Customer relationships are like any relationship – you need to put in the effort to make them work. After the initial excitement of meeting, it’s important to keep letting them know you care and are there for them.
This is tricky enough in a 1 to 1 relationship. When you, a retailer, have hundreds, thousands or possibly even millions of relationships to maintain, it’s impossible to do so manually, so use the tools available to you to take out the heavy lifting without letting engagement suffer.
Luckily, using customer data – their actions or inaction – you can send messages to your base tailored to where they are in their relationship with you, not where you are in your marketing plan.
Event triggered marketing and automation is highly effective way of keeping the love alive, while saving you time and money that you can reinvest in moving your business forward.
Here are 5 simple programs that will help your relationship tick over…
Thank you for subscribing
The first email any retailer should send their customers is, very simply, a thank you.
We’ve all seen stories and statistics on inbox overcrowding, so, if a customer has given you their email address you should recognize this is a privilege and thank them at the point of sign up.
You can extend this ‘thank you’ and send a short, automated welcome series, and use this opportunity to get to know each other better. Retailers can use this opportunity to educate your new subscriber on the full range of your products, and in turn, invite your customer to provide further data and preferences on your site.
Automated Thank you or Welcome programs, when used effectively, help build brand engagement, trust and set expectations for a positive buyer seller relationship from the start.
The people over at the Baymard Institute have compiled a survey review of the various reports available on online shopping behavior, and have concluded the average number of people abandoning their shopping cart is just over 69%. This is a huge amount of potential lost revenue.
Reasons for customers abandoning vary. They need either more time, more money, or more option to compare so make sure to send a timely reminder that you’re still there when they’re ready to purchase.
Depending on your product, the consideration cycle will range from 30 minutes to 30 days. Use the insight you have available to target customers with an automated reminder message before they’re enticed away by your competitors. Around 63% of baskets are recoverable – find out more here.
If, like most retailers, you want optimum brand engagement through having your customers to engage with you across several online avenues then, there should be channel specific benefits to them doing so.
The same is true with email, and retailers can effectively make their beloved customers feel they are getting value from subscribing by automating worthwhile information for them.
Providing that you can get the product feeds into your email platform, you can send customers notifications on new stock, price drops or reviews to keep them engaged during the sale cycle. Keeping them up to date on what matters most to them is a great way to show you that you really care.
It’s your birthday
As with any good relationship you’re trying to nurture, anniversaries are important.
You can choose what anniversary you want to acknowledge based on what makes sense for your business – sign up date, purchase date (high ticket items),or a customer’s actual birthday. Using the date provided you can send a short personalized message to commemorate the date and given them a voucher, upgrade or other incentive you see fit.
This personalized touch of surprise and delight creates a deeper relationship and is a quick win to keeping your customers happy.
We miss you
If it looks like your customer is losing interest, you don’t have to let them walk away.
Convincing them to stay is easier when they’re still with you than once they’ve unsubscribed. If a loyal customer has stopped buying from you then treat this like anyone else you’re trying to win over. Make the effort to get in touch, help them feel special, remind them why you’re good for them, and if needs be, maybe give them a little incentive to come back to you.
Done well, the act of recognizing the relationship isn’t what it was will reignite the feeling that were once there, and if not, then, you tried and you know it’s over.
The Golden rule is that if you’ve got the data, you can automate the message. Start simple and scale, it’ll make all the difference to your relationships.