Email Marketing Redefined: Service With a Side of Sales
Inserting product images with a brief description will bump sales a bit, but it doesn't have the same effect as: "Thank you for your order of the super suction vacuum cleaner. It will ship tomorrow. Please remember that the filter needs to be changed every month. Add one on to your order by clicking this link before midnight tonight and there will not be an extra shipping charge." Of course your copy team will do a better job than me, but you get the idea.
Almost every transactional email sent to customers should include a marketing message. The exceptions to this rule are issue-related emails. Following "your item is out of stock until next month" with "buy this to go with your item" won't win customer loyalty.
To get started with integrated marketing and service emails:
- Review your transactional emails. When are they sent? What information do they include? Is there a follow-up after the sale to encourage people to provide feedback? Do you ask people if they like their purchases? Document all of the transactional emails so you will have a starting point.
- Identify opportunities for marketing messages. Add-on sales are good for order confirmation emails. "New items just arrived" works well on shipment confirmation messages. Be creative when thinking about how to combine service and sales, it will provide more testing options.
- Select the emails and messages to test. Start small and learn quickly. Testing provides the best information for rolling out your program. Use simple business rules and build from that foundation. Complicated processes are recipes for disaster when you are starting an integrated program.
- Verify that the offers are deliverable. Promising your customers that you will combine orders when it is operationally impossible creates mistrust with customers and colleagues. Always under promise and over deliver. It surprises customers and minimizes dissatisfaction.
- Measure everything. What effect does the new messaging have on sales? Opens? Clicks? Lifetime value? Lifespan? The more you know the better you can create targeted emails that deliver sales and satisfaction.
- Revise as needed. Transactional emails are easy to set and forget. They continue to go out day after day without any maintenance required. This tends to make them a low priority. Scheduling regular updates to rework the emails keep them fresh and informative for customers. It optimizes the return.