It is common sense that a well-placed email marketing campaign gets a lot of engagements and sales. The problem is, a lot of companies focus on user acquisition and not user experience. Then, they often send a bunch of generic emails telling how awesome their new product is. In other cases, there’s not a single hint of CX strategy or brand loyalty.
Having no strategy is a waste of time and money. It neither convinces the user to buy nor makes them feel special. And the generic emails they send? A majority of those go to spam or promotion inbox, and only a handful subscribe to their mailing list.
What they could do right is to focus on customer experience. Welcome them from the first interaction. In this article, I’ll try to share some more practical Email marketing tips and hacks for improved customer experience.
- Use Email Automation
Automation doesn’t necessarily mean sending the same email to all the users in your mailing list. Good email marketing software is built around personalization and has plenty of features allowing you to personalize your messaging and turn subscribers into customers. They do it by using a template with a blank code where the system automatically enters a subscriber’s name from your mailing list.
Email automation is also a useful tool for sending content to users from different time zones. All you need to do is use the time limit function under the “wait until” conditions. As a result, a user from New York City and San Francisco will both receive your emails by the time their clock hits 6 am.
- Social Media Analytics
Every social media platform has an analytics function for page or business owners. The functions include views, likes, and engagement rates. These tools help you understand the type of content your subscribers usually engage in, what they don’t like to get and the corresponding demographics that view them. These examples are a part of essential customer experience data that are needed to grow your business.
By thorough study, you’ll be able to make better content that shapes customer experience.
- Personalize the Subject Line
The subject line of an email is everything. It is the bait to the hook to make sure a user clicks and opens your message. When personalizing a subject line, it is wise to address your customer directly by using their name. An example would be, “Hello Adam; you might like these!“
- Tell a Story, Be Funny
A story can be anything. What matters is the authenticity and accuracy of the info you send. It can be about a funny experience yet an honest review of a product you’re currently selling. There’s also one thing to consider – don’t make your email sales pitch right from the start of the email. There’s a high chance the user won’t read until the end.
- Offer Incentives or Discounts
Everyone loves vouchers, coupons, and discounts. Even inactive customers have a high rate of opening your email once they see the word “SALE” or the phrase, “XX% OFF!”. And don’t give discounts alone, incentives like “Free Delivery” and “Buy this and get this” are also effective strategies for improving customer experience. Once you provide incentives, users will come back to look for more, especially if every voucher is useful to them.
- Don’t bee too aggressive.
A lot of businesses find it acceptable to communicate with their customers in informal ways. While this may be an excellent strategy to connect more comfortable with your email recipients, and don’t forget not too aggressive in your messaging. A simple greeting like, “Good day Michael!” at the start and, “Thank you so much for reading!” at the end makes a huge difference. Another practical tip – Send an automated welcome message to every new subscriber.
- Encourage Feedback and Surveys From Customers
By allowing your customers to provide feedback and answering surveys, they’ll feel that you are out there ready to listen to their concerns. Surveys are also useful tools for improving your business because customers see many things your services lack that you don’t immediately notice.
Conclusion
To improve your customer experience, you need to listen, read, and analyze the data from their interaction and feedback. Know what they want, when they want it, and how they want it. You might find that some users prefer to read their emails an hour before work starts. So what will you do? Conduct a survey. Ask them what time they start working. Is it 9 am like everyone else, or is it 8 am?
Whichever the results will tell, you’ll be able to make a segmented list of customers that will receive your campaigns at a given time. They will appreciate your effort, and at the same time, you’re making sure you get all the clicks and opens from your campaigns.
