Widespread interaction with brand pages on social media sites is clear evidence that consumers want to engage with companies they support. Email is a highly effective channel for not only nurturing this engagement, but for cultivating customer relationships.
From the Abandoned Shopping Cart email, to the “We Haven’t Heard From You In A While” email, it can be difficult to determine why or when to reach out. When in doubt, here are 3 types that every business should be sending:
Give your company a “voice.” The weekly, monthly, or quarterly e-newsletter gives you the opportunity to personalize your company. Be helpful. Be informative. Become a resource. Let customers know what’s new with your company, what changes are being made, and how it affects them. Use your newsletter to introduce yourself to new prospective customers and to connect with your current ones.
It doesn’t matter if you’re a mom-and-pop shop or a mighty corporation, and it certainly doesn’t matter what your product or service lineup is – if someone gives you their business, you should send a “Thank You.” The purpose of the “Thank You For Your Order” email can be two-fold. It should show your appreciation for their business, and it also should assure them that everything related to their order is under control.
Promotions & Discounts
Everyone loves a good deal. From American Airlines’ frequent flyer miles to Ebay’s Deal of the Day, consumers are always on the lookout for ways to save money. Offering your email subscribers special discounts or advertising upcoming promotions is a good way to appeal to your audience’s sense of frugality and also to encourage action… but handle with care. The “Promotions & Discounts” email can be a little tricky. Subscribers have very little patience for any email that resembles “spam” so it’s critical that what you’re offering is worth the time it takes to read.