When it comes to email marketing, there are a variety of tools available to make things easier for marketers. One such tool is Awerber. Launched in 2011, the tool allows users to create and send follow up messages to their customers based on their previous interactions.
Awerber provides users with a list of customers who have previously purchased a product or service. With this detailed customer data at their fingertips, marketers can craft follow up messages to encourage purchases. And because the tool integrates with other marketing systems (like MailChimp), data from Awerber can be imported and merged with other mailing lists to create a single, comprehensive list of qualified leads.
But sometimes, having all of this data in one place isn’t enough. After all, if you’ve been a customer of Awerber, you’re probably already receiving email marketing from them even though you may not have given them your explicit consent to send you emails. For those customers, it might be beneficial to get a notification when they are about to receive an email marketing message from Awerber. Then, you can choose whether or not to opt-in to receive these messages. Keep reading for more information on how to create a follow up message for the Awerber customer list.
Why Should You Send a Follow Up Email Message to Your Awerber Customers?
One of the primary purposes of an email marketing campaign is to generate sales leads. And when it comes to marketing to consumers on social media platforms like Facebook and Twitter, online retailers like Amazon, and email clients like Gmail and Hotmail, marketers often turn to their customer databases for leads.
For decades, the primary method of acquiring new customers was through word of mouth. But as social media and digital marketing have grown in popularity, so has the need for leads generated from online marketing activities. And since the cost of customer acquisition is generally higher than that of customer retention, marketers must find a way to keep their leads engaged. This is where email marketing comes in.
A customer who receives an email marketing message from a brand or business they’ve never heard of may feel that the message is unsolicited and possibly even spam. So it’s essential that brands and businesses gain the trust of their customers before they start marketing to them via email. This is why it’s beneficial to follow up with your Awerber customers even after their original purchase. You can use email to introduce yourself and your business, provide customers with helpful tips on how to use your product or service, or just acknowledge their past purchase. You can also use email to offer a coupon or discount for future purchases. This strategy builds credibility and trust with customers while also encouraging them to continue doing business with you.
Create a Template for Your Follow Up Email
Before you begin crafting your follow up email to send to your Awerber customers, it’s important to set some general guidelines. You don’t want to overdo it and make your email look too much like a generic sales pitch. After all, they’ve already done the hard work of getting on your radar by purchasing a product or service from you. So it’s worth taking a look at what they’ve already seen from you and using this as a template for your follow up email.
This is similar to the concept of having a “call to action” in the form of a landing page. When a person clicks on a particular link or button on a website, that action typically leads them to a new page or site where they can make a purchase. If a customer is on your homepage and you want them to take action (like filling out a form or making a purchase), there are a variety of options. You can have a button or link that will lead directly to an external site where they can make a purchase. Or, you can have the button or link lead to a different page of your site where they can complete a task or take advantage of a special offer. Having a call to action in the form of a landing page makes it easier for customers to take the next step and ensures they don’t get distracted by other content on your site. The same concept applies here. You want to make sure your follow up email doesn’t become so sales-y that it turns buyers off. Keep a creative, non-salesy tone consistent throughout your email and website. This will make it much easier for customers to continue relating to you as a business person instead of a marketer.
Choose an Appropriate Subject Line
When it comes to email marketing, the subject line is one of the most crucial parts of a message. Just because you’ve crafted an amazing product description and engaged copy, it doesn’t mean that your email will get opened if the subject line doesn’t grab the reader’s attention. When your email client opens, your first instinct may be to begin scrolling through the body of the email to find the tidbit that you’re most interested in. But instead of scrolling, take a look at the subject line. Does it draw the reader in and make them want to read the entire email?
To maximize the open rate of my emails, I always use a simple yet direct-to-the-point subject line. For example, “You’re about to discover a game-changer when it comes to meal planning” or “New research shows food delivery services like DietKraft improve health by reducing weight”.
Avoid using bland, everyday words like “subject” or “message” in your subject line. Instead, use words that will catch the attention of your audience and make them want to understand what you’re saying. For example, “How to Choose the Perfect Engagement Ring” is a lot more interesting and hopefully triggering to a reader than the average subject line of “Purchase Receipt.”
Write A Compelling Opening
While the subject line is important, your email opener is just as critical. Your email opener is the first part of your email that a customer sees and it sets the tone for the entire email. For maximum effect, you want to choose an intriguing opening that will draw the reader in and make them want more. There are a variety of techniques you can use to grab readers’ attention and compel them to continue reading, depending on your target audience. But since we’re aiming for maximum effectiveness, let’s discuss a few examples.
If you’re sending the email to your regular audience, you can start by sharing some exciting news about a new product or service you’re launching. Or, you can state how much you appreciate their previous purchase and offer them special discounts or promotions. Finally, you can relate to them on a personal level and tell them how much you appreciate their business. Whatever your approach, make sure that you establish yourself as an expert in your industry and prove that your product or service is worth purchasing.
In a nutshell, your email opener should do the following:
- Compel the reader to continue reading
- Establish you as an expert in your industry
- Prove that your product or service is worth the purchase
- Make the customer feel like they’re receiving valuable information
- Inspire the customer to take action
So, how can you grab readers’ attention and make them want more? One of the simplest yet most effective approaches is by using a hook. A hook is a word or phrase that makes the reader curious about what you’ve written. For example, maybe you’ve written a whole email about the importance of proper hydration in fitness, but you haven’t mentioned sugar yet. In that case, you could use the phrase “sugar shock” as a hook to incite curiosity and hopefully encourage the reader to continue on with your email.
Build Up To A Cautionary Moment
Your customers are already spending a lot of time in your company’s ecosystem. Whether they shop online or in person, there are a variety of ways they are consuming your products or services and interacting with your brand. As a result, they may already be receiving a variety of marketing messages from you. Even if they haven’t purchased anything from you yet, they may be receiving some type of marketing email from you even if they haven’t given you their explicit consent.