What to Write in Your Emails
CHAPTER 3
One great result of delivering value to customers through email is that
you’re able to turn them into loyal fans of your brand. As you create positive
experiences for customers, you also work towards transforming them into
advocates who will promote your brand to their friends and families.
Even though you can share the benefits of your product or service, people want
to hear from others like them to confirm that you’re as trustworthy as you claim.
Customer testimonials have become essential to the success of a business with
the rise of review sites where consumers can provide testimonies of their own
experiences with brands.
If you’ve been consistently delivering great customer experiences both in and
outside of the inbox, then you’ve earned the opportunity to ask for something in
return.
There are a number of ways in which you can incite brand advocacy through
email. Two of the most common are the contest email and one that asks
customers to post a review of their experience with your brand.
In each email, be sure to thank customers for their loyalty to convey your
appreciation for them. As you ask them to participate in providing feedback of
your brand, consider ways in which you can reward them.
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Turning Customers into
Brand Advocates