Top 5 Actionable Email Marketing Strategies for Existing Customers

Author: Team WH

Published On: 22-05-23

Last Updated on: 01-11-23

Estimated reading time: 7 minutes

Customer acquisition is integral for every marketing strategy to build your brand and reach a broader section of your target audience. However, it is inadvisable to execute acquisition strategies at the cost of nurturing existing users.

A delicate balance between customer acquisition and retention strategies is crucial to make the most out of your email campaigns. These campaigns are trusted to show results among customers when it comes to brand loyalty.

While customer acquisition strategies are available at a dime-a-dozen, have you ever wondered about the ideal approach for email marketing to existing customers? Read on to explore some impactful email marketing strategies to drive your campaigns and increase user retention.

Read More: A Guide to Email Marketing for Beginners

5 Strategies for Email Marketing to Existing Customers

Did you know that 49% of customers prefer weekly promotional emails from their preferred brands?

Email marketing has emerged as one of the most personalised modes of brand communication with different types of emails. Customised subject lines and tailored content make it a huge hit among consumers, helping them feel closer to your brand.

Plus, it is a two-way street. Customers enjoy receiving personalised emails while you ensure that your brand style and image stay fresh in their minds with an email marketing strategy.

Here are some email marketing tips to build a loyal customer base and maximise ROI:

Greet Them with a Welcome Email

Think of it as the start of email marketing to existing customers with an overview of your brand. Mention your brand mission and values and brief them about your products or services. Additionally, personalise it according to the user and create a memorable first impression to welcome them to your brand and assure them of your high-quality offerings.

Well-crafted welcome email campaigns offer the following benefits:

• Engage the customers
• Help you maintain an updated email list based on click and open rates

You can use automation software with a pre-made template to send an email as soon as a user subscribes to your offerings or makes a purchase.

Consider the example of Amazon India. Upon subscribing to their premium membership through Prime, the company sends an automated email briefing on the benefits of the Prime membership and how you can avail of it for different avenues, like Amazon Music and Amazon Pay.

Communicate Valuable Offers

One of the most impactful email marketing ideas is to supplement your brand reputation by emailing existing customers about your latest offers and discounts. For instance, highlighting a deal is a great way to attract users and convince them to explore your website.

Take the example of Starbucks Rewards. In a recent email marketing campaign, this beverage giant notified users of a significant 50% discount on handcrafted beverages. The email was short and laced with an attractive GIF and a strong call to action.

The goal is to present your offer in a lucrative manner with interactive visual elements to highlight the appeal of the email.

Reach Out for Feedback

Sometimes, you might notice a communication gap between existing customers and your brand. Maybe the nature of your offerings has changed, or your brand voice no longer feels familiar to them.

In such cases, a feedback email is the best course of action. It is also a great option after you have completed a sale, providing a way for you to gauge your product’s response in the market. However, it is vital to wait for a few weeks to allow customers to use the product and give accurate feedback.

A suitable example to illustrate this would be Slack, one of the most used employee communication platforms worldwide. In its crisp email, the team at Slack started with a neutral greeting and asked the user to provide feedback in the form of a survey with an engagement email.

However, the unique part of the email is that it mentions the approximate time it will take to fill out the survey. This way, the user can decide whether to fill it out immediately or save it for later when they have more time.

Add Them to Your Newsletter Email List

If you do not have a newsletter for your brand, it is the perfect time to make one! It displays a perfect blend of your company’s achievements and highlights while maintaining a casual tone to keep it light and easy to read.

Ensure that the newsletter is high on visuals and low on written content. The goal is to make it more attractive and scannable.

By reading about your achievements and witnessing an increase in your brand’s prestige, existing customers might be more inclined to explore or make a purchase, leading to amplified customer loyalty.

A suitable example to illustrate this would be Slack, one of the most used employee communication platforms worldwide. In its crisp email, the team at Slack started with a neutral greeting and asked the user to provide feedback in the form of a survey with an engagement email.

However, the unique part of the email is that it mentions the approximate time it will take to fill out the survey. This way, the user can decide whether to fill it out immediately or save it for later when they have more time.

A compelling example is the Washington Post with its newsletter series called ‘The 7’. It focuses on delivering the seven most important news pieces for the day to a user’s inbox to help them stay updated without going through extensive news articles. Plus, the newsletter is decorated with bullet points and crisp subheads to make it more scannable.

Wish Them on Special Occasions

Send personalised emails with the name of the recipient on important occasions. Small gestures like wishing them on their birthday or a holiday go a long way. After all, customer experience is crucial, and users are more likely to gravitate toward brands that feel more relatable to them.

Alternatively, you can tailor specific offers for users for their birthdays. Discounts are a welcome move to convince existing users to purchase and continue with the brand experience.

Final Thoughts

The methods to enable the best marketing to existing customers have one aspect in common – they bank on maintaining constant communication with the user. Whether you send monthly newsletters or periodic offer reminders, the key is to continue displaying a presence in their inboxes to stay relevant.

Building trust is a gradual process. While customer acquisition requires extensive patience for new prospects to get familiar with your offerings, user retention is relatively easier. The latter group is already aware of your products or services, having tried them in several cases.

Hence, the goal with existing customers is to continue showcasing your brand’s value and convincing them to stick with your offerings. This is where email marketing to existing customers can help sustain your brand’s awareness.

People Also Ask

1. Should you send marketing emails to existing customers?

It is important to send periodic marketing emails to existing customers to inform them of your latest offerings and convince them to choose your products or services exclusively. Plus, it ensures user retention and increases your profits.

2. How to write emails for existing customers?

You can start the email with a catchy subject line. Moving ahead, you can address or acknowledge their journey with your brand and appreciate the same. The next part of the email should focus on the main aim. For instance, feedback emails must include the questionnaire before ending with a salutation.

3. How many marketing emails to send per week?

Opt for 1–3 emails per week to maintain customer engagement without causing fatigue. Over-emailing can result in unsubscribes, while too few may reduce visibility. Tailor the frequency based on user behavior and segmenting; for instance, frequent shoppers might appreciate more regular updates compared to casual buyers.

4. What is the golden rule when communicating with customers?

The golden rule is “Personalization and Value.” Treat your customers as unique individuals and always offer them something of value. Whether it’s exclusive deals, relevant updates, or useful insights, ensure each email serves a purpose and enhances your customer’s experience with your brand.

5. What could be a sample email to existing customers?

Here’s a sample email for existing customers:

Subject: Unlock 20% Off Your Next Purchase!

Body: Hi [Customer’s Name], we miss you! As a valued customer, we’d like to offer you an exclusive 20% discount on your next purchase. Use code WELCOME20 at checkout. Hurry, offer ends in 3 days! [Shop Now Button]