7 emails you should be sending as a brand
23rd April 2017
The creative industry is always changing, from the technology we buy to the programmes and social platforms we use, human nature is that of adaptability and the same goes for the way we communicate. With social media becoming a more central point of contact for both business and consumer alike, it is easy to sometimes forget some of the older more tried and tested and still effective ways of communication still in use today. Email marketing has been an integral element to company business plans for as far back as we can remember and with their low cost and ease of sending it’s clear to see why it’s still popular.
For our technology is making interaction more effortless, with the smartphone age bringing about a more communicative accessible consumer than ever before, being able to access emails and texts from one point of call than having to boot up a desktop has made our interactions smooth. Emails have therefore become the foundation element of our everyday lives, cup of coffee, check the emails, lunch, check the emails. Even amongst certain reservations that see the email market as an overcrowded, overused and spam pool of communication, user reach and conversions are still as high as they’ve ever been. But of course it always comes down to the content you’re relaying. So what exactly are the types of communication we should be sending as a brand to ensure full consumer attention and engagement?
We all want to feel appreciated and acknowledged and what better way that to do something we perform every day, meet and greet. New customer? By sending a welcome email you are personally engaging with your consumer right into their inbox and not asking for anything in return other than to welcome them to your brand.
To sweeten the deal you could even offer a new customer discount or incentive of some sort that not only retains their sale or service but after all we’re human, we love to get things for free, so why not?
2. Hello again
Regular communications such as newsletters are a great way to update users with the latest news, events or incentives. They are also quite informal pieces of interaction, light and colloquial, a great way to access and engage. However remember we have become skim readers so think about your design and content. Keep it short and digestible, highlighting your best bits like your blog or new features to bait the consumer’s attention.
Although your content may be a brief taster, remember to vary it up each month to ensure you maintain interest and have a rough plan of what you want to communicate. This in itself will subconsciously log your newsletter in your user’s mind and calendars. Possibly even suggesting future topics to draw them into your next communication.
3. New product
We are a nation of tech savvy users and we love nothing more than new products and services. So shout about it. Existing users are more likely to recommend or use your services due to previous experience of your brand, so it makes sense to offer up your new products directly to their inbox with a nice juicy call to action, that gets them on to your site and hopefully your checkout page.
Remember that imagery too, with the likes of Instagram we are more visual creatures than ever before so don’t forget to entice your user with some cracking new product or concept imagery.
4. Survey – What do you think?
Consumer opinion and feedback is like gold in our industry as we can actively learn and grow from our findings, however is so often overlooked. So why not create a short survey with a monetary incentive or competition to persuade your users to give you that valuable information? Remember to not only highlight the incentive to but make it clear where and how to give feedback so you don’t lose their attention.
5. Testimonial email
We have become a world of bloggers and reviewers, loving nothing more than to give our opinion. For our businesses this is great news as we can potentially get free feedback and tips on how to improve our brands. However there is another gem we can use this for.
The testimonial email, it makes sense that with a world of consumers no longer looking for celebrity or brand opinion but real, every day opinions, that your consumers are going to want to hear from what others, like them, think of your brand so why not use it in your communications? After signing off with the customer over the use of their testimonial, pick out your favourites and highlight them with a sexy font or energetic image to draw the user’s eye.
This will show that you are not afraid to use everyones words and believe that you value consumer opinion by using it in a communication.
6. Update email
We’ve all been there, 2 weeks and still no parcel or email to tell us the progress of our delivery. It’s infuriating and dam right rude. Remember to keep your user’s updated with delivery and service delays, maybe even add a bit of jest to your communication. Compare the Meerkat do this brilliantly with their free toy offering, sending regular email postcards from the would be ‘meerkat’ courier on his travels. This kerbs curiosity and prevents consumer frustration at the same time as being yet another great excuse to email users without the impending ‘nuisance’ tag.
7. Courtesy call
Common courtesy emails are another great way of ensuring your brand’s values and persona are maintained simply by saying goodbye if unsubscribed to or thank you when a customer service enquiry or sale has been made. They have become expected communications and almost validate to the consumer when they have performed a sale or action.
Amazon are very good at this, sending a thank you email once you’ve ordered something, helping us check off our subconscious lists, that it’s been ordered. This will also make your brand stand out as being polite and responsive to consumer needs.