leaving money on the table without a proactive retention strategy that builds loyalty and increases conversions from your existing customer base - not least because driving value from existing customers is much more cost-effective than acquiring new ones.
Why invest in email marketing?
Acquiring a new customer costs 5x more than retaining an existing one.
It’s only becoming more and more costly to convert new customers - both from a budget and a resource perspective.
Not only can a strong retention strategy deliver far more conversion value, but turning first-time shoppers into repeat customers helps you to really sweat that top-of-funnel media investment.
Returning customers spend +67% more per order.
As a brands’ customer loyalty builds over time, so too does their customer lifetime value.
Trust grows with each positive interaction or exposure, developing customers who are much more receptive to upsells and offers - and who are much more likely to recommend you to their family and friends.
64% of loyalty programme participants shop more frequently.
Utilising segmentation enables brands to deliver deeply personalised experiences to the right customers, at the right time - boosting engagement, nurturing loyalty and ensuring your products remain front of mind.
@studio.skey
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Our journey together starts with an in-depth discovery call over a cuppa, so I can dig deep into your business, your customers, your goals, your challenges and your opportunities.
I’ll also take a close look at your website and social media to understand how you’re showing up elsewhere in the customer journey & how you’re communicating with your audience.
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Next, I’ll take a look at your existing email service provider. It’s possible you already have some campaigns, automation and segmentation up and running - if that’s the case, I’ll review your existing flows and test your journeys to unearth any missed opportunities.
I’ll benchmark your current approach vs. industry best practice and utilise your analytics to get a closer understanding of your customer behaviour, to identify missing segments and opportunities for growth.
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Once the audit is complete, I’ll build a comprehensive summary of the key issues and opportunities I’ve identified based on your business goals.
We’ll meet again so I can talk you through my strategic recommendation - there’ll be lots of time for questions and at this point, you’re welcome to implement any next steps in-house, or you can brief me to keep going and implement them for you.
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Once we’re agreed on the strategic recommendation, you can opt to pass the implementation back to me.
I’ll build, test and launch your shiny new automations and segments, and I’ll keep an eye on performance for the first 30 days to fine-tune as needed, so your new strategy is working as hard as it can to drive value for your business.
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Although email marketing can help to drive sales while you sleep - it’s important you don’t sleep on your ongoing optimisation and campaign management.
An ongoing management retainer ensures that your automation, segmentation and pop-ups are working as hard as possible, to deliver as much conversion value as possible.
Think A/B testing, new split tests and paths within your flows, customer segmentation by shopping behaviour or geography, sign up form optimisation and list cleaning/sunsetting of unengaged subscribers.
I can also help with your ongoing campaigns/newsletters - including content planning, copywriting, build & send.
Our roadmap to success, together.
FAQs.
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My preferred email service provider is Klaviyo, but I’m happy to help you with alternatives which you may currently be using.
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I have experience with a range of different clients in the furniture & homeware, food & drink, lifestyle and parenting spaces.
You can find some specific examples on my ‘About’ page.
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Email strategy development projects - including automated flows, forms and segmentation - start from £3,450, while ongoing management retainers start from £1,275 per month.
Please reach out for an initial discovery call and proposal.
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This does depend on the scope, but most audit & strategy-specific projects can be delivered within 6-8 weeks.
We can discuss my availability during our first call together - and rest assured, you’ll receive a full project timeline once we’re ready to get started.
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I believe in earning your trust through performance, not locking you into lengthy contracts.
For that reason, any ongoing management retainers span an initial three month period to allow sufficient time for me to take over your account and exert tangible impact on performance. From then on, we’ll work on a rolling monthly agreement.
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