How you talk to your customers is a reflection of how you want to treat them, and what you expect from them. We’ve already talked about the three R’s that your email should have. We can add to that by saying, end users are very temperamental – one wrongly timed email, second email too many, or one irrelevant blanket bulk email, and you’ll be marked as SPAM before you can say “Retention”. It’s a relationship that requires handling with kids gloves.
Coupons, incentives, cash-backs or even the most aggressive pricing aren’t the primary reasons that will make your users come back. While there are ample of cases when you need to do things as part of your strategy, they aren’t paramount in ensuring repeat business. At Nudgespot, we’ve found that a very critical reason why users will come back to your site – it is simply because you tell them to, in the right way.
To communicate with your users in the right way, you would likely need two things:
Visibility into what your users do: Ideally, this should include a stream of events performed by each of your ogged- in users, along with properties, such as what pages they looked at, what they searched for, number of categories browsed or added to cart (for ecommerce) and so on.
Reasons to reach out to your users: Once you know everything that your users did, you should be able to segment based on reasons to communicate with them. For ecommerce, you could segment everyone that added products to cart or a wish-list. For SaaS companies, you could segment everyone that tried to use a feature only available in a higher plan. These are compelling enough reasons to send your users a note, because it acts on those that are sitting on the fence.
Creating customer champions that will always come back to you starts with communication. As Anne Morrow Lindbergh said, – “Good communication is as stimulating as black coffee, and just as hard to sleep after.”