Email doesn’t always need to be a part of a large marketing campaign. When you take a look at all the automatic emails that are sent to clients and prospects, you’ll see that there are a lot of optimization opportunities. A sale in your store is the ideal moment to transfer from offline to online.
Don’t see your service email as dry text, but put in every effort to work on branding and customer loyalty. We examined an example from A.S. Adventure for you. We’ve listed 10 great elements for you to remember. Before we dig into that list, make sure you pay close attention to the fact that point 1 to 5 – depending on the email client even 6 – are instantly visible when opening an email message. Above the fold as they say in the newspaper business. The core of the message is where it should be: at the top.
1 The real service element as a shortcut. Just like when you’re shopping at Ikea, you can skip some departments by choosing a different path to go directly to the kitchens. Experienced clients who just need their receipt, can easily find what they’re looking for. And it doesn’t really matter that they didn’t read the rest of the message. They are regular clients who know their way to your shop anyway.
2 An important fact, which we already talked about in another blogpost, they logo is clearly visible. And as people in Europe usually read from left to right, the logo is positioned on the left. As this message is being sent directly after the sale, recognition is very important. Oh, here is my receipt!
3 With an extra message the client can confirm he made the right purchase. Quality clothes. You are enhancing the happiness of your customers. Why should he regret his purchase when it allows him to see the world? It also a perfect item (a slogan) to conclude your header.
4 Personalization is always a great starting point. You know your customer, because there is direct relation between loyalty card, name and email address. No, this isn’t just an impersonal standard email. This message is tailored to you, with your purchases on it. It strengthens the relationship between buyer and seller.
5 We also explain the goal of this email in the first few lines. Readers are reassured two times. You don’t have to worry about misplacing your receipt. It’s a digital one, and if you happen to lose that, we also save a copy. The customer can rest assured. Not often is the message as clearly explained as in this email. We can learn something.
6 Immediately the first call to action follows. Asking for your clients’ opinions is always good for your image, but also for your internal evaluation. But in terms of email marketing this call to action is possibly even more important. It takes you to a landing page with a thank you message. That landing page is integrated into the A.S. Adventure website. The possibility that clients go looking for possible new purchases is a lot higher now. And that will bring you your first conversion.
7 A thank you note is always nice. But they also use this email to communicate their return policy. Tnis service email isn’t just one to keep with you, but also to search for when you can’t remember the details.
8 Here’s the second CTA. The reader gets a direct link to the website. That way the web address is in you reader’s archive. And who knows, maybe he clicks on it to browse your products. And in case that doesn’t happen, they’ve got their third CTA waiting.
9 Social media should also be a part of your service email. A.S. Adventure isn’t opting for modified icons in the same style as the company’s branding, as you often see. Email marketing is a matter of recognition in seconds. If a contact managed to reach the end of your message, the right color of a social media icon increases the click trough rate on it.
10 The required unsubscribe link concludes this message. But they also put some explanation next to it. This email is a service message. That’s totally different than a promotional message. The sending clearly opted for two different databases. The chance that a contact wants to receive service messages is big. And that way you’ll always have a foot in the door.
