How to Sell Anything Online

CHAPTER 28Magic bucket strategy #5: Using email marketing to make customers feel special

Every year, on 5 November, I get a full body massage. I spend one hour on the massage table and the next hour drinking tea and having a delicious breakfast in the massage parlour’s gardens. That yearly treat is a birthday gift from my local spa. Two weeks before my birthday, I always receive an email wishing me a happy birthday and an offer to get a massage at 50 per cent off. It's something I genuinely look forward to every birthday, and I always take up the offer. But I don't just go to that spa on my birthday — whenever I want to feel pampered, I book in a treatment at that spa. I do this for many reasons: the service is exceptional, but, more importantly, they actually remind me when I haven't booked an appointment in a while. The emails they send look like they are from the spa owner and include all the details about my last massage. It feels personalised and I appreciate that.

Email marketing in this part of the customer journey is not about convincing someone to buy something for the first time — it's about making your customers feel seen and appreciated. By remembering something special in their lives, you are creating positive brand sentiment.

There is one email flow I want you to set up and three email campaigns I want you to include in your marketing plan.

Email flow: Celebration emails

Just like my local spa, I want you to celebrate your customers on days that are important ...