By strategically using personalized emails, Rudecru.com keep their customers loyal and make them return more often. We've taken a look behind the curtains to learn a few tricks.
Oh, the pain and hardship of attracting new customers in e-Commerce...
On average it's five times as expensive as retaining existing ones. And on top of that, you have as much as 65% higher probability of converting existing customers compared to newcomers.
Yet, 44% of e-Commerce stores have a higher focus on customer acquisition than customer retention (Invesp).
And that is a bit crazy, when you consider how much you actually stand to gain from looking at the customers you already converted once.
One of the e-Commerce stores doing this with success is the streetwear store, Rudecru.com:
»By strategically using emails with personalized recommendations from the minute our customers finish a purchase, we've reduced time between orders and increased customer lifetime value.«
Michael David, CEO, Rudecru.com
So let's take a look at some of the key retention emails that help Rudecru nurture and keep a large part of their existing customers shopping.
Thank you for your order
Starting from the moment of conversion, Rudecru use triggered emails to keep their customers in the purchasing cycle.
They simply send out an email following every order that contains a 10% discount voucher giving customers an opportunity to buy products they may have forgotten.
And by making this voucher last for only 72 hours, Rudecru manage to instil a sense of urgency - the customers basically need to return right away if they want to save money on their next order.
Notice also that Rudecru insert personal recommendations into the email to give their customers a fast and easy path to relevant products, which increases the probability of conversion.
Nurturing the VIP customers
When the customers have received their products and start to concentrate on other things in life (as people do), Rudecru then stand ready again with more email flows to reduce the time span to the next order.
The VIP customers of Rudecru, for instance, receive email campaigns that kindly remind them why they should return to shop more.
And as in the email above, product recommendations and gift vouchers are used to make the recipients more likely to respond.
Rudecru find their VIP customers by having a benefit club, but you can also use customer segmentation to find those of your customers, who are the most loyal and active measured on purchase history.
Reactivating customers slipping away
But what about the customers in the other end of the spectrum?
To reactivate those customers, who haven't been to the shop for a long time, Rudecru use emails that present the exiting new additions they have added to the store since the customers last made a purchase.
This email could include a selection of the hottest, new products, but in this case Rudecru has chosen to keep it simple and merely add a link to a page with their latest additions.
Think about the customer by thinking as the customer
We are almost done looking over the shoulder of Rudecru, but before you go: Have you noticed how Rudecru address their customers in all the emails above?
Because this is something that Rudecru put a lot of emphasis on:
»It's a priority for us to make sure that customers see our emails as something valuable rather than a nuisance. That is why we personalize the emails to our individual customers - both in terms of the recommendations we display and the text we write.«
Michael David, CEO, Rudecru.com
What Rudecru have realised while experimenting with endless types of emails written in different styles, is the importance of moderating the content.
Because in their experience, it's not always a great idea to stuff as many product recommendations into the emails as possible.
In fact, the emails that give the best results for Rudecru, are those with perhaps a few sliders of personalized recommendations and a honest, laid back, anti-salesy text that appeals to the recipients.
Rudecru have simply studied and know their target audience. They know exactly how to structure their emails in terms of language used and design applied to hit home with the recipients.
And that leaves us with a few learnings to sum up:
1. Use personalized email flows to retain your existing customers and decrease time between orders. It pays off!
2. Send out the first retention email in the second your customers finish a purchase.
3. Target both your VIP customers and those slipping away - it's never too late to make a customer return.
4. Use personalized product recommendations and gift vouchers to give customers a great incentive to return.
5. Get to know your customers and address them in a way that makes them respond positively to your emails.