5 Ways to Use Automated Emails to Surprise Customers

As flashy and exciting as shopper acquisition can be, everybody is aware that buyer retention is where it’s genuinely at.

Escalating consumer retention costs by just 5% can raise income by 25% to 95%. Present consumers are 50% a lot more probably to consider new goods than new clients, and they shell out 31% a lot more, on typical. Oh, and did we mention that new client acquisition expenditures have risen nearly 60% in the previous five years?

Translation: it’s value acquiring a focused marketing and advertising tactic for your existing prospects. That’s wherever surprise and delight internet marketing comes in. Shock and delight marketing and advertising focuses completely on generating your current buyers truly feel superb. The better they come to feel, the more loyal they are — and the extra most likely they are to sing your praises to their household, good friends, and social media followers. 

Let’s dig in with five ways you can use automated emails to shock and delight your customers — utilizing real-planet examples!

1. Rejoice milestones and birthdays

In the real earth, you celebrate individuals in your lifestyle. You wish them a content birthday, pleased graduation, delighted anniversary, and a lot more. Why should not you do the same with your buyers? You are developing a connection with them, just after all.

A birthday e-mail is the great position to deliver well wishes to your buyers and clientele, without inquiring for anything in return. Acquire this instance from Rocket Mortgage loan. There’s no call-to-action or plug for their providers. Just a joyful dog and a shorter and sweet birthday take note.

A great be aware is gift sufficient. But, it’s truly worth noting that birthday e-mail have 481% greater transaction premiums and 179% bigger click on charges than typical promotional e-mails. So, go forward and uplevel your birthday electronic mail with an exceptional discounted code, a no cost gift with their upcoming acquire, or a totally free whitepaper (just make absolutely sure the topic subject has an component of entertaining). 

A client anniversary is a further trigger for celebration. Every single calendar year, language understanding app Duolingo celebrates their customers’ “Duoversary” with a motivational CTA to retain on finding out:

2. Give them an ego raise

Loyalty applications are superb for keeping consumers engaged. They’re also a great candidate for a shock and delight email campaign. As a substitute of merely updating customers on their position-earning pursuits, you can use these email messages to remind your clients how magnificent they are. It is always great to be advised how magnificent you are.

Here’s an instance from Sephora. The model starts off out strong with a subject matter line that tells the receiver they are a “TOP earner.” Then, the total e mail celebrates them for shelling out so a lot with the organization. Motivational phrases like “beauty wins”  are peppered throughout the email, together with reminders of how significantly they’ve attained so significantly. Sephora also reinforces their gratitude for faithful buyers, with phrases like “We appreciate associates like you” and “We really like celebrating you.”

The previously mentioned electronic mail from Sephora is sent out on a seasonal foundation, which is a single way to time the sending of these automated emails. You can also choose to ship them soon after each obtain, like Lively does in the illustration under:

3. Say thank you, and that’s it

Customer inboxes are inundated with email messages from brands asking them for something — to make a invest in, sign-up for a webinar, put up on social media, produce a overview. The list goes on. 

If you genuinely want to delight your customers, deliver them an e-mail that asks for absolutely nothing. Just thank them for becoming part of your local community. Here’s an case in point from a jewelry shop:

M&M’s normally takes a related approach, whilst they do admittedly throw some CTAs in there. On the other hand, the paragraph structure of the e-mail is refreshing. It reads much more like a personalized letter from a close friend than your conventional communication from a model.

4. Present benefit, just for the reason that

Purchaser provider e-mails can be so transactional. It is the character of carrying out organization. For a breath of fresh air, mail an e-mail that doesn’t straight inquire clients to get some thing from you. As an alternative, concentration simply on delivering value to your prospects. That’s really pleasant. 

Here’s an example from Golde, a foods nutritional supplement corporation. Once buyers indicator up for their e-mail publication, the model surprises them with a totally free e-book of recipes. Even without having getting just about anything, the manufacturer is featuring them actual benefit — even though also suggesting 15+ means to derive extra price from their products, must the purchaser determine to buy. Having said that, the recipes will operate regardless of no matter if or they opt for to use Golde’s items. 

For another approach, here’s a put up-order electronic mail from Sephora. In its place of the common post-buy talk to for assessments, Sephora surprises clients with a practical e mail that shares guidelines for obtaining additional price from the products they just procured.

Ultimately, benefit does not generally have to be in the variety of know-how. Occasionally, you can just have exciting. For instance, Pottery Barn invites customers to learn far more about on their own, with a BuzzFeed-type quiz. The quiz attributes Pottery Barn solutions throughout, but the target is to support prospects find their holiday break design, not to provide.

5. Toss ‘em a freebie

We’ll stop with the ideal tactic of all: a surprise gift or coupon code. 94% of clients say obtaining a shock gift makes them really feel much more beneficial about a brand name, and above one particular-third say it straight potential customers to them obtaining a little something.

You can automate your e-mail to send out immediately after a set variety of days considering the fact that the customer’s very last invest in, like this skip-you electronic mail from Bloomingdale’s:

You can also delight your most loyal buyers with shock present playing cards, just since, like Chewy does. This is a terrific way to clearly show appreciation to your biggest spenders.

Refine your method for additional accomplishment

When you get started out with shock and delight promoting, you’re sure to be delighted with the effects. But, it is critical to examine in with how your endeavours are doing work. 

With Nextiva, you can send out automated abide by-up surveys after each and every client company interaction. Make positive your shoppers are as delighted as you feel they are, and get their responses on what you can do far better. 

And then make some stellar e-mail like the types higher than. Nextiva allows you send out automated e-mails so you can shock & delight your buyers and get on with the rest of your get the job done. 

Are you completely ready to communicate confidently, delight shoppers, and function smarter — all from just one system? Discuss to an professional about Nextiva now.