If you’ve been in the eCommerce industry for a while now, you probably know that the success of your digital marketing doesn’t depend on some random pop-up ad, at least not in 2019.
The market is highly competitive and it’s crucial to provide consumers with an amazing experience if you want to stand out. According to Bain & Company, 80 percent of CEOs feel that they offer excellent customer service. However, only 8 percent of their clients actually agree.
So what can you do to close that gap? Fortunately, there’s a much simpler way to solve this problem and that is by sending better emails. It provides every B2B marketers with an opportunity to provide quality customer experience and also to gain a high ROI.
How Can Better Emails Help?
Email is an effective business tool. Most companies use it for interacting with their coworkers and customers, as a customer service medium, a marketing tool to boost brand awareness, etc. Certainly, there are some things about it that most of us like to change like unintentional group emails, spam messages, and so on. Despite these flaws, email marketing still makes sense. In terms of customer service, marketing, and sales, it’s crucial to consider email as a medium that can enhance the customers’ journey. Simply put, email offers a fast connection with your customers. According to RightNow, 86 percent of buyers are willing to spend 25 percent more on great customer experience.
Here are a few ways to use email for growing your brand and providing an excellent customer experience.
Send the Perfect Introductory Email
Welcome emails are among the most underrated marketing types of communication. But the truth is, welcome emails generate more open rates as compared to other marketing emails. According to a study by Oberlo, welcome emails have an 82 percent open rate on average. They are an excellent way to build a stronger relationship with your customers from day one. They are a great opportunity to:
- Present what your brand is about – its values and the reason behind its existence.
- Connect consumers with relevant products.
- Make your customers feel like they belong to an exclusive community.
To make your customers feel welcome, email personalization is crucial. It means more than just including their first name. You can collect more information about your subscribers by using the signup form. You can even use welcome email to acquire more data about the type of product/service or content they would be interested in.
Ultimately, welcome emails must be timely, simple, have a subject line that’s clear and engaging, and easy to unsubscribe. Also, if you promise them to offer something in exchange for their email, make sure you provide clear information about how they can obtain what you promised.
Send Birthday Emails
Birthday emails are an excellent way to provide great customer service. It involves sending special offers, free gifts or discounts, or an invitation to your store. By sending such emails, you can show your appreciation for them. Plus, offering discounts encourages them to purchase from your store. A report by Experian reveals that Birthday emails generate 342 percent more return per email as compared to general promotional emails. Any company that doesn’t use them is seriously missing out on some sales opportunities.
Make sure the birthday emails you deliver are:
- Short and sweet
- Well designed and has cheerful graphics
- Personalized
- Generous – sending cheap offers can have a negative impact and only end up making the whole gesture look worthless
- Comprehensible with one obvious CTA (Call-To-Action)
Send Customer Satisfaction Surveys
Since it costs more to gain a new customer in comparison to retaining an existing one, it’s crucial to find out what causes customers to make their purchase elsewhere. This is where customer satisfaction emails play a major role. These survey emails help in providing valuable insights about your business. It will also help you in understanding your clients’ wants and needs better. This, in turn, will enable you to provide better customer experience.
Customer Satisfaction survey emails should:
- Be optimized for mobiles – most software offers mobile-ready templates
- Call for swift action and include a time-limit
- Explain what the survey is about
- Have an appealing subject line. For instance, “Do this, earn $15” rather than “Fill out this Survey?”
Final say
Email is more effective than simply sending the weekly newsletter and hoping they convince subscribers to buy your products eventually. It’s also the most cost-effective and biggest opportunity for organizations to boost their customer experience significantly. It can have a significant impact on sales.
While email is indeed a powerful tool to have in a marketer’s arsenal, it needs to be utilized in the right way. Ultimately, it all depends on the customer. Your customer can simply choose to delete the email and worse even, unsubscribe from receiving further communication
If you have the opportunity to engage with your customers via this channel, make sure you don’t abuse it, but prosper from it.
