On any email list, there will be three populations, the people who love you, the people who like you, and the group who are just hanging in there."
To make sure you're sending each group the right message, it's important to first determine who's who. The following are three ways you can determine who your loyal customers are:
Loyal customers open at least 80 percent of the messages you send.
Brand loyalists keep an eye peeled for what you have to say. When you show up in inbox they're curious enough to at least skim your message, even if they're not in the market to buy or respond right then and there. They feel a valuable connection between them and your brand.
Loyal customers frequently click through, read or watch your content and make purchases. Brand loyalists won't respond to every message you send; they're likely to become familiar with your campaigns and buy when they know they'll get the best deal. Loyal customers won’t always wait for a special or coupon though.
They connect with your company on social networks. Brand loyalists "follow" you on Twitter, "like" you on Facebook and recommend your products or services to others in their networks. Remember, in those environments, they'll also try to talk with you, so be sure to respond.
It’s important to segment your customer data and treat different groups differently. Look for some of the signs above and start creating segmented messaging with offers that relate to the segment.