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Keeping In Touch - Communication Is Vital

Email Marketing

Ed Maule

7th July 2017

Keeping In Touch - Communication Is Vital It may seem obvious - communication with your customers is important - but it’s amazing how many times we see this key part of ecommerce being left to the wayside.
It may seem obvious - communication with your customers is important - but it’s amazing how many times we see this key part of ecommerce being left to the wayside.

Whether it’s a lack of information on order status, not responding to a query or failing to follow up a newsletter signup - ensuring your customer is kept in the loop must be high on the agenda when it comes to setting out a marketing and communications strategy.

We’ve had a walk through the Venditan office to ask our team for their top tips, recommendations and ideas when it comes to customer communications. Here’s a few of the best…

  1. Ensure that transactional emails after an order has been placed are informative and easy to digest - keep them simple and keep the information clear and concise.
  2. Where possible, ensure emails (including automated transactional emails) are personalised.
  3. Take advantage of the opportunity presented by a transactional email - traditionally these emails have a much higher open rate - make sure you show more content - related items, new in products, link to latest blog posts or product reviews.
  4. Welcome customers with a personal touch when they sign up to your site - address them by name on any auto responder message and remind them of all the great benefits they receive as a customer.
  5. Don’t fall into the ‘quiet zone’ - this is especially important if your products might have a longer lead time - make sure customers are aware of this at the point of purchase and keep them updated at various trigger points - order received, order being processed, order being picked and packed and finally, remind them it’s on its way.
  6. Communicate to those who decided NOT to purchase. The only thing worse than a ‘do nothing’ website user is a visitor who gets all the way to the checkout and does nothing. Enable abandon basket emails - make these as personable as possible and ensure the customer is reminded of stock left in the basket.
  7. Keep things fresh - mix up newsletter content, include a variety of the following - sales and promotions, how to tips and hints, trends, company news, customer testimonials (where appropriate) etc. This doesn’t mean coming up with a new format every time, just making sure the content is different and engaging.

Ed Maule
Ed Maule 7th July 2017