Biz Tips: The Three Key Emails That Win You More Business
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The Three Key Emails That Win You More Business
The Three Key Emails That Will Win You More Business
Learning the secret behind personalized emails customers won’t delete
Every day, customers get savvier about what they’re looking for from an online shop, and quicker to press delete without opening any email you send them.
To avoid that, there’s a simple solution: anticipate your customer needs and send them emails right when they need them. There are three crucial points which are paramount to capturing customer interest, getting them to open your emails, and even more importantly,
You want your customers to be glad that they gave you their email address, and learn that your emails are the best, most relevant and personalized messages in their inbox. Here’s how you can create that value for them.
1. The “Abandoned Cart”
This one is talked about by nearly everyone in the business, but I rarely see it done right.
An abandoned cart email must do three things:
First, it must be sent at a time that makes sense for your customers. This varies a lot from industry to industry, and even within verticals. If you’re a B2B, you might find that sending emails a day after an abandoned cart is no good, because your customers are still building their carts, and will continue to do so for a longer period.
Get in tune with your customers and find that time point that makes most sense to them.
Maybe that’s immediately after the cart is abandoned, maybe that’s two weeks later. If you don’t know where to start, test out a few emails. See which ones have, not only the highest open rate, but result in the greatest recovery of revenue.
Secondly, an abandoned cart email must also go beyond the items left in the cart. Letting your customers know their products are there waiting for them is great, but it doesn’t create that additional value we were talking about.
Take the opportunity to provide additional product recommendations. Customers will appreciate seeing items related to the ones in their abandoned cart, and maybe consider adding them when they return. You can also recommend products based on their usual behaviour, which they may have forgotten to order the first time around.
Finally, there should be a series of emails, not one.
People — your customers — are busy. One email is easy to miss, but two gives them a chance to see it, forget about it, and then be reminded another time. Of course, this may vary depending on your industry, but it’s a safe bet that most customers won’t mind a least a second reminder.
2. The “After-Purchase”
Most people use this as a simple receipt. In fact, it can be so much more than that. Like the abandoned cart email, most companies use this but hardly anyone does it in a way that maximises their return from the effort.