Qualified clients: community management via email marketing
Posted: Tue Dec 03, 2024 10:46 am
Have you ever heard of communities in e-commerce ? Simply put, the people who are part of your community are those who are deeply involved with your brand. They identify with your product, absorb your content, tell their friends and family about your business, and much more. And managing your community effectively is one of the ways to help increase your revenue.
Read more:
>> Increase customer lifetime value with email marketing
>> Overdelivery with e-mail marketing: how to apply it to e-commerce
Building a successful community of qualified customers who you can count on to support your brand awareness is a process that takes time and careful planning. In general, the most engaged communities are those that have been won over by the brand’s authenticity, which creates a connection with that audience.
Content
Benefits of community management via email marketing
Increases customer engagement and satisfaction
Provide quality feedback
Creates more cross-selling and upselling opportunities
How to Create a Community Management Strategy
Start by creating your goals
Know your audience
Create useful and authentic content
Track your results
Community Management Examples
GoPro
Red Bull
Hail
Nike
Benefits of community management via email marketing
But showing authenticity is not always an easy task. It is necessary to invest not only in winning over consumers, but also in a community management strategy to increase customer engagement and happiness. At this point, email marketing becomes a great ally.
After all, email serves both as a channel for offering products and as a channel for serving customers and allowing them to share their opinions. But there are other benefits that solid community management through email can offer. Check them out below!
Increases customer engagement and satisfaction
By executing an effective community management strategy , you’ll start to see an increase in customer engagement and satisfaction. The more your brand’s presence stands out where your customers are—especially online—the more you’ll be able to increase audience engagement.
And this doesn’t necessarily have to be limited to email marketing. You can use social media as a support channel. If you provide valuable content on Instagram, for example, and interact with people through comments, your audience will see your brand as authentic and committed to customers.
This strategy is much less expensive than paid customer acquisition campaigns. They require a large investment for customers who will not always place more than one order with your brand – if they ever do. Remember: repeat buyers and loyal customers cost less and generate more revenue than new customers.
Provide quality feedback
Feedback is essential to the success of your brand, so using email marketing as a space for communities to share their opinions is extremely valuable for your business. In return, offer customers something, such as a gift card or discount, to encourage them to participate.
This feedback collection doesn’t have to be complicated. It can be done through an email form or even through social media, such as polls or question boxes on Instagram stories. This type of survey is a great way to encourage community engagement and reduce the chances of future customer complaints.
Creates more cross-selling and upselling opportunities
Community management can also be effective for cross-selling and upselling. This is because it gives you the chance to show customers (and allow them to show other customers) how different or additional products can meet their needs.
In this context, you can share content president email lists from influencers or generated by other users about your products via email or social media. Just be careful, as the goal here is not to promote your products directly, but to incorporate them into content that is useful to your community.
How to Create a Community Management Strategy
If you have questions about how to create a community that will bring results to your business, we can help you! Below, we have gathered some tips to develop a strategy that works for your brand. Check it out:
Start by creating your goals
The first step is to set goals that are aligned with the results you want to achieve with your community. Your goals can be very diverse, ranging from revenue, to customer service effectiveness, to brand recognition and success, among others. Some examples of goals might include:
Greater customer retention;
Lower rate of customer service complaints;
Greater adherence of your community in the digital environment to help answer questions about products;
Increased interest in your products, especially new launches;
Better perception and greater recall of your brand among the public.
Know your audience
Even if you already have a solid idea of your audience profile, understanding your customers’ needs and desires is an ongoing task. Furthermore, it is important to keep in mind that interacting with users on different channels requires different approaches.
On channels like Instagram or TikTok, people expect quick, educational, and entertaining videos. On the other hand, more solid, in-depth content about your brand’s products in text format can be delivered via email. Therefore, communicating with your audience in the appropriate way, according to the channel used, is a way to further stimulate engagement and interaction within your community.
Create useful and authentic content
Building and managing a community also involves creating useful and authentic content. The type of content you produce within your strategy should be aligned with your brand’s image and tone of voice.
For example, let’s say you have an e-commerce business that sells sustainable furniture. Your community management strategy should include offering educational content that provides information about sustainability: where your products are made, how you source your raw materials, what your labor practices are, etc. Also, don’t forget to create detailed descriptions and produce good images (photos and videos) for each product page.
