There’s no denying that, when we meet someone, first impressions are important. They can form the basis of all your future interactions with that person. And, if your first impression was bad, you may choose never to interact with them again. Although it’s possible to change a bad first impression over time, it’s certainly makes for better relationships if your first impression of someone was good.
Just like how first impressions are important when we meet new people, they also play a vital role when it comes to email marketing. Email marketing is an incredibly useful relationship building tool. It can help turn website visitors and one time customers into repeat customers, who keep buying from you year after year. However, if your email marketing makes a bad first impression, that relationship may never get the chance to flourish. So, how can you ensure that your marketing emails will make a good first impression on your customers? Here are some tips:
Deliver On Your Promises
These days, people don’t have time to be trawling through emails to find the information that they need. They generally just spend a few seconds scanning their inboxes to find relevant information, so if an email is irrelevant or confusing, it’s likely to be ignored. Therefore, if you promise your customers something in your emails, you should deliver on that promise straight away.
For example, if you promise your customers something in the subject line of your email, this should be the first thing they see when they open the email. Likewise, if someone orders something from your website, you should send them a confirmation straight away. This will help to avoid confusion.
This email from Twinings showcases two special offers in its subject line. These offers are then displayed, in that order, in the body of the email:
A long lasting relationship needs to be friendly and personable. You don’t want to seem like a faceless corporation to your customers. By including an element of personalisation in your emails, it will help you build a connection with your customers. Yours will be the first company that they think of when it comes to making a purchase, and they’ll be more likely to forgive you if mistakes should happen.
The simplest way to introduce personalisation into your emails is to include your customer’s name in them. This is an effective way of catching their eye when they are skimming through their inbox, and will make it seem like you care about your relationship with them. This email, from Saltrock, includes my name in both its subject line and body:
Personalisation is not just about knowing your customers name though. It can work both ways. You can also use your emails to introduce yourself to your customers. Include a message from a manager or a member of staff in your emails, and you will seem more friendly and approachable, and it will show that there are ‘real’ people at the heart of what you do. Hobbycraft included a message from their store manager in their Christmas email:
A positive first impression is vital when it comes to forming a lasting relationship with your customers. If you focus on them and their needs when you’re putting together your marketing emails, you will always make a good first impression on your subscribers.