And the best thing about it? It’s accessible to everyone. No matter the size of your business or budget, you can profit from the level of engagement this technique affords.
When designing any email marketing campaign, there’s three main areas you need to focus on: the audience, the content, and the timing.
A generic approach to email marketing is not the way to go. You need to get to know your audience on a deeper level and use effective segmentation. Thankfully, data makes this pretty straightforward.
You can segment your audience based on information collected from past reviews and purchase behaviour, and make sure the messages you send hit the mark on a personal level.
This needs to be personalised, and it needs to be engaging. What consumers look for is authentic content that’s relatable, and proves brand credibility. UGC is your most powerful tool here.
Use automation to showcase your best reviews in email campaigns. Categorise these according to relevance, so the content that is automatically pulled through is aimed directly at the recipient.
Timing is everything with email marketing. Consider every stage of the purchase process - before, during and after - and ensure effective communication throughout.
Keeping the customer updated on their order is crucial, from purchase acknowledgement, to dispatch and delivery. When reaching out for feedback, leave enough time for them to experience the product before sending your review request.
If you’re not connecting with your customers, you’re not encouraging satisfaction and loyalty. Email marketing is the easiest way to build relationships, leading to positive word of mouth, brand advocacy and repeat business.
Not only that, it’s your key to improvement. When you communicate effectively, you encourage the same in return. Customers that have received clear, consistent and personalised messaging are more inclined to respond to your review request, providing valuable insight on your business from those that matter most, and allowing you to develop your products and services in line with consumer expectations.