Welcome to The Retention Newsie by The Email Marketers, the retention-building experts for 8-& 9-figure e-commerce brands.

Every week, we bring you the best case studies, strategies, and tips for retaining more customers, turning them into raving fans, and increasing revenue.

Up this week:

• 🍕 Domino’s SMS Success Formula

• 📧 The Importance of a Company’s CTA

• 📊 Double Opt-In Emails, Social Comparison & More!

Reading time: 4 minutes 10 seconds

How Domino's Mastered SMS Marketing to Drive Loyalty

Domino’s has always been ahead of the curve when it comes to pizza delivery, setting the standard for speed, convenience, and innovation.

Domino’s has made SMS marketing a key ingredient in their success. Their use of text messages has boosted sales and strengthened customer loyalty. Simple ideas often deliver the best results.

Founded in 1960, Domino's has grown from a single store in Michigan to a global pizza powerhouse. Known for its commitment to convenience and customer satisfaction, the brand has consistently embraced technology to stay ahead of the curve.

Domino’s SMS strategy makes ordering easy with the 'Easy Order' system.

All you have to do is set up an account, add your payment details, and text a pizza emoji to Domino’s dedicated number.

This mobile-first approach simplifies the process, offering a faster and more convenient way to order.

The results have been nothing short of impressive. By sending personalized promotions and exclusive offers via SMS, Domino's has achieved redemption rates of 20-25% for these deals.

This strong engagement shows how effective Domino's is at using purchase and behavioral data to send messages that match individual preferences.

The 'Easy Order' system has made ordering so simple that it’s boosted how often customers order and how happy they are with the experience.

By removing any hassle from the process, Domino’s has solidified its reputation as a tech-savvy brand that puts customers first.

Their SMS campaigns are also incredibly cost-effective, with some locations seeing a 25% coupon redemption rate and gaining new subscribers for just $0.15 each.

Domino's also uses SMS for real-time updates, keeping customers informed with order confirmations, delivery notifications, and status updates.

• Simplify Processes for Your Customers: Make interactions as effortless as possible. Take inspiration from Domino’s 'Easy Order' system by identifying repetitive tasks your customers face and finding ways to streamline them. Such as a “Quick Reorder” feature for favorite items, or one-click booking for repeat clients. Convenience leads to satisfaction, and satisfaction leads to loyalty.

• Use Personalization to Connect: Domino’s uses purchase data to deliver targeted offers—any business can do the same. Analyze your customers’ behavior to craft personalized messages or deals. Send a discount for a customer’s go-to order, or even offer personalized upsells based on usage patterns. Personalized communication makes customers feel valued, increasing engagement and retention.

• Be Transparent with Real-Time Updates: Keeping customers informed builds trust. Domino’s sends SMS updates for orders—this approach works across industries. Provide real-time tracking for shipments, or a service provider might send appointment reminders and status updates. Transparency shows you value your customer’s time and creates a seamless experience they’ll appreciate.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

The Hidden Conversion Killer

Email marketing often overwhelms customers without realizing it. Cognitive overload, not spam filters or timing, is the real engagement killer.

When your emails demand too much mental effort to process, your customers don't convert. They disengage. And eventually, they leave.

Here's how to examine and optimize your emails for maximum impact with minimum cognitive load:

Conduct a Cognitive Load Audit

• Map Information Flow: List every piece of information, instruction, and decision point in your emails

• Evaluate from the Customer’s POV: Review how much mental effort each element requires

• Identify Friction Points: Flag areas where complexity might cause customers to hesitate or abandon

Implement These Cognitive-Friendly Practices

Effective emails keep it simple.

• Start with a clean layout and clear visual hierarchy to guide attention.

• Limit choices to avoid decision paralysis, and skip unnecessary instructions to keep things intuitive.

• Use visual cues to naturally lead readers through the content.

• Focus on one clear call to action to drive engagement.

Optimize for Retention

• Aim for Relevance: Send targeted content that matches customer journey stages

• Progressive Disclosure: Reveal information gradually across email sequences

• Test and Measure: Monitor engagement metrics to find your audience's cognitive sweet spot

Every element in your email should serve a clear purpose. By respecting your customers' mental bandwidth, you'll create emails that convert better and build lasting relationships.

• YouTube TV announced a significant price increase, testing subscriber loyalty as streaming costs continue to rise.

• Rent the Runway enhances customer retention through improved onboarding experiences, including personalized styling appointments.

• New research shows combining email and SMS marketing can deliver up to 7,100% ROI when properly synchronized.

• Learn why implementing double opt-in can strengthen your email compliance while building a more engaged subscriber base.

• Find out how virtualization and social comparison can help lock customers into daily engagement habits.