[ad_1]
As flashy and thrilling as buyer acquisition could be, everybody is aware of that buyer retention is the place it’s actually at.
Rising buyer retention charges by simply 5% can enhance income by 25% to 95%. Current prospects are 50% extra seemingly to strive new merchandise than new prospects, they usually spend 31% extra, on common. Oh, and did we point out that new buyer acquisition prices have risen nearly 60% previously 5 years?
Translation: it’s price having a devoted advertising and marketing technique to your current prospects. That’s the place shock and delight advertising and marketing is available in. Shock and delight advertising and marketing focuses solely on making your current prospects really feel incredible. The higher they really feel, the extra loyal they’re — and the extra seemingly they’re to sing your praises to their household, buddies, and social media followers.
Let’s dig in with 5 methods you should utilize automated emails to shock and delight your prospects — utilizing real-world examples!
1. Have a good time milestones and birthdays
In the actual world, you have a good time individuals in your life. You would like them a contented birthday, pleased commencement, pleased anniversary, and extra. Why shouldn’t you do the identical along with your prospects? You might be constructing a relationship with them, in any case.
A birthday electronic mail is the right place to ship properly needs to your prospects and purchasers, with out asking for something in return. Take this instance from Rocket Mortgage. There’s no call-to-action or plug for his or her providers. Only a pleased canine and a brief and candy birthday notice.
A pleasant notice is reward sufficient. However, it’s price noting that birthday emails have 481% larger transaction charges and 179% larger click on charges than normal promotional emails. So, go forward and uplevel your birthday electronic mail with an unique low cost code, a free reward with their subsequent buy, or a free whitepaper (simply be certain the subject material has a component of enjoyable).
A consumer anniversary is one other trigger for celebration. Yearly, language studying app Duolingo celebrates their prospects’ “Duoversary” with a motivational CTA to maintain on studying:
2. Give them an ego enhance
Loyalty applications are glorious for conserving prospects engaged. They’re additionally an ideal candidate for a shock and delight electronic mail marketing campaign. As an alternative of merely updating prospects on their point-earning actions, you should utilize these emails to remind your prospects how superior they’re. It’s all the time good to be informed how superior you’re.
Right here’s an instance from Sephora. The model begins out robust with a topic line that tells the recipient they’re a “TOP earner.” Then, your complete electronic mail celebrates them for spending a lot with the corporate. Motivational phrases like “magnificence wins” are peppered all through the e-mail, together with reminders of how a lot they’ve earned thus far. Sephora additionally reinforces their gratitude for loyal prospects, with phrases like “We love members such as you” and “We love celebrating you.”
The above electronic mail from Sephora is shipped out on a seasonal foundation, which is one solution to time the sending of those automated emails. You too can select to ship them after each buy, like Energetic does within the instance under:
3. Say thanks, and that’s it
Buyer inboxes are inundated with emails from manufacturers asking them for one thing — to make a purchase order, register for a webinar, publish on social media, write a assessment. The record goes on.
In case you actually wish to delight your prospects, ship them an electronic mail that asks for nothing. Simply thank them for being a part of your group. Right here’s an instance from a jewellery retailer:
M&M’s takes an analogous strategy, though they do admittedly throw some CTAs in there. Nevertheless, the paragraph format of the e-mail is refreshing. It reads extra like a private letter from a pal than your conventional communication from a model.
4. Present worth, simply because
Customer support emails could be so transactional. It’s the character of doing enterprise. For a breath of contemporary air, ship an electronic mail that doesn’t instantly ask prospects to purchase one thing from you. As an alternative, focus merely on offering worth to your prospects. That’s really pleasant.
Right here’s an instance from Golde, a meals complement firm. As soon as prospects join their electronic mail publication, the model surprises them with a free e-book of recipes. Even with out shopping for something, the model is providing them actual worth — whereas additionally suggesting 15+ methods to derive extra worth from their merchandise, ought to the shopper determine to purchase. Nevertheless, the recipes will work no matter whether or not or they select to make use of Golde’s merchandise.
For one more strategy, right here’s a post-purchase electronic mail from Sephora. As an alternative of the everyday post-purchase ask for critiques, Sephora surprises prospects with a useful electronic mail that shares suggestions for getting extra worth from the product they simply bought.
Lastly, worth doesn’t all the time must be within the type of data. Typically, you possibly can simply have enjoyable. For instance, Pottery Barn invitations prospects to be taught extra about themselves, with a BuzzFeed-style quiz. The quiz options Pottery Barn merchandise all through, however the aim is to assist prospects uncover their vacation type, to not promote.
5. Throw ‘em a freebie
We’ll finish with the most effective tactic of all: a shock reward or coupon code. 94% of consumers say receiving a shock reward makes them really feel extra optimistic a couple of model, and over one-third say it instantly results in them buying one thing.
You’ll be able to automate your emails to ship after a set variety of days for the reason that buyer’s final buy, like this miss-you electronic mail from Bloomingdale’s:
You too can delight your most loyal prospects with shock reward playing cards, simply because, like Chewy does. This can be a nice solution to present appreciation to your largest spenders.
Refine your technique for extra success
When you get began with shock and delight advertising and marketing, you’re positive to be delighted with the outcomes. However, it’s necessary to test in with how your efforts are working.
With Nextiva, you possibly can ship automated follow-up surveys after each customer support interplay. Make sure that your prospects are as delighted as you suppose they’re, and get their suggestions on what you are able to do higher.
After which create some stellar emails like those above. Nextiva helps you to ship automated emails so you possibly can shock & delight your prospects and get on with the remainder of your work.
Are you prepared to speak confidently, delight prospects, and work smarter — all from one platform? Speak to an professional about Nextiva now.
[ad_2]
