Commentary

Why Clubs And Targeting Keep Email Lists Loyal

Being a customer can sometimes make you empathise with the heroine in one of those trashy romantic novels. You get wooed, wined and dined before you make a commitment and then suddenly a whole lot of nothing. In fact, even worse, you see the brand whispering suggestively into the ears of prospective customers sweet nothings that were even better than the wooing that snagged you -- only you're not invited because you're already a customer.

That's why it's refreshing to see so many pundits online reminding brands not to focus just on new sign-ups and first-time customers through email. It's also very interesting to see, from my own experience, many brands putting this advice into action. I was chatting recently with a toy store that has tripled the revenue it earns through email marketing for taking some fairly straightforward steps. One of these is anticipating what existing customers would be interested in, based on previous behaviour. It was particularly successful, as you would imagine, for people who collect toys and models that are sold in a range and released one new item at  time.

It's pretty obvious to make this link because collectors have a natural interest in a new product. However, the company also started looking at accessories, such as advising people who bought a skateboard to order some kneepads a few days later. It's this kind of very logical thinking that is not that difficult to implement but can pay huge dividends for companies that make the effort.

The opposite is to just assume that the sale has happened and the deed is done and we'll talk to you again when it breaks or you choose to renew the product or service. 

In fact, the ultimate step forward -- which I see forward-thinking brands take -- is to make existing customers not feel like they're being overlooked but instead invited to be part of a club. The aforementioned toy brand does this well, whether it's through grouping based on a particular store or a line of toys.

This is also something I am noticing that airlines and airports are doing. I'm just back from a couple of trips and appear to already be part of Heathrow's Loyalty Scheme and a VIP parker at Bristol Airport, complete with special offers for my next visits. OK -- so I guess there probably is no parking club and quite how much of a VIP I am would be tested if i try to enter the First Class lounge. However, the brands realise the need to use email to not sell to me every week but instead remind me that they exist and I have used them, and as such, get reminders about deals. I'm sure these are available online and don't really need a code I've been emailed, but the point is, the brands haven't forgotten about me.

It brings to mind a family wedding where my cousin had her first dance to Burt Bacharach's 60s hit featuring the advice "Wives Should Always Be Lovers Too" -- a good point email marketers would do well to remember and act on.

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