10 Retention Marketing Tactics to Keep Customers Coming Back

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Attracting a customer is no small feat. You invest time, effort, and resources into earning their trust and making a strong first impression. 

They buy from you once, but then what? Ensuring they come back is where the real challenge—and opportunity—lies.

Too often, businesses concentrate heavily on acquiring new customers, allocating significant budgets to ads and lead generation. While acquisition is important, the real value lies in retaining the customers you already have. Retention marketing is about building lasting relationships with these customers, nurturing their loyalty, and encouraging repeat business.

Retention marketing is more than a “nice-to-have” – it’s a critical driver of profitability. In fact, research shows that increasing customer retention by just 5% can boost profits by a jaw-dropping 25% to 95%. This makes retention marketing one of the most impactful strategies a business can adopt.

In this article, we’ll explore 10 proven retention marketing tactics that can help your business thrive. These strategies, powered by platforms like SAP Emarsys, are designed to deepen customer relationships, enhance their experience, and ensure they keep coming back for more.

Build an omnichannel marketing strategy that keeps customers coming back.

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1. Welcome Series for New Contacts

The first impression matters—especially in retention marketing. When a customer joins your email list or makes their first purchase, it’s your golden opportunity to lay the foundation for a long-lasting relationship. A welcome series does just that.

Instead of sending a single “Thanks for signing up!” email, a well-crafted welcome series introduces your brand, sets expectations, and makes your new customers feel like they’re part of something special. It’s your chance to build trust and excitement right from the start.

What makes a great Welcome Series?

  • Personalized greetings: Use their name. Simple, but powerful.
  • Brand storytelling: Share your mission, values, and what sets you apart.
  • Personalized offers: Sweeten the deal with personalized offers, discounts and recommendations based on their browsing behavior. 
  • Clear next steps: Include a call-to-action that guides them—whether it’s exploring your best-sellers, following you on social media, or completing their profile.

How SAP Emarsys Helps: SAP Emarsys’ “Welcome (new contacts)” tactic automates your entire welcome series. With customizable workflows, you can send a series of personalized emails triggered the moment someone signs up. Tailor the messaging to highlight what your customers care about most—whether it’s your eco-friendly products, premium quality, or unbeatable service.

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Example in action: Imagine a skincare brand that sends a 3-part welcome series:

  1. Day 1: A heartfelt thank-you email introducing the brand’s mission to make clean beauty accessible to all.
  2. Day 3: A personalized product recommendation based on the customer’s profile, with a 15% discount to encourage a first purchase.
  3. Day 7: A follow-up email featuring customer testimonials and a guide to choosing the right skincare routine.

With SAP Emarsys, this entire flow runs on autopilot, saving you time while delivering a flawless customer experience.

Why it works: A strong welcome series ensures customers feel valued from day one. When you make that emotional connection early on, it’s much easier to turn first-time buyers into lifelong fans.

2. Post-Purchase Cross-Sell Campaigns

A customer’s journey shouldn’t end at first purchase. Post-purchase cross-sell campaigns are your ticket to boosting customer lifetime value by suggesting complementary products and keeping customers engaged after they’ve bought from you.

Think about it: if someone buys a coffee machine, they’ll likely need filters, mugs, or premium coffee beans. By recommending related items, you’re providing convenience and value that customers will appreciate. 

What makes a great Post-Purchase Cross-Sell campaign?

  • Timing is everything: Send the email or notification shortly after the purchase, while the customer is still engaged with your brand.
  • Personalization is key: Recommend items based on their purchase. Use phrases like “Complete your set” or “You might also like.”
  • Value-driven messaging: Highlight why the additional product complements their purchase and how it enhances their experience.
  • Trust signals: Include customer reviews or ratings for the recommended products to build credibility.

How SAP Emarsys Helps: SAP Emarsys’ “Post-purchase cross-sell” tactic simplifies the process by automating personalized recommendations. Its AI-powered engine analyzes customer behavior and purchase history to suggest the most relevant products, ensuring every recommendation feels tailored and thoughtful.

