Top 7 Creative Relationship Marketing Strategies

Being a successful e-commerce business owner means not only hitting the weekly metrics but maintaining them and continuously growing and reaching the potential of the products the business is trying to sell. And what is a better way to achieve that than building a good customer relationship marketing through using relationship marketing strategies?

Even though it is not a popular opinion, the selling of the product is a two-way street – in which both the customer and the business owner needs to be satisfied to sustain effective exchange.

Business to business relationship marketing is also essential, but not as much as customer relationship marketing.

First of all, we need to get into what is relationship marketing.

In simple terms, relationship marketing is a general term for businesses’ strategy to enhance customer relationships, maintain customer commitment to then have more steady purchase rates and long-term happy buyers. Relationship marketing examples are bettering customer service, using social media as a tool to connect to an audience, giving gifts for loyalty.

What Makes Relationship Marketing Strategies Important?

The importance of relationship marketing lies in creating a more stable ground within the customer to business relationship. The business wants the buyer to come back, i.e., to have a long-term interest in our products, which would eventually lead to more constant and consistent future sales.

A loyal customer will follow any new products of the brand, and if satisfied, will hopefully share their enthusiasm around the brand with their friends and family. People know that one committed customer will, in time, make more profits for the company than any number of infrequent customers.

Here is a video that talks about BREPADA Rule. It’s a rule that you can follow when you are building relationship marketing strategies.

What Are the Benefits of Relationship Marketing Strategies?

  • Lower costs – The acquisition of new customer costs more than customer retention. The longer the relationship, the lower the amortized cost.
  • Higher profits – happy customers order more. Long-term satisfied customers tend to be less price-sensitive, which will eventually lead to an increase in general sales and dollar-sales volume. Researchers show that a 5% increase in customer retention can result in a 25% increase in profit.
  • Free advertisement – When people are happy, they want to share it. They are mutually exchanging beneficial products by word of mouth. It is the best advertisement there is – plus it’s a free one.
  • Honest feedback can lead to improvement – If done correctly, nothing can make a business flourish more than direct feedback from its long-term customers. They are the ones that know the brand the most, and genuinely want it to grow and continue getting their best experience.

But, is it as easy as it sounds?

Let’s First Cover the Basics. 

 The component of relationship marketing strategies include:

1. Getting to Know Your Customers

2. Building an Emotional Connection

3. Providing Relevant Information

4. Continuous Retention of Their Focus

The basis of building relationship marketing lies in covering all the components one by one and successfully implementing them through a variety of relationship marketing strategies.

How Can We Implement Them?

You can achieve a great relationship marketing strategy and implementation with the help of Customer Relationship Management. CRM is a collection of processes the company undergoes to track, analyze, and store the data of all interactions between the customer and the business from the first day to the last.

 Key concepts that can help with relationship marketing strategies:

Utilizing Data

buyer's journey

In CRM, all the experiences the customer has gone through in the process of buying, including purchase patterns, location, and general website activity. With this tool, we can find out about the customer’s motivations and pursuits, which would help optimize more useful data in the future.

There are three stages in the buyer’s journey

  • Awareness stage
  • Consideration stage
  • Decision stage

After carefully observing all stages, we can later go to the next step in enhancing relationship marketing strategies.


Segmentation is a semi-fictional representation of the targeted persona. By finding out the customer’s demographics, past, and future wishes, we can later divide them into groups and use the best possible relationship marketing strategies to optimize the both-side experience.

Delivering a Customer-Specific Experience

After data utilization and segmenting the target audience into groups, the next step is to deliver a customer-specific experience. Sending the right information to the right person at the right time means knowing who that person is and where they are in the buyer’s journey, which altogether helps create the best experience. By doing correct Product research can plan your customer journey ahead of time.

Where to Go from Here?

 Email Marketing Strategy

Suppose you think email marketing strategy is an outdated model. In that case, you might want to rethink your opinion. Researchers found that for every dollar spent on email marketing gets back 44$, which puts it as an also highly profitable one.

Email marketing means sending commercial messages that can involve advertisements, business proposals, offer and inform on discounts, donations, thank the customers.

Simply put, the email platform is very convenient for professional uses, which is a clear indication that is being checked more often, and presumably with more attention. That alone makes it super easy for the companies to break through to the customer. However, the company aims to make the customer read and follow through the emails received, instead of sending them straight to spam/junk mail.


Once you get the customer’s information, the next step is to try and get them engaged. Many offered email marketing software can help you with this, with their pros and cons, like Constant Contact, GetResponce, etc.

