If you’re a marketing professional, you know that marketing is all about solving problems. Whether helping brands attract customers or assisting customers in finding what they need, marketing helps solve problems everywhere.
In today’s fast-paced digital world, where customers interact with brands in new ways, solving their problems and addressing their problems is more important than ever. But here’s the exciting part: there’s a powerful solution called email automation that can be your superhero in solving these problems.
Let’s explore how using email automation for business needs can transform your email marketing strategy and make your life as an email marketer simpler.
Problem: No Online Account
Have you ever struggled to set up an online account with a brand you love? You’re not alone. Many of your loyal consumers may be regularly shopping from you by visiting your business in person. However, they may face difficulties interacting with your brand online or via mobile apps for the first time.
The solution? Start by welcoming your customers into your loyalty program with a series of onboarding emails that guide them through creating an online account. Moreover, explain the benefits of having an account, such as personalized recommendations, exclusive discounts, and a seamless checkout process.
For those who haven’t set up an account yet, you can entice them with incentives like a first-purchase discount or a freebie upon registration. The best part is that email automation makes this process seamless and engaging.
Example: A popular clothing retailer uses email automation to create drip campaigns that guide new customers through the process of creating an online account. They offer a 10% discount on the initial purchase and showcase the convenience of managing orders and tracking deliveries through the account.
Are you wondering about finding reliable email automation software? Check out the best email marketing automation tools.
Problem: Product Returns
Product returns can be a headache for both consumers and retailers. Did you know that return rates for online purchases can skyrocket to more than 20%? Fear not because there are certain email marketing strategies you can use to avoid many of the possible returns.
If your customers are returning products due to usability issues or misunderstandings, consider creating a series of triggered emails that include instructional videos, step-by-step guides, and product recommendations.
It is a good idea to send these emails shortly after the purchase, ensuring that customers have the information they need before they decide to return an item. Imagine the satisfaction of reducing return rates and making your customers happier, all thanks to email automation.
Example 1: A retail store had a problem: many customers were returning ski boots they bought online. After talking to customers and looking at call center data, they discovered that many people were making simple mistakes, like wearing the wrong socks or forgetting to remove cardboard inserts.
To solve this issue, the company started running automated drip campaigns. These emails had links to helpful videos, clear step-by-step instructions, and easy links to buy the right ski boot socks. The result? Fewer returns and happier customers.
Example 2: An online electronics store noticed a high rate of returns for a specific smartphone model. They used drip campaign emails, including video tutorials on using the phone’s advanced features and troubleshooting common issues. Returns for that model decreased significantly.
Looking for drip campaign inspiration? Have a look at these best email drip campaign examples.
Problem: Lower Program Membership Renewal Rates
Do you find it challenging to convince customers to renew their program memberships, such as free shipping subscriptions? Well, waiting until the last minute isn’t the best strategy here. Instead, use your customers’ behavior as a trigger to launch a series of automated emails well before their renewal dates approach.
These automated emails serve as gentle reminders of the perks they’ll continue to enjoy, such as free and speedy shipping, exclusive bargains, and early access to sales. You can also emphasize the potential savings, especially for those who use the program infrequently. This approach is a win-win for both you and your customers.
Example: Imagine an online streaming service taking proactive steps to retain subscribers. Starting two months before a subscription expires, they send automated renewal reminder emails.
These emails go beyond merely reminding customers to renew; they highlight upcoming exclusive content, provide personalized recommendations based on their viewing history, and underline the significant cost savings compared to pay-per-view options.
The result? A higher rate of renewals and delighted subscribers.
Problem: One-Time Buyers
Dealing with one-time customers is a common challenge for many retailers. Instead of waiting for months to send a “We want you back” email, why not engage with them right from the start?
A series of automated emails can serve as a welcoming tour of your website, introducing them to key services such as return policies, subscription options, and more. These automated emails are designed to make these customers feel valued and well-informed right from their very first interaction with your brand.
Example: Picture this scenario — a thriving online bookstore with a clever strategy for first-time customers. When someone makes their first purchase, they receive a series of friendly welcome emails.
These emails not only thank the customer for their purchase but also introduce them to the bookstore’s loyalty program, enticing book recommendation newsletters, and the sheer convenience of online ordering with the added option of in-store pickup. These thoughtful emails leave a lasting impression and significantly increase the chances of turning one-time purchasers into loyal, repeat customers.
Problem: New Users Not Completing Set-Up
Are new users struggling to complete the setup process on your online store? You are not alone. In fact, it is one of the common email marketing challenges for most brands. Obstacles during the initial setup process on your platform are a situation that many new users encounter.
These hurdles can manifest in various ways, from customer concerns about the security of their personal information to difficulties in retrieving forgotten passwords. If not addressed timely, these challenges can lead to users abandoning the setup process altogether. This can have several undesirable consequences, including creating incomplete accounts and potential frustration experienced by the users.