Example in action: Picture a fitness brand:

  1. A customer buys a pair of running shoes.
  2. Within 24 hours, they receive an email featuring complementary products like moisture-wicking socks, a hydration belt, and an energy gel pack.
  3. The email includes a limited-time offer: “Get 20% off when you purchase two or more of these items within the next 48 hours.”

With SAP Emarsys, this campaign is effortless to set up and adjust, leaving you free to focus on other aspects of your business.

Why it works: Customers are most likely to buy again soon after their initial purchase. Post-purchase cross-sell campaigns leverage this window of opportunity to deepen the customer relationship and maximize revenue—all while making your brand more helpful and relevant.

3. Win Back Inactive Customers

Every business has customers who drift away over time. Maybe they stopped opening emails, haven’t visited your site in months, or didn’t repurchase as expected. Instead of writing them off, a well-designed win-back campaign can re-engage these dormant customers and reignite their interest in your brand.

The secret? Show them they’re still valued and offer them a compelling reason to return.

What makes a great win-back campaign?

  • Attention-grabbing subject lines: Use phrases like “We Miss You!” or “Is This Goodbye?” to rekindle curiosity.
  • Exclusive offers: Offer a time-sensitive discount or incentive tailored to their preferences to motivate them to act.
  • Personalized messaging: Reference their past interactions, like favorite products or previous purchases, to make the message feel relevant.
  • Highlight what’s new: Showcase new arrivals, upgraded features, or recent success stories to pique their interest.

How SAP Emarsys Helps: SAP Emarsys’ “Win back inactive customers” tactic is designed to automate and personalize win-back campaigns at scale. By analyzing customer behavior, SAP Emarsys can trigger highly relevant messages that reconnect with lapsed customers, reminding them why they chose your brand in the first place.

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Example in action: A subscription box service notices a customer hasn’t renewed their subscription in six months:

  1. Day 1: The customer receives an email with the subject line, “We Miss You – Come Back for 20% Off Your Next Box!”
  2. Day 3: A follow-up email highlights new products added to the subscription lineup, along with glowing reviews from other customers.
  3. Day 7: A final email includes a countdown timer: “Last Chance to Save 20%! Offer Ends in 24 Hours.”

With SAP Emarsys, these campaigns are fully automated, ensuring you stay connected with customers even while focusing on other priorities.

Why It works: A win-back campaign shows customers that you notice their absence and value their business. By offering something exclusive and tapping into their past engagement, you can revive relationships and turn lost opportunities into renewed loyalty.

4. Loyalty Program Integration

Loyalty programs are a powerful tool for retention marketing. They reward your most engaged customers, incentivize repeat purchases, and create a sense of exclusivity that keeps people coming back for more. When seamlessly integrated into your marketing strategy, a loyalty program transforms occasional shoppers into brand advocates.

But a great loyalty program goes beyond discounts and points for prizes—it’s about creating meaningful connections with your customers and making them feel valued for their ongoing support.

What makes a great loyalty program?

  • Tiered rewards: Offer escalating benefits based on customer activity (e.g., silver, gold, and platinum levels) to encourage ongoing engagement.
  • Exclusive perks: Provide members with early access to sales, VIP events, or members-only products to make them feel special.
  • Gamification: Make earning rewards fun by incorporating elements like points, badges, or milestones.
  • Personalization: Tailor rewards to individual preferences based on purchase history or browsing behavior.

How SAP Emarsys Helps: SAP Emarsys’ Loyalty Tactics makes it easy to integrate a loyalty program into your marketing efforts. The platform allows you to track customer activity, segment members based on their engagement levels, and deliver personalized rewards across multiple channels, including email, SMS, and in-app notifications.

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Example in action: A beauty brand introduces a loyalty program called “Glow Club”:

  1. Customers earn points for every dollar spent, with bonus points for activities like leaving reviews or referring friends.
  2. Once customers hit a points threshold, they unlock free products, exclusive samples, or early access to new collections.
  3. Using SAP Emarsys, the brand automates personalized reminders like:
    • “You’re just 50 points away from your next reward—shop now!”
    • “Happy Anniversary! Here’s 100 bonus points to celebrate.”

