E-mail: Triggering Customer Interest
4. Start Simple
Is the list of e-mails above overwhelming? Then start by improving your order and shipping confirmations and/or your thank-yous. Make sure you have nice thank-yous for everything that the user does on your site—signing up for your free newsletter, requesting a catalog, registering at your site, filling out a request for a quote and so on. Look carefully at each of those e-mails, and figure out what you can do to improve it. What would it take to make someone want to click on it and do/buy/view more? Does every e-mail you send look like it’s from a real person? Is it written like a letter you’d read? Does it have things of interest they haven’t seen before? Will it make them want to click?
5. The Magic Formula for Triggers Is All About the Timing
Reward customers/prospects for what they do right (and wrong), at the perfect times—always and often! For example, using one abandoned cart e-mail is OK, but using a series of five is fantastic and really makes a program. You need to keep in contact with them until they take another action—finish their checkouts, add to their orders, complete their lead forms, request quotes, register for webinars and so on. The more you ask for what you want, the greater the chance you have of getting it.
6. What Was That About the Timing Again?
In about 95 percent of the cases, the first trigger in a series should be sent out within two hours of the action. So, in a perfect world, if a user goes to your site, puts stuff in her cart and then abandons it, she will get her first abandoned cart e-mail within a couple hours. If you can’t deploy those e-mails one by one and you simply must do a batch process, do it. It’s not the best choice, but it’s far better than nothing.
7. Use an Offer With a Deadline
Deadlines work because they create urgency and cause people to focus. Can’t give anything away? That’s OK. But figure out how to incorporate a deadline anyway. There are lots of choices—limited quantity/limited supply, a limited-time sneak peek, etc.
8. Personalize as Much as You Can
If a user abandons a cart on your site, show her what was in her cart in the e-mail. Make it easy for the user to complete her order. Never press, though. Pressing is knowing too much about someone (for example, “you were at our site at 12:03 this afternoon and you were looking at …”) That’s just too much, and users typically don’t respond well to it.