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Ross McGarvey/Business /Dominate Email Marketing


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Dominate Email Marketing

Ask yourself: Who’s buying your stuff and why are they buying it? What is that driver behind their actions? And how can we (the agency) channel more value through (our client) to the end customer?

Email marketing is enormous. To most of us, this isn’t headliner news. Unless of course you’ve been frozen in carbonite since the invention of the internet and were only recently awoken (#nevertellmetheodds). Email marketing has gotten a bad reputation in the past, especially these last 10-15 years as it’s been used to spam end users with a barrage of ‘asks’ and no real value. Everyone with an email address knows how it feels to sift through mountains of junk mail, and the general consensus is… no one wants it.

If someone buys a product of yours, what does the follow-up look like? There’s nothing worse than the customer handing money to the business and then the business turns around and thanks them by asking for more money. It’s bad customer service and it’s bad sales follow-up. You won’t sustain life long customer relationships without creating a mutually beneficial relationship.

This is a mistake brands make all the time. Here’s one of those scenarios we constantly encounter…

After the customer has bought a product online, they receive an email three days after they bought it with a subject line that reads “Love Your *insert whatever here*? Leave Us A Review!”. 80% of the time, they haven’t even received the product yet. That one interaction tells them that your business hasn’t really thought about the customer, and the chance of them taking the time to leave you a review is low.

Let’s overcome this flawed thinking, and instead, consider the user experience. After a customer has ordered a product, you know it’s going to take two days to fulfill, five days to ship, and then maybe a couple days of implementation. Instead of emailing them right away to buy a coupling product, maybe wait 10 days, 14 days, or even three weeks before you go and ask the customer to buy something else.

What you should be saying, or at least implying, is: “We really appreciate you. Here’s some more value.”

Whilst the customer is waiting, a business should send a different styled email to stay top-of-mind. Let’s say the customer is interested in skin care. They purchased some face cleanser from your brand. You could send a follow-up email while they wait that includes info about this interest of theirs. It can be as simple as a blog. Maybe titled Top 7 Things To Take Better Care of Your Skin (when coupled with our product). A business isn’t specifically trying to sell stuff this way. Instead, this allows your business stay top-of-mind for the customer as well as provide value for the product they’ve already purchased.

That’s what our implementation strategy is all about. It’s a personalized experience. When you work with us (the agency), we don’t just consider what you (the client) needs, but what do your customers need. Let’s raise the service levels together.

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