Studies have shown that 80% of your sales will come from 20% of your customers. So how do you retain that happy 20% and make them feel valued? The answer is to speak their language, that is, to understand their needs in relation to their niche or industry so that they feel understood, not just spoken to.
brand loyalty
Many companies sign people up for email lists and loyalty programs, but rarely do the follow-up they should. It’s a shame, because they really want to hear from you, if your message is relevant to them. Creating high-quality information and great offers that make them feel valued can drive sales more than thousands of automated social media messages generated by a bot.
Branding as a shortcut
Buying by brand is a shortcut for many people, an almost automatic purchase that is given little thought and is usually not overly price sensitive. They know what they want and they will pay to get it.
the emotional connection
But people also have an emotional connection with brands. Emotions play a role in buying decisions far more than most marketers might think. Studies have shown that consumers buy based on emotion and then try to justify their choice with logic, not the other way around.
choice support
The emotions that led a person to buy in the first place can keep them coming back for more, a phenomenon known as choice support. Drive people to become repeat customers, because once they’ve bought from you, they’ll keep doing so for “Test” they made the right decision in the first place. If your marketing messages reinforce your support for choice by speaking their language, you can easily retain customers.
Knowing their “pain points” – i.e. what they struggle with the most in relation to their niche – helps them feel understood and like your products are really designed for them (which it should be). Asking for feedback like reviews, testimonials, and survey responses will reinforce the idea that you care. If they see your published reviews, or if your new product is the one they voted as their first choice in their survey, it would also indicate that they are speaking the same language.
Demonstrate to the customer that they are valued
Email marketing list subscribers should be treated like the valuable customers and prospects that they are. Reward them for being on your list with several items that show you care, including:
- surprise gifts
- Perks like exclusive members-only content, discounts, and deals
- Invitations to create user-generated content, such as guest blogs
- Great bonus items with every pack, which can be shipped a day or two after your purchase
- Responsive customer service
- A detailed FAQ page
- Access to you personally, such as in webinars or in a closed Facebook group
All of this will strongly influence your customers to be loyal to you because they create the perception that you care about them.