Author: Franz Malten Buemann

Email marketing is one of the most effective digital marketing strategies that help small businesses to grow and maintain their client roster. It is a conversion-rich strategy to keep your customers up to date about your business and foster a better relationship with them.  Email marketing also promises a lucrative return on investment — it…
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Clone a Public Group or Queue with Members in Salesforce using Salesforce Flow Continue reading →
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“There are decades where nothing happens; and there are weeks when decades happen” said Vladimir Ilyich Lenin and look what happened to eCommerce in the last 12 “COVID” months. According to McKinsey research 76% of consumers permanently changed their buying behaviors during the pandemic. 

 

e-Commerce is now C-Commerce, a Collaborative, Consumer oriented with CX dominating over brands with new huge trends like D2C (direct-to-consumer) and C2M (consumer-to-manufacturer). Modern commerce is more about pull strategy than push strategy and to properly deal with that you need new customer data. No, not more customer data. E-tailers need new data, not third party data, not third party cookies.

 

You need the data and the consumer will provide the data if you have built a relationship based on trust. According to Accenture the proportion of consumers who said they are willing to share more information about themselves when brands are transparent rose to 73% while 87% consumers say it’s important to buy from a brand or retailer that “understands the real me.”

 

It is a true Revival of one-to-one Commerce. It’s a new space for Customer Data Platforms, Zero and First Party Data. So now, let’s have a look at the major myths that have arisen in the couple of years around CDPs.

 

Myth 1: CDPs are expensive and you need to own a bank to use them

 

Managing huge amounts of customer data is a great challenge. Limited access to top talent that can address the challenges of data management and infrastructure optimization makes most CDPs largely depend on third party solutions. Not cheap ones. And guess who is finally paying for this?

 

Tip: Find a CDP vendor that is capable of delivering a CDP based on a hybrid (own/third party) infrastructure that will not only cost you money but will also make you money

 

Myth 2: Making CDP data actionable across execution channels is easy as pie

 

Proper integration of customer data and AI recommendations into an existing, very often largely unintegrated stack of marketing solutions (email, web push, messaging, live chat, website recommendations) can be a really painful exercise. And it will take ages, if it ever actually does happen. 

 

Tip: Look for a CDP with natively built and seamlessly integrated execution channels.

 

Myth 3: CDP implementation will require huge IT resources for months of engagement 

 

We are not saying that a CDP can be implemented by monkeys because it does require IT resources to prepare the ground for marketers, but a CDP platform built with a proper understanding of a common framework for CMO & CTO value creation may make a huge difference. 

 

Tip: Make sure your CDP vendor understands the idea of Low Technology Burden and will guarantee that the CMO and CTO will still hug each other after 2 month of CDP implementation. Ready made plugins to eCommerce platforms make a huge difference too.

 

Myth 4: CDPs are for large enterprise only

 

Obviously the leading CDP vendors are targeting large companies which creates a feeling that it’s a game only for the largest players. But the truth is that a CDP can be very effectively implemented at mid-size companies too and deliver great business results. 

 

Tip: Look out for a CDP vendor that not only has mid-size companies in their “sweet spot” but offers a good time to value and pricing model accessible for smaller players with ability to pay more as you grow.

 

Myth 5: CDP is new to the market like Tik Tok

 

Well, we would say not exactly. Under the name Customer Data Platform, it may be seen as somewhat new as it was forged in 2013, but it is actually a collection of technologies known and used in other systems, combined and rebuilt into a packaged piece of software that we now call a CDP. But in our opinion a real predecessor of CDP was Jeff Johnson, known as the first ever employee of Nike, who in 1965 created the first Nike shop and in his notebook he kept detailed information about it’s customers. Information about runs they run, injuries, records etc. 

 

Tip: Be like Jeff.

