Loyalty emailing : How I would have liked to be treated by Razwar.com !

It happens sometimes that when buying a product ... we are under the spell. But it is not always the case, sometimes we are frankly disappointed or simply mixed. In any case, the challenge for the vendor is always the same: try to convince the buyer to become a regular customer. This is what we call loyalty.

In my opinion, building loyalty is a big challenge, trying to understand and know the customer to be able to offer him the right offer at the right time !

I might as well say it right away, with Razwar.comI was under the spell! But unfortunately, after delivery, no more regular news.

For those who don't know Razwar.com, here's how they define themselves on their website:

Raz*War is a brand of shaving products (razors, shaving oils, blades,...), totally distancing itself from the achievements of the 2 giants who trust the market, from the point of view of image and from a "philosophical" point of view, while proposing quality products and for a price otherwise more reasonable. 

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The shaving subscription packages as well as the community dimension of the brand (using social media to stay connected with its customers) are an innovative and revolutionary approach in a very traditional market.

Below, I will try to explain how I would have liked to be treated by Raz*War during the year following my first (and last) purchase. This is obviously not the most optimal proposal, preparing a loyalty strategy takes time (and I haven't really spent the last two weeks on the subject 😉 ) and most of all business and strategy knowledge.

	Purchase of a starter kit This is obviously the first step. It may be preceded by a program dedicated to prospects, but that's not what we're talking about today.
	Confirmation email This is really the first step in building loyalty. This email should not be taken lightly, it must make the consumer feel the seriousness of the seller.
	Delivery Once again, the seriousness of the seller must come out of the delivery, but with Raz*War, on this point everything is under control.
	Delivery : Satisfaction survey The survey should be as simple as possible and involve the customer as little as possible. For example, clicking directly in the email on links that represent the degree of satisfaction is a good start. It is also important, especially if the results are good, to show them to the customer. It is a proof of transparency. In case of dissatisfaction, show the goodwill of the seller in order to ease the customer's resentment.
	Statistics "Did you know you are the 80,287th Shave*Warrior?" The feeling of community is an important lever of loyalty, this will connect the emailing strategy to what is done on social networks. It is even possible to segment the audience on social networks according to the customer's profile.
	Tell a story "Tell us about your first fight!" Engage your customers by giving them the opportunity to express themselves and tell their stories on social media and on the Raz*War website.
	Preference Center "How often and what information do you want to receive?" The customer should feel in control of the communication sent to them. Just ask the question about the frequency (monthly, quarterly or nothing at all) and the type of email (tips, promo, patenaires, ...).
	The Newsletter ! "Shave the world! Newsletter - The revolution is on the way". A newsletter, not about promotions, but about the project itself!
	Newsletter + Promo Every three months (to reach all subscribers), a newsletter with personalized content is sent. The first one must try to sell additional products (in the case of Raz*War: Soap, After-shave, ...).
	The Newsletter ! "Shave the world! Newsletter - The revolution is on the way". A newsletter, not about promotions, but about the project itself!
	Newsletter + Satisfaction "How could we improve Raz*War?" Asking the satisfaction question in this way makes the customer feel like they have a mission. Investment in the brand is clearly the key to success!
	The Newsletter ! "Shave the world! Newsletter - The revolution is on the way". A newsletter, not about promotions, but about the project itself!
	Newsletter + Targeting "How many more blades do you have?" This newsletter is an opportunity to plan a finer targeting when it will be necessary to trigger a new purchase. In addition, it can be fun for the customer to compare themselves to others.
	The Newsletter ! "Shave the world! Newsletter - The revolution is on the way". A newsletter, not about promotions, but about the project itself!
	More blades? "Order a refill!" The key to re-engaging a customer, as we talked about in the introduction: The right message, at the right time! So we'll have to segment and test to adjust all the parameters as well as possible.
	New purchase!
	And here we go again! But be careful, not like the first year, there too we must recreate the commitment, but not necessarily in the same way ... but that's another story ...

If you have any questions, feel free to leave them in the comments on Twitteron Facebook or on Google + !