As a business owner, one of the first things you learn about is your target customers. You quickly discover which types of people will purchase from you without hesitation and which customers need more convincing. Beyond this, though, you will also learn how consumers who have purchased before typically love and trust your brand a lot more than those who haven’t (duh).
If you’re wondering why we’re stating the obvious, we promise we aren’t just running you around in circles.
What we mean is are you considering how you’re speaking to these customers (who typically require different sales strategies), via email? Or, are you just keeping your message the same throughout their entire experience with your brand? Trust us when we say, it makes a difference, and here’s how:
Make the journey more personalised for your customers
Imagine placing your fifth order with a brand, and they’re still sending you emails about how to use their products. Seems a bit redundant, right?
That’s why it’s critical to alter your message based on a customer’s purchase experience with your brand. If this is their first purchase, answer some questions about your products, including frequent questions you may get from new customers. If they’ve purchased two to three times before, thank them for returning and ask them to share feedback. You may even give them a discount to show them your appreciation. Once they’re purchased four or more times, you can send a simple thank you message letting them know their order is on its way. Doing so may not seem like a major change, but it tells your customers that you’re following their purchase journey, helping to build longer-term loyalty.
Only offer discounts when you want
Customers are getting more and more accustomed to email marketing. This means that they usually use your sales strategy to their advantage to get a hold of discounts. Noticing more and more abandoned cart recoveries. Yep, that’s typically customers waiting for you to send them a ‘come back’ discount so they can save on your products.
It’s up to you to ensure this doesn’t become the regular (if that’s not what you want).
How? By splitting your message based on whether customers have purchased or not in the past. After all, they trust your products and they know your brand! They shouldn’t need a coupon to convince them.
Improve the relevance of your content
Splitting your message doesn’t just need to revolve around whether a customer has purchased in the past or not. You can also split your marketing based on how long they’re been in your database! If customers have already received your welcome series and certain email campaigns, for example, you may refrain from including them in product information flows, your nurture series or highly informative email campaigns. Doing this can prevent them from feeling like they’re being ‘over-fed’ information, which can cause unsubscribes and spam complaints.
The Email By Design team are the experts in all things emails
If you’re wondering how you can use email splitting to improve the performance of your flows and campaigns, the Email By Design team is always here to help. Book a 15-minute free consultation with us to find out how we can assist you.
