Video Transcript

Happy New Year and welcome to a new email essentials vlog with me, Emma Woodward, Senior Strategy Director at Profusion, and today we will be focusing on Customer Experience; which is super timely given the influx of online engagement since the global pandemic.

In fact, you could say that customer experience could warrant its own strategy this year. 2021 the year of supremely exceptional customer experience!

And of course, email is the work horse when it comes to talking about, connecting and providing a great customer experience.

So here are 3 things you can do:

The first thing to do is update your automations.

Marketing automations tend to get set and left! Given the stats say that you can get 77% increase in conversions in terms of generic or BAU campaigns, it’s important to keep them current and fresh. So you’ve got new seasons, new deals, new product launches and new service propositions, these are all great ways to update your marketing automations.

The second tip is to use AI to anticipate your customers next move before your competitors.

There are 3 key machine learning algorithms to embed into your selection criteria this year:

  1. Propensity to buy – Predict when your customers are ready to purchase
  • Churn – Many businesses have seen a hike in their customer database during Covid times.  You should be busy trying to retain those customers with timely and personalised communications. You should also think about using the prediction to seek out customers at risk of churning (leaving) so you can win them back.
  • Lifetime Value – Predicting your future best customers and treating them as VIPs from day one, this really helps the growth of your high value customer database in general.

Our third and final factor to consider is value added content.

Invest in content this year, that’s exclusive, that only your customers can find with you and you can do that using additional formats such as videos, vlogs, blogs, use life stories or use cases that use a Storytelling format to create a narrative that really brings an emotion and humanises your brand.

So, those are 3 things that you can consider, but there are many more. If you want some quick wins, then don’t hesitate to get in touch.

Take care and stay safe, until next time, bye!

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