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5 Tips for Building Relationships Through Customer Emails

Whether you send 1 or 1,000 customer emails each day – it is crucial that you don’t lose sight of how important each one is – that each one is an important relationship-building tool your business has.

Consider that your email might be the only communication that customer gets from you on a particular day.  That email can not only change their relationship with your business (perhaps 1 step closer to “love” and “loyalty”) but, written correctly, can impact their day on a much deeper level.

Doing customer emails right is worth the investment of time.  Regardless of your automation system, there is some MUST haves inside your email that can (re)shape the way a customer feels about your business.  An email (automated or not) should be as close to two people having a conversation as possible.  This makes your customers feel they are doing business with a human.  So many businesses miss this mark.

Here’s 5 important tips and things to remember when it comes to EACH and EVERY email you write:

  1. Firstly, and quite obviously, is personalisation. Making EVERY email personal is so important.  Aside from using the recipient’s name in the salutation, use it elsewhere in the email – fittingly of course.  As Dale Carnegie said in his book How to Win Friends and Influence People “…remember that a person’s name is, to that person, the sweetest and most important sound in any language..”
  2. Ensure the email is coming from a human too – not just a team. Many thanks, Max is much better than Many thanks, Customer Service Team.   Put a face to the name too.  Not only will a photo help build trust and increase conversions, but it will also make your customers feel like they are dealing with real people.
  3. ALWAYS, always say thank you. No matter what the email you are sending is responding to, a complaint, a compliment, an enquiry or feedback – say thank you.  All (good) business owners acknowledge that even the worst feedback is helpful feedback used to grow your business.
  4. Look at your language – are you using positive language? Do you have sentences such as “actually, you can find that product here if you click” or “I understand but …”.  Taking out words such as “actually” and “but” can change the tone of your emails.  Saying instead, “absolutely we do!  You’ll find it here” and “I really appreciate your point, unfortunately …”.  If your emails are a sales conversation, and you use the words “I” and “we” you are talking about you and as the saying goes “customers don’t care what you know until they know you care..”.   If you are telling them everything about you, I guarantee the information is not getting consumed.  A sales email needs to be telling the customer what you can do for them, what the outcome will be for them, how much revenue or free time it will generate for them.  You need to use words like “you” and “your” instead.
  5. Lastly, the tone of the email – is it formal or casual? It has been a long, held debate of what is the preferable tone.  But a recent survey of 2000+ online customers found that 65% of them, across all ages and all genders, preferred a casual, more friendly tone in customer emails.   Of course, if you are delivering bad news to a customer, a casual tone may not be appropriate, so ensure you use the right tone for the right purpose.  But a casual tone can help “humanise” an email and create trust.

Remember you can automate processes but automating relationships is much harder.  While an email is not the same as a face to face conversation, the end result should still be your customer feeling like they had a personal experience with your brand or business, and are excited to do business with you again.

Each email might be a bit of effort, but it’s a massive opportunity to build better relationships, grow your customer base and continue the personal experiences your customers have.

About the Author:

Jenn Donovan is a social media and marketing coach and mentor and one of the Co-Founders of www.spendwithus.com.au

Jenn’s takes her clients from Invisible to Invincible and is also a community leader, and a community believer and is on a mission to ensure the lost art of Human to Human marketing and community are seeded firmly in everyone’s marketing strategy in 2022 and beyond.

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