Email marketing serves a number of purposes, integrating multiple separate marketing channels and funneling your audience into one place. However, most email marketers end up narrowing their focus to only one email marketing goal: click-throughs. It’s certainly important to optimize your emails for click-throughs, as more traffic to your site usually translates directly to more revenue.
However, there’s another dimension of email marketing strategy that could lead to an even longer-term return on your investment: brand loyalty. This is how you can generate repeat business on a consistent basis. If you can facilitate greater brand loyalty through your content marketing campaign, you’ll generate customers who are willing to buy from you over and over again—and not from your competitors.
Using Email Marketing to Create Brand Loyalty
Here are seven strategies to help you do it:
1. Important updates and reminders. Your first job is to use your email strategy as a way to keep your customers informed, with important updates and reminders. For example, if your company is planning to have a major sale in the coming months, you can announce it to your email subscribers first, giving them a sense of exclusivity, and then send them periodic reminders as the date gets closer so they can adequately prepare. This helps your brand stay top-of-mind with your subscribers, and demonstrates value to them. Just make sure what you’re announcing has some real value to your subscribers or you’ll end up annoying them.
2. Free gifts. Offering a free gift is a common tactic used to attract people to subscribe to your email newsletter in the first place; it’s an