Content marketing isn’t just about reaching out to people and finding ways of attracting new customers. Even though you should always aim for expanding your audience and increasing the number of your customers, there may be something even more important than that. It’s called customer retention. Customer retention is about keeping your customers by your side and creating a loyalty base of those who appreciate your brand or business and plan on sticking to it long-term.

When you set your goal for customer retention, you need to start thinking about different approaches to it. One of the ways in which you can ensure your customers stay loyal is to create emotional connections with them. Email marketing can help you achieve that.
Take a look at the ways you can use email marketing to create a permanent emotional bond with your customers.

1. Part of the Family

Emotional bonds are not easy to establish and you need to act smartly when attempting to do it.

The first thing you should consider when using email marketing for customer retention and emotional bonding is how to make your customers feel like they are a part of your brand’s family.

What do we mean by that?

It’s simple: your customers are most likely to develop positive emotions towards your brand if they get the sense of belonging to a group and being an integral part of it.

So, how can you achieve this by using email marketing?

  • Personalize the email

You can start by addressing the recipient by his real name. So, instead of opening the email with: “Hey there!” you can try with “Hi, Jordan”.

You can also use personalized subject lines.

This is a way of saying you respect every individual customer and you appreciate them being a part of your group.

  • Develop a special language

Try writing all your emails in a specific tone and style so as to make it recognizable to your customers.

Don’t use generic email messages, similar to thousands of others.

Instead, make your email special in a way only you and your customers can understand. This will up the chances of your customers bonding with your brand and feeling like a part of a special group of people.

For example, here’s a message from Canva, a graphic-design tool website, written in a way only a passionate member of the Canva family would honestly understand:

“So many templates, so little time”

In addition to this, it’s always a great idea to use conversational language when you’re aiming for creating strong emotional bonds.

Try reenacting a face-to-face conversation with the recipient of the email and it will have a much stronger impact on his or her emotions.

2. Shared Values

If you wish for your customers to be emotionally bonded to you, you also want to earn their respect.

If you know the basics of content marketing, you know how important it is for a business, no matter how small or big, to have a vision, idea, and values it stands for.

In addition, many customers will choose you over a different similar brand, just because you advocate against child labor or you stand for sustainability or environmental awareness.

In order to make those values visible, you need to make them a part of your content marketing.

By sending emails reminding your customers about the key points of your vision, or notifying them about projects and missions you’re working on, you are making them feel proud to be your customer.

For example, tell your customers about:

  • your latest achievements
  • how they can contribute
  • fundraisers you organized
  • green campaigns

Whatever it is that you’re doing to make the world a better place, make sure to let your customers know about it using email marketing.

3. Special Offers

Your customers are special. So, they deserve to know about special offers you’ve prepared especially for them!

That’s right, nothing beats the feeling of knowing someone cares for you and knows what you need the most.

This is why it’s important to use email marketing to send your loyal customers:

  • gift cards
  • presale offers
  • sale notifications
  • coupons
  • discounts

“When you notify your customers about special offers, make sure to emphasize the offer is only for the loyal customers and that’s why they’re honored to be reading that email”, says Dina Indelicato, the CEO of Pick Writers.

To put it simply, make them feel special.

4. Be at Service

One of the ways in which you can improve your overall marketing strategy and create emotional connections to your customers is to let them know you exist to make their lives better.

In other words, your customers need to feel like you always got their back.

You can achieve this by taking care of two things:

  • offering help

Send them an email offering your help regarding different types of problems and encourage them to contact your customer service.

  • asking for opinion

Ask your customers to be open with you. Let them know you want to hear about issues they encounter, features they like or dislike and where they find there is room for improvement.

Both of these will make them feel appreciated and closely connected to your business.

5. Color Psychology

You may not be aware of it, but colors play an important role in the way we perceive the world around us, the things we get in touch with and the brands we interact with.

Your emails should rely on the color psychology to help you improve your design and appeal to the emotional side of your customers.

Take a look at a couple of facts we’ve prepared for you:

  • Yellow- the color of warmth, joy, sunshine, and happiness; welcoming
  • Red- the color of passion, love, energy, and strength; appealing
  • Blue- the color of loyalty, wisdom, and stability; calming

Depending on the message you want to deliver and the emotion you wish to evoke, use a predominant color in your design to help you achieve it.

Final thoughts

It is obvious that email is a part of a good overall digital marketing strategy but you should be aware that you can use it to deliver a special type of messages and connect to your customers on a specific level. The emotional bond between a brand and a customer is what keeps the brand alive and helps it stay successful for years to come.

Therefore, try using the advice we gave you above and start writing emails which appeal to the emotions of your customers. Have them feel loved, appreciated and cared for and in return, they’ll show loyalty and customer satisfaction.

Author Bio : Kristin Savage nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she had found herself as a freelance writer.  She observes with a special interest how the latest achievements in media and technology help to grow readership and revenue and shares her opinion. You can find her on Facebook and Medium.