You’ve built your list, written solid subject lines, and your open rates look fine. So why are customers still leaving?
Here’s the real issue: most people don’t want to buy from you every week. If every email is a pitch, they’ll disengage, or unsubscribe altogether.
The brands that retain customers long-term understand something simple: loyalty comes from value, not just transactions.
The Real Secret to Email Retention: Give Before You Take
The best-performing campaigns we’ve seen at esbconnect don’t just sell. They serve. They keep customers engaged between purchases and not just during them.
Because if the only time you show up is when you want their money, how much connection is there, really?
8 Proven Ways to Keep Customers Coming Back
1. Mix Up Your Content: Give Them a Reason to Open
Not every email should be about your latest promotion. Instead, be useful:
- Cookie brands sharing at-home recipes
- Fashion retailers offering styling guides and how-tos
- Beauty companies teaching customers to make the most of what they already own
- Sportswear brands partnering with local studios for virtual fitness classes
Useful content keeps your brand relevant between purchases, and keeps you in the inbox.
2. Personalisation Is About Timing, Not Just Names
Real personalisation goes beyond “Hi [First Name]”. It’s about when and how often you reach out.
Use behavioural segments:
- Holiday-only shoppers
- Discount-driven browsers
- Regular buyers
Don’t email your once-a-year Christmas shopper every week in March. You’re training them to unsubscribe before the season even starts.
3. Know Your Gifters, and Treat Them Differently
A sudden spike in female buyers for a men’s brand in December? Likely gift shoppers.
Identify them by:
- Watching for gift wrap selections or atypical orders
- Asking: “Is this a gift? We offer free wrapping.”
- Following up with: “Want a reminder for their birthday?” Include a small incentive to set it up.
4. Keep Personalisation Smart, Not Overcomplicated
Track engagement. Use surveys. Enrich with external data. But don’t over-segment to the point of paralysis.
Sometimes a broader campaign reveals unexpected patterns. Focus on relevance, not razor-thin audience slicing.
5. Don’t Rely on Email Alone
Email fatigue is real. Mix in SMS for urgent offers or an occasional piece of physical mail. Switching channels keeps things fresh.
6. Surprise and Delight (On Purpose)
Random rewards are nice. Planned ones are better:
- Send 100 handwritten thank-you notes a month
- Gift loyal customers branded swag
These small moves often re-engage better than any promo code.
7. Use the Post-Purchase Window Well
The sale isn’t the finish line. It’s the start of the next chapter:
- Send product care tips and styling suggestions
- Share content that adds value to their purchase
- Ask for photos or reviews with hashtags
- Offer help that makes the product last or work better
8. Build Real VIP Experiences
Loyalty programs work when they feel meaningful:
- Early access to new drops
- Members-only content
- Tiered rewards for more than just spending
Recognition that actually feels personal.
Final Thought: Relationships Beat Funnels
The best email marketers have one thing in common: they don’t just chase clicks. They build relationships.
Every email should answer, “What’s in it for them?” Sometimes it’s a product. Sometimes it’s useful content. Sometimes it’s just a thank-you.
At esbconnect, we’ve watched retention rates rise simply by shifting from transactional to relational. The customers in your list are already telling you what they want. The only question is, are you listening?
