How Follow-up Emails Improve Customer Service & Boost Retention

Raven Brajdic, Content Writer @ Article-Writing.co
Posted On: August 06, 2018
content writing

While customer acquisition and boosting your website traffic should always be priorities for marketers and business owners, don’t forget about the untapped potential of your current customer base.

After all, it costs less to maintain a current customer than it is to find new ones. On average, finding new customers can be anywhere from 5 – 25% more expensive than retaining your current customer base.

Companies that make a conscious effort to reach out to their customers have the advantage of remaining top-of-mind for consumers. Sending retention emails will help you stand out from the crowd and close more business.

These loyal customers are also more likely to share details about your product or service with their peers. They will be more likely to give their stamp of approval on your business to others, which will garner more eyes on your brand.

Here are some of the top ways that retention emails will help your business:

Improves Customer Communication

Email is an efficient way to create the intimate feeling of a personal, one-on-one relationship with your customers. It is an informal way to keep in touch and open the communication lines between you and consumers you might not see on a regular basis.

Why send a personalized email? When you reach out to customers based on their past behavior, 41% say that they will be more likely to make a purchase again.

Share Company Updates

How else are you able to provide value to your customers long after they’ve made their initial purchase? A follow-up email is a great way to introduce your brand and bring attention to different services or products that you offer. Subsequent emails can highlight upcoming sales, exciting company news like acquisitions or new divisions, and special offers that you’re extending to your loyal subscriber base. This will give your brand more dimension and remind consumers of the added value you continue to offer their lives.

Re-engage Your Audience

Are there customers that haven’t interacted with your brand for a while? Follow-up emails are great ways to entice them back with a tempting offer. Target the contacts that haven’t opened your last few emails, and send them a special offer to help draw them back in. Sending a personalized email along with a note about missing them will not only help them feel cared for, but will also put your brand back in front of their eyes.

It’s Cost Effective

As a plus, email is one of the most budget-friendly methods of communication to build into your marketing strategy. Most email service providers offer their service for an affordable cost, providing a valuable ROI when you consider how many customers you are able to reach at once – often hundreds or even thousands of subscribers.


To send impactful emails, companies need to have a deep understanding of their customer, top-notch customer service support, and some type of incentive for loyal customers. This is an efficient way to improve retention and keep customers coming back.

Need help writing?

If writing expertly-crafted follow-up emails and newsletters isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of creating your content, so you can get back to growing your business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.