You\u2019ve probably heard of something called email automation. It\u2019s a non-negotiable component\u00a0of your overall marketing strategy that helps you gain the coveted long-term devotion of prospects and, of course, purchasing customers.<\/p>\n
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?<\/p>\n
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.<\/p>\n
So when it comes time to sent off\u00a0your Welcome Series,\u00a0don\u2019t just say hi. Say more. Way, way more.<\/p>\n
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.<\/em><\/span><\/p><\/blockquote>\n
The welcome\u00a0email: The first impression of many<\/strong><\/h3>\n
You know the drill. Greet them by name, both in the subject line and the part where you say \u201cHi!\u201d Say hello in your brand\u2019s voice. Ask them kindly to add you to their address book so you don\u2019t get shuttled to spam or a neglected Gmail folder (I\u2019m looking at you, Promotions tab! Although since people are increasingly mobile users, this isn\u2019t as\u00a0concerning of an issue, but you still want to cover your bases).<\/p>\n
There\u2019s more\u2014tell them how often they\u2019ll hear from you to strike the anticipation chord. Be honest if you don\u2019t know often. Telling them \u201caround twice a month\u201d is fine. It makes you human.<\/p>\n
But don\u2019t 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. <\/strong>As a bonus, this will be another way to figure out your customers\u2019 pain points, which is hot intel if you\u2019re trying to rewrite product descriptions, packaging or even developing a new product\/service.<\/p>\n
Example<\/strong>: \u201cTell us: What pesky skin problem\u00a0haunts\u00a0you over and over again? Tweet us at @XYZSkincare and we\u2019ll make sure our resident expert\/esthetician\/complexion guru will help you zap the problem stat.\u201d<\/em><\/p>\n
Many brands\u00a0simply send a welcome email just because they know it’s a good thing to do,\u00a0but it\u2019s supremely important to pique interest or engage them\u2014it\u2019s the email they\u2019ll receive when you\u2019re 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\u2019t 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\u2019ve decided to let you into their inboxes.<\/p>\n
The second email: Send unforeseen\u00a0content<\/strong><\/h3>\n
Second in the automation line is the useful content email.\u00a0Send them a tip, trick, shortcut or voodoo secret they don\u2019t already know. Give away your main point as the central focus of the email,<\/strong> then direct them to your blog if they want more detail.<\/p>\n
What health or beauty customer isn\u2019t 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?<\/p>\n
The more they feel you\u2019re making their lives better, the more they will think you\u2019re an authoritative source in the form of an intellectual friend (or whatever persona you\u2019re aiming for) who can seriously relate to their hair\/skin\/weight\/etc. woes.<\/p>\n
On top of that, you will have introduced them to your blog!!! Which is great because many brand blogs get ignored.<\/p>\n
The third email: Show them visual testimonials<\/strong><\/h3>\n
I am often baffled by health and beauty brands\u2019 e-commerce sites. Many are textually substantial, peppered with various shots of products at every conceivable angle\u2014with 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\u2019t 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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
So don’t miss out on these prime opportunities. You get one shot. Two\u00a0or more if you do it right.<\/p>\n","protected":false},"excerpt":{"rendered":"