5 Things You Need to Know About Loyalty-Building Email Campaigns

Whether you’re an eCommerce business selling skincare or consumer packaged goods, all eCommerce businesses ultimately want the same thing — happy and loyal customers! There are tons of different ways to build customer satisfaction and loyalty, but one of the most effective ways is through email marketing. Here are the top 5 things your eCommerce business needs to know about loyalty-building email campaigns.

1. Make Your Audience Feel Seen with Personalization

If you want to stand out in your audience’s already-crowded inboxes, your personalization strategy needs to go beyond just using first names. Lean on more nuanced customer information like demographics, behaviors, and previous interactions to inform how you personalize your campaigns.

Example: A skincare brand can look at a customer’s purchase history and highlight products that complement what they’re already using.

2. Segment Your Audience to Simplify Personalization

Segmenting your audience into smaller, targeted groups makes sending targeted campaigns easier and faster. By grouping your audience based on criteria like demographics, purchase history, or engagement levels, you can craft tailored messages and offers, sending them to hyper-specific audiences.

Example: A swimwear brand can segment its audience by geographic region, making sure they don’t send their summer campaigns to countries in the middle of winter.

3. Only Send Content That Genuinely Adds Value

Keeping your audience engaged starts with a commitment to send only genuinely valuable content. Whether you’re sending informative articles or entertaining polls, focus on delivering content that educates, entertains, or solves a problem. Sending valuable content keeps your customers engaged and builds your reputation as a trusted source of value.

Example: A haircare brand can send a quiz to help subscribers learn which products are best for their hair type and how to use them.

4. Consistently Recognize and Reward Loyalty

When your customers finally start to show a sense of loyalty to your brand, make sure you consistently recognize and reward them for it! Show your appreciation to loyal customers with exclusive perks, personalized thank-you emails, and milestone recognition to show that you genuinely care about them and value their support.

Example: A fashion brand can send an email marking one year since a customer’s first purchase, offering thanks and a discount on this year’s fashions.

5. Encourage Your Customers to Communicate With You

Building loyalty with email marketing isn’t just about broadcasting messages and deals — it’s about listening, too! Encourage your customers to share feedback and reach out with questions, then make time to acknowledge them and thoughtfully respond. This shows that you value their input and are willing to put time and effort in to make sure they’re heard.

Example: A sports equipment brand asks for feedback on a newly launched item, sending a personalized response and discount to each reviewer.

Wrap Up

Building loyalty with your customers through email marketing requires a strategic approach, centered around personalization, segmentation, value, recognition and rewards, and two-way communication. By using these principles to inform your own loyalty-building campaigns, you can strengthen your relationship with your subscribers while encouraging repeat purchasers, and ultimately, achieving loyalty success.