How Personalized Emails Can Help Improve Customer Care

One of the most critical factors for people buying from you today is their overall expected customer experience. And customer experience goes beyond what happens during purchasing — it extends after the transaction is completed too.

Today’s consumers want to know that if something goes wrong with their product or they need help, they’re going to get it. That’s why customer care and support teams are becoming an increasingly important part of both brand identity and marketing. 

When so many consumers will leave a brand simply because they got bad customer care, having a team that stands out is a competitive advantage — and one you should advertise. It can make the difference between losing out on potential repeat buyers and loyal customers who return frequently.

Here are a few ways you can start adding more personalization to your customer care email campaigns to help boost conversions and develop deeper relationships. 

Be accessible

Have you ever dealt with a brand where it’s a nightmare trying to find any sort of customer service contact information? Did that encourage you to buy from them again? Probably not.

Making it hard for customers to contact your support team or disappearing after the transaction is a great way to ensure your customers think they are nothing more than a number. No brand really wants that. So, you need to make sure you’re staying in touch with your customers. 

That means doing more both immediately after the transaction and through post-purchase emails. Here are a few ways to make sure your customers hear from you. 

• Follow up on their purchase and ask if they are happy. 
• Check-in and see if you can answer any questions. 
• Create customized content that shows how to best use or care for their purchase.
• Remind them about upcoming sales. 
• Offer special discounts. 

And so on. Keeping in touch is an easy way to start letting customers know you care about their experience. 

Listen (and respond)

A key function of your customer care team is to listen. Keeping track of customer data in the form of complaints, questions, and needs serves a few really good purposes, especially for email.

When you collect data, you’re going to be able to see some patterns forming. For example, maybe your customer care team notices the same 5-10 questions get asked repeatedly. You have an opportunity to answer those questions via tailored content in your emails, helping give your customer better information and reducing some of those repetitive calls to your support team.

Creating content around these questions, especially at the product level, and sending them out to customers can help give them the answer they need. A great example of this is a package tracking email. Customer care centers typically see a lot of where is my order (WISMO) calls year-round. But putting that data in an email where the customer can access the information right from their inbox can help drive down these calls and wait times for other customers with more pressing issues.

Focus on personalization

Personalization matters just as much in your customer care and support emails as it does in your sale emails. Keeping customer experience in mind through every touchpoint means you can help boost overall conversions over the long term. Happy customers are far more likely to keep buying from you.

Using dynamic emails that encourage engagement and help you learn more about customer behavior is a great way to start. But it doesn’t need to end there either. Personalized customer care emails can also take the form of product recommendations, special offers, and account updates. 

Making it easy for customers to get information, cutting down on clicks, and not asking them to jump through hoops to access their own data can go a long way toward making a streamlined experience.

At the end of the day, the more you keep in contact with your customers, the better. And your communications shouldn’t stop when the purchase is complete. You have to keep those channels open. It’s going to help keep you top of mind and show them you’re planning on sticking around for the long haul.