How to Build Customer Loyalty With Event-Driven Thank-You Emails
This is the time of year when businesses remember to say “thank you” to their customers and wish them a “happy holiday and prosperous new year.” This one word — thanks — can have a very positive impact on the success of your business throughout the year.
Studies suggest that showing appreciation can strengthen social relationships and produce positive emotional states. Email marketing is an effective way to thank customers based on specific events. Incorporating a timely, event-driven thank you can have a profitable impact on customer relationships. When a customer feels appreciated they're more likely to return to your store, more likely to purchase, and more likely to recommend you to their family and friends.
Sending a thank-you email for subscribing to your email list is common practice. This template can be tweaked with a short survey asking for personalized information from the subscriber that will improve their future email experience. You can ask how often they want to receive emails from you (e.g., weekly, bimonthly, monthly) and what type of information they’re looking for in those emails (e.g., new products, sale opportunities, discounts, etc.).
Also include instructions for adding your company’s email address to an email address book or safe list to ensure delivery of your emails. When they complete the survey, be sure to follow up with another note of appreciation. This lets your subscriber know you received the information and that you care about the relationship.
Email templates can be configured for various subscriber thank you outreach opportunities to automatically send at various trigger points of customer engagement. Creating a sequence of messages that show your appreciation in a meaningful way lets the recipient know that you truly value the relationship, regardless of whether they purchased. When consumers know that you appreciate them, they're more likely to use your services and buy your products.
Here are three additional ways to use an email template to show your gratitude to subscribers during the holidays:
1. Clickthroughs: A good email program includes reports about hyperlinks that were clicked to drive recipients to specific pages on a company website. Send a thank-you email for visiting the page and follow up with offers that correspond to the product or service. Customer profiles can also be updated regularly to track interests, and follow-up emails can be automatically sent regarding related products, new inventory or even new website content when updated.
2. Purchases: Develop a short thank-you template for sales. Ask customers if everything was delivered on time and to their satisfaction. This is also a good time to ask for additional customer information to help segment lists. Segments allow specific subgroups of contacts to be defined based on demographic or other information.
3. Abandoned shopping carts: When a shopper leaves a brick-and-mortar store, a good sales clerk will say “thank you for visiting.” Why not do the same on your website? Have an email template at the ready for follow up that says: "Thank you for visiting our site. If there's anything we can do to better serve you, please let us know.”
An email program is one of the most cost effective and successful marketing tactics to increase brand recognition and sales. Offering gratitude throughout the year will further efforts to strengthen customer relationships and drive sales by connecting in a positive way.
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