By Louise Laurie,marketing manager.Cartridge people
2020 has been a strange and difficult year for everyone – your consumers are no different. It’s important to asses your email strategy in light of the current pandemic and tweak your tactics if you want to connect with and retain your email customers in 2021.
In order to connect with customers via email you need to be relevant. This means targeting them with products and services that are relevant to them as an individual. It could mean using their website behaviour to target them with items they have been browsing, cross selling them items based on what they have purchased, or using their specific demographics to tailor specific offers just for them. If your emails and offers are not relevant, it is unlikely that you will connect with your customers and they will more than likely unsubscribe.
Appeal to their Emotions
Create content or campaigns that appeal to your customers emotions and include in your emails. Emails shouldn’t always be about selling, they can also be very effective at building your brand. How can your product or service help your customers during these current times? What content can you provide that can make their life easier? Can you create a fun campaign or giveaway to cheer your customers up? Emotionally connecting with your customers in this way will encourage brand loyalty and customer retention.
Don’t over-do it
It’s important to monitor engagement rates to avoid sending too many emails. To avoid this, you could ask customers how many emails they would like to receive via an email preference centre. If you send too many emails, you risk annoying your customers and are unlikely to connect with them.
Be Honest and Empathetic
Now more than ever, it’s important to be honest, as well as empathetic with your email content. Many people are struggling and will appreciate a company who is upfront about potential issues as well as empathetic to how the customer is feeling. For example, if delivery times are longer than usual, use email to let customers know and tell them realistically what to expect.
Ask for Feedback
A good way to connect with your email customers is to ask them for feedback. What do they think of your emails? What would they improve? Is there any content they would like to see more of? Listening to your customers and tweaking your approach accordingly can be invaluable and really help you to connect with and retain them for longer.