4 Email Automations to Boost Your B2B Customer Experience
Email marketing is one of the most valuable assets to any marketing organization. Whether your marketing team is new to email marketing or a group of seasoned professionals, this marketing channel is more valuable than it has ever been.
We know that customer experience is more important than ever too, but your teams have a lot on their plates right now. Fortunately, email automation can simplify your marketing while at the same time providing your customers with timely, relevant, and personalized engagements throughout the buying cycle.
A welcome series is a short sequence of emails delivered to a prospect after engaging with your organization for the first time. Welcome series should be sent after actions such as:
- Downloading a digital asset from your website
- Signing up for a newsletter or indicating interest in your organization at an event
- Submitting an inquiry (in this case, the welcome series should align to outreach from a sales or customer service representative)
Through a set of 3-4 emails delivered over the course of 2-3 weeks, your welcome series should:
- Introduce your brand and your service offerings
- Set expectations about what next steps are (how often prospects will hear from you, etc.)
- Offer valuable content, such as a free download, curated list of blog posts or resources, or a useful tip related to their pain points
At the completion of your welcome series, the prospect can be moved into a segmented nurture sequence (see below) or added to your prospect list for regular weekly emails.
Segmented Nurture Series
According to a report by Kapow, 68% of customers unsubscribe from email marketing because they feel brands are indifferent to them. They receive generic promotional announcements, irrelevant offers, and messages that don’t resonate with them, causing them to look elsewhere for a solution that truly understands their business needs.
The best way to combat this indifference? Segmenting your marketing efforts by customer persona. If you are a commercial laundry, the small mom-and-pop restaurant has very different needs than the large food processing plant. If you are a distributor, you know that high-end contractors expect things that multi-site franchisees do not.
Consider the varying needs and expectations of each of your different customer groups and what information each group needs from you in order to make a buying decision.
Segmented nurture automations are longer-term series (1-3 months) for prospects in the middle of your funnel or buying cycle. These automations should:
- Educate the customer on your unique differentiators and the benefits of your product or service
- Offer valuable resources that aid in decision making, such as case studies, testimonials, and demos
- Prime them for a sales conversation and prompt them to take the next step with you
The customer experience should not stop when the sale is complete; in fact, it should serve a jumping-off point for a deeper, more engaged experience. Onboarding is a crucial time for your business to follow through on the expectations set in the sales process, and an automated email series can help do this without adding another item to your sales or customer service rep’s to-do list.
An onboarding series should offer a mix of logistics, helpful info, and good will:
- Welcome them personally, thank them for trusting you, and reinforce the reasons they chose to do business with you
- Establish their point of contact and processes related to getting support
- Remind them of what to expect in terms of timing, delivery, and next steps
- Encourage them to engage with you on social media and other channels
Tip: Setting your onboarding series to come “from” the customer’s new point of contact is a nice touch that will increase familiarity and 1:1 connection.
Customer satisfaction surveys can often be sidelined in favor of more pressing marketing activities, but they are a powerful driver of customer experience and insights. Employing a rolling deployment of Net Promoter Score (NPS) surveys to existing customers accomplishes three powerful things:
- Communicates to your customer that their feedback is important to you (so long as you act on it!)
- Creates opportunities for 1:1 customer engagement to remedy problems, capture testimonials, improve experience, and upsell
- Provides a pulse on overall customer satisfaction across the organization
An email automation devoted to gauging customer satisfaction, often sent to individuals every 6 months, will offer real-time feedback from those who are experiencing your products or services on a day-to-day basis. These insights can be tied directly back to every step of the customer journey while also ensuring customer concerns are mitigated early and experiences are improved across the board.
The technology and actionable data available to marketing teams today is extraordinary. With a bit of up-front work, your organization can develop communications that automatically deliver the right message, to the right person, at the right time – freeing your team up to continue innovating and improving the customer experience and value you offer at every other step of the journey.