Being able to engage new customers with remarkable content is an excellent way to welcome them into your tribe. Once we understand where your new customer came from and who they are, we can begin nurturing them. The first purchase by a customer is an important time in your developing relationship because loyal customers can become valuable customers. Up to 15% of a business’s most loyal customers account for 55-70% of the company’s total sales. It’s imperative that you get off to a strong start. Let’s look at 4 email types to welcome new customers.
1. Follow Up Surveys
The usefulness of ‘Survey’ emails is two-fold. First, like the triggered ‘Thank You’ email, it allows for additional website discovery upon completion of the survey. Second, it affords an opportunity for future email marketing materials showcasing your company’s aptitude at listening to customer concerns and acting to alleviate those concerns.
Furthermore, linked surveys such as this example can segment satisfied and unsatisfied customer data for future email marketing materials. Segmented email contact lists and personalized email campaign messaging are the most effective tactics for 51% and 50% of marketing influencers, respectively (Acsend2, 2016).
2. Cross Sell Emails
‘Cross Sell’ emails target new customers per customer browsing history thanks to the use of website cookies. Website cookies can then be data mined for targeted email engagement. Targeted emails generate 58% of all revenue from returning customers (The Direct Marketing Association, 2015) and are an effective way of maintaining customer engagement throughout 2017.
In the example above, a customer has previously made a purchase. Per the historical browsing history data of that individual customer as well as the browsing history data of other previous customers also purchasing that product provided by your website’s cookies, the products showcased in this ‘Cross Sell’ example have been targeted specifically for that customer.
3. Special Events Based On Purchases
One of the best ways to increase customer engagement is to meet them face to face. Holding an event that is catered just for them is an excellent opportunity to tell your story directly to a new customer.
Ideally, if you had the opportunity to combine the purchase history of your clients to the event you could really set yourself up for success.
A few quick examples:
- If you sold several rods of the same model, have a casting demo.
- If you sold a bunch of tying gear, host a trying night.
- Did you sell trips, host a demo night for that specific trip.
Just make sure you deliver the right message to the right people through segmentation.
4. Thank you and welcome emails
‘Thank You’ emails are effective tools for gauging customer loyalty. In fact, emails with ‘thank you’ in the title observe 53% above-average engagement levels (Adestra, 2015). An automated ‘Thank You’ email also provides additional opportunities for new customers to visit the website via embedded links. New customers are 152% more likely to open an automated ‘Thank You’ email than other types of email communication (Adestra, 2014).
After an initial sign-up, popular clothier Banana Republic utilizes an automated ‘Thank You’ email that is simple, yet gives the new customer a sense of belonging. The naturalistic desire to belong drives the motivation of many customers, both new and returning.
Engage new customers can be a long term solution
Building trust with new customers can take time. But reaching out to them in the first few months with a personalized message can go a long way to welcoming them to your brand.