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Customer Experience: Emailing Your Customers

Customer Experience: Emailing Your Customers
July 27, 2016 Uyai

Are you emailing your customers and fans? No? Well, you should be!

Most of us who use email are signed up to at least one or two mailing lists. These might be for services that we use, brands that we like to hear about, career websites or simply blogs that we like to read. We give our email addresses over to these companies so that we can hear from them. In fact, in the US, the average consumer subscribes to at least 2 retailer email lists!

If you have a business, you should definitely consider building and growing your email list, if you haven’t started already. Emailing your customers helps your business do a few things:

  1. Keep in touch with them, and hopefully keep your business top of mind
  2. Tell them about upcoming promotions,
  3. Get timely feedback about your business
  4. Generally improve the customer experience (which is something we place a lot of focus on here at Areedi)

You can collect email addresses in the following ways (with your customer’s consent, of course):

  • Ask new customers to subscribe to your blog when they purchase products or services from you
  • Send a group email to your old customers (if you have their email addresses), telling them that you’re setting up a blog.
  • Advertise your newsletter on your website and encourage website visitors to sign up

What are some best practices you can use?

How frequently should you email? Certainly not every day, unless you run a Daily Tips kind of newsletter. You’ll experience diminishing returns and customers will begin to ignore those emails. You certainly don’t want that. However, what is the right amount of emails to send? It could be weekly, biweekly or monthly depending on your business. You may have to experiment to figure out the right frequency for your business.

You should also personalize the emails that go out to your customers. Try to match at least a first name with each email address. Then, use the first name to address the email to each customer. (Don’t worry – you don’t have to do this manually as there are many email management programs available).

Lastly, don’t buy email lists. It’s not professional, and you’ll end up irritating potential customers. Grow your lists organically with people who actually want to hear from you. And always, always, provide an option to unsubscribe. It’s sad to see people leave when you’ve worked so hard to build your list, but if they aren’t engaged and would rather not hear from you, it’s just best to let them go. (Check out our post on Email Process Design, while you’re at it!)

Do you have any other tips? How do you plan on emailing your customers in the future? If you’re already emailing them, what are some of your best practices?

(Email Art courtesy of smemon on Flickr)