You’ve probably heard of something called email automation. It’s a non-negotiable component of your overall marketing strategy that helps you gain the coveted long-term devotion of prospects and, of course, purchasing customers.
Arguably one of the most important automation emails is the Welcome Series. But are you maximizing your chances of stirring up the feels in your customers when the time comes to greet them?
As health or beauty brand, you have the fortune of owning an inherently sexy product or service that, whether directly or more implicitly, fosters emotions and desires. But chances are, you could be doing more to make them trust you.
So when it comes time to sent off your Welcome Series, don’t just say hi. Say more. Way, way more.
Pssst! Epsilon reported that automation has 119% higher click rates than broadcast emails. And eMarketer says those who automate see up to 50% conversation rates. Hmmmm.
The welcome email: The first impression of many
You know the drill. Greet them by name, both in the subject line and the part where you say “Hi!” Say hello in your brand’s voice. Ask them kindly to add you to their address book so you don’t get shuttled to spam or a neglected Gmail folder (I’m looking at you, Promotions tab! Although since people are increasingly mobile users, this isn’t as concerning of an issue, but you still want to cover your bases).
There’s more—tell them how often they’ll hear from you to strike the anticipation chord. Be honest if you don’t know often. Telling them “around twice a month” is fine. It makes you human.
But don’t stop there. Ask them to share their #1 concern related to your brand on your social media accounts (the ones that are actually managed and active) or give them an email of someone who will respond quickly. As a bonus, this will be another way to figure out your customers’ pain points, which is hot intel if you’re trying to rewrite product descriptions, packaging or even developing a new product/service.
Example: “Tell us: What pesky skin problem haunts you over and over again? Tweet us at @XYZSkincare and we’ll make sure our resident expert/esthetician/complexion guru will help you zap the problem stat.”
Many brands simply send a welcome email just because they know it’s a good thing to do, but it’s supremely important to pique interest or engage them—it’s the email they’ll receive when you’re still top of mind and not being buried by emails from theSkimm, The New Potato and Thrillist. This is why so many brands offer Welcome Discounts upon sign-up. But you don’t necessarily have to hand out money. Ask them what problem you can help them solve, and then help them solve it. Get them hashtagging your way as soon as they’ve decided to let you into their inboxes.
The second email: Send unforeseen content
Second in the automation line is the useful content email. Send them a tip, trick, shortcut or voodoo secret they don’t already know. Give away your main point as the central focus of the email, then direct them to your blog if they want more detail.
What health or beauty customer isn’t look for another ingenious way to look or feel better? Think: What will be so intriguing that they will share with their friends? What will make them look savvy and smart?
The more they feel you’re making their lives better, the more they will think you’re an authoritative source in the form of an intellectual friend (or whatever persona you’re aiming for) who can seriously relate to their hair/skin/weight/etc. woes.
On top of that, you will have introduced them to your blog!!! Which is great because many brand blogs get ignored.
The third email: Show them visual testimonials
I am often baffled by health and beauty brands’ e-commerce sites. Many are textually substantial, peppered with various shots of products at every conceivable angle—with absolutely no photos of actual users (or even the very energetic-looking, clear-skinned founder showing off an impressive leap on the grass). I know the public is now one big self-proclaimed Photoshop-misuse expert, but don’t hesitate to include visual testimonials of friends, ambassadors and customers who have before/after photos, or even any photo that demonstrates how much they love your stuff.
You have one chance to get cozy with your customer, and as soon as they put a face to a name they will inch a little closer to you and hear what you have to say.
Not many brands include these types of photos in their emails, which is where many customers reestablish contact with a brand they were once interested in.
So don’t miss out on these prime opportunities. You get one shot. Two or more if you do it right.