Building a customer relationship is like planting a seed. It takes time. But it’s the key to business growth.
How do I build relationships with my customers?
An easy tactic is a “get to know your customers day” campaign. All brands can use it. It helps you understand your customers better. And it also helps strengthen your bond with them.
Some of the things you’ll learn:
- Why the “get to know your customers day” campaign is so important for both customers and business owners.
- How to use the “get to know your customers day” seasonal opportunity to gain valuable data about your customers.
- How this data can help you scale your conversions throughout the whole year.
Fact: We get so lost among campaigns, budgets, holiday strategies, and chasing after KPIs, that we forget who the main character is in e-commerce.
Newsflash: It’s the customers.
This short guide will teach you an easy email technique to get to know your customers better. And thankfully, there’s not one, but four reminders to use that technique. Four days each year to provide the perfect excuse to strike up a conversation and engage with your customers.
Be warned, however: Once you understand this email technique, you may be tempted to use it more often. Making it part of you regular campaign cadence and dramatically altering your content calendar.
If you keep reading, you may never go back.
Get to know your customer day
The “get to know your customers day” is a national holiday observed quarterly, on the third Thursday of January, April, July, and October.
It serves as a gentle nudge to reach out to your customer base and get to know them better. And it is a unique learning opportunity to talk to current customers and strengthen your personal connection with them. Something we need nowadays since we are moving to an increasingly cookie-less world.
And there is no better way to get to know your customers than through the most direct marketing channel there is, email marketing.
But it is a rush hour out there!
Well, it’s no secret that getting subscribers’ attention is tough. Everybody’s inbox is flooded.
Not to mention the multi-tasking and the distraction while reading emails. Therefore inviting subscribers to take an official survey is a big deal and most likely a big no (what a bump on a log).
But that is not the only way the cookie crumbles. Here’s how our agency approached this holiday, for one of our clients.
Inline Email Survey
We created a simple email campaign that contained 3 short close-ended questions, embedded in the email.
Then, we invited customers to pick the answer that applied to them.
We stored a data point on their profile based on where they clicked, using a Klaviyo custom property.
Why does this work better than a regular survey? Because it’s an easier user experience.
Customers can answer the questions directly in the email body, instead of being directed to a survey form or the website.
This dodges the feeling of being trapped into answering never-ending survey questions.
Every click’s data point is automatically stored, in real-time, as the user clicks.
This creative twist in the micro-survey might be the thing that gets readers to respond at higher rates. Try it. You’ll get new, valuable information in no time.
1. Less is more: A short survey is better than a long one.
Did we have way more questions to ask customers? Of course.
But there’s a clear distinction between “must-know” questions and “nice to know” questions. Not overdoing it is the recipe for customer engagement and responsiveness.
Don’t collect data unless you have a clear plan of how to use it.
2. Personalize and trigger customers’ emotions.
Use the information you already know about your customers, such as their first name, and show excitement to get to know them better.
This will show them you care and inspire them to give you more information.
3. Two simple little words, but oh-so-powerful.
Don’t forget the importance of good manners.
Always show your appreciation with a timely “thank you.” Maybe even go a step further and give them a reward.
Just don’t leave the customers hanging without showing them your appreciation for their time.
It takes very little to create a happy customer and get a positive review.
- High response rate. People are way more likely to respond when the survey is short and quick without leaving the current page.
- Ease of collecting information. Use this holiday, because collecting information about your customers doesn’t get any easier.
- Less time-consuming for gathering and analyzing data. In these kinds of surveys, customer feedback organizes itself. Your job is to learn from it.
- Enriching customers’ profiles. The more you know about them, the better customer experience they will receive.
- Ability to segment and personalize the list. As your number of segments grows, people will receive more and more relevant content. And we all know what that means… ⬇
- Ability to personalize our communication. Use the information you gathered to send targeted and personalized emails for the upcoming holiday season and all year round.
Once you’ve collected valuable feedback take your time and learn from it.
This data can help you build personal relationships with your valuable customers by providing them with more personal responses on email and social channels.
Make this a regular campaign
“Get to know your customers day” is the perfect excuse to create a customer survey and collect some valuable data for your brand.
But it’s only the first step to orchestrating a fully fleshed-out customer profiling strategy. What if you implemented profiling campaigns like this to your regular email cadence?
Remember: The brand that understands its customers more deeply wins.
Want to take it to the next level?
We build relationships and create loyal customers for brands 365 days a year with our advanced and personalized emails.