Keeping In Touch - Communication Is VitalEmail Marketing
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…
- 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.
- Where possible, ensure emails (including automated transactional emails) are personalised.
- 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.
- 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.
- 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.
- 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.
- 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.
Transactional Emails: A Little 'Thank You' Goes A Long Way E‑commerce29th April 2016