Track your results
Finally, it is essential to measure the success of your community management strategy and monitor your customers’ perceptions. One way to streamline and make this step more accurate and effective is to use tools that automate certain processes. We are talking about platforms such as:
Google Analytics: with which you can track access to your website in detail;
Mailbiz: which not only automates email marketing sending, but also allows you to know your opening rates, clicks, ROI of each campaign and much more;
Ebit: is a free system that measures the reputation of your onl
Read more:
>> Increase customer lifetime value with email marketing
>> Overdelivery with e-mail marketing: how to apply it to e-commerce
Building a successful community of qualified customers who you can count on to support your brand awareness is a process that takes time and careful planning. In general, the most engaged communities are those that have been won over by the brand’s authenticity, which creates a connection with that audience.
Content
Benefits of community management via email marketing
Increases customer engagement and satisfaction
Provide quality feedback
Creates more cross-selling and upselling opportunities
How to Create a Community Management Strategy
Start by creating your goals
Know your audience
Create useful and authentic content
Track your results
Community Management Examples
GoPro
Red Bull
Hail
Nike
Benefits of community management via email marketing
But showing authenticity is not always an easy task. It is necessary to invest not only in winning over consumers, but also in a community management strategy to increase customer engagement and happiness. At this point, email marketing becomes a great ally.
After all, email serves both as a channel for offering products and as a channel for serving customers and allowing them to share their opinions. But there are other benefits that solid community management through email can offer. Check them out below!
Increases customer engagement and satisfaction
By executing an effective community management strategy , you’ll start to see an increase in customer engagement and satisfaction. The more your brand’s presence stands out where your customers are—especially online—the more you’ll be able to increase audience engagement.
And this doesn’t necessarily have to be limited to email marketing. You can use social media as a support channel. If you provide valuable content on Instagram, for example, and interact with people through comments, your audience will see your brand as authentic and committed to customers.
This strategy is much less expensive than paid customer acquisition campaigns. They require a large investment for customers who will not always place more than one order with your brand – if they ever do. Remember: repeat buyers and loyal customers cost less and generate more revenue than new customers.
Provide quality feedback
Feedback is essential to the success of your brand, so using email marketing as a space for communities to share their opinions is extremely valuable for your business. In return, offer customers something, such as a gift card or discount, to encourage them to participate.
This feedback collection doesn’t have to be complicated. It can be done through an email form or even through social media, such as polls or question boxes on Instagram stories. This type of survey is a great way to encourage community engagement and reduce the chances of future customer complaints.
Creates more cross-selling and upselling opportunities
Community management can also be effective for cross-selling and upselling. This is because it gives you the chance to show customers (and allow them to show other customers) how different or additional products can meet their needs.
In this context, you can share content president email lists from influencers or generated by other users about your products via email or social media. Just be careful, as the goal here is not to promote your products directly, but to incorporate them into content that is useful to your community.
How to Create a Community Management Strategy
If you have questions about how to create a community that will bring results to your business, we can help you! Below, we have gathered some tips to develop a strategy that works for your brand. Check it out:
Start by creating your goals
The first step is to set goals that are aligned with the results you want to achieve with your community. Your goals can be very diverse, ranging from revenue, to customer service effectiveness, to brand recognition and success, among others. Some examples of goals might include:
Greater customer retention;
Lower rate of customer service complaints;
Greater adherence of your community in the digital environment to help answer questions about products;
Increased interest in your products, especially new launches;
Better perception and greater recall of your brand among the public.
Know your audience
Even if you already have a solid idea of your audience profile, understanding your customers’ needs and desires is an ongoing task. Furthermore, it is important to keep in mind that interacting with users on different channels requires different approaches.
On channels like Instagram or TikTok, people expect quick, educational, and entertaining videos. On the other hand, more solid, in-depth content about your brand’s products in text format can be delivered via email. Therefore, communicating with your audience in the appropriate way, according to the channel used, is a way to further stimulate engagement and interaction within your community.
Create useful and authentic content
Building and managing a community also involves creating useful and authentic content. The type of content you produce within your strategy should be aligned with your brand’s image and tone of voice.
For example, let’s say you have an e-commerce business that sells sustainable furniture. Your community management strategy should include offering educational content that provides information about sustainability: where your products are made, how you source your raw materials, what your labor practices are, etc. Also, don’t forget to create detailed descriptions and produce good images (photos and videos) for each product page.
Track your results
Finally, it is essential to measure the success of your community management strategy and monitor your customers’ perceptions. One way to streamline and make this step more accurate and effective is to use tools that automate certain processes. We are talking about platforms such as:
Google Analytics: with which you can track access to your website in detail;
Mailbiz: which not only automates email marketing sending, but also allows you to know your opening rates, clicks, ROI of each campaign and much more;
Ebit: is a free system that measures the reputation of your onl