Triggered event marketing
Sending your customers account related messages is an effective way of building a positive relationship with them as well as supporting excellent customer service. These will also give you marketing opportunities, as a marketing message can be 'piggy backed' on a customer service lead one. For example send customer messages such as; Welcome, Thank you for your order, Your payment is now due, etc. and include relevant and appropriate upsell and cross sell messages based on where they are in your businesses buying cycle.
Customer service marketing
There are many opportunities to send a triggered message to a customer. An important and often overlooked one is a welcome email once a registration or order has taken place.
Welcome emails can be built on to include other customer service and message opportunities. For example:-
- - change of address acknowledgment
- - your balance is below a specified amount
- - your card has been despatched
- - your product has left our warehouse
and many more besides, which can be specific to your business.
On the back of sending relevant customer service led messages there is the opportunity to include relevant marketing led messages.
Send welcome emails to your customers when they first register with you or place an order. The first message you send is the most important as it establishs the brand in their inbox and gives you the opportunity to be accepted in to their Inbox through being added to their white list.
Thank you for your payment...
When a payment has been made or any other positive action has been taken by the customer then use this as an opportunity to send them an automated confirmation message. This will help strengten the relationship between your brand and your customer.
Your order has been shipped...
Be pro-active in how you communicate to your customers. Let them know if you have just shipped an item to them.