The third parties that help you interact with your users can also sometimes hinder the relationship with them.
Let’s take a look at:
- Payment events, and
- Support tickets
A. Payment events
Many payment platforms send emails to the clients on your behalf, informing the client that the payment has been made, or that there was a payment error etc.
I would strongly suggest that you minimize as much as possible number of emails sent from these platform, as they are not customisable for your company. You cannot control how they sound or look like and how they will be perceived by the clients.
Think about the ‘declined payment’ notifications. Have you ever received one? If so, you might agree with me: they sound very plain, harsh, insensitive even… Users might even be tempted to abandon the purchase if they feel irritated by the way the notification is phrased.
Wouldn’t this be a priceless opportunity to bring back your clients and communicate with them more efficiently? You can have a huge impact on the churn rate by choosing the right tone and personalised messages.
B. Support tickets
Knowing if a user contacted your support team, or how many users frequently open support tickets provides valuable information on the user. This info should be integrated with the rest of the labels & data you have collected about the user on the marketing automation platform.
You can make a cross-check how many users are highly engaged and use the support system frequently. To secure their fidelity you could send a notification on behalf of the CEO ensuring the continuous development of the product. You could even try something more daring: share the roadmap with this particular category of users, as they are considered safe and interested to stay with your company. The chances that a highly engaged, paying customer who constantly contacts the support team and is also subscribed to the newsletter is actually your competition are close to zero.
Ideally, every piece of info sent to the client and every support ticket should follow your recipe and communication strategies.
So, what should you take with you after reading this issue of the newsletter and the previous one
on enriching your marketing automation platforms?