On this week’s edition of #MSHUnderReview, Craig sits down with Brandon Koch, another one of our talented inbound marketers. With nearly two years’ experience under his belt, Brandon is responsible for Mainstreethost’s email marketing efforts. Watch as Brandon and Craig discuss the importance of email marketing and using it as a tool for delighting your customers.
An important element of inbound marketing, email marketing plays a significant role not only in turning leads into customers, but also in delighting your customers. A multi-faceted initiative, there are various ways to implement and execute successful email marketing campaigns. Let’s break down the essentials of delighting your customers through emails.
Types of Emails You Should Be Sending Your Customers
In a previous #MSHUnderReview about the 5 w’s of email marketing, I reviewed the different types of emails you can send leads, prospects, and customers. When delighting your customers, there are various ways to keep in touch with your customers. One way to do so is through automated emails, which can be used to check in on your customers after a given amount of time.
After a customer signs up for your services or purchases a product, place them in a workflow. This ensures they get the proper email at the proper time. One example of an automated email you might send is to check on how your customer is enjoying their new product/service. In this email, you might also include some additional resources and information.
Other types of emails to delight your customers and provide them with additional resources are roundup emails and blog digests. In these emails, provide industry news and information to your customers, keeping them in the loop.
For example, you could include the most recent and popular articles and blog posts from around the industry, keeping your customers up-to-date with the latest industry news and happenings.
How to Write Email Content for Delighting Your Customers
When writing emails to delight your customers, as well as leads and potential prospects, the key is to keep them personal. Use the contact’s name in the greeting and write the content in a personal and personable tone; trust me, it goes a long way.
If your audience likes what you have to say, and you’re providing them with the content they want and need, they’ll be more likely to open all (or most) of your emails. Just remember to keep the subject line short and concise.
And test it out. Test which subject lines have the highest open rates, and what kind of content has the highest engagement rates.
When You Should Send Emails to Your Customers
When – both time of day and day of week – you send your emails should also be tested. Send emails at different times and days to determine what works best for you. Every company is different, and so are their customers. What works for Mainstreethost for example, might not necessarily work for product-based B2C industries, or even for another marketing agency.
When it comes to the frequency of emails, shoot for once a week. However, if your emails contain the content your audience craves, and they continue to open them, go ahead and send out daily emails.
4 Takeaways for Delighting Your Customers with Emails
- Tailor your messages to your customers.
- Individualize your messages.
- Keep all of the info you send relevant to the people you’re sending it to, or you might lose the customer.
- Test it out!