Let’s take a closer look at the typical hurdles that new users might confront:
- Security Concerns: Users are becoming increasingly cautious about the safety of their data online. They may worry about the security measures in place to protect their information, especially when sharing sensitive details during the setup process.
- Password Retrieval Issues: It’s not uncommon for users to forget their passwords and the process of resetting or retrieving them can be perceived as cumbersome or confusing. It is good to provide a user-friendly and straightforward password recovery mechanism. Doing so will enhance user satisfaction and ensure smooth access to accounts and services.
- Complexity of Setup: Depending on the platform, the setup process can involve multiple steps and requirements. New users may find this complexity overwhelming, particularly if they are not guided through it effectively.
- Lack of Clarity: Users appreciate clear and concise instructions. If the setup process lacks transparency or fails to provide straightforward guidance, users may become frustrated and disengaged.
- Time Constraints: Modern users often have limited time to spare. If the setup process is too time-consuming, users may abandon it in favor of a quicker solution.
Example: A financial management app sends a series of emails to users who start but don’t complete the setup process. This financial management app identified a critical problem: users starting the account setup process but not finishing it.
To provide these users with the assistance they needed, the app implemented a series of automated emails. These emails were strategically designed to be informative and supportive.
Here’s how they tackled the issue step by step:
- Step-by-step instructions: The first email in the series included clear, easy-to-follow step-by-step instructions on how to complete the account setup. These instructions broke down the process into manageable tasks, reducing the perceived complexity.
- FAQs: The second email in the series contained frequently asked questions (FAQs) that addressed common concerns and doubts users might have during the setup process. This served to alleviate any apprehensions and provide clarity.
- Links to customer support resources: The final email provided links to customer support resources, including chat support, email, or phone contact options. This ensured that users had a direct line of communication if they encountered any difficulties.
As a result, the completion rate for setting up accounts significantly improved.
Problem: Increasing Cost of Direct Mail
Direct mail can be expensive. But there’s a cheaper option: email. You can use email to talk to your customers and send them invoices and statements. When new customers join, you can tell them about the benefits of getting their bills electronically. This saves money because you don’t have to mail things, and it’s what people like these days.
In doing so, don’t forget about your current customers. Send them emails before you send out physical mail. These emails remind them about online statements, which are easy to get, good for the environment, and can be accessed from anywhere.
Example: A utility company wanted to save money on mailing bills and make things better for customers. So, when new customers signed up, they sent them emails about getting bills electronically. This act helped the company save money, and customers could easily see their bills online. It’s a smart way to use email for bills and make everyone happy.
Problem: Shopping Cart Problems
Cart abandonment is a common headache for almost all retailers. But instead of just sending generic cart abandonment emails, consider taking it up a notch. You can use struggle and journey analytics to identify the reasons for abandonment and dynamically populate your emails with tailored solutions.
For instance, if customers have credit card issues, remind them of alternative payment options and guide them through the process. It’s all about turning problems into solutions with email automation.
Example: An e-commerce fashion brand uses data analytics to identify specific cart abandonment issues. They send personalized cart recovery emails, addressing each customer’s unique challenge. For customers who have payment issues, the email provides alternative payment methods and reassures them about the security of their transactions.
Now, it’s your turn to embark on this problem-solving journey with email automation. Here’s how to get started:
- Map the customer journey: Identify bottlenecks in your customer journey and focus on areas where customers often face challenges. Pinpoint specific website pages or social media channels that may need improvement.
- Collaborate across departments: Look beyond marketing and tap into the insights of other teams like finance, sales, HR, and customer service. Discover their top pain points and use them as inspiration for your email campaigns.
- Leverage customer satisfaction surveys: Analyze customer feedback to identify where your company may be falling short. Use email campaigns to educate and inform customers, reducing confusion and improving their experience.
- Align with business initiatives: Keep an eye on your company’s key business goals. If there are challenges that email marketing can address, jump in and be the problem-solving hero.
- Use existing content: Don’t always reinvent the wheel. Instead, tap into existing company resources like videos, web content, scripts, and presentations to create compelling email content.
Why Email Automation Is Important
When executed effectively, email automation can revolutionize your email marketing strategy, impacting revenue, costs, and customer loyalty. What’s more, your success in solving problems through emails can elevate the status of email marketing within your organization, leading to increased budget and resources.
So, what are you waiting for? It’s time to unleash the power of email automation and become the problem-solving champion your brand needs. Choose Dripify – a reliable sales automation tool to streamline and supercharge your email marketing process.
Remember, every email you send has the potential to be a solution, a source of delight, and a catalyst for customer loyalty. Start crafting your problem-solving emails today, and watch your email marketing strategy soar to new heights.