Why it works: Loyalty programs drive repeat business by creating a system of rewards that keeps customers invested in your brand. When you pair a loyalty program with SAP Emarsys’ automation and segmentation tools, you can maximize engagement and retention while delivering a seamless customer experience.

Build an omnichannel marketing strategy that keeps customers coming back.

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5. Enhance Customer Data for Personalization

With retention marketing, personalization is king—and high-quality customer data is the foundation that makes it possible. The more you know about your customers, the better you can tailor your communications, offers, and experiences to meet their unique needs.

Enhanced customer data allows you to deliver hyper-relevant messaging that shows customers you truly understand them, building trust and loyalty.

What makes Enhanced Customer Data so powerful?

  • 360° customer view: Combine purchase history, browsing behavior, demographics, and engagement metrics to create comprehensive customer profiles.
  • Actionable insights: Use data to predict customer needs, such as when they might reorder or upgrade.
  • Personalized interactions: Tailor emails, SMS, and recommendations based on individual preferences, making every interaction feel bespoke.
  • Better segmentation: Segment customers by behavior, location, interests, or lifecycle stage to deliver targeted campaigns.

How SAP Emarsys Helps: SAP Emarsys’ “Enhance Customer Data” tactic takes the complexity out of data collection and analysis. The platform centralizes customer information from all your touchpoints—online and offline—into one unified profile. This empowers you to deliver consistent, personalized experiences across channels.

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Example in action: A high-end furniture retailer collects data on customer preferences through email surveys and website activity:

  1. Using SAP Emarsys, they segment customers based on preferred styles (e.g., modern, rustic, or classic).
  2. The next email campaign features product recommendations aligned with each customer’s style preferences.
  3. In-store customers who scan their loyalty cards trigger follow-up communications highlighting products they browsed during their visit.

Why it works: Customers expect personalization, and delivering it makes them feel valued. Enhanced customer data allows you to anticipate their needs and create experiences that keep them coming back for more. With SAP Emarsys, you can seamlessly leverage this data to craft campaigns that resonate and drive results.

6. Onboarding Series for New Subscribers

First impressions matter, especially when it comes to building lasting relationships with your customers. An onboarding series is your opportunity to make a stellar first impression, helping new subscribers understand your brand, discover your offerings, and feel confident in their decision to engage with you.

A well-executed onboarding series doesn’t just educate—it excites. It turns curiosity into loyalty by guiding new customers through a tailored journey designed to build trust and engagement.

What makes a great Onboarding Series?

  • Clear and Concise Messaging: Break down your value proposition and key offerings into digestible pieces across multiple emails or touchpoints.
  • Step-by-Step Guidance: Walk customers through how to use your products or get the most out of your services.
  • Engaging Visuals: Use images, videos, or infographics to make the experience interactive and memorable.
  • Encouraging Action: Prompt users to take specific actions, like setting preferences, creating an account, or making their first purchase.

How SAP Emarsys Helps: SAP Emarsys’ “Onboarding” tactic automates this process, allowing you to create personalized, multichannel workflows that welcome new subscribers and guide them through their first interactions with your brand. With its user-friendly tools, you can deliver the right message at the right time, ensuring every customer feels supported and valued.

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Example in action: An online meal kit delivery service uses an onboarding series to welcome new subscribers:

  1. Email 1 (Day 1): A warm welcome introducing the brand’s mission and showcasing their most popular recipes.
  2. Email 2 (Day 3): A “How It Works” guide explaining the meal selection, delivery process, and subscription options.
  3. Email 3 (Day 7): Personalized recipe recommendations based on the subscriber’s dietary preferences, along with a special discount on their first order.

With SAP Emarsys, the entire series runs automatically, ensuring every new subscriber experiences a seamless and consistent journey.

Why it works: An effective onboarding series sets the tone for a strong customer relationship by building trust, reducing uncertainty, and increasing the likelihood of long-term engagement. With SAP Emarsys, you can effortlessly deliver personalized onboarding campaigns that drive results while saving time.

