Welcome to The Retention Newsie by The Email Marketers.

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:

• 📸 Polaroid's Epic Comeback

• 📧 How Branded Email Addresses Enhance Customer Retention

• 📊 Abandoned Cart Recovery, Exclusive Perk Rewards & More!

Reading time: 4 minutes

How Polaroid's Comeback Went from Impossible to Iconic

It was the end of an era. In 2008 Polaroid announced it would stop the production of instant film. But for Florian Kaps, an Austrian entrepreneur, and instant photography enthusiast, it was just the beginning of a remarkable journey.

Kaps and former Polaroid employee André Bosman founded The Impossible Project to save instant film. They bought the last remaining Polaroid factory in the Netherlands and began the challenging task of reinventing instant film from scratch.

This daring move wasn't just about preserving a product; it was about reviving a community of passionate instant photography lovers. As Kaps put it, "We're not in the film business. We're in the magic business."

The Impossible Project, later rebranded as Polaroid Originals and then simply Polaroid, understood that their success depended on nurturing and expanding their community. They adopted a comprehensive approach to community building, making it the cornerstone of their retention strategy.

One of their most successful initiatives was the creation of a global network of brand ambassadors—genuine Polaroid enthusiasts, not just influencers. They received film, cameras, and exclusive product access, allowing them to create content and engage with the community authentically.

Polaroid Originals used social media to build connections among instant photography fans. They created hashtags like #PolaroidOriginals and #ImpossibleProject, encouraging users to share their photos and stories. This user-generated content provided fresh, authentic material for their channels and helped create a sense of community.

The company didn't stop at digital engagement. They organized physical events and workshops around the world, bringing together instant photography enthusiasts to learn, create, and connect. These events ranged from small, intimate gatherings to large-scale exhibitions, all designed to celebrate the art of instant photography and strengthen community bonds.

Most importantly, Polaroid Originals actively involved their community in product development by seeking feedback and inviting members to beta-test new products. This approach not only resulted in better products but also gave community members a sense of ownership and investment in the brand's success.

The results were remarkable. By 2017, less than a decade after Polaroid's near-demise, the company was selling over 1 million packs of instant film annually. More importantly, they had cultivated a vibrant, engaged community of instant photography enthusiasts who became passionate advocates for the brand.

• Tell a Compelling Story: Give your community a narrative to rally behind. People love a cause to fight for, a comeback story, build a narrative into your brand and you’ll find that everyone cares a lot more.

• Embrace Your Niche: Don't try to appeal to everyone, find your group and build a community around the shared passion.

• Empower Your Advocates: Assemble a network of brand ambassadors to turn your most passionate customers into powerful marketing assets.

• Blend Digital and Physical: Recognize and understand the value of in-person events in building stronger community bonds.

• Co-create with Your Community: Involving community members in product development not only improves products but also deepens customer loyalty.

While perfecting email content, many neglect the email address. A branded email isn't just professional—it builds trust, enhances engagement, and keeps messages out of spam.

Here's why branded emails are a must for any serious retention strategy:

1. Control Your Brand Identity: An email with your own domain name ensures control over all professional communication. It extends beyond marketing, creating a consistent brand image that customers recognize and trust.

2. Boost Consumer Trust and Engagement: When customers see your brand name in their inbox it instantly boosts credibility.

3. Improve Deliverability: Branded emails are less likely to be caught by spam filters. In email marketing, deliverability is king.

Properly branded email addresses under a custom domain do require a bit of extra setup but are worth it. Here are a few checklist items to make sure your branded email address is set up for success:

• Secure Your Domain: If you haven't already, purchase a domain that reflects your brand. This is the foundation of your branded email strategy.

• Set Up Professional Email Addresses: Create role-based addresses (e.g., [email protected], [email protected]) as well as individual addresses for team members.

• Implement Proper Authentication: Use SPF, DKIM, and DMARC records to verify your emails and protect against spoofing.

• Train Your Team: Ensure all employees understand the importance of using their branded email addresses consistently.

By using branded emails, you're not just improving your communication—you're strengthening every aspect of your retention strategy. From building trust to ensuring your messages are seen, an email address with your own domain is an investment in your long-term relationship with your customers.

Always remember that every aspect of each touchpoint is an opportunity to build brand loyalty.

• Why 90% of customers want exclusive perks and rewards.

• Attentive CEO explained how AI-powered SMS marketing is shaking up the shopping experience for mobile users.

• Find out why using name @ domain as your send-from name can significantly improve email open rates and engagement.

• The best tips for abandoned cart recovery from limited-time discounts to progress bars.

• A study by Validity found that deliverability problems cost more than $15,000 for every million emails sent.

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.