Most digital marketers are familiar with the power of transactional emails for brand-building and customer retention: Transactional emails get 8x more opens and clicks than any other type of email and generate 6x as much revenue. 
But much of the transactional email discussion centers around product or software businesses. So, digital marketing agencies may not apply what they know to be true about transactional emails to their own company. 
In this post, we’re sharing how agencies can use transactional emails to improve their own client retention. 
Why do transactional emails matter for agencies?
Think about the last time you ordered something online: You may have saved the shipping confirmation email and checked back a few days later to find tracking information to see your package’s progress.
When else do you give such devoted or repeat attention to an email from a company or marketer? 
Unlike most marketing emails, the information in transactional emails makes these emails feel important—and even urgent—to open and read. 
Smart marketers can take advantage of this urgency and infuse their transactional emails with strategies to build their agency brand and improve client retention. 
Types of transactional emails for agencies
Transactional emails, sometimes called “system-triggered” emails, are automatic emails triggered by an action. For product and software businesses, traditional triggers include signing up for a newsletter, creating an account, or placing an order.
For agencies, the opportunities to send brand-building transactional emails are similar but a little different. Let’s take a look at the types of transactional emails for agencies. 
 
Welcome email
A welcome email is sent to new email subscribers after they join your email list. Your welcome email is an opportunity to set the tone for your relationship with this prospective client. 
For example, Findable Digital Marketing sends this welcome email to new subscribers:  

Source: Findable Digital Marketing.
This is an excellent example of an agency welcome email because it:

Sets clear expectations for the newsletter to minimize unsubscribes
Invites subscribers to become more invested in the brand by following the agency on social or reading recent blog posts
Is signed by the company founder to make the reader feel special (instead of signed by “team”)

Onboarding email
An onboarding email is an email sent to clients who have just signed on with your agency. 
The goal of an onboarding email is to establish expectations for the working relationship, but you can also use it to make new clients feel like they’ve made a great decision by choosing to work with you. For this reason, a great onboarding email can go a long way toward improving client retention. 
For example, check out this onboarding email by video messaging software Loom: 

Source: Really Good Emails.
You can take a cue from Loom’s onboarding email and:

Include a personalized video to make new clients feel special
Outline next steps for new clients to take
Make it easy for new clients to get their questions answered quickly

 
Invoice & contract emails
Invoice and contract emails are an opportunity to improve your client relationships. Instead of sending the default invoice or contract email that comes with your CRM, try writing your own copy. 
For example, check out this sample invoice email from time tracking tool Clockify: 

Source: Clockify
This email is excellent because it:

Balances a professional tone with a personal touch (“Hope you’re doing well”)
Uses a clear subject line that can’t be misunderstood (“Payment reminder for invoice”)
Includes the terms of the invoice in the body of the email (amount and due date)

Feedback email
Feedback emails are your final opportunity to interact with a client whose project has ended. It’s your last chance to make an impression that leads to referrals and even repeat projects. 
For inspiration, check out this feedback email by search-as-a-service platform Algolia: 

Source: Really Good Emails.
This email is ideal because it does a couple of key things:

It’s written with a personal tone (“As we prepare for Thanksgiving…”) that makes it feel like a 1:1 communication, not a templated email
It asks directly for feedback (“Would you be willing to write a quick and honest review…?”)
It includes an easy-to-find button to leave feedback
It offers an incentive to leave feedback to encourage more responses

Wrap up
Even though most of the discussion around transactional emails is focused on product or software businesses, agencies are equally primed to increase client retention through exceptional transactional emails.
If you follow the examples outlined in this post, you’ll be well on your way to creating transactional emails that drive opens, clicks, massive engagement, and heaps of revenue.
For more transactional email help, check out the features page and our guide to transactional email for marketers.
 
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If you’re a decent human being, you always honor a pinky promise.
For the uninitiated, a pinky promise is usually between two people and it holds more weight than a spit shake, legal contract, verbal agreement, and “I swear on my [insert family member]” statements combined. It’s part of our social contract – once it’s been agreed upon, it cannot be broken.

