Optimize Your Email Marketing Strategy for a Successful Customer Experience


Although each emailing strategy is unique, there are common goals: creating a positive and engaging customer experience, retaining subscribers, and generating revenue. This also comes under customer experience initiatives. In order to achieve these goals, marketers must take advantage of each key step in their emailing program to care for interactions, relationships, and perceptions throughout their subscribers' journey. Each emailing program can be broken down into 9 key steps, representing as many opportunities to create and nurture a successful customer experience.

The Acquisition:-

Even before sending messages to subscribers, a brand needs to obtain their authorization in the form of an "opt-in". The most effective platforms to get the maximum number of qualified subscribers remain those that the brand directly manages. Thus, the visitors to the site of the company or users of their application have already shown their interest, the brand can then take the opportunity to invite them to engage in its emailing program.

Welcome Email:-


Once the new subscribers "acquired", it is important to start the exchange of the right foot. The first message sent is the first impression that will be made by the new subscriber of the brand and its emailing program. Rather than adding this contact to a classic mailing list, a personalized approach is recommended. By sending a welcome email within 24 hours of registration, the brand optimizes its chances of capturing the attention of its new subscriber and engaging him in his emailing program. If a welcome email takes too long to be sent or is not sent, the brand loses the opportunity not only to engage this subscriber but also to create a link and make a good first impression.

The basket not validated:-


Sometimes some subscribers need a reminder to purchase. They visited the brand's website, identified items that interested them but disconnected before closing the purchase. Rather than abandoning a potential sale, the brand may send an unverified cart email or a message containing additional motivation to the purchase; essential to an effective emailing strategy.

Post-purchase email:-

Keep in mind that the emailing program is an ongoing relationship with the subscriber. This does not stop after the act of purchase and the relationship must be maintained. The brand can then take advantage of a purchase to send a post-purchase email to its subscribers. These contents - in the form of transactional emails (confirmation of the purchase or delivery details), studies ... - help to qualify the relationship and to promote commitment, loyalty, and future purchases.

The crosscanal:-

Subscribers and customers interact with brands in a variety of ways, either by signing up for an emailing program or by following them on Facebook, Instagram or Twitter. Including links to social networks in emails has become a good practice for marketers. Some brands go even further by integrating a cross-channel approach: encouraging subscribers to share content on their own social networks, creating a specific hashtag or integrating content generated by subscribers into the message. This is not only a great way to develop its content strategy, but also a must to add to its list of subscribers.

Engagement content:-

The use of interactive content such as videos or games is also an effective method of engaging while adding value to the campaign. Even if the interaction does not translate into sales, it will always be beneficial to create a positive experience and lay the foundation for a long-term relationship.

Seasonality:-

In addition, it is possible to optimize the subscriber engagement rate by integrating seasonal themes into the content strategy. From Valentine's Day to New Year or Christmas, holiday seasons and special occasions will make the message more legitimate and up-to-date, allowing you to reach the inbox and more effectively attract the attention of recipients.

Re-engagement:-

As in any relationship, a certain distance can sometimes be established between the brand and the subscriber. It even happens that loyal subscribers disengage from an emailing program. Even if these subscribers were very active, keeping them on the mailing list would reduce the sender reputation of the brand and affect the deliverability of its emails. Before permanently removing a subscriber from a mailing list, the brand may attempt a re-engagement campaign.
This type of campaign helps to warn subscribers that they will soon be removed from the brand's mailing lists if they do not give their consent to receive the messages. This approach has three goals: to save and re-engage subscribers who are still interested in the program, to provide a respectful experience to uninterested subscribers who wish to unsubscribe and identify and delete inactive addresses.

Unsubscription:-

There are many reasons a subscriber can unsubscribe from a mailing list. When its disengagement process is initiated, it is preferable to offer other options to the subscriber than a total unsubscription. Is he no longer interested in the content proposed by the brand? Does he feel over-solicited? Leaving the choice to the subscriber to express themselves and change their preferences will reinforce the brand's attention to its subscribers and will potentially maintain this relationship.

Optimize Your Email Marketing Strategy for a Successful Customer Experience Optimize Your Email Marketing Strategy for a Successful Customer Experience Reviewed by Pravesh Maurya on May 02, 2018 Rating: 5

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