As with all relationships in your life, among your customers there are those that you want to nurture and those that are fun while they last. Customers who will share your brand with their friends — your advocates — are definitely in the former bucket. They’re keepers. If you take care of those relationships, those customers will continue to be a dependable source of not just purchases but new, high-quality customers.
We’ve introduced a series of emails for nurturing your relationship with these extra-special (and valuable) customers. The emails are easy, effective tools to entice them into sharing, then keep them coming back with a continued stream of relevant emails.
Make a Great First Impression
Your customers will be most excited about your brand and your campaign immediately after they share. This is a great time to send the Welcome Email. Use this chance to thank them for sharing and help them understand how the campaign works. (By the way, having this additional touch point also means you can simplify the offer explanation in your sharing experience — making it even easier for your customers to share.) Explain what happens now that they’ve shared.
When your customers are away from your site, this email acts as a quick link to get them back to your referral campaign.
The best part? It works! We see the Welcome Email drive up to 15% of conversions.
Keep the Program Top of Mind
Maintain the momentum you’ve built with your customer by telling her how her sharing is going. Relationships, after all, are about communication. Did her friends click? … Did they buy? Let her know.
We’ve made it easy to keep your campaigns top of mind with an automated Stats Email that arrives in your advocate’s inbox every Monday, if he shares weekly, and less often if he drifts away. With his confidence boosted by the social affirmation of his friends’ clicking and buying products he’s suggested, and enticed by the potential to earn more rewards, he’ll come back and share again. And again. The Stats Email drives up to 6% of conversions for brands using this feature.
Can’t wait a week?
Have a prolific advocate who can’t wait for her weekly stats? She can get them on demand through the sharing experience.
You can find more referral program best practices in our guide to Referral Marketing Practices for 2014. Grab a copy and get the most out of your keeper customers.