In today’s world, businesses are searching for effective ways to retain customers and keep them by engaging them with your brand. The most popular and powerful tool for marketers is email marketing. Email marketing enables your business to communicate directly with your customers in a personalized way by targeting your audience. We have extensively explained in this blog the role of email marketing in Customer retention.


role of email marketing in customer retention


1.   The benefits of email marketing.

In this digital age, email marketing plays a vital role in having effective ways for businesses to communicate with their customer.

  • Cost-effective:

email marketing is inexpensive marketing nowadays as compared to other marketing. Only a small investment is needed in email marketing because no cost of printing and posting is involved in this marketing.

Email marketing is the best way for your small businesses to advertise and engage and retain their customer about your brand.

  • Personalized:

Email marketing allows you to personalize your brand messages which would be based on arranging messages. The message should contain the recipient’s name your location and some others facts and figures in the form of data.

This will result in building trust and will increase your customers who are more likely to respond to messages your customer

  • Builds Brand Awareness:

Build awareness of your brand to your customer in email marketing. Will help to increase your customer loyalty by keeping your brand the top priority of your customer or audience.

2.    Email marketing etiquette.

Email marketing etiquette refers to the guides and practices for your business. This will enable you to follow when to send promotional emails to your customers.

Some tips for email marketing are obtaining permission from your subscriber before sending promotional emails to the customer or subscribers. On the other hand, try to ensure that you use a clear and concise subject line. It will reflect the accurate and correct content of your email.

Furthermore, try to make it easy for your customer that you provide a way for them to unsubscribe at any time. This will help you to have a positive and effective relationship with your subscribers

However, the next step is to test and optimize your email campaigns such as the line of your subject and content. This will improve your results over time.

3.    Why is customer retention important?

Customer retention is important in email marketing, which involves several reasons.

  • Increased profitability:

Retaining those customers who are existing is more profitable than acquiring new ones. According to different studies, it has shown that the cost in engaging new customers is much more costly. In getting new customers 5 to 25 times more cost is required rather than in retaining existing ones.

  • Building brand loyalty:

customers who have a positive experience with your brand. Remains loyal to your brand over time. Retaining customers with enhance your business in a way that you will have a strong relationship with customers.

  • Referral marketing:

Satisfied customers of your brand will refer to their family and friends. This will result in gaining new customers and will increase in revenues of your brand.

4.    How is customer retention measured?

Customer retention should be measured because it is very important for your business. You want to understand the loyalty of the customer. Identify areas for increasing and improving the retention of your customers.

The following are the measures for customer retention:

conversion rate calculation in email marketing

  • Customer retention rate:

Customer retention rate measures the % of customers who are loyal to your brand. This rate is calculated by dividing the number of customers at end of the period by the customer’s number in the beginning. Multiplying it by 100 to calculate the customer retention rate.

After calculating the result, if the rate is higher than the customer retention rate will show that your business is successfully retaining your customer.  A higher customer retention rate indicates that a business is successfully retaining its customers.

  1. Improving customer retention with email marker

Improving your customer retention through email marketing is considered a strong strategy. This will help you to build a positive relationship with your customers. Customer retention in email marketing will build trust and will increase customer loyalty.

Following are some of the ways that will help you in improving customer retention

  • Personalization:

For getting improvements in customer retention you should segment the email list which should be based on the preferences and the behavior of your customer. By monetizing the email history of your customer’s preference.

Personalization can help to build a strong bond with customers. On the same side, it will increase the likelihood of retention.

  • Automation:

Automation in email marketing can be used personalized. On the same side timely response to the customer based on the behavior of your business.

However, the automated campaigns will help you to engage the customers. This will enable you to encourage your customers to repeat purchases from you.

  • Valuable content:

Email marketing can provide you with a way to use valuable content such as you can give exclusive offers of your product. On the same side there is another way of doing email marketing is by giving updates on your content to customers.

Furthermore, if you provide valuable content to your customers then you will be able to build trust. On the same side, you will be able to strengthen customer relations.

  • Feedback and surveys:

In email marketing, it will be easy to get feedback from your customer. This can be done through surveys and polls. Feedback from your customer on your product will help in several ways. Feedback can be used in improving products and services and build customer loyalty

6.    The importance of improving customer retention-ting

In digital marketing, email marketing plays an important role in boosting brand awareness among customers. The importance of improving customer retention is very crucial to the long-term success of any business.

Furthermore, another important reason to improve customer retention is you can lead it to increase revenues. As loyal customers of your brand will keep repeating purchases of your brand. It will increase the speed of money over time.

On the same side, loyal customers are the ones who recommend your brand to their family and friends. this will result to have new customers and increase revenues.

Improving customer retention will enable you to keep a strong bond with your customers. Thus through these customers feel valued and appreciated and they will anemia loyal to your brand for a long period.

READ MORE: 32 Benefits of Social Media Marketing For Small Businesses

7.    An email marketing strategy focused on customer retention

Email marketing helps in building an effective strategy that will be focused on customer retention and requires careful planning. Ex building the email marketing strategy which should be focused on the retention of customers.

This will only be possible if we focus on the needs of customers. Along with this, the behavior of the customers and their preferences are as well.

8.    Measure the effectiveness of your email marketing plan

In email marketing, for the retention of customers, it is compulsory to measure the effectiveness of your email. Email marketing plan plays a part as crucial one in determining your efforts. If your efforts are generating positive responses or on the same side if changes are needed then made them.

Following are some of the measures through which you can measure the effectiveness of email marketing in your business

  • Open Rate:

This rate is the % of those customers who are receiving emails and have opened them. Thus, through this, you will be able to indicate the subject line. It also helps you to know what is your customer interest. On the same side, you come to know about the subscribers and in which content there are interested.

