How to Improve Lifetime Customer Value With Email

Every marketer wants to improve one key metric: lifetime customer value (CLV). We all know getting new customers is an effective way to build a business, but it also takes a lot of time and money. 

You have to attract interest, nurture customers through your funnel, and hope they stick around and buy something. Most don’t. But, for those that do, you have the start of a hopefully long-term relationship — if you can get it right.

Many brands stumble by focusing all their energy on getting those new customers and forgetting about the ones they already have. If you can retain your current customers, educate them, engage them, and encourage them to keep buying, you’ve got a formula for success. These customers will keep adding value to your brand and your bottom line.

So, how to focus on improving customer lifetime value? We’ve got one answer: email. 

Dig into the data

One of the huge benefits of email marketing today is you can gather a ton of behavioral data on your customers. With all that information at your fingertips, you want to put your data to good use. 

Use it to identify your current top customers, the ones who buy from you frequently or have a high spend. Then, consider segmenting them into their own list. From there, you can send them specific VIP special offers, discounts, and coupons to ensure they keep shopping with you.

Data also lets you offer your customers higher levels of personalization, more on that later, which improves overall customer experience. If you aren’t collecting data, consider using dynamic email examples like live polling. It’s a great way to give your customers more of what they want while learning about them at the same time.

Focus on more personalization

No one wants to be thought of as customer number 89,291 in an email list. But, for too long, that was the standard. Now, there are so many ways you can give your customer a better, more personalized experience. 

Start with image personalization. If you want to optimize your list, this is a great way to improve it, speak directly to your customer with custom content and entice them to convert. 

By including personalized images in your email content, you can offer so much more. All it takes is a snippet of code added to an email template. From there, it’s easy to send out emails that include your customer’s name, loyalty information, abandoned cart, and shipping tracking, all with personalized promotions and customized calls to action.

Zembula’s Smart Blocks and Smart Banners make personalization easy. You can send out personalized emails that speak directly to your customer’s needs and interests in a few clicks. 

Make it easy to buy

You don’t need a suite of fancy tools to look at the data and know the products they want to buy. Your eCommerce, email service providers, and CRM tools can all paint a pretty good picture for you. Now it’s your job to translate that into personalized content. 

Here’s where you really want to give your customers what they want, and more importantly, make it super easy for them to get it.

Start simple with personalized product recommendations. It’s an easy way to get a customer who has already bought to do it again. Then, insert a Smart Block that features related products to what they’ve bought.

Reminder announcements are a great tool too, use them in your Smart Banners. Add a CTA button, and now it’s easy to re-order in a couple of clicks. 

For your loyalty program members, use personalization to give them up-to-date info on their membership status. Then, feature special events where they can double up on their points if they buy. 

All of these are examples of ways to insert more personalization into your regular emails and offer a better customer experience that puts your customer first. As a result, your customers will get the content that matters to them, and when they see it, it will keep them far more engaged.

That can help build a long-term relationship with them and boost their lifetime value with your brand. 

Interested in learning more? Get in touch with Zembula today. We’d love to chat about how we can help your business. 

Liz Froment

Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.

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5 Ways to Use Smart Banners for More Personalized Emails

Want an easy way to make a big impact with your emails? Try Smart Banners.

These banners sit at the top of your emails and convey all sorts of personalized information to your readers. And even better? You don’t have to worry about segmenting your lists, no more spending hours trying to figure out who gets what banner.

Instead, Zembula does that for you. With Zembula, our AI-optimized technology determines exactly which banner is most relevant to every reader based on the rules you set. No need to spend tons of time trying to segment your lists.

Plus, you don’t need to worry that the information is out of date. Your banners update whenever your customers open their email. And, since Zembula works at moment of open, not moment of send, you can make tweaks and changes to your copy without needing to scrap and re-send your campaign.

Curious? 

We thought you might be. So here are just a few ways you can start incorporating Smart Banners into your emails, create a more personalized customer experience, and boost conversions.

Order reminders

What brand doesn’t love a returning customer? Rather than sitting back and hoping your customer may decide to buy from you again, make it hard for them to say no. 

A Smart Banner that reminds your customers to refill a previous order has two big benefits. First, it offers top-notch personalized content. And second, it adds to the customer experience, building trust in your brand.

Shipping updates

Want to reduce your where is my order calls (WISMO) and give your customers a break, especially during buy times like the holiday season? We’ve got a Smart Banner for that. 

With a shipping update banner, your customers are always going to have the most up-to-date information on where their package is — in every email. They don’t have to search for tracking numbers and dashboards. It’s all right there.

Loyalty updates

Speaking of repeat customers, what about members of your loyalty program. These are some of your best customers, and they are primed to keep buying from you. All you need to do is remind them. 

Use your Smart Banner as a tool to keep your loyalty members engaged and up-to-date on where they stand at any given moment. Plus, It never hurts to have a way to easily add a call to action right from your banner to get people buying.

Flash sales

Sure, you may have sent out a few emails letting your customers know you have a sale coming up. But a single email is easy to get lost in the shuffle. And if your customer never opened it, then they have no idea what’s going on. 

Instead, call in a Smart Banner to help. Use it to highlight you’ve got a flash sale going on. Tease big savings, and have a call to action that drives your customer to engage. 

Abandoned carts

One of the easiest ways to get customers to re-engage with your brand is to let them know they’ve left items in their shopping cart. As effective as an abandoned cart campaign may be, you want to reach your customer as many times as you can. 

That’s where a Smart Banner comes in. Your customer is going to get their abandoned cart alert right at the top of every email they get from you. That makes it virtually impossible to ignore, helping to increase clicks and your bottom line.

Want to learn more?

Ok, has seeing just a taste of what Smart Banners can do for your brand intrigued you? Do you want to learn more about how Zembula can help you add more personalized images like this to your emails?

Great. We can help. All you have to do is reach out and get in touch with us today. We’re happy to chat with you about your company and how Smart Banners can help you take your emails to the next level. 

Click here to get started right now.

Liz Froment

Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.

Grow your business and total sales

Book a Demo