It’s the digital age; if you’re not sending emails to your customers, then you’re doing something wrong and you are not establishing trust bond at all.
Look at this way: why would you spend money on types of marketing that try to bring other people on board, when it’s much, much easier to keep the customers that you already have?
They’re clearly interested in what you’re doing as a company, so you know there’ll be receptive to seeing you in their inbox. There are, however, rules for sending emails. We take a look at a few of them below.
Make it Worth Their Time
An email isn’t as intimate as, say, a phone call, but it’s still intimate. You’re weeding your way into their personal space, and that comes with a responsibility to make it worth their time. They’re interested in your company, but nowhere near the level that you are! So when it comes to sending them an email, make sure it’s for a promotion or something that you genuinely think they’ll be interested in. If you don’t, you’ll quickly see your unopened and unsubscribe rates balloon. Before hitting send, ask yourself “is this email really going to benefit the reader?”
There are some things that will have a person deleting an email before they’ve even read it. One is an email that opens with something like “dear valued customer.” And really, would you blame them? If they’re already your customer, then you have enough information to offer them a personalized email. For starters, make sure that you’re using their name. Second, since you have data about the goods and services they’re previously bought from you, you’ll be able to tailor your email so that it offers other goods and services they might be interested in.
Create a Look
The trust that your customer places in you is fickle. It depends on small details. If those small details are slightly off, your customer will begin to have doubts. As a starting point, aim to be consistent. If a customer emails you, the reply should look uniform, regardless of who it comes from (this refers to the look of the email, rather than the content; it’s recommended that the staff member signs off with their name). To make sure that all your professional emails reflect your branding, make you’re using a software like office 365 signature manager. It’ll ensure all customers get emails that have your most up to date details and styling.
You’ve been a customer yourself, so you know there’s nothing worse than sending an email to a company and waiting forever to get a reply. Make sure you have a system in place that’ll ensure all customer queries are answered promptly. You could set up an automatic response that lets your customer know it’ll be answered with soon, for example.
Keep it Brief
Finally, remember to keep your emails brief. People don’t want to waste time regarding five hundred word emails when it could have been summed up in fifty. Learn the art of succinct writing!