Send that email! Don’t leave your user hanging.
About a month or two ago, I snapped and subscribed for gym sessions following what I think was a brilliant IG marketing campaign by the brand. However, I have lost steam and am no more as excited about getting started as I did a post to commend how the targeted Ads worked on me.
How did a sweet relationship get sour so quickly? Same, same, lack of effective communication.
Over the last few years, emails in an onboarding process for customers have grown on me. I have run through the spectrum of learning to understand how it can help build genuine relationships with your community/crowd/people.
While taking a walk today, I realized that the last time I heard from the Gym was on the 15th of March, and it was not even an interaction. It was more of a confirmation that they had received payments.
Nothing to welcome an intending member to the community. Nothing to whet my appetite on the experience to expect. No information on what it means to be their gym member.
Nothing.
Today Is the 5th of May.
Do you know what makes it worse?
The campaign was about opening a new outfit in my area, and till tomorrow, there is no information on the latest development or a launch date to look out for.
One excuse they may have is that they have been pushing materials on their IG? But I do not follow them there (and the only reason I checked them there was when a friend mentioned that they shared some information there). What if I did not have a friend expecting the opening too?
Sadly, a good marketing effort that converted can be derailed by a sales funnel that did not consider other parts of the customer journey. While that may not have been the intention, the only email conversation they considered important was the payment receipt, possibly caring about the money alone.
I signed up on a zapper a few weeks back, and I have gotten staggered emails telling me more about what to expect and channels to explore if I ever want to reach out. Flutterwave and Paystack did the same when I signed up, maybe because they are core tech.
Anyway, send those emails. Do whatever you need to do to maintain and build relationships with your community/people.
Stay in their minds.
