How to Nurture Customer Relations with Transactional Emails

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Maximize Customer happiness with Triggered email

via Really Good Emails

What's a triggered email campaign? You can think of it as a map for your customer journey - where you're sending emails based on an event, action, and/or a segment. It relies on customer engagement, an action that the customer takes.

When is it triggered? Someone subscribing to your newsletter, purchasing a product on your website, signing up for the first time, etc.

These campaigns can help increase customer engagement to nurture your relationship with your audience.

Let's deep dive into the types of triggered email campaigns:

1. Welcome emails: The main focus here should be on introducing your brand, your product, and what the audience can expect from you. Include images, quick tips, and GIFs of the setup, and point them to your website for more detailed support and instructions.
    
2. Confirmation emails: The series of confirmation emails should contain payment confirmation emails - with personalization and product recommendation (for next purchase), shipping confirmation (if applicable), and delivery confirmation (again, if applicable)
    
3. Upsell Emails: An upsell email should create curiosity, leading to an additional purchase or an upgraded purchase. Ex: “You can upgrade to Premium for only $15 more, plus get a free month on us.
    
4. Loyalty emails: Loyalty emails are another way to create a sense of urgency and customer appreciation with milestones. Ex: “Once you spend X amount of money, you’ll earn this freebie.”
    
5. Re-engagement: A re-engagement email can be targetted at customers who have been inactive for a while and not engaging with your emails. Ex: segmented based on the condition of 0 clicks or 0 opens within the last 3 months..
    
6. Feedback/Survey email: Finally, send a survey email to get their take on their overall experience with the product/service. Create an interactive form in an email, or link to an external survey asking about your customers' experiences. What did they like about the product? What could be improved?

Read the full article here

What are the #EmailPeeps Saying 😎

See how brands create an experience that subscribers rave about: 

By Kate Barrett
 

Automated emails range from Password reset emails, system notifications to post-purchase and delivery phase emails.

This article talks about the latter - post-purchase and delivery phase emails. According to Kate, this is the most under-utilized part of the customer journey.

She says, "The emails you send post-purchase are extremely important to lead the way you would like the customer relationship to go – do a good job here and you’ll be making the repeat purchase process that little bit easier."

Basically, post-purchase emails aim to provide an experience and build long-lasting relationships with the customers.

Let's see how brands are creating these post-purchase and delivery phase experiences with their users.

1. Dyson: Follows up the purchase on how to use the product in an optimal way (this type of communication can help to reduce calls to customer services, and your returns rate as well as it addresses common questions or issues)
2. Oberlo: Oberlo also does it really well by showing a visual timeline of the next steps to help make the onboarding really smooth and make the most of the platform.
3. Huckberry: They include an email opt-in call out if customers don’t subscribe during the purchase process, or suggest additional items they may be interested in.
4. Firebox: Firebox takes the ordinary purchase confirmation email and takes it to a higher level; they not only confirm your delivery address, but they also include a map with a visual representation of this data. They also share important information like what to do about a missed delivery or how to contact them if needed.

Read the full article here

📧 What you shouldn't be doing! 

by Jacob Sappington

Welcome/Onboarding emails are sent after a customer signs up. But this tweet caught our attention cause Jacob received a re-engagement email (which is sent when the subscriber has been inactive for a while) as soon as he signed up. 

Clearly, this brand didn't segment its customers well or didn't set a welcome email series for its new customers. Please do NOT do this.

 🧾We'd love to feature your email templates!

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