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 around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

• 🍿 Netflix’s Genius Email Strategy

• 📧 Say Goodbye to Bland Emails

• 📊 Building Customer Trust, 6-Step Email Sequence & More!

Reading time: 3 minutes 45 seconds

Netflix’s Secret to Emails You Can’t Stop Opening

Remember the days of eagerly awaiting that iconic red envelope in your mailbox? Netflix has come a long way since its DVD-by-mail days.

Now, with just a click, we're transported into a world of endless streaming options.

But Netflix's evolution isn't just about content delivery—it's about creating a personalized experience that keeps us coming back for more, episode after episode.

At the heart of Netflix's retention strategy lies a powerful tool: email marketing.

This isn't your average "We miss you!" campaign. Netflix has transformed email marketing into an art form, using data-driven personalization to create messages that feel tailor-made for each of its 250+ million subscribers.

As Joris Evers, former Director of Global Corporate Communications at Netflix, once said, "There are 33 million different versions of Netflix." That was back in 2013 when Netflix had just 33 million users. Fast forward to today, and you can bet there are now over 250 million unique Netflix experiences.

Netflix's email strategy is a masterclass in personalization and engagement, using hyper-personalized recommendations, smart timing, FOMO, continuous testing, and so much more.

Your viewing habits are carefully analyzed to suggest content you’re likely to love, not just a random list of new releases.

Those "Top Picks for You" emails are driven by a sophisticated algorithm, taking into account everything from the genres you watch to how long you binge a series.

To make the experience even more engaging, Netflix brings emails to life with animated GIFs and video thumbnails, offering a sneak peek of what's waiting on the platform, almost like a mini-trailer sent straight to your inbox.

Timing plays a crucial role too. Emails are delivered based on your viewing patterns, showing up just when you’re most likely in the mood for something new to watch.

The strategy extends to the progress bars introduced in 2020, which remind you where you left off in a series, tempting you to jump back in and finish what you started.

Social proof is also key, with trending shows and "Top 10 in Your Country" lists acting as a subtle nudge, encouraging you to join the conversation.

Behind the scenes, Netflix runs about 250 A/B tests each year on its emails, constantly fine-tuning subject lines, visuals, and content to find what works best for different user segments.

• Data is King: Use every interaction to craft hyper-personalized experiences that predict customer behaviors.

• Visual Storytelling: Make emails dynamic with GIFs, videos, and interactive content that immerse your audience.

• Timing is Everything: Send emails when subscribers are most likely to engage for maximum impact.

• Build Anticipation: Use email to generate excitement and buzz around new releases and keep subscribers engaged.

• Never Stop Testing: Constantly experiment—small tweaks can lead to massive gains in engagement.

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.

Make Your Emails Impossible to Ignore

Boring emails are the silent killer of customer retention.

But fear not, because spicing up your email copy isn't as complicated as you might think.

Here are some actionable tips to transform your emails from yawn-inducing to irresistibly engaging:

Harness the Power of Storytelling 

Tell emotionally-driven stories that resonate with your audience. Share real-life customer experiences using their own words to create authenticity and connection.

For example, a fitness brand could feature a customer's weight loss journey, complete with before-and-after photos and a heartfelt testimonial.

Personalize Like a Pro 

Go beyond just using first names, use customer data to create truly personalized experiences:

• Reference past purchases

• Recommend products based on browsing history

• Send content tailored to individual interests

A book retailer could suggest new releases in a customer's favorite genre or remind them of an upcoming author event they might enjoy.

Show, Don't Just Tell 

Bring your products or services to life with vivid imagery and videos. Demonstrate how your offerings solve problems or enhance lives.

A kitchenware brand could include a short recipe video showcasing their latest gadget in action, making customers eager to try it themselves.

Create Clear, Compelling Calls-to-Action 

Guide your readers with crystal-clear next steps. Use action-oriented language and provide compelling reasons to act now, such as limited-time offers or exclusive content.

Instead of a generic "Shop Now" button, try "Unlock Your 20% Off VIP Discount – Today Only!"

Make It Interactive 

Engage your audience with polls, surveys, and quizzes. This not only makes your emails more fun but also provides valuable data for future personalization.

A travel company could include a quick "What's Your Dream Vacation?" quiz, using the results to tailor future offers.

Remember, there's no such thing as an email that's too long – only too boring.

• How method marketing drove a 26% surge in conversions for one brand.

• A proven 6-step email sequence designed to turn subscribers into buyers—perfect for Ecommerce and personal brands.

• Three strategies to build customer trust by aligning with your audience’s needs and goals.

• Turn positive reviews into a loyal customer base that becomes your brand’s biggest advocates.

• See how an experience-driven approach to subscriptions can fuel loyalty and unstoppable growth.