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Customer Engagement Tip: Add human to onboarding emails

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Love it or hate it, email is still the most widely used method of communication for both personal and business uses. From the moment you relinquish your email address to a business to sign up for freebies, a trial, or a loyalty rewards membership you become part of a nurturing marketing process. It could be to woo you and make you buy more stuff or bring you one step closer to becoming a paying customer for a SaaS company. I had written before about notoriously “automated” emails that did a horrible of piquing my interest or making me want to engage with them. Of course, in an ideal world, every email we got from companies that wanted our business would be individually crafted and targeted to us.

What can you do about making your mass emails (albeit “targeted”) a bit more human and less robot sounding? With customer engagement management, the latter is totally doable especially when you have the ability to break down your audience into segments based on their activities and history.

I came across this article by Brennan Dunn that I really liked! He suggested keeping the emails in a conversational tone and make connecting with your business uncomplicated and casual. Say, for example, your company sends a followup email, naturally you hop onto your or WebEx account to set up a session and let them know “I’m available at this time, add me to your calendar so we can talk”. Why not opt for something a little less intimidating (and a little less commitment) like a Skype phonecall?

Do you want to Skype with me?

Simple, casual, human (enough).

Another great touch to add is to end with a question like “Is there a time this week that works for you?” versus “I look forward to hearing from you” or “Let’s get in touch!” where the burden is on the reader to make the next move. Here’s a great example from SproutSocial – and yes, I did end up hitting “reply”.

SproutSocial Email

Additionally, the use of a blank template without all the formal logos/headers made it feel like a casual email.

In a digital world where everything is automated, sometimes it’s good to add a human touch to remind the good people there are real folks behind all these communications.

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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