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5 Ways Email Marketing Can Improve Customer Loyalty


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While acquiring new customers should be a priority for every business owner, keeping your existing customers happy is one of the most effective ways to grow your brand. The work doesn’t stop once the customer makes a purchase. You must figure out how to get them to make a purchase again.

Doubling down on your customer loyalty program is vital in driving more sales and turning your customers into brand advocates. As you develop a customer retention strategy, consider incorporating email marketing. 

The 5 Benefits of Email Marketing to Customer Loyalty

With an average open rate of 21.5% across industries, email can be valuable in fostering beneficial relationships with your customers. Below are five more benefits of email marketing for customer loyalty.

  1. Maintain customer engagement after a sale

    Follow-up emails are great for customer loyalty. Email marketing lets you easily reach out to past customers to ask for their feedback, promote special offers, or encourage them to post a review. 
  2.  Build a valuable customer relationship

    A direct line of communication with your customer helps nurture a relationship with them. Email marketing allows you to improve customer experience by regularly sending content they want to see, from the latest releases and price drops to helpful tips, straight to their inbox.
  3. Re-engage with idle customers

    Targeted email marketing campaigns can nudge customers who abandoned their online carts and encourage them to hit checkout on your site. On average, half of the customers who click on these targeted emails go on to complete their purchase. So, keep sending out these emails!
  4. Reduce digital marketing costs

    Customer loyalty programs can sometimes be costly to implement. As a business, achieving the highest benefits at the lowest cost is ideal. Email marketing is one of the most cost-efficient solutions for your customer loyalty program, with an ROI of $36 for every $1 you spend (1900 to 50).
  5. Stay relevant to your customers 

    The number of email users will grow to around 4.6 billion by 2025. By leveraging email marketing for your customer loyalty program today, you can keep your brand relevant to your customers in the future. However, it’ll still depend on your email loyalty program’s strength.  

5 Tips for a Strong Email Loyalty Program

Now that you understand what email marketing can do for your business and loyalty program, below are five tips on using it effectively.

  1. Establish your goals and incentives to determine your ideal loyalty program

    There are points programs, VIP programs, and rewards programs, to name a few. Knowing which type of customer loyalty program you intend to run will structure your email marketing strategy. For example, if you have a points-based system, you can send email reminders to inform customers of their remaining points and available incentives. 
  2. Collect subscriber data and segment for better personalization

    According to Dynamic Yield, customers are more likely to respond favorably to emails that feel personalized. Customer loyalty services make it easier to segment your buyers. These services allow you to tailor your emails better and set various objectives, whether to reactivate idle customers or reward loyal ones. Additionally, you can A/B test your subject lines to learn more about your subscribers and further personalize future emails.
  3. Allow your subscribers to provide feedback

    When you ask your customers what you can do to improve your services, it makes them feel heard and appreciated. Instead of waiting for them to give their opinions, use email marketing to reach out directly. You can offer an exclusive gift to thank them for taking the time to respond and make the experience much more valuable.
  4. Make an excellent first impression

    A strong email marketing strategy begins with the welcome email. According to GetResponse, the average open rate of welcome emails is almost 69%, 3x more than the average of regular newsletters.

    Welcome emails allow you to set the brand expectations for your newest subscribers. Let them know more about your brand’s history, guide them through your website, or loop them into any ongoing promos.
  5. Show your gratitude and appreciation to your customers

    Thanking your customers lets them know that you care about them, in turn improving your relationship with them. Show them how they impacted your business. You can offer special promos to celebrate their birthday or sign-up anniversary to further express your appreciation. 

Keep Them Rushing Back for More

Customer loyalty programs are a great way to leverage your existing customer base and drive growth. You can help your loyalty program succeed by incorporating an email marketing strategy. Send personalized content, study subscriber behavior, and provide exclusive offers to show your customers that  you care. Hopefully, they will become advocates of your brand and take your business to the next level!

Ready to build your customer loyalty program and boost sales? Book your Rush Loyalty Demo to get started.


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