It’s no secret that email marketing is a powerful tool to drive customer delight and can turn any shopping experience into one that stands out—for all the right reasons.
Today I’m going to share a truly memorably customer journey with you. One that’s worth sharing not only because it ticks all the boxes, but because it makes me excited for my next purchase. And not only because I’m a self-confessed plant lover.
Ready to explore how US-based indoor plant delivery service The Sill is rocking their email marketing and customer delight?
But before we get into it, let’s look at what unites emails that are done so right that they delight beyond belief:
⋒ They deliver hyper-specific content straight to your inbox
⋒ They come through with the goods well before you know you need them
⋒ They take you on a journey to that next logical step (—> your next purchase)
⋒ They deliver genuine value that supports your purchase
What are we looking at?
I love treating my clients to a token of appreciation once our projects wrap up. This particular client lives in NYC, so I went on a mission to track down an indoor plant delivery service that could delight my client on the other side of the globe with indoor greenery. And I wanted to arrange that all the way from Sydney, Australia.
The Sill jumped out straight away via Google and tempted me with a cute and easy-to-use website. And the rest is history.
What followed were strategic brand touchpoints delivered straight to my inbox that have turned me into a life-long customer.
The Abandoned Cart Email
As a busy mum of three, it’s not surprising that it took me several goes to check out.
And The Sill did a fab job of reminding me of that special something I had left behind.
But what did they do differently to the stock-standard abandoned cart emails you see so often?
They back their push-to-purchase up with what’s in it for me:
By purchasing this plant I’d have a direct and immediate impact on my overall wellbeing, which they back up with a blog post on their website.
So how could I resits, right?
Well, I didn’t!
The Sneaky First Purchase Discount
As it happens, I love a sneaky discount when I know I’m about to purchase.
So this beauty landed in my inbox just at the right time to convert that plant baby I had in my cart into a physical purchase.
But that discount email also delivered on other important factors of email marketing that delights your customers:
⋒ It creates a sense of urgency because that discount code expires within 48 hours
⋒ It includes popular choices that make it quick and easy for me to get started and spend my money
⋒ It includes a quick video guide to help me build my own indoor jungle—because it can be somewhat overwhelming to pick the perfect plant for your home
No better way to overcome obstacles and give you that final push to purchase.
The Purchase Confirmation
But the customer delight didn’t end once I had handed over my cash.
The order confirmation clearly communicated delivery expectations, which were slightly longer due to COVID-19 and made it easy to contact their customer service team should I spot an issue with my order.
They also invited me to add their email address to my address book so future emails wouldn’t end up in my spam folder.
Clever lot!
And now for the super smart next step:
The clear CTA to tell a friend so BOTH OF US can benefit.
The key to a winning referral programme is to make it beneficial for both parties.
You’re much more likely to tell invite your friends if something’s in it for you, right?
Because by nature humans are selfish creatures.
The Brand Welcome
What better way to be officially welcomed to the family than a note from the founder?
And this email does it well:
⋒ It introduces the brand purpose
⋒ Shares a picture of the founder so you can put a face to the brand
⋒ Adds a personal touch by introducing Eliza’s favourite plants (that you can easily shop in the store, of course)
The Shipping Confirmation
What other than the tracking number, the shipping address and a way to contact the customer service team in case something goes wrong should a shipping confirmation contain?
Well, the sky’s the limit, but I like what The Sill have done with theirs:
⋒ It introduces you to the first steps as soon as the delivery touches down on your door step and directs you to their website if you want to find out more
⋒ It invites you to contact their team if you have any questions
⋒ It reminds you to tell your buddy about that fabulous discount that’s waiting for them (and you)
The Hyper-specific Surprise
Do you reckon The Sill would ease off with their customer delight by email once I handed over my cash?
Nope!
They’re using the next email as an opportunity to remind me that they know me inside out.
And that they care!
By sending me plant care tips specific to my purchase, The Sill not only fill me with trust that they will only deliver specific content in the future, but that they also want me to have the best possible customer experience with my purchase.
Being a new plant mumma isn’t easy and the success of my first purchase will determine whether I am to return for seconds.
No pressure, right?
They also deliver related products they can upsell me on and remind me that there’s an exclusive club to join.
And that club not only delivers year-round income for The Sill, it teases with exclusives, discounts and events that any plant-obsessed lady, like me, would join without much thinking. At a low annual price.
Clever!
Joining the club is the next logical step on a plant-lovers journey and this email gently introduces the idea, even when the customer might not be ready. Yet!
The Value-Add
After dangling that club carrot in front of me, this one goes a little deeper and introduces free content that teases what the paid club has to offer.
It establishes The Sill as more than a one-time-purchase destination.
It establishes The Sill as a brand that takes customer delight seriously and loves to nurture a genuine and mutually beneficial relationship with its customers.
By inviting me to two free workshops, The Sill not only supports my interest in indoor plants, it also organically introduces new ideas that can lead to more purchases down the track to sort out the supplies I need.
And it reminds customers again that there’s much more of the same to learn if I join the club for a low annual fee.
Smart move.
So what are the key takeaways from my customer delight with The Sill’s email marketing?
Here’s an important side note to begin with:
These emails might have been taken from an ecommerce brand, but the same principles apply for a photographer, graphic designer, accountant or online coach
Now for the learnings:
⋒ The purchase is only the start of the conversation. Use this as the stepping stone to lead into the next purchase or the next logical step
⋒ Encourage word of mouth by introducing a referral programme that not only pays off for you, but for the existing AND new customer
⋒ Make your content hyper-specific so your customer knows you take your relationship seriously
⋒ Deliver value that drives traffic to your website and nurtures your relationship
⋒ Come through with practical tips and tricks that help your customer get the most out of their purchase
⋒ Only the sky’s the limit when it comes to nurturing relationships and continuing that conversation with your existing customers
⋒ Use strategic copywriting to meet the reader where they’re at and take them a step closer to that next purchase (or joining your club)
Keen to learn more?
