How to use email to make customers fall in love with your brand
Winning someone’s love was never easy.
And it’s no different for brands.
Yet another Valentine’s Day goes by. Soon we’ll hear statistics (don’t we all dig numbers 🙂 ) on how revenues peaked for online retailers and how brands big and small used different channels to grab customer attention.
One of the most popular channels even in today’s age of Snapchat and Instagram to win customers’ love is Email.
Email is still one of the best marketing channels. According to an independent study, 80% of retail professional indicated that emails were their number one means for customer acquisition and retention.
While love is still in the air, here’s our advice to win some serious love and brand loyalty from your customers through emails. These different types of emails can capture their attention and build some long lasting customer relationships.
Product recommendation emails:
Put yourself in your customer’s shoes. Don’t we all face purchasing dilemma of what exactly to buy? It becomes difficult when you are flooded with so many options and products. That’s why brands should utilize the power of email recommendations to help customers make decisions easier and faster.
The key to getting this right however is adopting the right algorithms for recommending a product including location, similar products, purchasing history etc.
This requires focus and a willingness to see things from the standpoint of the people you are trying to serve/sell to. OakStreet Bootmakers is a brand that sells handcrafted shoes and boots. They have managed to consistently send out creative recommendation emails that make relevant recommendations on various products based on items shoppers have abandoned in their carts. The ‘Don’t miss out again’ message creates a sense of urgency and makes the email more actionable.
Very few people realize that the main reason for failed marketing campaigns is not wrong products, poor marketing messages or copywriting but targeting the wrong audience.
You can’t force an audience that isn’t interested in your products or services to love your brand. That’s why it’s important to make sure you reach the right people. It helps you get much more results at a far lesser cost and interact with the people who have a genuine interest in your brand. With the kind of data you have about your customers and tools available to give meaningful insights, behavioral targeting is a lot more achievable now to the everyday marketer than ever before.
Over 90 % of messages from Facebook, Twitter, Snapchat, Uber, Netflix and Amazon are sent using behavioral targeting. For example, shortly after the release of the new Punisher series (in late 2017), Netflix sent out an email recommending the new series to a viewer who had a history of watching (Marvel) superhero movies on their platform. These brands exactly know how to hyper target their customers and it isn’t any coincidence that these brands are the most loved brands out there.
You spent your big bucks getting customers to your website and browse products. What next? How do we turn these browsers and prospects to actual sales? Quite often, your prospects may have reservations about your product or need further more convincing that the product they selected is indeed the right fit for them.
People will fall in love with your product (and brand) if you make the whole experience of purchase a memorable one.
A gentle nudge by being helpful and erasing their concerns goes a long way in building long lasting customer relationships. Zapier does it best in their on-boarding email by helping customers visualize what life would be like when they integrate with Zapier and providing a whole lot of useful links.
View full email here
Consistently delivering amazing customer service doesn’t happen by accident. It happens on purpose. It’s all about meeting and exceeding customer expectations. Give them what they want and little more and you’ve won their love.
We humans tend to forget and need to be reminded about things and that’s where reminder emails play a great role. Your customers expect to be have personalized, valuable information conveniently delivered to them at the right moment. Check out this friendly reminder email by Frank’s auto maintenance company.
What every tip above shows is that personalization is key. Brands need to speak to customers on a personal level to promote relationships.
You have to cut out the machines from the process (figuratively) and ensure the customers feel like they are talking to a person they can and would want to trust and not just some brand names.
According to Aberdeen, personalized emails improve click through rates by up to 14%. In fact, personalized call to action are likely to get a lot more interaction than generic CTAs (42% more, according to Hubspot).
One company that does this particularly well is Easy jet. They personalized customer experiences to tell unique stories for each and every customer. They have succeeded in creating a unique story telling personality that is different from their competitors.
View full email here
Welcome emails add a touch of personality to the otherwise faceless brands we see on the internet.
Welcome emails are the first thing a future customer sees when he/she first signs up and it requires a touch of personalization to make it spot on and impressionable. Impress a new customer with this and you are sure to put him on the path to loving your brand.
Milanote’s welcome email wows customers with their personality and stands out for their creativity and simplicity.
The real secret to creating a brand customers love is in how your brand connects with your customers as the relationship grows. And email is one of the sureshot ways to win their hearts.
How do you use emails to win over your customers love? Share success stories in the comments!
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