How to Use Email Marketing to Improve Customer Experience

 In digital marketing, one of the oldest forms of communication is email. For one allows you to connect with your customers on a personal level. Second, email enables you to share exclusive content with your buyers. Despite the rise of social media marketing and cybersecurity concerns, email marketing is dead. Sure, about 76% of customers prefer to connect via phone call. But the rest are divided between email, social media, and online contact forms. As such, you should not overlook what email marketing can do in improving your business’s customer experience.

What is a Customer Experience?

The customer experience (CX) is the set of interactions and experiences a customer has with a brand. This transcends from brand discovery to post-purchase connection. 

Why is providing excellent CX necessary? Check out these insights from the 2017 Customer Service Barometer:

• More than 50% of Americans will ditch the plan of buying something because of bad service.
• After just one negative experience, more than half (61%) of the customers say they would move to a competitor; this number rises to 76% in the case of multiple negative experiences
• Americans share lousy customer service experience to an average of 15 people

On the other hand, 70% of US customers will increase their transactions with a business that has excellent CX. This can lead to a profit increase between 25% and 95%!

8 Strategies to Improve Customer Experience

At this point, you should now know what excellent and poor customer experience can do to your business. Hence, here are eight actionable tips for using email marketing to improve your CX:

Create an outstanding customer onboarding experience

So, you’ve got a new client. Now what? 

The first thing you have to do is provide them with a significant interaction of your service. You can accomplish this by providing your audience with a smooth and intuitive email onboarding experience. 

Create an onboarding email sequence, enabling you to track your clients’ learning journey. Ensure that you provide them with the information they need to access their account, how to use your services, and so much more. This includes offering simple recommendations and instructions.

Doing so lets you reduce the friction and resistance to turning an email subscriber into a paying customer. 

 

Personalize your email messages

Even if you’re sending thousands of emails at once, you still need to think about your recipients. That’s because every person still receives it individually. 

At Voy Media Marketing Agency NYC, we tell clients to ensure that their subject line and content body address an individual. This can include addressing a subscriber by their name and taking their purchase history into account. 

Here’s an infographic from Hiver on writing best customer service emails.

Send the perfect introduction

Welcome emails are one of the most underrated forms of communication. 

You might think that you’re good once people have subscribed to your email list. But it’s only just the beginning. 

Now that you have their full attention, compel them to take action. It can be buying a product, watching a video, or sharing your content with others.

Whatever it is, you need to tell them about the steps that they need to take next. 

Welcome emails are one of the perfect ways to start a strong relationship, even from day one. It gives you a chance to: 

• Showcase what your brand is all about. What are your values, and why do you exist in the first place. 
• Make people feel that they’re part of an exclusive community.
• Connect with others via relevant and popular products.

Moreover, your welcome emails should be: 

• Timely
• Simple
• Engaging
• Fulfilling 

Select the right time to send emails

When it comes to an effective email marketing strategy, timing is also vital. 

If you’re striving for better open rates and click-throughs, you need to pick the right time to send these emails. This is something that you should be focusing on. 

This also allows your most loyal customers to continue to connect with your content and then sharing it on social media. 

With this in mind, you should continue the resources you currently have to assess which is the best time you can send them. 

Build an emotional connection

If you want to stand out, then you have to build an emotional connection with your customers. 

It will help if you use this opportunity to highlight your team members, values, and brand personality. Have fun with it! 

Don’t forget to make genuinely engaging content as well. 

You can use it to tell stories, share relevant content, and make your subscribers feel that they’re not just a number. Let them know that you are connecting with them to foster meaningful relationships. 

Everyone wants to know that there’s a real person on the other side of the screen. By making an effort, you’re creating a genuine connection with your customer. 

Send out customer satisfaction surveys

These surveys are also important because they give you valuable insight into what your customers want and need. 

Remember, it costs far more on your part to acquire new customers rather than retain an existing one. 

This also shows how willing you are to listen to customers and care about what they think. 

Reward your consumers

Rewarding your customers does not need a special occasion. 

Everyone loves getting rewards, prizes, discount codes, or even a surprise gift. 

Not only will they appreciate this, but this can also work in your favor by giving you the sales boost you need. 

Improve CX weak spots using analytics

Using analytics for the emails you’ve sent allows you to redefine your overall email marketing strategy.

You can use these tools to track email open and click-through rates, your number of subscribers, and so much more. 

Use these analytics to see how well your emails have performed and how you can improve customer relationships via email. 

Over to You

There is no denying that customer experience can make or break your business.

Providing an excellent CX and the benefits you can reap from it are not all theory. In fact, you can start with your email marketing campaign and see how it can improve your CX.

Use it to foster a meaningful relationship with your customers, turn subscribers into buyers, and more. And see where email marketing CX can lead your business. Good luck!