Customers are deserving of your time. Customers will disperse to your competitors if you start neglecting them. People will unsubscribe from your emailing list if you send too many emails, on the other hand.
What is the best way to strike the right balance? It will be different for B2C and B2B businesses. In either case, here are seven types of B2B customer service follow-up emails that can help improve customer loyalty:
1. Welcome Back Email
“It’s critical to send a follow-up to keep clients informed,” says Ty Nelson, a professional writer. “You’re extending your engagement with them by encouraging them into taking the next step in interacting with your business by composing a welcome email—or, in many cases, the ‘activation’ email.” You can combine the ‘welcome’ message and activation points in one email or separate them into two.”
2. Drip Sequences
You’ll need to send follow-up emails in “drips” when nurturing relationships with current customers. Drip sequences (or lead nurturing emails) can be scheduled at any cadence your company sees fit. This is ideal for product updates that occur on a regular basis.
Maintain fresh, current, and relevant content…while keeping it brief!
3. Feedback Requests
When discussing a product or service, it’s critical to hear what customers have to say. Invite recipients to provide feedback on the following in a follow-up email:
- What people enjoy about a product or service, as well as what they don’t like about it
- How can the company’s products or services be improved?
This follow-up email can take any of the following formats:
- A brief questionnaire with multiple-choice questions
- A response in writing
- A poll was taken.
Existing customers can use testimonials to talk about the product/service and recommend it to others. Simply send a heartfelt “thank you” message to your customers, and then encourage them to leave a public review. Customers can then discuss a product or service in as much detail as they want— who knows? They could be the next big social media influencer!
Testimonials, like requesting feedback from your customers, can be particularly effective because they give your products more humanity—or, a “human face” to your company. Also, rather than hearing from your marketing department, potential customers would prefer to hear from their peers.
5. Non-Promo Appreciation
Customers enjoy being acknowledged. Appreciation emails can be exciting and joyful; however, don’t ruin the experience by spamming your existing clients with discounts, special offers, and other promotional materials. An appreciation email’s purpose is to express gratitude.
Giving existing clients a sneak glance at a new product you’re launching, or even an early exclusive deal, is one way to show your appreciation. Another option is to encourage your consumers to beta test new items or services and provide feedback.
“Subscribers may be hesitant to open your emails at times,” says Thomas Little, a customer service expert. “Re-engage your present email recipients in that situation.” Customers will most likely discover they need your brand again after receiving your email. Just keep in mind that if you compel recipients to re-engage, you’ll frighten them away.”
7. Personalized Attention
Finally, people want to feel special when they follow a company, as previously said. They do, however, desire to feel unique in their own way. In other words, there is no one-size-fits-all method to offering exceptional deals to clients.
The good news is that emails may be customised to meet the specific demands of your customers. Refer back to a recently submitted ticket for B2B customers and be proactive about other wants or concerns they may be having. Send a personal note with a new Knowledge Base article. Offer a free registration to an upcoming industry conference at which you will be presenting or sponsoring.
In the end, existing clients should be handled with the utmost respect, especially if you plan to sell them more when the time comes. That’s why striking the correct balance between meaningful communications that keep your current customers informed and too many emails that make them feel like you’re spamming their inbox is critical.
Your organisation will be able to retain your existing consumers pleased while keeping them connected with your brand if you use these seven follow-up emails.