  • Click-Through Rate:

it is the % of those customers who are not just opening the email. But also clicked on the link which you mentioned in your email. This is to be considered the best indicator. This shows how your content is engaging your customers.

  • Conversion Rate:

The conversion rate is the % of customers who completed the action like; form filling or service subscribing. Thus, this is an effective email marketing strategy that shows effectiveness in driving revenues and goals.

  1. Don’t take your current customers for granted

In email marketing, it is very important not to take current customers for granted. Your current customers are the backbone. They are your source of revenue for your business. On the same side, old customers spend more time than new customers. As they are like friends and family to business

Furthermore, your current and old customers will give you effective feedback and tell you what improvements are needed. This will help you to improve the products and services which you are providing to customers.

On the other hand, the current and loyal customers are likely to be the ones who forget the mistakes done by you. This may help you to retain loyalty and keep your customer rephrase from you

However, the current customers will boost your business. As customers are satisfied then they will attract new customers as well. This will help your business to grow through email marketing.

10.        Customer Retention Tactics that Work

In email marketing, customer retention is the most crucial for your business. If you want long-term success then it is very important to work on the following tactics for customers retention

  • Provide excellent customer service:

In email marketing, it is very important to provide excellent customer service. On the same side make sure to have a trained team who have to stay friends with your customers. Through this, the customers will get a positive response from your team and it would empower them.

  • Offer loyalty rewards:

In email marketing, for customer retention, it is important to have loyalty programs. This will keep your customers coming back to you. It will be possible if you offer discounts and other rewards to customers. This will be based on the purchasing history.

  • Personalize your communications:

in email marketing, for customer retention, it is important to have personalized communications. Through this, you will be able to build a strong relationship with customers. However, you can use their respective names. Write the message according to their interest.

On the other hand, you can also send offers to show them that you value your customers.

  • Ask for feedback and act on it:

In email marketing, for customer retention, it is important to ask your customers for feedback on regular basis. Furthermore, timely act on the feedback of your customers. If they ask to make some changes let them know after alterations. Which you have done according to the suggestions.

  • Create a community around your brand:

in email marketing, for customer retention, it is important to build a community of your brand. This will create loyalty among the customers of your brand. Building a community can be done by different means of social media platforms. On the other hand building community of your brand can be done by arranging events for having a connection with your customers.

After following the above tactics you will be able to build a bond with your customer. Thus by showing them that you value your customer preferences. It will lead to long-term loyalty between your business or brand and the customers

11. Thank you and appreciation emails

For customer retention, it is very important to appreciate your customers. This can be done by thanking and showing appreciation through email. The appreciation email will help you to have a strong bond between your brand and customers.

Furthermore, the appreciation emails to your customer will help you to increase the likelihood. Through this, your customer will continue to do business with you for a long period in the future.

  • Be specific:

While thanking your customer, try to be specific. mention clearly in the email that for what you are thanking your customer.

  • Personalize your message: 

In thanking and appreciating email the name of the customer. Along with this add other details if you know any. Thus this will give a good impact. The customer will think that you value them as an individual. They will feel appreciated that you are dealing with them as an individual not only as a customer.

  • Express your gratitude:

while sending an appreciation and thank you for an email to your customer. Make sure that you sincerely express your gratitude to them. On the same side while thanking the customer. You should try that you let your customer that how much you appreciate them. Appreciate them in a way by telling them through your email how you value their business and loyalty.

  • Offer something of value:

In email marketing for retaining the customer the best way is to offer them some discounts. However, through this, you will show them that you value them. While appreciating the customer, firstly send gratitude and then offer them some discounts.

Offer the discounts in the way that you thank your customer for their business. This will make you able to encourage more customers. On the same side, it will help you to maintain customer retention.

  • Encourage feedback:

in email marketing, it is important to ask the customer for their feedback. Furthermore, ask those customers who are having experience working with your business. While writing an email first thank them and then asked them about the feedback. This will give a good impression to your customers.

Inviting the customer for asking them to provide feedback. Furthermore, ask them to provide how were their experiences. This is a value to value your customer. This show that their opinion matters to you.

Asking for feedback will help you to improve your product and services in a way customers asked you to do.

  1. Optimize your cancellation confirmation emails

Another important step in email marketing for customer retention is to optimize cancellation confirmation emails. When the customer cancels the subscription or the service. Your task is to use this unsubscription as an opportunity. Show your customer that you still value them.

On the same side show them that you care about the experience they had with your brand, product, or services. Your next step should be to encourage them and ask them to think again about their decision.

While writing an email make use you keep this thing in mind your email should be precise and to the point. On the other hand, the important thing is to always end with a concise and clear action call. This should be written in a way that encourages the customer to take further action in the future.

Moreover, show your customer that you value them and their experience. Tell them in a way that you are engaged in making improvements to your brand. Thus through this, you will be able to increase the likelihood. So that they come back to your brand in the future.


In the digital world, nowadays email marketing considers being the most important and highly recommended way of communication. Through email marketing, you will be able to have a connection with the audience and customers. Thus through this, you will have good and effective business results.

On the other hand, email marketing is cost-effective for your business as well. Through email marketing, you will able to target the capabilities and engage the customers by creating campaigns.

Email marketing considering an important and the most powerful tool. Through email marketing, you can improve customer retention. This can be done by communicating with the customers in a personalized way.

In email marketing, you can do automating campaigns to engage your customers and provide them the awareness about your brand. While doing email marketing it is important to have customer retention. This is only possible if you provide the customer with clear and valuable content.

For customer retention through email marketing, it is very important to gather feedback. Thus through this feedback, you will able to improve the product according to t the need of your customer.

Furthermore, for strengthening the business and relationship with the customer. It is important to implement the above discuss strategies. To increase customer loyalty over time in the future.