Suppose you want to make the most of this relationship marketing strategy. In that case, you need to spend more time utilizing customer data and regularly follow the metrics, and learn what they mean for your success on customer engagement, which will help you and later apply what’s known to optimize and improve.

Behavioral email is a term for specifically generated email that gets automatically sent to targeted recipients through gathered data from their behavioral patterns, mostly from historical interactions they had with the brand. This type of personalization means knowing who to target and creating an individualized experience with relevant content for each customer. Find the best email marketing software for e-commerce and check the do they offer the options that you need.

A perfect example of behavioral email is Spotify – sends emails to fans that love individual artists, and they surprise them by informing them to presales and other goodies from the artists.

 Make Sure To: 

  • Have a quality list – reaffirm your email list continuously and optimize an audience looking forward to your email every week.
  • Always provide relevant content
  • Often provide customer-specific content

 Other Useful Tips: 

  • It would be best if you tried writing a newsletter yourself to get more personal.
  • Simple or no design – makes the emails much more personal. Designed emails look cool and expensive but, at the same time, can be seen as “just another commercial” and be sent straight to spam. Since email is used mostly for professional purposes and communication between close people, a simple text would give the impression of getting a friend’s message.
  • Incorporating videos and stating it in the subject that makes the reader more interested
  • Try not to overwhelm with links and images.
  • Occasional personal or inspirational messages

Create a Mobile App

This relationship marketing strategy is a form of digital connection. It’s able to contain all kinds of information. From promotions and discounts to listing every single product and upcoming ones and their availability, easy access to customers can create and support a vast community of customers, and depending on the app. It can also develop ways of communication between the city and the people.

With a mobile app, you have everything and everyone connected to the brand – in one place.

You can also implement a relationship marketing strategy similar to personalized messaging and optimizing user experience within the app. There is no need for flipping through different emails and contacts with an app, but you have everything you need in one place.

Mobile app funnel

Another good thing about using this relationship marketing strategy is that mobile apps are in the phones we carry and use all day with us, having inbuilt GPS, notification alerts, and accessible at any time.

 Make Sure To: 

  • Create an app that is functional and easy to use
  • Make the app following the style of the brand
  • Let your customers know about it
  • Do frequent updates
  • Connect the audience with the other social media platforms
  • Have personalized assistance
  • Have a steady stream of review websites that can cover up your app

 Other Useful Tips: 

  • Reach out to influencers for promotions and reviews
  • Offer daily notifications about any promotions and discounts
  • Include discount codes

For more information, you can read the post to know how to build your first mobile app

Blog Your Way In Customer Relationship

Both beginner-level and advanced businesses choose this particular one from all relationship marketing strategies, and there is a reason for it. Blogging is a form of inbound marketing that attracts and retains customers by creating valuable content and personally tailored experiences. Blogging is another excellent way of informing your customers. Here are some tips that you can become a successful blogger.

 Make Sure To: 

  • Be detailed but concise
  • Use authentic headlines
  • Aim for short posts with valuable information
  • Use visuals (graphics, videos, photos)

 Other Useful Tips: 

  • Be generous with the visuals. People best learn and retain information when they hear and see things
  • You can educate your audience about the background of your product and the company
  • Use some storytelling occasionally. Will make the audience relate more
  • Add a little bit of humor to it
  • Include feelings

Reward Your Customers

Rewarding your customers is another excellent brand-building tool. Let’s face it; people love getting recognized for their efforts. People like to see you are grateful for them and want you to show it. And I assure you, there is no better way to show your customer you acknowledge the time they put into your brand than to reward them for it.

Prizes – The prizes you can give to your customers can monthly, annually, to show you care about their loyalty. It can start as simple as a keychain on their three-month subscribe that will let them know you are still here and still care about them. It will motivate buyers to stay committed to your brand and be happy about it. You can also offer prizes for any surveys you do on social media, which would make your audience even more engaged.

Gifts – Thank you gifts, holiday gifts, birthday gifts, lifestyle/celebration, keeping in touch, there are so many occasions that you can give to your customer.

By collecting the buyer’s data, you can quickly know the date of the first time they bought from your store and then send them a small branded gift. You can even start doing this on the first day of their purchase. Giving a 15-20% discount on the next purchase will make the customer immediately more immersed and ready to invest, because hey – this is the brand that thanked them even for their sole purchase.

Of all relationship marketing strategies, this is probably one of the most emotionally connecting one.

