Creative Copy for Customer Success - Part 2

0 min read

Marley Bathe

At the beginning of the week we shared a few actionable insights to improve your online store’s customer experience. Today we’ll dive into new concepts, but more of less pick up right where we left off!

Interpret and Improve Your Emails

Computer automated or transactional emails should be at the very top of your ‘Important Copy’ list. In other words, your email copy should hold the same weight as the copy of your website's landing page.

Email blasts are seen by lots of eyeballs. Whatever you write in them will be seen by anyone who starts the sales process, so they can potentially be seen by tens of thousands of customers.

Let's take a look at how Banana Republic writes their mobile email campaigns:

Cheeky, yet elegant, right? Modifying your “behavioural” emails like this can have a huge impact for the retention, churn, and overall goodwill of your brand.

Here’s how ModCloth, an American online retailer specializing in vintage, uses behavioural emails to their advantage:

This follow-up email quiz is great because it personalizes the shoppers last experience, while creatively directing them back to ModCloth's website. This kind of copy is unique to their customer base, so the messaging speaks directly to them. If this type of interactivity appeals to your audience, it’s a great way to get the information you need to segment your email list and solidify yourself as an entertaining brand. Finally, if you’re interested in long term loyalty, getting your emails right will go a long way, because this is where you’ll find yourself communicating with them the most.

Take a Step Back

An incredible customer experience should always be available, even when you’re not.

Interestingly enough, the cost-effective approach of offering basic support doesn’t seem to bother customers too much, as long as the online help content is accurate and useful. You’ll also be surprised to find out that most customers prefer self-service to resolve their support issues over picking up the phone or sending an email.

For online retailers, this means having a knowledge base, or a collection of “FAQ” styled articles that address common issues people have. This helps minimize the amount of tickets you receive, and increases the amount of happy customers, as they now have the control to fix small issues independently.

Imagine running a womenswear store that sells vintage leather shoes, and being able to avoid the dozens of “How do I take care of my leather?” questions that likely arise weekly.

Whatever software you use, your next step should be reading up on creating help content that people will actually want to “engage” with. Also, I highly recommend that you keep records of your knowledge-base content, either with built in analytics, or through an installation like KISSmetrics.

Create Content that Inspires

Most businesses dodge blog writing as a marketing channel because it’s a lot of work.

However, it’s a great avenue and it can be scaled down to meet your marketing needs. This can be accomplished by creating one piece of highly visual content. Ultimately, it should solve a major problem and motivate the customer to shop with you.

This is a great tactic if you are in a space with high social currency -- such as, Poler's outdoor fashion line. A comprehensive and highly visual piece of creative content can go a long way.

If you don’t have a regular blogger on your team, take the time to push out a big piece of content that will have your ideal shoppers flocking to you all at once. Not everyone is selling hip camping gear like Poler, but you get the idea!

Blog Tweetable:

"Your email copy should hold the same weight as the copy of your website's landing page." Tweet this!

"An incredible customer experience should always be available, even when you’re not." Tweet this!

"Create highly visual content that will inspire shoppers." Tweet this!

For more on eCommerce solutions, contact us or see: Innovative Ways to Improve Your Customer's Experience

Graphics: freepik, Poler