Matching emotions: How I build customer-centric strategies for eCommerce email flows
Putting together the strategy for email sequences/flows is a ton of fun because I get to focus on customer experience.
I anticipate the emotions that go through a person's mind at different points of their buying journey.*
I ask myself the following questions:
What are they feeling at this point in their journey?
How do I amplify (or minimize) that feeling?
What information do I need to include to make that happen?
Examples
Thank you emails
Emotions: This is a time for excitement but also second thoughts, especially if the item is on the expensive side.
If not mitigated: Possible cancellation/refund request.
What I do: A Thank you series that reaffirms their decision. Hype them up. Show them the many ways they can use your product and get them excited. Remind them that they made the right choice.
You get: Happier customers, less refund requests. Sample: Ipsy
Back-in-stock emails
Emotions: The person is likely a bit miffed that the product they want is not available (and you know they want it because they asked to be notified). And we all want what we can't have.
If not mitigated: They leave, never to return again.
What I do: A Back-in-stock series that confirms they'll get notified when the item is back, acknowledges that they're being patient, and gives an incentive as a thank you for their continued support.
You get: A calm customer and possibly even a sale. 180, baby. Sample: Dr. Axe
TL;DR
Focus on the buyers and their journey. Anticipate their emotions and match them. Emails are the closest thing to being that friend who understands and gives you the right advice at the right time—in life or in shopping. Usually both.
*Customer research is key. Either by speaking with customers or if that's not available to you, do a ton of review mining.
