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Did you know it costs five times more to attract a new customer than to keep an existing one? 

When it comes to online sales, businesses are always looking for ways to obtain new customers and increase revenue. But this mindset often leads to a profitable group of people to be overlooked—existing customers. Your existing customers are already familiar with your product, so it may be easier to get them to make a repeat purchase. 

To make sure your customers come back and buy from you again, it's important to ensure they have a good experience before, during, and after their first purchase. Email automation is the key to staying in front of your customers after their initial purchase. MailChimp, the popular email marketing platform, has several email campaigns to help improve customer retention. Here are a few of our favorites.

Abandoned Cart Email

Marketers often use the abandoned cart email to bring customers back to their sites. The purpose of this email campaign is to remind customers they left items in their carts and gives them a quick link to get back to finish their purchases. MailChimp allows you to set up an automated email that reaches out to those customers with a reminder of which specific items they have in their carts.

MailChimp can either send out one single email reminder or it can set up an abandoned cart series. Implementing an abandoned cart series allows you to reach out to the same customer more than once in case that first email was not seen. MailChimp also gives you the ability to set when the emails go out, so you can choose to send them an hour or a day after the user abandoned the cart.

Re-Engagement Email Campaign

One of the most effective ways to encourage repeat purchases is with MailChimp’s Re-Engagement Automation campaign. This gets your business back in front of customers who may have placed you in the back of their minds.

MailChimp lets you set up timely email triggers that go out after customers have purchased something from your store. This way, you can send an email a few months after the initial purchase and promote a new item that wasn’t available when they first were shopping.

Celebrate Their Birthday

Brand loyalty is essential when it comes to customer retention. The experience the customer has with you before, during, and after the first sale is critical in making sure you have a strong relationship. MailChimp has a feature that allows you to send your customers an email that remembers their birthdays.

To set this up, you would first need to have customer birthdays on record. But with MailChimp signup forms, you can easily collect birthdays by adding it as a custom field. Sending an email to a customer on his or her birthday with a potential discount “just for them” can be a great motivator to come back to the store and make a purchase.

Order Notifications

MailChimp allows you to engage with the customer after the purchase is complete with order notifications. We’ve all gotten emails after we’re purchased something online that confirms the purchase we just made. MailChimp allows you to take that a step further and edit those emails for an additional marketing opportunity.

MailChimp has order notifications for order confirmation or invoice, shipping confirmation, refund confirmation, and cancellation confirmation. Because these emails can get sent to the customers even without them signing up for marketing emails, there isn’t a lot of customization you can do. However, you can add your logo and product recommendations to increase other sales.

Customer retention is often an overlooked growth strategy in ecommerce today. Marketers tend to spend a large amount of time and money acquiring new customers and sometimes forget about increasing sales from past customers. But MailChimp's powerful platform makes it easy to create effective email campaigns that entice customers, encourage repeat purchases, and help grow your bottom line.

Cass Gibbon
Lightburn Alum

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