A recent post by Tamara Gielen of OgilvyOne on the Be Relevant blog included a list of 10 helpful tips from Wendy Roth of Lyris Technologies about making the most of your transactional messages. Implementing these tips will go a long way towards ensuring that marketers are “celebrating” a customer’s recent action or purchase. In other words, an optimized transactional message reaffirms that the customer made a good choice by providing them with relevant and useful information that’s personalized, detailed and action-oriented.
This got me thinking about the email customer lifecycle and how marketers can build on great transactional messages. After subscribers have clicked, signed up or purchased (effectively moving from inactives to actives or non-buyers to buyers), what comes next? They’re clearly engaged with your brand, which means they’re primed to receive your follow-up messaging. So how can your next emails keep the momentum going and pave the way for continued engagement and retention?
There’s really a two-part answer to that question. First, send messaging with useful and informative content that relates to their recent transaction. For example:
Now that you’ve educated, inspired and reminded them, make sure your customers have access to more great content by encouraging them to subscribe to your email program. Include a well-placed sign-up box as part of your transactional and follow-up messaging.
If they’re already signed up for your program, use what you know about their recent purchasing behaviour to customize your future messaging. For example, if your send four promotional messages a month, choose one that includes content related to that purchase. Maybe it’s product ratings, customer reviews, inventory alerts, or a series of product-related tips. At the very least, include an offer for a related item that compliments their purchase.
A little customized content goes a long way towards helping marketers stand out from the Inbox clutter, establish prior value and encourage future transactions. If you’d like help optimizing your email marketing, contact me.