Nancy Roblewsky
January 2, 2018

Using email to retain customer base

While everyone uses email every day for business and personal reasons, many business owners are not taking full advantage of everything email has to offer.  In today’s post, I’m going to focus on using email to retain the customers you already have. 

It pays to keep in touch

Once you have a customer, you want to make sure they keep coming back to you.  Even though you gave them good service or they like your products, it doesn’t mean they might not decide to try your competition.  In fact, your competition may be actively pursuing your clients by offering them special deals just to “try them out.”

One way to keep in touch with customers is email newsletters and special offers.  Email is great because it doesn’t cost anything to send (unlike mailing postcards or letters) and you probably already have the email addresses of your customers on file.  If you don’t, it would be relatively easy for you to get them.

Please remember to get permission from your customers before starting an email campaign.  Also, you don’t want to be annoying so keep your emails to a reasonable amount (once a month is good) and be sure to include a Unsubscribe button in case people don’t want to get your emails.

Show current customers you appreciate them

Since you are sending emails to people who are familiar with your business, open rates will be higher and they are more likely to read the emails.  This is an excellent opportunity to build upon your relationship by offering a quarterly newsletter with helpful advice and special deals.

Customers like to think they are special and by offering them discounts, you are telling them that you appreciate them.  Don’t be afraid to say “Thank you.  We know there are many businesses that provide the services/products we offer and we appreciate that you have chosen to use us.”

Email services make it easier to manage

There are many companies out there, such as Constant Contact, that offer emailing services at reasonable rates and places like Mail Chimp that have free plans.  Most are easy to use, offer database management, reports and a variety of templates for your emails so they look visually appealing.

Remember, it costs less to keep your current customers as opposed to having to find new ones, so invest a little time to let them know you are thankful for their business.

Published: January 2, 2018 • Last Updated: March 11, 2020