As the cost of attracting new customers through SNS and web advertising continues to rise, the key to stabilizing the revenue base of your business lies in the retention of existing customers (return visits and continued usage). E-mail newsletters and official LINE are powerful tools that can deliver information directly to users, but if you send only sales announcements, you will immediately be blocked or unsubscribed.
We will explain a distribution design framework to increase repeat rates and maximize customer lifetime value (LTV).
The first 7 days matter: Designing a welcome step delivery
The moment a user registers is the moment when their interest in your brand is at its peak. Scenario distribution that takes advantage of this golden time will determine the results.
- First day (immediately after registration): Immediate distribution of registration benefits and the benefits gained from this distribution are clearly presented.
- Days 2-3: Gain empathy and trust by sharing the sender’s philosophy, founding story, and approach to solving common problems.
- Days 4 to 5: Introducing readers’ voices and implementation examples to foster a successful image of ``I can do this too’'.
- Day 7: Suggests limited-time offers and specific actions to take next (free consultation, reading recommended articles).
By taking these step-by-step steps, you will significantly increase the open rate of your subsequent subscriptions.
Criteria for using e-mail newsletters and official LINE
It is important to understand the characteristics of both and divide the channels according to the purpose.
- E-mail magazine (providing thinking and deep learning): Suitable for long content that you want to read carefully on a PC or in a calm environment, such as in-depth articles, systematic explanations of know-how, and business proposals for BtoB.
- Official LINE (instant action and easy dialogue): We have an overwhelming strength in short texts and visual appeals that can be easily tapped on a smartphone, such as coupon distribution, webinar reminders, and simple diagnosis using chatbots.
The golden ratio of delivery frequency and “give and take”
The golden rule to prevent cancellation is to maintain a ratio of 8:2 between value provision (give) and sales announcement (take). By continuously delivering useful tips and behind-the-scenes stories, rather than making a sales pitch every time, you can maximize the conversion rate when you start promoting.