The Email: Content That Drives Customer Loyalty

content marketing email

Most companies, around 80%, focus their content marketing strategies on new customer acquisition. Typically, little attention is given to customer retention or increasing customer loyalty. The bad news is, only about 20% of those new customers are going to return and make a second purchase, so they are essentially dumping all that money into a quest that has very high odds of being a one-night-only show – and then they’re gone. It’s a veritable marketing hamster wheel, turning and turning, yet going nowhere.

Here’s what those companies don’t know. First, acquiring new customers is expensive! It is around 5 to 7 time more expensive to acquire new customers than it is to retain existing ones. Second, if you only retain around 10% of the customers you already have, your revenue will easily double – at least. Third, building a relationship with a new customer costs 16 time more than cultivating an existing customer’s loyalty.

So, how do you shift gears from acquiring new customers to retaining the ones you already have? In one word, engagement. Customers want to be engaged, they want experiences. In fact, in one study 80% of consumers were more likely to do business with companies that have a strong focus on engagement through customer experiences that were personalized. They are also 10 times more likely to stay with the brand, becoming one of its most valuable customers, making upwards of 15 transactions within a 12-month period. And what marketing tool is effective for accomplishing this?

In one word, email.

What is an Email?

Electronic mail, or email, is a method of sending and receiving messages via electronic devices. It has been around for a while, since the 60’s, believe it or not, although it did not really become accessible to the general public until the 1990’s. Now it is a regular part of our personal and professional lives – and it’s that crossover that will help you connect with your customers. When you can put your business in their inbox, speaking directly to them, giving them personalized customer experiences, you can build relationships – and gain their loyalty.

Enter email marketing. This is essentially a message sent from a business to an individual or a group of people, via email. It contains a marketing message designed to engage customers by offering deals, introducing new products or services, or providing them with valuable information. When you consider that 91% of consumers check their email at least once a day, that makes it a valuable addition to your marketing toolbox.

How to Use an Email?

Begin your email marketing strategy by setting your goals. What do you want your email campaign to do? Will it keep your customers updated on the latest announcements in your company via a newsletter? Will it be used to provide personalized deals and offers? Will it drive customers to your blog or website, or maybe it will provide industry news and information? You need to be crystal clear about what you expect and create measurable goals, so you can track the progress.

You send your marketing emails to people who have opted in to receive them. You want to make sure that you only send these emails to subscribers. Sending them to people who have not requested them is spam and it is frowned upon by consumers and email clients alike. Build your list ethically; it’s better for business.

What Makes a Compelling Email?

A marketing email is not just a matter of writing a message. It is a highly specialized skill that requires both talent and experience. While the email content is important, there are several key areas that are vital:

  • The subject line
  • The preview text
  • The first line (or two)
  • The call to action

These are your POW areas, your Points Of Wow. Your subject will get their attention, the preview text will encourage them to open the email, the first line will draw them in and the call to action will compel them to click or call or whatever your CTA is asking them to do. Yes, you need the body to provide context, but those four points need extra attention.

Want email that gets action? These ten tips will help:

  1. Create a subject line that makes the person feel like they will benefit from viewing the email. Aim for about 65 characters total.
  2. The preview text should support the subject line, giving the person a reason to open and read. Ideal length is between 35 and 140 characters.
  3. On the average, an email should be around 20 lines long with up to three images. However, different industries can have different requirements. Of course, a newsletter is one exception; it will be longer.
  4. Keep your content focused on just one primary idea per paragraph and make sure it follows a logical structure.
  5. Your paragraphs should be short – 2 to 3 sentences long.
  6. Avoid multiple exclamation marks and all caps in the body, subject line, and preview text.
  7. Personalize your email and message whenever you can so that it speaks directly to the recipient.
  8. Know your audience.
  9. Construct your copy for human readers. This means you have to come across as human yourself.
  10. Avoid unnecessary jargon. Just write like a real person in a warm, conversational voice.

What to expect from a writer who’s developing an email?

When you are hiring a writer to construct your emails, look for those who have experience and the specialized skills required to create them. This is not a low tier writing job, but marketing emails that are done correctly are well worth the investment.

When you place your order, provide your writer with this information:

  • A link to your website
  • A link to your blog
  • Your goals for the email
  • Who your target audience is
  • The type of marketing content you want
  • Past emails you’ve sent that had a good response
  • Any specific instructions you may have

Be prepared to work with your writer, providing feedback that will help them create email content for you that is exactly what you need. After all, at WriterAccess we want you to be absolutely thrilled with every product we create for you. So check out our expert email writers and reach out to our Talent Management team when you’re ready to get started!


Stephanie M
 is a writer living in East Central, Alabama, but she didn’t always lead such a peaceful, carefree life. A few years ago she made a daring escape from the “cube farm” at a Federal Agency in Washington, D.C. (after eight very long years) where she worked as an analyst focusing on disaster response, technical writing, program management, and FOIA. 


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