Retention Tips From the Best in The Game 🔥

#HTE 301 -Strategies, examples, and much more!

June 20, 2024 • Estimated Reading Time: 12 minutes

Hello there, HTE rock stars! 😎

Welcome to our latest newsletter, where we dive into key strategies to elevate your business game. This edition features insights on three critical topics. First, learn the secrets of customer retention from top industry experts and keep your audience engaged and loyal 🔥. Next, we demystify UX strategy, revealing its crucial impact on enhancing user experiences and driving success ✨. Finally, discover how email marketing can be a powerhouse beyond sales, helping you build stronger relationships and maximize your reach 📧. 

Each section is packed with actionable tips and expert advice to help you stay ahead in today’s competitive landscape. Read on to transform your approach and achieve outstanding results!

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Retention Tips From the Best in The Game 🔥

UX Strategy: Demystifying UX Strategy and Its Crucial Impact ✨

Mail's Beyond Sales: Unleash the Email Marketing Powerhouse!

Top Reads📚

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Retention Tips From the Best in The Game 🔥

📉 Decline in SMS RevenueJust about every brand involved reported a downward trend in SMS revenue and efficiency.

🚫 End of Old TacticsThe traditional "spray-and-pray" approach is becoming ineffective. Both small and large brands are now seeing this trend reflected in their data.

New Strategies for SMS:

1. Exclusivity

  • Offer early access, unique discounts, or exclusive products.

2. Segmentation for Unengaged Customers

  • Brands are focusing on strategic segmentation. Engaging unengaged customers is critical as you only get one or two chances before they unsubscribe, costing you each text sent.

3. Understanding Customer Needs

  • One brand uses its SMS sign-up pop-up to ask customers 2-3 questions about their needs. This pop-up saw higher conversion rates than one without the questions.

Customer Data Platform (CDP)

CDP's Waning Popularity

  • Previously, marketers were keen on acquiring CDPs to analyze vast amounts of data. Now, they seek CDP outcomes without the high costs and maintenance requirements.

Tech and AI Optimism

  • Technology and AI can guide marketers to the right messages for the right people, achieving CDP outcomes without the expense.

Increasing Lifetime Value (LTV) Without Massive Discounts

Strategies to Boost LTV:

1. Gift with Purchase (GWP)

  • Most brands find success with this, even if it requires adjustments.

2. Product Bundling

  • Bundle bestsellers with other commonly bought products.

3. Loyalty Programs

  • Implement tiered points structures for VIPs and bonus point sales.

4. Founder Messaging

  • Utilize the founder’s personality to promote products, increasing customer engagement.

5. Personalized Cross-Selling

  • Tailor cross-selling efforts based on common customer journeys.

6. Direct Mail

  • Many brands are using PostPilot for direct mail to enhance LTV.

7. Plain Text Emails

  • Emails from real individuals, such as the CX manager or founder, see better engagement than heavily designed emails. Use authentically and sparingly.

Enhancing Loyalty Programs

Add Personality to Loyalty Programs

  • Avoid generic programs. Loyalty programs should reflect the brand's unique strategy. Examples include:

    • Skims: Surprise monthly gifts for top-tier loyalists.

    • Mejuri: Free shipping on Mondays for loyal customers.

    • Ghost: Gamified loyalty with badges.

    • Chipotle: Celebrates half-birthdays.

    • Rent The Runway: Early access to closets for long-term members.

By rethinking these strategies, brands can better navigate the changing landscape of SMS marketing and enhance customer retention.

UX Strategy: Demystifying UX Strategy and Its Crucial Impact ✨

User reviews play a crucial role in evaluating UX strategy, especially for a travel website. But the question remains: How do you navigate through the complexity of optimizing UX to stand out in the crowd?📊

Design efforts that prioritize UX are now a necessity, extending beyond mere website speed concerns. A robust UX strategy is the key to reducing friction, ensuring efficiency, and fostering user loyalty.

Understanding UX Strategy:

UX strategy is a holistic approach that identifies features impacting overall user experience, pinpoints areas for improvement, and aligns technological capabilities with business goals and user needs.

Components of UX Strategy:

  1. Long-Term Vision:

Clearly define your end goal by understanding your target users and what you aim to provide. Tailor your site to emphasize elements aligning with your mission.

  1. Innovation:

Embrace continuous evolution by incorporating cutting-edge elements in design, ensuring your website stays ahead of the curve. 🔄

  1. Customer Research:

Prioritize customer feedback through support desks and focus groups during redesigns. Analyze pain points to keep your UX strategy user-centric. 🧐

  1. Design:

Opt for a visually pleasing design that complements your product. Consider collaboration with graphic design or web development experts. 🎨

Why UX Strategy Matters:

While the three-second rule for site loading remains relevant, speed alone does not guarantee a great UX. Google reports a 32% increase in the probability of user bouncing as page load time extends from one to three seconds. Shockingly, 73% of web designers believe a non-responsive design is a top reason for site abandonment.

In 2022, 49% of surveyed digital professionals prioritized UX improvement. Over two-thirds acknowledge that UX significantly boosts customer satisfaction, with 62% stating its positive impact on brand perception.

