We receive a plethora of emails every single day. Irrelevant incoming emails have risen to 58% from just a few years ago. So how can we increase the 42% of relevant emails that we receive? How do we keep our customers engaged and want to open the emails we send?
There are different ways to engage your customers via email, but let’s address the most effective way: sending a variety of different types of emails to keep things interesting. Let’s look at 5 different types and why you should utilize them to increase engagement.
Start off your relationship with a new customer by sending them a welcome email. Not only is it a great way for the customer to start their journey with a new brand, but it also has 320% more revenue per email than other promotional emails. It sets customer expectations, makes a great first impression and it can also encourage them to connect with you on other channels (i.e. social media). In addition, it’s also a great way to get a new customer to come back by including a coupon or offer.
This leads us into our next type of email – the Promotional email. This short and sweet email focuses on driving a purchase or conversion. There’s a clear call-to-action in order for recipients to take the desired next step(s). Create a special graphic to grab your audience and make the offer clear so it won’t be ignored.
Improve brand awareness and continue to build a relationship with your customers through a monthly newsletter. ReturnPath found that when newsletters deliver great content and follow best email practices, they help to strengthen engagement and stay connected to the audience. It’s also a great way to increase sales. Highlight a product or explain benefits that connects them to a point of sale in seconds.
Asking your customers for feedback will make them feel understood, valued, and important. Try to keep each survey simple and focused, and let them know why you want their input. This will help to gather the most valuable feedback. The caveat to this is that once you have the feedback, make sure you digest it and use it as a learning tool. And, don’t forget the follow up email; if you use customer feedback to improve a product or service let your customers know that their voices were heard and changes were implemented.
Offer relevant content to your audience and inform the reader about a product, service, industry news, or upcoming event. When it’s unclear how your business can help solve a problem this type of email is especially helpful. It’s important to remember that the purpose of this email is to inform rather than sell.
The common theme between these emails is the cultivation of a relationship between you and your customers. Building that relationship will keep your customers engaged and in turn, drive sales.