There are three keys to creating the right customer experience to improve your email conversion, and none of them involve an “experience” in the everyday sense of the word! (“Millennials value experiences over possessions!” or “that skydive was such an experience!”)
When it comes to email marketing, good customer experience simply means that the email is useful (delivers value), usable (it’s easy for customers to find and engage with the value) and enjoyable (it emotionally engages the customer)
Here’s how to tick these three boxes in your email marketing activity, and lead customers to the golden moment of conversion.
- How to make useful emails
To be truly useful, you’ll need to understand the needs of your customers, their journey with your brand, from the early stages as a prospect to the final stages as a customer and a committed fan. This customer journey mapping gives you the opportunity to offer specific (ie. useful) value at each stage.
Use the transitions from one stage of the journey to the next as trigger points for automated emails that deliver the right value at the right time. Triggered or automated opportunities typically include the sign-up confirmation email, a welcome email/welcome offer, a “send to friend” incentive, content updates, transactional trigger points (e.g. abandoned carts), post-order follow up/delivery tracking, loyalty offers, and win back schemes.
For example, PetsPyjamas, which specialises in pet-friendly travel, adds each new email registration to a “welcome journey” email campaign. This uses the customer data gathered at registration to tailor the welcome email based on the prospect’s pet type. It goes on to tell them how they can spend their complimentary PetPoints, and finally offers them a first-purchase discount incentive on relevant products.
This is just the beginning of the customer journey map, and once the first conversion is made, PetsPyjamas’ customers continue to receive customised offers at future stages.
- Ensure your email design is “usable”
A useful offer is of little benefit if the customer doesn’t know how to engage with it. A responsive email design that drives multiplatform (PC or mobile) and multichannel (online or in-store) activity means your emails are usable and facilitate conversion.
Naked Wines for example uses email to make personalised offers based on individual customer history.
They recommend wine based on similar wines customers have rated highly, or advise when wine customers have provided positive feedback on is back in stock.
Customers can immediately engage with these customised offers via a “Get it now” button that leads them to the checkout, or a “Discover my TOP recommendation” button to find out which wine is suited to them.
A responsive email design ensures that the customer can find and use the offer, on any device or platform, helps to drive them online (“take me to the checkout”) or even in-store (“tell me more about these wines you’re recommending!”) and greatly improves the likelihood of conversion. This strategy resulted in a 40% conversion rate and 7.9% increase in profit per customer.
- Offer your customers an enjoyable experience
The final point of the positive customer experience triangle is enjoyment. Is the experience engaging? Does the customer feel wanted?
The fundamental customer need is to be esteemed – to be treated like a person of worth. No wonder that, 74% of marketers say targeted personalisation increases customer engagement, and improves click-through rates by an average of 14% and conversions by 10%.
As Hugh Mackay said, the most effective personalisation tactic is individual messaging – call them by their name, talk about their pet, or recommend a specific wine.
Sending tailored behaviour-triggered emails also shows that your company pays attention. Have they abandoned their shopping cart? Send them a reminder of the items they were considering, and add in an incentive to buy. Are they a long-time customer? Offer them special access or exclusivity.
Giving your customers self-managed preferences also allows them to play an active part in customising the email messages they receive, and ensures that they want to be involved in a specific email exchange with you.
Creating a good email customer experience doesn’t have to be as scary as jumping out of a plane! Use these three keys to make your customers happy,and improve your conversion rates.
If you are interested in your email marketing strategy, contact us on 1800 737 266 or email@example.com to see how we can help you achieve your goals.