For business owners, the message is clear: Page speed is an initial draw, but it won't retain users. If pages malfunction, navigation is challenging, or ads overwhelm, the goodwill from quick loading times disappears instantly. Coupled with evolving consumer behavior, like the shift to mobile-first and the demand for seamless multichannel service, a robust UX strategy becomes the pivotal factor in site success.

Importance of UX Strategy:

  1. Value of UX Design:

A UX strategy showcases the role of design in achieving business goals, improving customer loyalty, and gaining a competitive edge. 💡

  1. Company-Wide Alignment:

Align business goals, user needs, and tech capabilities with a unified vision, promoting internal collaboration and a cohesive brand experience. 🤝

  1. Clear Measure of Success:

Set smart UX goals, measure progress, and prevent wasting resources on futile design methods by gauging the impact of decisions on customer experience. 📈

  1. User-First Mentality:

A UX strategy emphasizes user research, helping every team understand end-users, make customer-centric decisions and gain a competitive edge. 👥

  1. Brand Promise and Customer Experience:

Ensure your brand's promise aligns with the actual user experience, increasing brand trust and customer loyalty. 🤝

UX Strategy Examples:

  1. Google:

A clean and simple Google search page focuses on the central search bar, providing a clutter-free UX. 🌐

  1. LinkedIn:

LinkedIn's onboarding process guides users through tasks with simple steps, enhancing their experience. 🚶‍♂️

  1. Rover:

Rover's detailed approach to UX involves a user-centric form to quickly generate relevant search results. 🐾

Improving Your UX Strategy:

Three Key Steps:

  1. Consider Current Conditions:

Assess current UX efforts by encouraging staff feedback. Identify common complaints to inform your UX strategy. 🕵️‍♂️

  1. Identify Specific Objectives:

Define clear objectives targeting specific UX issues to avoid a cascade of unintended consequences. 🎯

  1. Map Out the Journey:

Plan step-by-step solutions for identified UX objectives, reducing potential missteps and ensuring quality results. 🗺️

Key Experience Indicators:

  1. Overall Traffic Data:

Increased traffic suggests successful UX changes, indicating you're on the right track. 📊

  1. Social Media Volumes:

Higher social interactions can signify increased user satisfaction due to improved UX. 👍

  1. Email Signups:

Rising email signups indicate compelling content and a positive online experience. 📧

  1. Consumer Sentiment:

Conduct regular consumer surveys to assess user attitudes, providing a more nuanced view of your UX strategy. 📋

📉 Decline in SMS RevenueJust about every brand involved reported a downward trend in SMS revenue and efficiency.

🚫 End of Old TacticsThe traditional "spray-and-pray" approach is becoming ineffective. Both small and large brands are now seeing this trend reflected in their data.

New Strategies for SMS:

1. Exclusivity

  • Offer early access, unique discounts, or exclusive products.

2. Segmentation for Unengaged Customers

  • Brands are focusing on strategic segmentation. Engaging unengaged customers is critical as you only get one or two chances before they unsubscribe, costing you each text sent.

3. Understanding Customer Needs

  • One brand uses its SMS sign-up pop-up to ask customers 2-3 questions about their needs. This pop-up saw higher conversion rates than one without the questions.

Customer Data Platform (CDP)

CDP's Waning Popularity

  • Previously, marketers were keen on acquiring CDPs to analyze vast amounts of data. Now, they seek CDP outcomes without the high costs and maintenance requirements.

Tech and AI Optimism

  • Technology and AI can guide marketers to the right messages for the right people, achieving CDP outcomes without the expense.

Increasing Lifetime Value (LTV) Without Massive Discounts

Strategies to Boost LTV:

1. Gift with Purchase (GWP)

  • Most brands find success with this, even if it requires adjustments.

2. Product Bundling

  • Bundle bestsellers with other commonly bought products.

3. Loyalty Programs

  • Implement tiered points structures for VIPs and bonus point sales.

4. Founder Messaging

  • Utilize the founder’s personality to promote products, increasing customer engagement.

5. Personalized Cross-Selling

  • Tailor cross-selling efforts based on common customer journeys.

6. Direct Mail

  • Many brands are using PostPilot for direct mail to enhance LTV.

7. Plain Text Emails

  • Emails from real individuals, such as the CX manager or founder, see better engagement than heavily designed emails. Use authentically and sparingly.

Enhancing Loyalty Programs

Add Personality to Loyalty Programs

  • Avoid generic programs. Loyalty programs should reflect the brand's unique strategy. Examples include:

    • Skims: Surprise monthly gifts for top-tier loyalists.

    • Mejuri: Free shipping on Mondays for loyal customers.

    • Ghost: Gamified loyalty with badges.

    • Chipotle: Celebrates half-birthdays.

    • Rent The Runway: Early access to closets for long-term members.

By rethinking these strategies, brands can better navigate the changing landscape of SMS marketing and enhance customer retention.

Top Reads📚

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Welcome to the HTE Job Board. We connect talented individuals with exciting career opportunities. Browse through our latest job listings and find the perfect match for your skills and aspirations. 

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Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

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