Expert shows how newsletters can increase customer retention

With competitiveness for attention in social networks, companies have sought more personalized and continuous strategies to keep their consumers engaged. One of the most effective tools for this is the newsletter via email. The direct, continuous and personalized communication offered by this channel can strengthen the relationship with the customer and ensure retention in the long term, building a loyal and engaged base. 

A survey by DemandSage showed that 89% of marketers already use email as their primary means of retention, surpassing other strategies such as social media and mobile marketing.This is because keeping existing customers is significantly more profitable than acquiring new ones 5% increase in retention can increase profits between 25% and 95%, according to WiserNotify analysis.

According to Fabio Soma's, innovation specialist and creator of the M.A.G.O.Method, which helps entrepreneurs and content creators to succeed with their newsletters, content customization, active feedback and recurring value offer are the main differentials of this format. “Sending content targeted to the interest of the customer demonstrates that the brand understands it. By using behavioral data and purchase preferences, companies are able to better segment their contact lists, ensuring that the newsletter is really relevant to the” recipient, explains the expert.

Loyalty and trust

Personalization not only increases open rates, but also contributes to building a closer and longer-lasting relationship between brands or content creators and their consumers. The frequency of submissions associated with useful, exclusive and relevant messages helps keep subscribers engaged with the company or producer, preventing them from distancing themselves over time. “This may include exclusive promotions, information about new products or even educational content that adds value to the day-to-day of the customer”, Soma points out. 

In addition, newsletters provide the opportunity to cultivate a relationship of trust with subscribers, which consequently increases retention.“Especially for companies that invest in email marketing, transparency in communications, such as updates on an order, changes in processes or improvements in service, improves the perception of credibility”, says the expert.

Exclusivity and valorization

Another key point to keep customers attracted is active engagement. According to Soma, when using newsletters to request feedback, participating in polls or sending their own reports, for example, the company or content creator demonstrates that it values the opinion of its subscribers.“Whether through surveys or interactions in campaigns, customer responses offer the brand precious information that can be used to adjust and improve its” services, explains the expert.

Brands using the format can also create loyalty programs and exclusive offers for their subscribers.Soma points out that rewarding customer loyalty with discounts or benefits is a powerful retention strategy. “When the customer feels that there are clear advantages to continuing to consume with the company, he becomes more resistant to the competition”, he concludes.