7. Personalized Product Recommendations

Imagine walking into your favorite store and having an associate greet you with, “We just got in a new item that’s perfect for you!” That’s the level of personalization customers expect online today—and it’s exactly what personalized product recommendations can deliver.

By suggesting relevant products based on browsing history, past purchases, and customer preferences, you can create a shopping experience that feels intuitive and tailored, keeping customers engaged and coming back for more.

What makes personalized product recommendations so effective?

  • Contextual relevance: Recommend products that align with a customer’s current interests or recent activity.
  • Cross-sell opportunities: Suggest complementary products that enhance the value of a recent purchase.
  • Upsell potential: Showcase premium versions or bundles of products customers are likely to buy.
  • Dynamic updates: Adjust recommendations in real-time based on customer behavior.

How SAP Emarsys Helps: SAP Emarsys’ Email Recommendations feature uses AI-powered algorithms to analyze customer data and deliver highly personalized suggestions across email, your website, and other channels. Whether it’s a “You May Also Like” section in an email or dynamic content on your product pages, SAP Emarsys makes personalization seamless and scalable.

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Example in action: An online outdoor gear retailer uses a retention marketing platform to enhance its product recommendation strategy:

  1. Post-purchase email: After a customer buys a tent, they receive an email featuring related products like sleeping bags, camping stoves, and lanterns.
  2. Abandoned cart reminder: A follow-up email highlights items the customer viewed but didn’t purchase, along with personalized recommendations to fill their cart.
  3. Website personalization: When the customer logs back in, the homepage showcases products tailored to their browsing and purchase history.

Why it works: Personalized recommendations show customers that you understand their needs and preferences. This not only improves the shopping experience but also increases the likelihood of repeat purchases and larger order values. With SAP Emarsys, you can easily implement AI-driven recommendations that keep customers engaged and loyal to your brand.

8. Post-Purchase Feedback Collection

The journey with your customers doesn’t end at checkout—it’s just the beginning of a deeper relationship. Collecting feedback after a purchase not only shows that you value their opinion but also gives you the insights needed to improve your products, services, and overall customer experience.

Post-purchase feedback is a win-win: your customers feel heard, and you gain actionable data to drive continuous improvement.

What makes Post-Purchase Feedback Collection effective?

  • Timely requests: Ask for feedback shortly after delivery or product use, while the experience is fresh in the customer’s mind.
  • Simple surveys: Use concise forms with specific questions to make it easy for customers to respond.
  • Incentivized participation: encourage feedback with small rewards like discounts, loyalty points, or entries into a giveaway.

Actionable insights: Focus on gathering data you can act on, such as product satisfaction, ease of use, or customer service experience.

How SAP Emarsys Helps: SAP Emarsys’ “Post-Purchase Feedback” tactic automates feedback requests, ensuring they’re sent at the perfect moment. With customizable templates and workflows, you can gather feedback via email, SMS, or in-app notifications, and segment customers based on their responses to personalize future interactions.

Example in action: A home appliance brand uses SAP Emarsys to streamline its feedback collection process:

  1. Post-Delivery Email (Day 3): A survey request asking customers to rate their recent purchase and share their experience.
  2. Follow-Up Email (Day 7): Based on the feedback, customers who report issues receive a personalized apology and support offer, while satisfied customers are invited to leave a review or share their experience on social media.
  3. Loyalty Incentive: Customers who complete the survey earn bonus points in the brand’s loyalty program.

Why it works: Asking for feedback shows customers that their opinion matters, which builds trust and loyalty. At the same time, the insights you collect help you identify pain points and refine your offerings. With SAP Emarsys, you can automate this entire process, ensuring a consistent and efficient approach to gathering and leveraging customer feedback.

9. Replenishment Reminders

For businesses selling consumable or repeat-purchase products, replenishment reminders are an essential retention marketing tactic. These automated messages are a thoughtful nudge to customers, reminding them to restock before they run out of their favorite items. Done right, they not only boost sales but also create a seamless and convenient customer experience.

