The Art of the Follow-Up
Emails are now the most-used method of communication between brands and their customers. Follow-up emails to clients and consumers needs to be an integral part of your business, because it allows a brand to control the conversation through planned follow-up emails that are designed intentionally. The types of follow-up emails to implement for success are Welcome emails, Lead Nurture emails, Onboarding emails, and Customer Feedback emails.
Welcome emails are the most popular triggered message type, deployed by 72.2% of brands according to research done by Yesmail. You never want to have anyone sign up for your email list and not get anything back from you. First impressions go a long way, make sure to make yours count. Here is an example of a great personalized welcome email with a call to action.
Nurturing emails are often marketed as a way to engage with non sales-ready leads during the sales process. In a report from DemandGen, leads who are effectively nurtured produce a 20% increase in sales opportunities. The applications of lead nurturing actually extend through the entire length of the buyer journey, from initial brand awareness to a repeat customer. Also, nurtured leads make 47% larger purchases than non-nurtured leads. A perfect example of this is provided by marketing guru, Neil Patel.
Onboarding emails are similar to lead nurturing emails, but have one key difference. Onboarding emails are for everyone. This type of correspondence can range from offering new customers, who have subscribed but never bought, a discount, to giving past, loyal customers access to a ‘hidden’ series of products for the new season as a reward for their loyalty they get early access. In addition you can use onboarding opportunities to inform clients how they can use your product for the best results. Mightypaw.com, in the example given, shows you how to do this effectively.
Asking for customer feedback shows you actually care. As a brand, you want to know what they think and you want to improve their experience. You can get tons of awesome information from customer feedback. You’d be amazed at what your customers can tell you that you had no idea was happening or could be an amazing improvement. 11% of customers leaving a brand for good can be prevented by simple company outreach. Companies are missing out on an awesome opportunity to reinforce brand loyalty. Check out another Mightypaw.com example (we love Mighty Paw, as you can see).
Showing your clients that you care about gaining and retaining their business will ultimately reinforce brand loyalty and increase customer satisfaction. Executing follow-up emails gives your brand the opportunity to create and improve relationships with consumers.