We’ve all been there – you register in advance for a terrific webinar, but then life happens, and you miss it. You plan on listening to the recording, but just can’t squeeze in that hour of time. Don’t worry – we’re attending webinars left and right to summarize the key points for you. Let’s learn from industry rock stars together.
Yesterday, we attended Best Friend Brands: Tips for Getting into Your Customers’ Inner Circle, presented by Silverpop’s Dave Walters. (Full disclosure – we are a Silverpop partner. We love Silverpop and super smart and talented Dave Walters.)
Companies are striving to differentiate themselves within extremely crowded and competitive markets. One way industry leaders get ahead is tapping into their brand’s inner circle – the few diehard, repeat customers, who always open their messages.
Top 5 Inner Circle
According to Dave and in theme with the e-card (right), consumers build lasting relationships with only about 5 brands at a time. These select few are considered “best friend brands” that consumers are happy to engage with on a regular basis.
Throughout the webinar, Dave showed off his own 5 best friend brands (Delta Airlines, Creative Market, eBags, Gilt, and Spotify) and the awesome tactics and messages that won them entry into Dave’s inner circle. (Get the full presentation here.)
Growing your inner circle
Email is smarter and more effective today – it’s ultimately a channel of conversion and a powerful relationship-building tool. How can you leverage email to nurture your super fans, so they accept you into their inner circle?
1) Be relevant – send messages based on individual customer’s interests and behavior.
2) Be trustworthy – respect your email list. Your actions need to be consistent with your messaging. Don’t over-send, spam, or share email addresses with third parties.
As you deliver content people like, want, and value, you build a greater foundation of trust. Silverpop’s study on Best Friend Brands found 71% of consumers surveyed are more likely to buy a product based on tailored content, and 64% of folks say they open emails based on brand trust.
Building relationships with your super fans is a balancing act. If you are too aggressive, you lose fans -74% of consumers said a brand’s email approach stopped them from buying. We need to be smart in our quest for super fans. If we’re delivering smart and relevant messages, we nurture potential customers’ relationship with our brand, and they’ll think of us first when they’re ready to shop.
Behind the curtain with Uncommon Goods
Dave took us on a deep dive of a Silverpop client’s success sending targeted email. Uncommon Goods targeted customers with a browser abandonment campaign, as well as a variety of other email campaigns – abandoned cart, broadcast, purchase confirm, welcome, and SKU notify.
In the browser abandonment campaign, Uncommon Goods targeted website visitors who checked out products or pages under the “For Him” category and didn’t complete a purchase. People who clicked links under this category were dropped into an automated email campaign, where they received a triggered email showing the “top 3 selling products” from the “For Him” category. This remarketing campaign based on browsing behavior saw a 2.2% conversion rate, an increase of 37.5% over the 1.6% conversion rate of non-targeted, blast emails.
It’s not always about working harder – sometime, it’s best to work smarter. The numbers show that even though there were fewer emails sends with the targeted emails, their conversion rate is considerably higher.
Email practices to nurture super fans
1) Offer a value exchange to get customers to open and read your emails.
2) Keep customers informed and aware of trends.
3) Anticipate what consumers need or are interested in.
4) Give a reason to return. (AKA – remarketing. Abandoned cart emails or emails triggered based on browser history often incentivize a return visit.)
At Whereoware, we cannot agree more with Silverpop + Dave’s approach to transforming the customer experience. Deliver consistent, engaging, and relevant messages over time, and you’ll develop lasting relationships with customers. Loyal customers turn into super fans, and if you’re smart, patient, and creative, you just might be welcomed into your super fans’ circle of best friend brands.
Silverpop hosts about 3-4 webinars each month – keep your eyes peeled and calendars free. We’re talking actionable suggestions, client success stories, and real results.
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