Communications

by Rebecca Smith – That Comms Co.

Everyone gets marketing emails. Whether it’s updates to new services, discounts on products or notifications about a new launch, our inboxes will often overflow with information from companies we’ve done business with. But what entices us to open some emails and not others? And how can we ensure that the emails we ourselves send to customers are the ones that get read?

Email is a really effective way to communicate with customers which is why it’s one of the most widely used marketing tools. The crafting of compelling, interesting and useful communications is paramount to getting a customer to repeatedly open and read the emails you send.

Email provides a direct link to customers who are already engaged with your business and are likely to know who you are and have a basic understanding of what you offer. Through targeted and personalised messages you can share additional information about your service and products, provide advice to encourage repeat business and reintroduce lapsed customers to your offering. It’s also worth noting that the use of email for customer communications isn’t limited to only pushing your message out to them, but that it is also a means to address their questions when they get in touch. Where this is the case, ensuring that your responses are timely, considered and polite is always important. But, when it comes to email marketing, it is vital that businesses get the frequency of their emails to customers right and adapt their tone and content to engage those they target. To do this, think of the customer first — what are their concerns, how are their needs changing, what are they looking for? Once you’ve established this, state your message, whether it be a new offering or a change to your service, avoid overly long paragraphs and keep your language simple and jargon-free. Beware of overly promotional and salesy type messages that are likely to be met with frustration. Finding valuable content to include in proactive marketing emails can be tricky and for many businesses, offering a stream of discounts or offers won’t be viable. Thankfully, consumers often perceive value through a different lens and aren’t always focused on cash discounts. In fact, a recent survey from Abode asked, “If you could change one thing about emails you get from brands what would it be?” and the top response was “make them less about promotions and more about providing me with information!” The art of creating added value for your customers starts with an understanding of what’s important to them. Here are some content ideas for your marketing emails that can provide value beyond just a cash discount:

Rebecca is Founder and Managing Director of That Comms Co. She has extensive experience in advising executives and boards in Australia and in Europe with their communication needs, and has worked across a range of different businesses and sectors.

Be inspiring

Life is very demanding, therefore it’s little wonder that emails that provide inspiration, and help to simplify difficult or time-consuming

decisions are well received. For example, tips on decluttering your home, how to pack fragile items, how to determine the size of the storage space you will need, or how to prepare furniture before you store it, will all provide customers with advice that they might be looking for or even prompt them to get started on a project. Keep customers up to date

Changes to your business should be shared across all customer touchpoints, including via email. Have you updated the hours your facility is open? Have you added new security features? Have you added to the list of items that can be stored on your site? These small but important changes should be communicated to your customers and email is a great way to do this. Share the basics

Emails help subscribers stay on top of key information and provide a

record for them to refer back to. Simply highlighting current products, prices or information when units become available is sometimes enough to get customers over the line. Provide case studies

Case studies are an invaluable asset when it comes to establishing that you’re offering is valuable and of good quality, regardless of the price. Sharing a positive review or story from an existing customer sends the message that your business and facility are great to partner with. If you focus on offering value rather than discounts, you’ll never run out of things to say when you’re building new relationships, and you’ll keep your customers engaged and loyal because their relationship with you runs deeper than a discount. Finally, the basics of good communications still apply to any email you send - keep it concise, relevant and helpful. Develop a tone of voice that will engage your customers and always communicate authentically. l

Need more help with your customer communications? That Comms Co. is the SSAA’s preferred public relations and crisis communications service for its members and is able to be engaged to prepare holding statements and customer communications as required.

For more information. Free call 1800 067 313 (Australia); 0800 444 356 (New Zealand); or email admin@selfstorage.com.au.

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