A brand promise is the scaled, commercial version of the pinky promise, with the brand holding up one finger and its target audience holding up the other.
Except, in this case, breaking it won’t just ruin your reputation, it can impact your revenue.
Let’s talk about how to create a brand promise and see examples from popular brands.
What is a brand promise?
A brand promise reveals what consumers can expect from a brand across all touchpoints. It serves as a company’s foundational value and informs every aspect of the company, from its messaging to its customer service.
Your brand promise should be central to your company, something that remains constant as it grows and evolves.
Not every brand promise is explicit. In many cases, it’s more of an internal mantra that’s shared with employees, investors, and partners. However, when you have built a strong brand identity and clear messaging, your brand promise can be assumed by your target audience.
There’s often some confusion between a brand promise and a tagline, so let’s break it down.

While it can be just as short as a tagline, a brand promise tells consumers, “Hey, this is what you’ll find every time you interact with our brand.”
So, why have one? Well, a brand promise:

Helps internal and external stakeholders know what to expect from you.
Gains consumer trust.
Serves as the foundation from which you build out how your company operates from a consumer interaction perspective.

One thing to note about a brand promise, it is a promise after all. So when you break it, it can affect your reputation and your revenue.
For instance, let’s say your brand promise is something like “Innovation at every turn,” and your company hasn’t come out with something new and fresh in the last five years, that can deter potential consumers.
Here are the most common types of brand promises:

Emotional: A promise appealing to emotion.

Action-based: A promise tied to a specific action.

Social: A promise based on ethical or social responsibility.

How to Build a Brand Promise
1. Focus on your audience.
Your brand promise outlines your commitment to your audience. So, to figure out what your promise should be, your first step is determining what your audience wants from you.
It goes beyond a specific product or service, it’s more specific to the experience you’re providing.
For instance, Planet Fitness’s brand promise is based on people’s reluctance to join the gym for fear of judgment and embarrassment. The brand, in response, promises to create an environment that encourages people at all fitness levels to go to the gym and feel comfortable working out.
Another goal of your brand promise is to set you apart from your competitors. What makes you unique, is it your customer service, your product, your mission, your values? Use that to offer a promise that’s distinctive.
In Planet Fitness’ case, the brand did something no one else had done: Address the problem with the gym environment, not its users.
2. Think about your customer touchpoints.
With your brand promise, you’re guaranteeing something to your customers.
As such, place yourself in the shoes of your consumers and envision how you want those interactions to go. Is there a specific feeling involved? What do they have to gain?
Once you put those into words, you’ll be able to craft a brand promise that reflects the experience you want to promote.
3. Keep it simple, unique, and inspiring.
Your brand promise should be clear and to the point, something you can say in one sentence. It won’t necessarily be as fun as a tagline, but it should definitely inspire trust and confidence.
If you can’t articulate your promise in this way, perhaps you haven’t fully fleshed out your brand’s purpose. If that’s the case, start by asking yourself these questions:

What should my customers expect from me?
What does my company stand for?
What makes us unique?

Brand Promise Examples
Keep in mind that some of these examples of brand promises are assumed and some have been shared by the companies. Use them as inspiration when crafting your own.

HubSpot – Help millions of companies grow better.

Nike – Inspire every athlete in the world.

Apple – Think differently.

Starbucks – To inspire and nurture the human spirit – one person, one cup, one neighborhood at a time.

Coca-Cola – Refresh the world in mind, body, and spirit, and inspire moments of optimism.

Anima Iris – Feel empowered and emboldened.

Telfar – Redefine luxury as accessible and inclusive.

Tru Colour – Celebrate our differences.

Noirbnb – Create a safe space for POC to travel and discover new adventures.

Pur Home Clean – Change the way you think about cleaning.

What’s common across all of these promises is that they never refer to a particular offering or numerical goal. Instead, they are statements that encompass the brand’s broader purpose.
Brand Promise Template
There isn’t an exact formula to create your brand promise. However, we have mentioned that it is a blend of a few things that make up your company. So here’s a formula you can use to create your promise:
Positioning + Vision + Value Proposition = Your Brand Promise
Write your answers down and start blending these concepts together into one succinct idea.
Crafting your brand promise should be a top priority when developing your identity. Without this core message, you will likely struggle to develop your brand identity and strong messaging to connect with your target audience.
As with everything, expect to have a few iterations. You won’t always have the answer right away.
It may take a few sessions to flesh it out and that’s OK. Because once you have it, it will become ingrained both internally and externally as your company grows.