 Make Sure To: 

  • Give memorable gifts
  • Make them useful
  • Make them meaningful
  • Be consistent
  • Let them know of your prize options

 Other Useful Tips: 

  • You can make the gifts socially oriented, for example, giving a bottle opener with your brand logo on it, which they can use with their friends and family.
  • Stickers are cheap and a great way to subconsciously get into people’s awareness.

Make The Most Of Social Media

You can bring together any current network of people with social media. With social media, you will make them feel like members, rather than customers, which boosts customer relationships and customer engagement. This is the reason why the use of social media is one of the most productive of all relationship marketing strategies.

YOUTUBE This might not be a frequently used tool, but it’s a creative one. If you have the time, collective, and most of all, willingness, a great idea is creating videos on this platform. The videos can inform the customers about the inside of the company. They can make useful content about the company’s background, the process of the products, and personal videos from the employees regarding the company. A perfect example of this is BuzzFeed, which is very open about life on the job, making content that shows their workday and the company’s relations. It makes it a highly personal experience for anyone watching.

INSTAGRAM  This social media platform is also an important one, with an increasing number of accounts every day. The option of sharing stories can make radical changes to your business. Through them, you can share easy-access surveys, daily news on the company’s activities, and share information about any other relevant content, which will get your audience maximally engaged.

FACEBOOK – The most old school social media platform might be the most relevant if you know how to use it. We all know the “add situation” on Facebook. However, instead of bombing your customers with irrelevant ads, you can promote groups and websites that will connect your audience and make a community.

 Make Sure To: 

  • Include visual content
  • Be super active
  • Cover more than two social media platforms
  • Daily/weekly content
  • Connect with a diversified audience
  • Cover topics that your audience wants to hear about
  • Deliver precise and original content

 Other Useful Tips: 

  • Through social media, you can also personalize content. Through the CEM tools, you can determine the targeted age, location, and interests and utilize the same data to target specific customers.
  • You can also make Facebook groups where people can get all of the information on the brand and create a community.
  • Remember that people will follow you if you give them a reason to. You can share relevant topics in your field in general, and with every like and share of your post, you will raise your popularity.
  • Don’t post too little, but try not to post too much. Two to four posts a month are just enough, and a couple of stories tops per week will do the job.

Use The Power Of Surveys

Of all relationship marketing strategies, this one has excellent power over customer experience management. Through directly surveying the customers, you can find out what they like/dislike, their expectations, and resolve mutual issues. Not only that surveys can give you niche ideas that you can expand the business.

The questionnaires can involve questions from two different perspectives: the experience of the customer regarding particular products they’ve used and their feelings about the company as a whole. An important thing to remember is the true feelings behind the customer in regards to the product. Sometimes, a negative experience can mean much more than a positive one, and how else would we know about it if we don’t ask them?

There are paid survey tools available in the market. But you can start with Google Forms and it’s completely free.

            Make Sure To: 

  • Be consistent with the surveys can be sent through personalized emails at regular intervals.
  • Be genuine with your questions.
  • Find out about customer’s personal feelings.
  • Take fast measures to improve your relationship according to this feedback.
  • Analyze them by groups (millennials, elderly, etc.)

            Other Useful Tips: 

  • Make them more fun by setting more engaging questions
  • Organize surveys when releasing a new product and possibly offer prizes for the best-answered poll, which can make the customer more involved and eager to try the products


Get More Personal Through Direct Communication

The importance of relationship marketing in the service sector is enormous. Ecommerce business owners have it harder personally connecting with the customers than actual physical stores. However, it’s far from impossible, and customer relationship in digital marketing is definitely a step to take.

  • One to one meetings – will make connecting to the audience on a more human level.
  • Webinars – free, can accommodate a limitless number of people and from every part of the world.

 Make Sure To: 

  • Have a positive attitude
  • Use a clear and pleasant voice tone
  • Smile
  • Be entirely focused on the person/people listening
  • Use simple explanations rather than industry terminology that might not be understood

 Other Useful Tips: 

  • Use simple explanations rather than industry terminology that might not be understood
  • Try not to be persuasive but helpful. You are here to deepen the connection, not to sell a product
  • Watch your body language

In Conclusion:

If you are starting an e-commerce business from scratch, Using the right relationship marketing strategies are crucial for building an excellent relationship with our customers. For the best results, the company should try to implement at least a few of them, and use them interchangeably to see which ones function the best for that particular brand. Therefore, get ready, try out these relationship marketing strategies, and start connecting!

Leave a Comment