5 Customer Retention Email Marketing Tricks Every Business Should Try

Most business owners know that keeping an existing customer is far more cost-effective than trying to convert a new one. Existing customers are the lifeblood of every business. So much, that businesses go out of their way to keep them coming back, and for good reason. Existing customers are 50% more likely to try new products and spend 31% more than new customers. Furthermore, it costs five times more to attract a new customer than to retarget an existing one.

Surprising? Not really.

Retention emails that work-

Human nature is to stick with what we know. That’s why brands like to stick with their existing clients. Much like that old friend, loyalty and relationship with a brand are based on the efforts they put into staying in touch with us. That’s why sending the right customer retention emails is so important. It’s crucial that you keep contact with your former customers via email marketing.

So here are five emails you absolutely must make part of your customer retention campaign-

1. Welcome emails

The first step to keeping your customer is to keep greeting them.

Whether they’ve just placed their first order or simply signed up for your newsletter, your customer has shown you that they’re interested in establishing a relationship.

Now, it’s your turn to make a move.

It’s good to make welcome emails generic, but adding some sort of call-to-action or personalized offer is important. This will make your welcome email more impressive and easier to make any action.

Welcome emails also provide an opportunity for you to learn more about your customers. You can use them to know about their shopping preference so that you can personalize for future email campaigns. They also allow you to invite your customer to connect with you in other ways. Welcome emails generate 320% more revenue than generic promotional emails.

2. Abandoned cart emails

Set up an abandoned cart campaign through your email service provider for people that add to their cart without completing any purchase. On average, approximately 70% of shoppers abandon their cart. No matter how big your customer base is, that’s a huge number of people. Don’t wait too long or people could decide not to purchase at all. Instead, strike while the iron is hot.

When composing your abandoned cart campaign, make sure to keep the messaging conversational and light-hearted. Phrases like, “Wait, you forgot something!” or “Are you sure you want to leave this behind?” are tried and true.

3. Thank you emails

Reminding your customers that you appreciate their effort and dedication to remaining on your email list (because unsubscribing can be tempting sometimes) is all they need to keep coming back for more.

Just a simple thanks are all it takes sometimes. Reminding your customers that you appreciate their support and commitment to remaining on your email list.

4. Happy birthday emails

Birthday emails make your customers feel special and remind them that this is an offer only available for them. Birthday emails are one of the best email marketing campaigns you can implement. They generate 342% higher revenue than regular promotional emails and 481% higher transaction rate.

And everyone likes to get gifts on their birthday.

Don’t underestimate the efficacy of birthday emails. Throw in a special coupon or even a freebie. To maximize the impact, send the offer on their actual birthday. They’ll be keeping an eye out for goodies, and it’ll show that you know them well.

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If the customer doesn’t act, don’t be afraid to send a reminder. It’ll improve your odds of making the sale, while also keeping the celebration alive for your subscribers.

5. Customer re-engagement emails

The customer win-back email, also known as a re-engagement email. Your customers lose touch, undergo a major life change, or decide they want to budget their money differently. No matter what your customer’s reason for slipping away from your brand, you should always try to win them back. The re-engagement email is your last chance to retain those long lost customers, so make it poignant and worthwhile. This should be a pull-out-all-the-stops campaign.

If no purchase has yet been made, or if the email has not even been opened, trigger a follow-up approximately 60-90 days after the initial win-back email. With this one, you’ll want to use more personalized messaging. Phrases like “We miss you” or “We want you back” are sure to tug on the heartstrings.


Customer retention should be a primary goal of every business email marketing campaigns. Without any doubt, existing customers are the most valuable patrons, so keeping them engaged and at attention is essential to your brand’s success.

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