From the second I began my firm, Motif Skincare, I knew I used to be getting into a crowded market with excessive buyer acquisition prices. It might be difficult to compete with influencers and bigger manufacturers in terms of fueling new buyer discovery. As such, the first purpose was to create merchandise that really made a distinction in folks’s routines—merchandise they might uncover and wish to purchase repeatedly—and to focus our advertising and marketing efforts on fostering that hyper-loyalty.

This isn’t to say I don’t do any top-of-the-funnel advertising and marketing. We make the most of lots of the conventional development channels: natural social, paid advertisements, influencers and associates, and PR. However as a substitute of utilizing channels like social to solely push gross sales, we root our technique in retention advertising and marketing, specializing in e-mail signups as a purpose. This permits us to concentrate on constructing a relationship with prospects over time, turning e-mail right into a high-impact channel that boasts over 50 % open charges and drives a big share of our income. 

Model emails can really feel so impersonal as of late, however I believe somebody signing up in your e-mail record is an intimate factor. It’s the closest many people will ever be to our prospects, and I don’t take that frivolously as a founder. Listed here are the methods I’ve prioritized a customized really feel to my e-mail advertising and marketing so my prospects really feel valued—and wish to hold shopping for from us for years to come back.

We don’t simply promote in our emails

The standard means of approaching e-mail advertising and marketing as an e-commerce firm goes one thing like this: Speak about your product, flip the script and speak about your product a little bit in a different way, now perhaps provide a reduction in your product, and so forth. I’m the primary individual to unsubscribe from emails that really feel like they’re bombarding me, so I at all times needed to personalize our e-mail technique with content material our prospects are excited to learn.

What that got here right down to for us is leaning into content material round subjects associated to our area as a lot as we speak about our merchandise. We wish to be a significant vacation spot for patrons as they navigate their skincare journeys, however we additionally wish to interact them in a broader dialog round progress and potential—as a result of when you possibly can spend much less time worrying about your pores and skin, you unencumber headspace to speculate elsewhere within the belongings you love. So, our emails usually speak concerning the science of fine skincare, deal with tendencies and debunk myths, and interview impressed people on considerate subjects, all of which makes nice e-mail content material.

Instructing e-mail subscribers that we’re going to be a dependable supply of helpful and galvanizing info bolsters our open and engagement charges throughout the board. These instructional emails usually have decrease unsubscribe charges and may drive 10 to twenty % greater click-through charges than different forms of emails, which helps enhance engagement metrics throughout the board. When prospects see us of their inbox, they’ve come to belief that we’re sending them one thing value studying, so we really feel assured we will seize their consideration even when inboxes grow to be particularly crowded throughout peak promotional intervals.

It takes extra work to supply priceless content material as a substitute of simply touting our merchandise, however we lighten the load for our small crew by doing quite a lot of content repurposing. As an example, if our social media supervisor is making a slideshow round a skincare matter or working with a selected influencer, we take into consideration how that content material could possibly be expanded or reframed into an e-mail. This creates constant messaging throughout channels and helps draw prospects deeper into our funnel.

We make prospects really feel like we’re emailing one-to-one

Personalization is the north star for succeeding at retention advertising and marketing. As an alternative of a one-size-fits-all strategy, we’ve discovered an edge by spending a little bit further time ensuring that almost all touchpoints have some ingredient of personalization.

It’s not all that arduous to do, particularly you probably have your tech stack set as much as ingest all the information you may have about who you’re emailing. For instance, after we are emailing prospects about gross sales or new merchandise, we wish to reference the context of their prior relationship with us. After we launched our second product, the Brightening Serum, we reached out to of us with messages like: “We seen that you just’ve repurchased our cleanser X many occasions, and we’re so appreciative of that. We predict you’d actually get pleasure from our subsequent product.” This exhibits subscribers that we’re being attentive to them as particular person prospects, which fuels loyalty and retention.

Typically, personalization is so simple as making it really feel like we’re emailing them individually. We ship quite a lot of plain textual content emails: Unformatted emails that hit our prospects’ inboxes and seem like I actually sat down and typed a message for them. It’s significant for our prospects to really feel like they acquired a word straight from the founder, and lots of people will reply instantly to those emails. Whereas the preliminary e-mail blast isn’t truly one-to-one, we at all times be sure to answer to anybody who writes again in order that they know we’re actual folks behind the scenes and that we really do hear them. Nearly nobody unsubscribes from these kinds of emails, and so they are inclined to have greater than common engagement charges due to their intimate-feeling nature.

We section our most engaged and our least engaged

Segmenting our e-mail record to solely ship sure messages to sure cohorts is one other side of our personalization technique. There are such a lot of methods to divvy up your subscribers as a model, however we wish to concentrate on probably the most engaged and the least engaged.

For probably the most engaged, we search for methods to reward them. Every time we’re going to run a sale or launch a brand new product, we minimize an inventory of what we contemplate our greatest prospects (based mostly on each buy habits and engagement) and ship them a first-to-know marketing campaign, giving them entry to the deal earlier than anybody else has it. We usually use these plain-text emails I discussed above and focus the messaging on constructing goodwill with these prospects whereas making them really feel valued. These are by far the best-performing touchpoints we ship, with open and click-through charges which can be upwards of 20 % greater than different promotional emails (generally over 100% greater) and the very best conversion charges we see throughout our program.

We additionally section out our least engaged subscribers by not emailing them. It’s tempting to maximise your record by emailing everybody, however the actuality is barely a portion of your record goes to stay lively and impactful, and people who don’t can truly harm you in the long term. We typically solely ship emails to individuals who have engaged with considered one of our messages up to now six months, making exceptions for larger moments which may have a greater probability of re-engaging a lapsed subscriber. 

Once you constantly ship to disengaged subscribers, it indicators to inbox suppliers that your emails aren’t related, and over time, this can lead to extra of your emails touchdown in spam. By eradicating disengaged of us (as soon as we’ve unsuccessfully tried to re-engage them, after all), we’re capable of preserve and even enhance our metrics total. No person desires to surrender on an e-mail subscriber, however it’s necessary to suppose extra holistically than that concerning the well being of your program record as a complete. 

We measure in opposition to our personal benchmarks to study what works for our prospects

In the case of e-mail advertising and marketing or any advertising and marketing technique, it’s so tempting to imitate what everybody else is doing. You’ll find limitless content material round finest practices and benchmarks, and people are nice beginning factors, however on the finish of the day, you must work out what works for your model and your prospects—which means a very powerful benchmark is your individual. 

After we began constructing our e-mail program, we drew a line within the sand displaying the place our engagement metrics have been sitting after which acquired to testing. We examined smaller components like topic strains and ship occasions. We examined larger components like how steadily folks needed to listen to from us and what sort of content material they resonated with most. With every take a look at, we checked out how our viewers responded and used that to tell and iterate our broader technique.

Alongside the way in which, we inevitably tried issues that simply did not work, however we additionally took some large, out-of-the-box swings that paid off. It takes time to determine the appropriate retention technique in your model, however when you’re keen to place within the effort to experiment and pay shut consideration to how your viewers responds, it’ll repay in dividends.


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