In the second part of the email series we will be looking at the power of email to improve your business by improving the three major types of activity surrounding your site: acquiring more qualified visitors, encouraging them to engage with your site and most importantly to take an action (buy a product, download a white paper or complete a lead generation form).
Email is an incredibly powerful tool and are amazing versatile in the different ways in which they can be used to communicate. They be used as:
- A welcome
- An invitation
- A receipt
- A reminder
- An offer
- A source of information
- A confirmation
- A reconnection.
Therefore the email is a communication tool that can create customer touch points at any point in that customer’s journey with your organisation.
A planned conversation
However, the essence of really successful email marketing is that it must be and feel like a conversation. However these can be planned for as a result of customer generated trigger points. These trigger points are the places where you can interact with a customer or potential customer based on their actions (or some cases, non-actions) taken by them.
So for example, if a user joins an email bulletin, then they should receive a welcome email. This not only shows you appreciate them and indicates a personal interest to them but it also allows you to draw their attention to other products or services that may also interest them. People respond very well to welcome emails and this can be measured in their levels of engagement and in their spending. This can be many times higher than those customers that did not receive a welcome.
Other triggers will be:
Sending the customer a thank you email can create helps to strengthen the relationship and will often help to increase the overall amount the customer spends.
An abandoned transaction
Sending someone an email where they have chosen to buy a product or service but did not complete the purchase is another powerful trigger point, allowing you to remind them that you must have had reasonably compelling offer and reminding them of the types of choices that are available. This will encourage many potential customers to come back to complete the purchase.
Site based searches
Customer will often perform a search on a site, especially ecommerce sites or those with very high quality content. This a trigger to send them an email containing details that may be of interest to them such as further information or product suggestions. This is powerful as it indicates that you understand their needs and are responding to them. These emails have vastly higher response rates.
Absence and reconnection
Sometimes loyal customers appear not to be visiting your site as they once did. A reconnection email can remind the customer of why they used to visit your site and thus gives them an invitation to return. Typically a reconnection email can include an offer such as discount or free postage.
Marketing automation activities are ones that have been increasingly high profile in recent years. Automated emails are not a throw back to the days of unrestricted bulk emailing. Marketing automation allows you to create an planned process for responding to customer triggers. By doing this you will be able to create relevant and personalised communications with customers.
Email marketing is a hugely powerful tool for the online and offline marketer to be able to create a conversation, which is relevant and personalised to your customers.
A well thought through marketing campaign can, often at very low cost, generate new business and increase customer engagement.