How can you use email marketing to exceed customer expectations?

2 Provide value

The second step to exceed customer expectations is to provide value in every email you send. You can do this by offering useful content, exclusive offers, free resources, or helpful tips that solve your customers' problems or enhance their experience. For example, you can send educational emails that teach your customers how to use your product or service, discount codes that reward your loyal customers, or ebooks or webinars that showcase your expertise. By providing value in your emails, you can increase your trust, credibility, and authority.

3 Ask for feedback

The third step to exceed customer expectations is to ask for feedback and act on it. You can do this by sending surveys, polls, reviews, or testimonials that invite your customers to share their opinions, suggestions, or stories. For example, you can send customer satisfaction surveys to measure your performance, product reviews to collect social proof, or testimonials to showcase your success stories. By asking for feedback, you can show your customers that you care about their satisfaction, improve your products or services, and generate more referrals.

4 Be human

The fourth step to exceed customer expectations is to be human and authentic in your email marketing. You can do this by using a friendly and conversational tone, addressing your customers by their names, signing off with your name and photo, and adding some personality or humor to your emails. For example, you can use emojis, gifs, or memes to spice up your emails, share behind-the-scenes stories or photos of your team, or tell a joke or a fun fact to make your customers smile. By being human, you can create a stronger connection and rapport with your customers.

5 Follow up

The fifth step to exceed customer expectations is to follow up and stay in touch with your customers. You can do this by sending thank you emails, confirmation emails, reminder emails, or follow-up emails that keep your customers informed, engaged, and appreciated. For example, you can send thank you emails after a purchase, confirmation emails after a sign-up, reminder emails before an event, or follow-up emails after a feedback. By following up, you can show your customers that you value their relationship, increase your retention and loyalty, and encourage repeat purchases.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?