It is not rocket science when it comes to building an email marketing strategy. When you know what to focus on, it makes achieving your marketing goals that much more attainable. Val Geisler, the CEO of Fix My Turn
, has a few tips to best strategize your current email marketing set-up.
“Focus on keeping the customers you already got.” Val says, “It is 5x times cheaper to keep a customer than to get a new one.”
There are a couple of ways to do this.
To start off you want to support your customer service team. Help make their jobs easier and headache-free by solving the problems before they arise. You can do this by providing customers with the option to opt-in for different kinds of emails. This could be emails about company updates, product features, or sales. By doing this you let your customers create their experience. This custom marketing can also give you a better idea of who your audience is and their interests.
It is also best to reengage with your customers. If you notice an abandoned cart that has a lot of products left behind to reach out and inform the customer of the values of the company, the quality of the product, or ask for their feedback. This can entice the customer to engage more with your marketing content and might even help close a sale.
This leads to the second way you can keep your customers by just being human. Today people are turned off by automated machines, probably from the hundreds of robot calls and spam emails we receive daily. They want to talk to a real person, not a robot, about the problems they may be experiencing or a question they might have. Geisler suggests running a series of customer interviews. How would you describe your job title & role at work? What are you working on right now? See if your product is a match for the kind of work they are performing. Can your product make their job easier? Let them know that! By personally getting to know your customer you build a relationship that will keep them coming back for more.
The last thing Geisler suggests is to build the habit of talking to your customers. She breaks this down into a dinner party analogy.
To begin you welcome them, make them feel comfortable, get to know a bit about the person, and build trust.
Then, you move on to the appetizer. Present the value, a taste of what your company or product is all about.
The Main Course
It makes for an easy transition into the main course. This is where you figuratively get to the meat of what you are trying to tell. Talk about your product, its features, and its quality. Explain how this will make their life better.
The Side Entree
Include a side entrée. This is adding even more value to the product or service. Values of convenience, time management, and more.
After digesting all that information, it is time for dessert. Give them something to put the cherry on top of the sale. Maybe this is 20% off their purchase or a buy one get on.
The Invitation Back
Finally, invite them back. You want this customer to stay for the long haul so let them know you care. Keep them informed about updates to products or services, what your company is doing for the community, the launch of a new product or service. Give them a reason to keep coming back.