5 Ways to Use Automated Emails to Surprise Customers

As flashy and exciting as shopper acquisition can be, everybody is familiar with that client retention is wherever it’s seriously at.

Increasing shopper retention charges by just 5% can strengthen gains by 25% to 95%. Current prospects are 50% far more likely to test new goods than new clients, and they devote 31% a lot more, on common. Oh, and did we mention that new shopper acquisition prices have risen nearly 60% in the past 5 several years?

Translation: it is really worth having a committed internet marketing approach for your current consumers. That’s the place surprise and delight advertising will come in. Surprise and delight marketing and advertising focuses completely on generating your present customers sense amazing. The far better they experience, the far more faithful they are — and the far more probably they are to sing your praises to their family members, friends, and social media followers. 

Let us dig in with five strategies you can use automated e-mails to surprise and delight your clients — working with genuine-entire world examples!

1. Celebrate milestones and birthdays

In the actual planet, you celebrate folks in your everyday living. You want them a pleased birthday, joyful graduation, content anniversary, and more. Why should not you do the same with your shoppers? You are setting up a romance with them, after all.

A birthday e-mail is the excellent area to ship effectively wishes to your buyers and consumers, devoid of inquiring for everything in return. Take this example from Rocket House loan. There is no simply call-to-motion or plug for their services. Just a happy puppy and a shorter and sweet birthday notice.

A nice observe is gift more than enough. But, it is truly worth noting that birthday emails have 481% higher transaction prices and 179% increased click costs than regular marketing email messages. So, go ahead and uplevel your birthday e mail with an exceptional price cut code, a absolutely free reward with their upcoming buy, or a free of charge whitepaper (just make guaranteed the topic subject has an component of pleasurable). 

A consumer anniversary is yet another induce for celebration. Each 12 months, language studying application Duolingo celebrates their customers’ “Duoversary” with a motivational CTA to preserve on discovering:

2. Give them an ego increase

Loyalty courses are superb for retaining consumers engaged. They are also a perfect prospect for a surprise and delight e-mail marketing campaign. As an alternative of basically updating shoppers on their position-earning actions, you can use these emails to remind your customers how wonderful they are. It is generally great to be instructed how magnificent you are.

Here’s an instance from Sephora. The model begins out robust with a issue line that tells the recipient they are a “TOP earner.” Then, the entire e mail celebrates them for spending so a lot with the firm. Motivational phrases like “beauty wins”  are peppered all over the e mail, alongside with reminders of how a lot they’ve earned so considerably. Sephora also reinforces their gratitude for loyal customers, with phrases like “We adore users like you” and “We really like celebrating you.”

The previously mentioned email from Sephora is despatched out on a seasonal foundation, which is a person way to time the sending of these automated emails. You can also pick out to deliver them soon after each individual purchase, like Energetic does in the case in point below:

3. Say thank you, and that is it

Buyer inboxes are inundated with e-mails from manufacturers inquiring them for a little something — to make a obtain, register for a webinar, post on social media, write a critique. The checklist goes on. 

If you genuinely want to delight your shoppers, send out them an e mail that asks for almost nothing. Just thank them for currently being part of your neighborhood. Here’s an instance from a jewelry store:

M&M’s requires a very similar tactic, although they do admittedly toss some CTAs in there. Nonetheless, the paragraph structure of the email is refreshing. It reads much more like a particular letter from a close friend than your common interaction from a manufacturer.

4. Supply value, just because

Purchaser provider e-mail can be so transactional. It is the mother nature of undertaking organization. For a breath of fresh new air, send out an e-mail that does not straight request clients to buy a little something from you. Rather, concentrate simply on supplying worth to your buyers. Which is really delightful. 

Here’s an illustration from Golde, a foods health supplement corporation. After clients indication up for their e mail publication, the manufacturer surprises them with a totally free ebook of recipes. Even with out shopping for nearly anything, the brand is giving them real worth — though also suggesting 15+ ways to derive extra value from their merchandise, must the consumer choose to purchase. However, the recipes will perform irrespective of whether or they choose to use Golde’s merchandise. 

For a different solution, here’s a article-obtain email from Sephora. As a substitute of the normal article-invest in check with for testimonials, Sephora surprises consumers with a handy e-mail that shares recommendations for receiving a lot more worth from the product they just procured.

Lastly, price does not often have to be in the kind of expertise. From time to time, you can just have enjoyment. For illustration, Pottery Barn invitations shoppers to find out additional about themselves, with a BuzzFeed-design quiz. The quiz attributes Pottery Barn items all over, but the intention is to enable buyers find their holiday break design and style, not to promote.

5. Throw ‘em a freebie

We’ll close with the greatest tactic of all: a surprise reward or coupon code. 94% of consumers say receiving a surprise gift makes them feel more good about a brand, and more than a single-3rd say it directly potential customers to them getting one thing.

You can automate your email messages to send just after a established range of days considering that the customer’s past order, like this skip-you e mail from Bloomingdale’s:

You can also delight your most loyal shoppers with shock present playing cards, just simply because, like Chewy does. This is a fantastic way to demonstrate appreciation to your greatest spenders.

Refine your strategy for more good results

As soon as you get begun with surprise and delight promoting, you are guaranteed to be delighted with the benefits. But, it is critical to test in with how your efforts are performing. 

With Nextiva, you can send out automated follow-up surveys after every buyer support conversation. Make guaranteed your clients are as delighted as you assume they are, and get their responses on what you can do much better. 

And then generate some stellar e-mails like the ones above. Nextiva allows you ship automated e-mail so you can shock & delight your customers and get on with the relaxation of your perform. 

Are you completely ready to connect confidently, delight prospects, and operate smarter — all from a single platform? Speak to an specialist about Nextiva now.