The Importance of Being Engaging
In my four-part series “Mastering the Art of Lifecycle Campaigns,” I examine four different stages of marketing campaigns and help you determine how to leverage your program for the best results. Strong lifecycle campaigns ensure excellent relationships with your customers, leading to purchases and higher returns. After 10 years of email marketing experience, I’ve collected many best practices to help you create a lasting customer lifecycle experience.
After conquering the welcome email in Part 1, and building customer relationships in Part 2, today we move on to the importance of engagement. We will examine how to create email campaigns that drive greater engagement from your customers.
As a marketer, one of your top priorities is to drive engagement with consumers. What is the right way for an email to drive engagement? How can you foster customer relationships and keep them continuously thinking about your product or service?
Four email campaigns that will drive engagement:
- The ‘Thank You’ Campaign. Sending a “thank you” message is the perfect way to politely engage with your customers. A thank you campaign is very easy to deploy and to customize with content leveraged from the shopping cart. Be sure to act quickly — sending this as an auto-responder is best. If an auto-responder is not feasible, make sure you filter out anyone who could have cancelled their order or made a return before you send out your campaign. The added bonus of a thank you campaign is that it can drive unexpected conversions.
- The ‘Rate It’ Campaign. This campaign can be scheduled to arrive after customers have received their products. Make it simple — you want customers to have a good experience with this process. A great way to entice customers to share their experiences is to feature another customer review in your message to get them thinking about what they might say.
- The Upsell Campaign: ‘Did You Forget?’ You have vital information about your customers: You know what they bought. Now all you need to do is tell them about other products that might complement their purchases. The best way to select these items is to look into the products that other customers purchased after buying that same product. Again, timing is everything, and this message should be sent quickly after the initial purchase.
- The Educational Campaign: ‘Did You Realize?’ This educational email format engages with customers by providing information that they may not know about the product or service they purchased. You could start by asking, “Did you know the XX you just bought can do this?” Create a personal customer connection by featuring a past customer story such as: Ways another customer is using the product/service; or how this product/service improved someone’s life. Depending on the product, this could be a quick-hit message or a longer series of educational messages (something to consider for a bigger product like a computer, car, membership, etc.).
Engagement is an essential key to any successful marketing program. To keep customers happy, send them information they need, when they need it. To keep yourself happy, communicate consistently with customers to get an active return on that communication. A successful engagement program is a win-win!
Related story: Turning Abandonment Into Conversion