5 Profitable Tactics for Creating Repeat Customers
Bringing in new customers is tough, but what if I told you there was an easier way to increase revenue?
It costs 5x less to resell to an existing customer than it does to bring on a new one. Plus a 5% increase in customer retention can produce more than a 25% increase in profit! You just need to successfully connect with previous customers in the right way at the right time to get them in your doors again.
So what counts as the right way and the right time?
Here are five effective ways you can improve your customer retention, and make customers happy to see you again!
1. Utilize customer information with CRMs.
Ever had a barista who remembered your order every day? That’s the kind of personalized experience a Customer Retention Management System (CRM) can help you provide.
A CRM gives you a single place to document customer information throughout the sales process. This information could include anything from:
- Prior purchases
- Important dates
- Communication preferences
- Buying habits
This automates repetitive data entry, so your team can spend less time manually inputting information and more time building relationships with customers. All the data you collect can also help you create a more personalized experience for your customers, which will in turn encourage them to keep working with you.
For example, if you saved your customers’ previous purchases in your CRM, you could easily pull that information to create a promotion that features items that go well with what they’ve already bought.
Customers who feel they have a personalized relationship with a brand have a 306% higher customer lifetime value and will recommend the company at a rate of 71% (compared to the average rate of 45%)!
Here are a few different CRMs your team can use to create a more personalized experience for customers:
Repeat customers have a 60% to 70% chance of converting. You just need to nurture your relationship with them, and a CRM can help!
80% of business leaders say they see positive results from using CRMs as their major source of information about their customers across departments.
2. Time promotions around your customers’ behavior.
Sending just one promotion every few months won’t cut it. Instead, you need to create a promotions schedule that fits into the consumer’s already existing buying habits, which you can learn by:
1. Talking to or polling customers
2. Analyzing customer data from their purchase behavior
Looking at data from your CRM will give you a good start, but you’ll also want to reach out to customers directly for information on:
- The time of the year they typically make purchases
- Other similar products they’re buying
- Whether their purchases are big or small
Knowing these things can help you time when and how often you send promotions, so you can better convert and upsell previous customers.
For example, if a customer typically replaces their running shoes every six months, your athletic store could time your promotions around the typical time that runner would come in to buy a new pair.
Only 39% of businesses and organizations reap the benefits of analyzing customer behavior. But the ones who do produce higher conversion rates, improved ROI, and the highest levels of customer loyalty!
3. Combine email and text marketing to engage customers.
Email is still a core part of customer communication. But if email is the only channel you're using to keep in contact with customers, you’re going to miss out on reaching at least 85% of them.
Email open rates are only 15%.
That means you need to incorporate a second communication channel, like texting, to make the most impact.
Texts have a 99% open rate and are the number one preferred channel among consumers.
When combined with email campaigns, you can use texts to:
- Cross pollinate your subscriber lists
- Follow up on large scale announcements you have over email (and vice versa)
- Use data from both channels to better target customers
- Give your existing email audience the option to reach out to you via texting
Most email platforms will keep data on the open rates and demographics of those reading your emails. But you’ll also want a texting software that offers tools to help you paint a better picture of your contacts through data.
Text Request gives you a place to save your contacts into personalized groups, plus analyze a message’s delivery and read rate.
Here’s an example of a text message you could send in conjunction with an email campaign:
“Hey Jane, if you’re looking to upgrade some of your gear, we have new items in stock, www.products.com. Opt-in for our email subscriber list and get a 10% discount off your next purchase!”
You can also create emails that encourage repeat customers to text in keywords for rewards. In the example below, “WOOHOO” is the keyword Starbucks emailed customers to text as an opt-in for updates.
The more channels you consistently reach out to customers on, the more likely you are to grab their attention!
4. Always practice excellent customer service.
Just because a customer has made a purchase does not mean that they'll automatically champion your brand or return a second time.
Your ability to provide solid customer service beyond a customer’s point of purchase will be what convinces them to work with you again.
In fact, the average repeat customer spends more in the 31st to 36th months of their relationship with a brand, than they do in their first six. 80% of customers don’t come back because they experienced bad customer service.
That’s a long game, but it’s crucial to creating a healthy and highly profitable business. You can consistently provide the best customer service by:
- Maintaining a friendly and positive tone in all your communications
- Responding ASAP (within 15 minutes)
- Educating customers on how your product or service works through guides, demos, or tranings
- Asking and taking feedback on how you’re doing
- Focusing on problem solving instead of selling
- Never making promises you can’t keep
PC: BY Innovation
5. Create a successful customer loyalty program.
Loyalty programs give customers incentives to keep coming back to your brand. But what makes a customer loyalty program successful?
Reward programs can be as simple as a point system where every dollar spent equals a certain amount of points. These points could be used for discounts, special swag items, or even free shipping. But the key is to keep it simple.
33% of consumers leave customer loyalty programs when they don’t offer a seamless experience. That includes having the loyalty program accessible across multiple channels for easy access and providing knowledge bases where customers can learn more about what they have to do to get rewards.
You’ll also want to keep the rewards relevant to your customers, and make sure the effort required to achieve them is reasonable. Define the goals and rewards clearly by using images and descriptions to highlight exactly what the reward is and the steps needed to get to it.
Programs like TapMango make it easy to create a loyalty program for your customers, plus track the points they accumulate.
73% of consumers see loyalty programs as a way for brands to show their commitment to them. And the more committed you are to a customer, the more committed they’ll be to you.
Keep bringing customers value.
Maintaining relationships with repeat customers costs less than bringing on new ones, and it can drastically increase your revenue!
But reaching out to previous customers just for the sake of it won’t bring you the profits you want to see.
You have to consistently provide what your customers find valuable, and our Customer Promotions Cheat Sheet can give you the best tips on how to do that!