I’m not immune to the corona crisis. It feels like nobody is…(with the exception of toilet roll manufacturers who are raking it in right now!)
Just like you, I’ve had clients pulling out of planned projects and strategy calls. It’s tough out there. You might be tempted to spend your time creating new offers to attract new clients.
And you’re right to do that.
But that mustn’t be your sole focus right now. There’s a whole group of people you could be neglecting, which will have a knock-on effect when the crisis blows over.
Who are those people?
Your oldest and most loyal customers. 80% of your revenue probably comes from 20% of your most loyal buyers. And the odds are stacked against you when it comes to converting new leads into paying clients (especially when there’s so much noise in the market right now).
Only 5-20% of new prospects will ever buy your products, versus 60-70% of existing customers. Which is why it’s more important than ever to look after your old clients and make them feel special.
This week, I’m sharing 2 Super Smart Ways to use email to reward loyal customers during the corona crisis. Click the video below to find out…
- Why only focusing on bringing in new clients could harm your reputation and create long-term damage after the crisis is over
- Easy to implement strategies that will make your existing clients fall in love with you all over again
- How to create a Happy Client Multiplier Effect by asking your clients to do your marketing for you
Click the video to get started:
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Today I want to talk to you about the ways that you can use email marketing to reward your most loyal customers during the corona crisis and beyond.
It’s likely over the last few weeks, there’s been some knock on effect on your business.
Maybe clients are having to make cutbacks because of the financial implications of what’s been happening out in the wider world and you may be feel like you’re scrambling to build new relationships to replace lost income.
I’ve seen tons of coaches going out to their clients with new promotions, new offers, new products and services designed to attract an audience of newbie clients that they’ve never worked with before.
But this raises an important question: what about their old clients?
What about the people who they have an established relationship with who bought from them before?
Those people are the most likely to buy from them again in the future.
So one example I like to give is…
Over the last few weeks food retailers have been real beggars for this. For example, my local Farm Shop, who I’ve been visiting ever since we moved up to Yorkshire a couple of years ago…
I’ve found that over the last few weeks, they’ve had a ton of new customers who’ve never shopped there before. Now, the place is mobbed.
Whereas normally it’s pretty empty. And what did that mean for regulars?
It means that regulars are no longer able to buy their normal groceries.
And I’ll tell you what, it leaves a bad taste in the mouth because it feels like you’re not being looked after by the shop owners.
And when the crisis is over all that’s going to happen is those new customers are going to disappear.
They’re going to go back to business as usual and go back to buying from the stores they’ve always bought from in the past.
The old clients who’ve always bought from the local Farm shops are probably going to remember and be a bit pissed off.
They weren’t looked after when it really mattered.
And obviously I don’t want that for you and your business.
So today I want to share with you a couple of strategies that you can through your email marketing software so you can show your loyal customers a little bit of love as you navigate through the crisis.
One great thing that you can do is notify your best clients that they’ve achieved VIP status.
So what you want to look at is clients who’ve been buying from you for a set period of time. For example, if you run a membership, you might decide that people who’ve been in your membership for more than 12 months or more than 24 months that they are now a VIP customer.
Or you might decide that they need to achieve a certain spending threshold.
Those customers are the people that you want to reward for being loyal to you and your business.
So if you have people who’ve achieved VIP status you could do things like send them a gift, offer them a free piece of high value bonus content.
You could give them account credit to spend on future products and services they might want to buy from you.
Or you could give them early or exclusive access to products or services that have limited availability.
All these things are going to really help make them feel just that little bit special.
Now one thing that is really important especially during these times of Crisis is having that positive client feedback.
Especially if you want to show that your clients are still getting results in spite of everything that’s going on out there.
But how are you going to get your loyal customers to give you those those reviews when they’re probably pretty busy just trying to keep their shit together at the moment?
It’s nothing personal because generally your most loyal customers will always be happy to give you a review.
It’s just that they’re probably quite busy right now.
So now would be a good time to give your most loyal customers an incentive to to leave you a review and share it on their social media profiles. You can do this through email marketing.
You could set up an automated sequence to go out when they’ve bought a product from you if you run an e-commerce site or if you if you sell services or if you productized your services in a course or a membership, you can trigger a series of emails that asks people to send you a review and then you can give them some kind of incentive to do that.
So make sure that the incentive that you give is something high value because obviously you are asking people to take time out of their extremely busy days to think about what they want to say about you and then if they’re really enthusiastic to share that on their social media platforms.
So a really great incentive could be something like a free mini coaching session.
And actually I ended up recording a video testimonial for a membership that I’ve just signed up to because the the guy that runs it offered a free 15 minute coaching session.
So – for me – because he is awesome, obviously, I jumped at the chance and I recorded him a video so you could do something like that.
You could offer a time-limited discount off future purchases. You could again offer some free bonus content, a small gift or a time-limited account credit for your customers to use towards a future purchase.
Now, obviously you want to make sure that you handle all of your messaging with sensitivity and care and these are just a couple of the many many things that you could do to reward your loyal customers.
But if you’re not sure what to say to keep your clients spirits up during the crisis and to keep selling even though people are feeling a bit down in the dumps right now, make sure you check out the video I recorded last week where I shared the five types of marketing emails that you’ll be seeing in the Crisis and which ones that you should most definitely avoid.
You can also download my FREE E-BOOK which is an email story generator.
So if you’ve got a bit of email writer’s block and you’re struggling to know what to say, then get your copy. The link’s in my bio so you can download that right now.
So if you have any questions stick them in the comments and I will get back to you.