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The 3 Pillars of Customer Experience (CX) Email Marketing

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Today, individuals are awash in message litter within the inbox and mailbox, in print and broadcast, out of house and past. Everywhere you flip, a advertising message is coming at you. How can your email program rise above the noise in order that your messages get seen and acted on?

Your clients are searching for options, and so they don’t significantly care which channel they arrive from. The channel that helps them clear up their issues or obtain their objectives is the one that can win their loyalty.

For that purpose, it’s time to make use of advertising to assist clients obtain their objectives by sending useful, customized and customer-focused messages. By doing so, our clients will, in flip, assist us obtain ours.

Enter Customer Experience Email Marketing

This new strategy to email advertising facilities on constructing buyer relationships, as an alternative of sending solely brand-focused campaigns, to drive gross sales, develop earnings and create long-term buyer loyalty.

Essential features of that relationship-building embrace customized content material that’s related and customer-focused.

The essence of CX email advertising lies in a easy query: “How do my emails help my customers achieve their own goals and objectives and be successful in the parts of their lives that my products/services touch?”

3 Pillars of CX Email Marketing

Effective email advertising does greater than promote. It nurtures, informs, guides and reaches out to clients as properly. The innate nature of lifecycle advertising lends itself very a lot to CX email advertising, as you’ll be able to see in my earlier put up on the Iterable weblog: “9 Must-Have Lifecycle Email Marketing Programs for Retailers.”

CX email advertising rests on three pillars:

  1. Helpfulness: Elements in your email assist your clients obtain their objectives, resembling native retailer places and hours, a localized map, “how to buy” recommendation and the like.
  2. Personalization: This is greater than merging in a buyer’s title or location. True personalization makes use of choice information in segmentation, behavioral information in triggered messaging, or contextual parts.
  3. Customer focus: Your emails reply the unstated query, “What’s in it for me?” even earlier than the shopper asks it. The copy highlights advantages as an alternative of itemizing options. “You” is the dominant pronoun, not “we.”

These emails share one different attribute. They’re all automated messages, triggered by buyer information, conduct, preferences or each.  

Marketing to the Customer Experience Pays Off

Does CX email advertising actually produce a elevate in buyer response? Absolutely!

My firm, working with Liveclicker and eDataSource, performed a examine whose outcomes verify that advertising emails based mostly on the shopper expertise ship stronger engagement. You can read the results in greater detail, however right here’s a fast abstract of the findings:

We hypothesized that campaigns together with these pillars would ship larger engagement outcomes. We studied tons of of retail and journey emails from U.Ok. senders after which assigned every email a set of scores.

Here are two of the outcomes:

  • 67% of manufacturers whose emails had higher-than-average scores earned larger reader engagement than their below-average scoring emails.
  • Among the 67% of manufacturers with larger learn charges, the rise ranged from 102% and 468%.

Still have to be persuaded? These numbers present how lifecycle emails carry out in contrast with business-as-usual (broadcast or “batch and blast”) emails:

  • Lifecycle (triggered) open charges had been 67.9% larger than these for broadcast emails in 2018.
  • Click-through charges in Q3 2018 had been 7.3% for lifecycle emails, in contrast with 3.3% for business-as-usual emails.

CX Email Marketing in Action

Here’s an ideal instance of an email that delivers its message utilizing the three pillars of CX email advertising (useful, customized and customer-focused).


Personalized welcome email from Tottenham Hotspur

We love every part about this message, despatched on behalf of the Tottenham Hotspur, a U.Ok.-based soccer membership.

It’s useful: It tells me every part I have to know to be a Spurs fan, together with what to anticipate within the email, the hyperlink to the web site and app, video of the opening ceremony of their fabulous new stadium and extra.

It’s customized: It’s a bit cheeky, too! The topic line grabbed me first: “Pay signs with Spurs.” Any sports activities fan would get a bit of a thrill from seeing that! But then additionally placing my final title on a jersey was the capper. Well achieved!

It’s customer-focused: Someone thought lengthy and onerous about what followers are searching for from their groups, and the content material displays this. Also, “you” is the outstanding pronoun. But within the situations the place “we” pops up, it’s acceptable as a result of it feels like one thing a coach would say to a brand new participant.

Put CX Email Marketing to Work Now

As you examine this new perspective for email advertising, you is perhaps pondering that you simply don’t have the time, assets or workers to explode your email program and begin over regardless that the outcomes are so constructive.

Good information: You don’t should! Here’s how one can put the ideas of CX email advertising to work proper now:

  1. Build on what you’ve completed with email already. Find methods to include extra information to broaden personalization. Rewrite copy to deal with “you” extra typically than “we” in content material and to indicate the advantages of utilizing your services relatively than simply itemizing options. Don’t overlook your buyer’s unstated query: “What’s in it for me?”
  2. Ask your self the identical query. This additionally anticipates your boss’ query: “What’s in it for me to evolve my program to CX email marketing?” Consider the analysis I’ve introduced right here and overview the small print in our analysis report. Then check for your self and examine your outcomes to each your business-as-usual/broadcast emails and to the triggered messages you ship now.
  3. Consider the “halo effect.” Raising the helpfulness side with customized and customer-focused email could make all of your different emails extra engaging to open and act on. We discovered this in our analysis, once we in contrast three emails from Airbnb. Two of the three emails scored larger than common on helpfulness and personalization. The third email scored an enormous fats 0 for buyer focus. Still, Airbnb’s general rating helped it rank a lot larger than most different manufacturers. That’s the halo impact in motion.

Wrapping Up: Why Everybody Wins

CX email advertising helps you navigate the fragile balancing act between buyer and firm objectives. You obtain your objectives while you assist your clients to realize theirs.

If you want a purpose to maneuver on this path, right here’s one: Customer-focused emails which are useful and customized usually tend to get opened and acted on.

That’s the required first step that should occur if you wish to keep in your buyer’s radar. Everything else flows from that.

In a customer-focused world, all people wins! Your clients obtain their objectives; you obtain yours. The result’s a mutually useful relationship that may endure lengthy into loyalty. Why not attempt it out?

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