Author: Lili Boev, Director of Client Success
Learning from others is built into our very nature. In this blog we look at what professional services firms can learn from retailers. Automation is essential for most retailers in order to engage large volumes of customers. Retailers use automation as part of their customer's journey. Most of these automated journeys are driven by actions taken by customers. These actions create clear trigger points, and ensure emails are sent in the moment of customer need. We are going to focus on two of these automations, welcome and abandoned cart.
There are two points at which a retailer will typically send a welcome email. The first is after someone subscribes to the newsletter. The second is after they have bought for the first time. They will use the welcome email to thank the customer and to start building a relationship. They use it as an opportunity to tell the customer a bit more about their products, and to show them all the ways they can engage with the brand. It's a great opportunity to start building trust with their customers. Welcome emails have twice the open rate of a normal, ad hoc email, so they’re a very effective way to open a dialogue with the customer.
Levi’s have eschewed a single email in favour of a four-stage welcome journey.
Obviously, not all aspects of these welcome emails are applicable for the professional services firm.
- Welcome to [Firm name]
- Thanks for subscribing, you won't regret it
- Welcome to the team! Now what?
- Thank you, it's nice to meet you
Retailers will typically send abandoned cart emails when someone abandons the products they have added to their online basket. Just because professional services firms deal in services instead of products doesn't mean you should ignore targeting abandonment. You may have an important form, preference centre, or even an event registration form for an event which may all be abandoned in the same way as retail products.
There is always a reason for someone abandoning. Because they were interrupted, they had a concern, found it too complicated or just had a question about what they were filling out.
Using Vuture’s web tracking and triggers technology alongside the standard form functionality can allow you to achieve the takeaways we’ve given you. If you want to find out more about how you can practically apply these to your marketing, please feel free to get in touch with the client success team on firstname.lastname@example.org or your Account Manager.