Customer Engagement still relies on email as the primary channel for most businesses.
But what happens when the emails you send are ineffective, causing decreased opens and interactions, increased unsubscribes, and a tarnished sender reputation?
These are clear signs that your customers may be ignoring you.
In this post, we’ll explore why this might be happening and how you can ensure your emails are always effective.
Let’s dig in.
Analyze Customer Engagement Emails
When we look at customer engagement, there are several key metrics we need to keep in mind. These include in-app engagement and email engagement, unsubscribes, spam score, domain setup, and reputation.
Analyzing these metrics can help us identify areas of improvement and ensure that we’re not inadvertently causing customers to ignore us.
For example, if you’re sending emails from multiple teams and systems at the same time, without clear objectives, or with too many CTAs, you may be causing confusion and frustration for your customers.
Similarly, sending emails at the wrong time to the wrong people can be a major turnoff. All of these factors can contribute to decreased engagement and increased unsubscribes.
The Importance of Clear Objectives
One of the biggest culprits of ineffective email communication is a lack of clear objectives. When you send an email, you should always have a clear goal in mind. This might be to onboard a new customer, engage with an existing one, or promote a new product or service.
When you don’t have a clear objective, your email may come across as vague or unimportant. Customers may not understand what you’re trying to achieve, and as a result, they may ignore or delete the message.
To avoid this, always make sure you have a clear objective in mind before you hit send. No clear objective? Don’t send that email.
Avoid the Sales Pitch
Another common mistake businesses make when it comes to customer engagement is trying to sell something too early.
If a customer is not ready to make a purchase, bombarding them with sales pitches is unlikely to be effective. In fact, it may be counterproductive, causing them to ignore or unsubscribe from your emails.
Instead, focus on building a relationship with your customers. Provide them with valuable information, resources, and support that can help them achieve their goals. When they’re ready to make a purchase, they’ll come to you naturally.
Show That You Care
It’s important to show your customers that you care about them.
This means listening to their needs and concerns, providing them with personalized support, and being transparent and honest in your communication.
When customers feel valued and supported, they’re much more likely to engage with your business.
Always ask yourself the question, “Are we teaching our customers to ignore us?” before you hit send on any email. By keeping this question in mind, you can ensure that your communication is always effective and customer-centric.
Remember, it only takes one email to teach a customer to ignore you, so make every message count.
The Importance of Timing
In addition to having clear objectives and avoiding sales pitches, it’s also important to consider the timing of your emails. If you’re sending emails at the wrong time or frequency, your customers may become overwhelmed and ignore them.
For example, sending too many emails in a short period of time can be a major turnoff. Similarly, sending emails at odd hours, such as in the middle of the night or on weekends, may not be the best strategy for engagement. Instead, consider sending emails during business hours and spacing them out over a reasonable time period.
Personalization and Relevance
Personalization and relevance are also key to effective customer engagement.
When customers receive personalized messages that are relevant to their needs and interests, they’re much more likely to engage with your business.
This might include providing personalized recommendations, customized offers, or tailored content.
To achieve this level of personalization and relevance, you may need to collect data on your customers’ interests, behavior, and preferences.
This can help you create more targeted and effective communication that resonates with your audience.
BTW, personalization is NOT just using an FNAME variable or mentioning something they posted on social as if you know them to try to build a connection.
The Answer Better be No
Customer Engagement is critical to the success of any business. However, many businesses unknowingly teach their customers to ignore them through ineffective email communication.
To avoid this, it’s important to have clear objectives, avoid sales pitches, consider the timing of your emails, and personalize your messages.
By keeping these factors in mind, you can ensure that your emails are always effective and that your customers remain engaged and interested in your business.
So, next time you hit send on an email, remember to ask yourself, “Are we teaching our customers to ignore us?” and make sure that the answer is a resounding “No”.
About Lincoln Murphy