The reason clients worry is because they’ve been welcomed into an inbox—a personal, coveted place to be. They feel they need to prove their value and only send super important, engaging, and exciting emails, Arianne says. If they sell shoes, for example, they feel the need to provide a history of cobblers or another in-depth topic. “The problem with that is they set such a high bar that they end up not sending any email.”
A better approach, for example, may be to show new shoes in stock so that people can purchase them. “I always try to encourage people to keep it simple,” she says. “It doesn’t have to be mind-blowing. Just go ahead and send it regularly and be interested in what you’re selling, and then the people who are hearing from you are going to be interested, too.”
One example that Arianne points to is from one of her clients, Mouse Loves Pig. In the email, Ruth, the company’s founder, thanks the subscriber for joining the list. It even includes a link to a branded phone lock screen image as well as a link to the Kickstarter support group for periodic updates. It may be simple, but it works.
And use obvious tidbits to develop their brand, too.
Arianne has noticed that the longer the business has been running, the more likely the client is to forget what’s so cool about it in the first place. The client’s About page likely has interesting aspects about the business, or you can ask what makes the business different, as well as who the client’s perfect customers are.
Divide that into bite-sized chunks and ta-da! The client has a welcome email (or even a series of introductory notes) just waiting to be sent to eager customers. “You’ve already done half the work here,” Arianne says. “You just need to add a photo and flesh it out a little bit.”
After redesigning client Dani Barbe’s site, Aeolidia created 2 cool automations for the jewelry brand: a Happy Birthday email that is birthstone specific and a post-purchase follow-up with care instructions. “We created common e-commerce segments and also some specific to her business—gift givers, men, and people who purchased stacking rings or certain stones—so she could promote more of the same since her customers tend to collect items with these qualities,” says Arianne.
“[Dani] told me, ‘I’m most excited about having automated segments that feel interesting and personalized to my customer. I’d love to set the automated segments up well, and then let them do the work for me!’”
The one thing Arianne discourages, however, is waiting to send that welcome automation. If a customer signs up for the client’s list, don’t hold off on telling them what the company is all about. While the client knows the business inside out, new customers arrive at the site every day, so they need to be informed what makes that business dazzle. Like she mentioned before, customers who have signed up to the list want to hear from the brand, so be sure to seize that opportunity.