You can always learn from the past (that's what history books are for, right?), so we're pulling out this email from Barclays Bank, originally emailed on March 2, 2015 and written up about in October 2016 to take a second look.
Recent years have provided an opportunity for financial institutions to build new relationships with customers, as shown in this email from Barclays Bank.
Mailer Name: Barclays Bank
Date Emailed: March 2, 2015
Thanks to the creation of oversight bodies, as well as other reforms, banks have overhauled their customer service policies. This email from Barclays reaches out to one of its credit card members with a new emphasis on customer service, making it front-and-center with the subject line: “Serving you is our priority.”
The personalized pre-text header restates the message: “[FNAME], we’re committed to serving you.”
At the top of the email is the chirpy “We’re on it!” slogan. Because its customers “deserve great service,” the company focuses on several key ways it delivers. A pictograph designates each one, which makes scanning the HTML easier while scrolling or swiping downward.
First, the top section focuses on how the improved website makes it easier for customers to find answers for themselves. But for cardholders not so inclined, the next two sections remove the burden entirely from them. The company pledges expanded hours, more “hands on deck,” and more training to handle customer issues.
Finally, at the bottom of the email, Barclays issues a warning about how to avoid phishing scams. It reassures the customer that the company’s policies will help them stay ahead of con artists.
When highlighting your company’s customer service, use words and phrases that put you in the customer’s corner.