As flashy and thrilling as buyer acquisition might be, everybody is aware of that buyer retention is the place it’s actually at.
Growing buyer retention charges by simply 5% can enhance income by 25% to 95%. Current prospects are 50% extra prone to attempt new merchandise than new prospects, they usually spend 31% extra, on common. Oh, and did we point out that new buyer acquisition prices have risen virtually 60% prior to now 5 years?
Translation: it’s value having a devoted advertising technique on your current prospects. That’s the place shock and delight advertising is available in. Shock and delight advertising focuses completely on making your current prospects really feel incredible. The higher they really feel, the extra loyal they’re — and the extra possible they’re to sing your praises to their household, mates, and social media followers.
Let’s dig in with 5 methods you need to use automated emails to shock and delight your prospects — utilizing real-world examples!
1. Have fun milestones and birthdays
In the actual world, you have a good time folks in your life. You want them a cheerful birthday, glad commencement, glad anniversary, and extra. Why shouldn’t you do the identical together with your prospects? You’re constructing a relationship with them, in spite of everything.
A birthday e-mail is the proper place to ship effectively needs to your prospects and purchasers, with out asking for something in return. Take this instance from Rocket Mortgage. There’s no call-to-action or plug for his or her companies. Only a glad canine and a brief and candy birthday notice.
A pleasant notice is reward sufficient. However, it’s value noting that birthday emails have 481% greater transaction charges and 179% greater click on charges than normal promotional emails. So, go forward and uplevel your birthday e-mail with an unique low cost code, a free reward with their subsequent buy, or a free whitepaper (simply be sure that the subject material has a component of enjoyable).
A shopper anniversary is one other trigger for celebration. Yearly, language studying app Duolingo celebrates their prospects’ “Duoversary” with a motivational CTA to maintain on studying:
2. Give them an ego enhance
Loyalty packages are glorious for conserving prospects engaged. They’re additionally an ideal candidate for a shock and delight e-mail marketing campaign. As a substitute of merely updating prospects on their point-earning actions, you need to use these emails to remind your prospects how superior they’re. It’s at all times good to be advised how superior you might be.
Right here’s an instance from Sephora. The model begins out sturdy with a topic line that tells the recipient they’re a “TOP earner.” Then, the whole e-mail celebrates them for spending a lot with the corporate. Motivational phrases like “magnificence wins” are peppered all through the e-mail, together with reminders of how a lot they’ve earned to date. Sephora additionally reinforces their gratitude for loyal prospects, with phrases like “We love members such as you” and “We love celebrating you.”
The above e-mail from Sephora is distributed out on a seasonal foundation, which is one approach to time the sending of those automated emails. You can too select to ship them after each buy, like Full of life does within the instance under:
3. Say thanks, and that’s it
Buyer inboxes are inundated with emails from manufacturers asking them for one thing — to make a purchase order, register for a webinar, put up on social media, write a evaluation. The checklist goes on.
When you actually need to delight your prospects, ship them an e-mail that asks for nothing. Simply thank them for being a part of your neighborhood. Right here’s an instance from a jewellery retailer:
M&M’s takes the same method, though they do admittedly throw some CTAs in there. Nevertheless, the paragraph format of the e-mail is refreshing. It reads extra like a private letter from a buddy than your conventional communication from a model.
4. Present worth, simply because
Customer support emails might be so transactional. It’s the character of doing enterprise. For a breath of recent air, ship an e-mail that doesn’t straight ask prospects to purchase one thing from you. As a substitute, focus merely on offering worth to your prospects. That’s actually pleasant.
Right here’s an instance from Golde, a meals complement firm. As soon as prospects join their e-mail e-newsletter, the model surprises them with a free e-book of recipes. Even with out shopping for something, the model is providing them actual worth — whereas additionally suggesting 15+ methods to derive extra worth from their merchandise, ought to the client determine to purchase. Nevertheless, the recipes will work no matter whether or not or they select to make use of Golde’s merchandise.
For an additional method, right here’s a post-purchase e-mail from Sephora. As a substitute of the standard post-purchase ask for critiques, Sephora surprises prospects with a useful e-mail that shares suggestions for getting extra worth from the product they only bought.
Lastly, worth doesn’t at all times must be within the type of information. Typically, you’ll be able to simply have enjoyable. For instance, Pottery Barn invitations prospects to be taught extra about themselves, with a BuzzFeed-style quiz. The quiz options Pottery Barn merchandise all through, however the aim is to assist prospects uncover their vacation type, to not promote.
5. Throw ‘em a freebie
We’ll finish with the perfect tactic of all: a shock reward or coupon code. 94% of shoppers say receiving a shock reward makes them really feel extra optimistic a couple of model, and over one-third say it straight results in them buying one thing.
You’ll be able to automate your emails to ship after a set variety of days for the reason that buyer’s final buy, like this miss-you e-mail from Bloomingdale’s:
You can too delight your most loyal prospects with shock reward playing cards, simply because, like Chewy does. It is a nice approach to present appreciation to your largest spenders.
Refine your technique for extra success
When you get began with shock and delight advertising, you’re certain to be delighted with the outcomes. However, it’s necessary to examine in with how your efforts are working.
With Nextiva, you’ll be able to ship automated follow-up surveys after each customer support interplay. Be sure that your prospects are as delighted as you suppose they’re, and get their suggestions on what you are able to do higher.
After which create some stellar emails like those above. Nextiva permits you to ship automated emails so you’ll be able to shock & delight your prospects and get on with the remainder of your work.
Are you prepared to speak confidently, delight prospects, and work smarter — all from one platform? Discuss to an professional about Nextiva now.