Three Practical Ideas to Enhance Your Email Marketing Program

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If you have a direct marketing relationship with your prospects and customers, try to use this these three ideas with them to get them to sign up for your digital marketing campaigns.

Early Bird
Offer your customers the ability to get ahead in line by emailing their appointment request to a store or branch representative. This early bird email allows them to bypass the line, simply printing out their appointment card and walking up, a significant advantage of being part of the email program.

So “oops” doesn’t become “ouch”
If you accidentally slip into the red, we’ll give you a chance to slide out of it. This was the title of a nice marketing message giving customers an opportunity to sign up for overdraft services from a financial services institution. Three things stood out here, first the financial institution got you to share your email id, second they got you to pay attention to their email messages, and third, they were able to up-sell you. Once again, this was an interesting way to elevate the importance of the email campaign.

This promotion underscores the importance of this channel to their financial institution; it also gives them an opportunity to track the people taking advantage of the service and perhaps offer them other services.

Hold on
Another good idea is to alter your hold message; if callers are waiting to speak to you (and you absolutely have to speak to them) why not ask them to go a specific website, provide their email id and contact information. Tell them you will do one of three things:

• Have a rep call them back (so they don’t have to stay on hold);

• Have their call assigned to the appropriate department (by asking them more about their question/ issue); and

• Try to answer their question on the internet – give them access to frequently asked questions.

Notice the self-service option is positioned at the end of the list, by doing this the caller will not feel as if they just entered a second loop. Be sure to audit your loops regularly and send an email back to the customer to make sure that their problem was solved satisfactorily.

(The image above is from a dish (Sev Puri) I ate at Guglee - a modern Indian restaurant in London, UK. Their food is phenomenal, and their Sev Puri is absolutely decadent. If you do visit them, tell them I sent you.)