Think of replenishment reminders as a way to say, “We’ve got your back.” Customers appreciate the convenience, and your business benefits from increased retention and repeat purchases.

What makes Replenishment Reminders successful?

  • Perfect timing: Base the reminder on the typical usage cycle of the product. For example, if customers usually finish a skincare product in 30 days, send the reminder on day 28.
  • Personalized messaging: Reference the specific product they purchased, and include a direct link to reorder.
  • Incentives for reordering: Offer a small discount, free shipping, or loyalty points to encourage immediate action.
  • Ease of reordering: Make the process as simple as possible—one click should do it.
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How SAP Emarsys Helps: SAP Emarsys’ “Replenishment Reminder” tactic automates these notifications with precision. By analyzing purchase history and customer behavior, the platform determines when a customer is likely to need a refill and triggers a personalized message at the right moment. These reminders can be delivered via email, SMS, or even push notifications.

Example in action: A pet supply company uses SAP Emarsys to automate replenishment reminders:

  1. A customer purchases a 30-day supply of dog food.
  2. Day 28: The customer receives an email with the subject line, “Time to Restock Fido’s Favorite!” The email includes a direct link to reorder, along with an exclusive 10% discount for acting within 48 hours.
  3. If the customer doesn’t respond, a follow-up SMS is sent on Day 30 with the same offer and a link to reorder.

Why it works: Replenishment reminders reduce the chances of customers switching to a competitor out of convenience. They position your brand as attentive and proactive, saving customers from the hassle of running out of essential items. With SAP Emarsys, these campaigns are fully automated and easily scalable, ensuring you stay top-of-mind with your customers.

10. Birthday and Anniversary Celebrations

Everyone loves being celebrated, and recognizing your customers’ special moments—like birthdays and anniversaries—is an effective way to foster loyalty. These personalized gestures show customers that your brand values them as individuals, not just as buyers.

Birthday and anniversary campaigns are more than just feel-good messages—they’re strategic retention tools that encourage repeat purchases and deepen emotional connections with your brand.

What makes Birthday and Anniversary campaigns effective?

  • Personalization: Address the customer by name and reference their milestone for a truly special touch.
  • Exclusive offers: Include a unique discount, free gift, or special reward as a celebratory gesture.
  • Timing: Send the message a few days before the birthday or anniversary to give customers time to act on the offer.
  • Celebratory messaging: Use festive and warm language to make the communication feel genuinely heartfelt.

How SAP Emarsys Helps: SAP Emarsys’ “Birthday” and “Anniversary” tactics automate these celebratory campaigns, ensuring every customer feels appreciated on their special day. The platform uses customer data to schedule personalized messages at the perfect time, delivering them via email, SMS, or push notifications.

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Example in action: A luxury jewelry brand uses SAP Emarsys to create a birthday campaign:

  1. Email Reminder (1 Week Before): “Happy Early Birthday, [Name]! Celebrate with 20% off your next purchase—just for you!”
  2. Follow-Up (Birthday Day): A beautifully designed email showcasing personalized product recommendations, paired with the birthday discount code.
  3. In-Store Tie-In: Customers visiting a physical store during their birthday month receive a complimentary gift and a handwritten note.

Why it works: Celebrating milestones creates an emotional bond between the customer and your brand. These campaigns make customers feel valued and rewarded, which increases their likelihood of returning for future purchases. With SAP Emarsys, you can easily set up and automate these campaigns, ensuring no milestone is missed and every customer feels recognized.

Turn One-Time Shoppers into Lifelong Customers with SAP Emarsys

By leveraging the automation and personalization capabilities of SAP Emarsys, you can implement these tactics effortlessly, giving you the time and resources to focus on scaling your business. With the right tools and strategies in place, you’ll turn one-time shoppers into loyal advocates who not only stick around but also spread the word about your brand.

So, what are you waiting for? Start implementing these retention marketing tactics today, and watch your customer loyalty—and your bottom line—soar. After all, the key to sustainable success isn’t just acquiring customers; it’s keeping them.

Build an omnichannel marketing strategy that keeps customers coming back.

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