{"id":7929,"date":"2024-10-30T11:32:00","date_gmt":"2024-10-30T15:32:00","guid":{"rendered":"https:\/\/canny.io\/blog\/?p=7929"},"modified":"2026-03-11T13:28:28","modified_gmt":"2026-03-11T17:28:28","slug":"how-to-use-email-marketing-to-improve-customer-engagement","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/how-to-use-email-marketing-to-improve-customer-engagement\/","title":{"rendered":"How to use email marketing to improve customer&nbsp;engagement"},"content":{"rendered":"\n<p>If you run a SaaS company, you&#8217;re likely grappling with an average annual gross dollar churn rate of <a&nbsp;href=\"https:\/\/www.key.com\/content\/dam\/kco\/documents\/businesses___institutions\/2022_kbcm_saas_survey_10-20-22_vF.pdf\">14%<\/a>.&nbsp;<\/p>\n\n\n\n<p>The good news is, there\u2019s a straightforward solution to <a href=\"https:\/\/canny.io\/blog\/reduce-saas-churn-customer-success\/\">reducing SaaS&nbsp;churn<\/a>.<\/p>\n\n\n\n<p>Look at these stats. Highly-engaged customers buy <a href=\"https:\/\/www.zippia.com\/advice\/customer-loyalty-statistics\/\">90%<\/a> more often from a brand than customers who aren\u2019t engaged. They also spend 60% more per&nbsp;transaction.&nbsp;<\/p>\n\n\n\n<p>To prevent them from leaving you can use your marketing channels to <a href=\"https:\/\/canny.io\/blog\/drive-customer-engagement\/\">engage customers<\/a>. That includes your email marketing channel, of&nbsp;course.<\/p>\n\n\n\n<p>Read on for actionable tips on how to use email marketing to boost customer&nbsp;engagement.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\">1. Personalize your email campaigns with the right names<\/h3>\n\n\n\n<p>Using your customers\u2019 names in your emails is a great first-step towards&nbsp;personalization.&nbsp;<\/p>\n\n\n\n<p>Personalization lets you create email campaigns that speak directly to your target audience. As a result, your emails generate high engagement&nbsp;rates.<\/p>\n\n\n\n<p>The lowest-hanging fruit for implementing email personalization is&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use the email sender\u2019s&nbsp;name<\/li>\n\n\n\n<li>Refer to the customer by&nbsp;name<\/li>\n<\/ul>\n\n\n\n<p>Using your real name gives your email a human touch. SaaS company Grey does this with its&nbsp;messages:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"861\" height=\"179\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/personalized-email.jpg\" alt=\"\" class=\"wp-image-8004 lazyload\" style=\"--smush-placeholder-width: 861px; --smush-placeholder-aspect-ratio: 861\/179;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/personalized-email.jpg 861w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/personalized-email-768x160.jpg 768w\" data-sizes=\"(max-width: 861px) 100vw, 861px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p><em>Note: Be sure to&nbsp; include your real name when signing off. <\/em><a href=\"https:\/\/www.uniqode.com\/blog\/digital-business-card-basics\/how-to-create-a-digital-business-card\/\"><em>Create a digital business card<\/em><\/a><em> that incorporates your work\u2019s social links. Then include it as your email signature. This way, your customers can easily check your social accounts. When they get a glimpse of you on social media, they\u2019ll feel they\u2019re talking to a human, not an inanimate&nbsp;company.&nbsp;&nbsp;&nbsp;&nbsp;<\/em><\/p>\n\n\n\n<p>Including the recipient\u2019s name in the email body makes them feel you&#8217;re speaking to&nbsp;them.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"500\" height=\"670\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/front-email.png\" alt=\"\" class=\"wp-image-8005 lazyload\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/670;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Front uses this personalization in their welcome email.&nbsp;<br><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2017\/08\/10093831\/front-welcome-email.png\">Source<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Establish a personal connection and make users want to hear from&nbsp;you.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Provide relevant content<\/h2>\n\n\n\n<p>Sending content is excellent for engaging customers. This requires, however, that you create content that interests customers. How will you engage customers with your content if they don\u2019t even give it a&nbsp;look?<\/p>\n\n\n\n<p>To ensure optimal results in customer engagement and email marketing, send valuable and personalized content. Put another way, don\u2019t just personalize your email campaigns by including the right names. Personalize the actual content as&nbsp;well.<\/p>\n\n\n\n<p>With this strategy, you\u2019ll earn your customers\u2019 trust and position your brand as an authority. Your messages can also easily stand out in crowded email inboxes. The result? Positive effects on engagement metrics such as click-through rates and unsubscribe&nbsp;rates.<\/p>\n\n\n\n<p>Luckily, many types of emails provide ideal content personalization&nbsp;opportunities.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Engagement and performance updates<\/h4>\n\n\n\n<p>Including your users\u2019 names in emails is a great start. But, emailing them about how they use your product and the value they\u2019re getting is another&nbsp;level.<\/p>\n\n\n\n<p>For example, Loom sends customers a monthly review about how their videos&nbsp;performed.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"546\" height=\"749\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/loom-email.png\" alt=\"\" class=\"wp-image-8006 lazyload\" style=\"--smush-placeholder-width: 546px; --smush-placeholder-aspect-ratio: 546\/749;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>By sharing actual stats from users\u2019 usage, you\u2019re giving them highly personalized data. Loom demonstrates the value users get from using their tools. And, that keeps user even engaged and committed to using&nbsp;Loom.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Engagement milestones<\/h4>\n\n\n\n<p>To keep customers engaged with your product, celebrating their wins is a great tactic. Letting them know they\u2019ve achieved key milestones makes them feel good. And, it motivates them to engage more to get additional&nbsp;wins.<\/p>\n\n\n\n<p>Here\u2019s a quick email Canny sends to customers when they hit 100 votes on their&nbsp;feedback.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"443\" height=\"588\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Canny-email.png\" alt=\"\" class=\"wp-image-8007 lazyload\" style=\"--smush-placeholder-width: 443px; --smush-placeholder-aspect-ratio: 443\/588;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>It reminds users that they\u2019ve gotten a lot of feedback. It also motivates them to get&nbsp;more.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Birthday\/anniversary offers<\/h4>\n\n\n\n<p>Recognizing special occasions like birthdays or anniversaries makes your customers feel valued. <a href=\"https:\/\/emt.gartnerweb.com\/ngw\/globalassets\/en\/marketing\/documents\/digital_iq_email_marketing_benchmarks_2022.pdf?_gl=1*1f4btch*_gcl_au*MTcyNjgwODcwOC4xNzI1NDkxMDM4Ljg1ODU0ODg4NC4xNzI1NDkxMjIwLjE3MjU0OTEyMjA.*_ga*MTYwOTQ3MTkyNC4xNzE2NjQyMTIy*_ga_R1W5CE5FEV*MTcyNTQ5MTAzNi4yLjEuMTcyNTQ5MTIyMC40MC4wLjA.\">54%<\/a> of consumers shared they like emails that mention their birthdays or&nbsp;anniversaries.&nbsp;<\/p>\n\n\n\n<p>The gesture fosters a personal connection. It also shows that you\u2019re paying attention to them as an individual. They aren\u2019t just a name on your email list. You know when their birthday is or when they celebrate a milestone with your company. That can significantly boost&nbsp;engagement.&nbsp;<\/p>\n\n\n\n<p>Check out this anniversary email by&nbsp;Busuu:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"889\" height=\"1600\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Busuu-email.png\" alt=\"\" class=\"wp-image-8008 lazyload\" style=\"--smush-placeholder-width: 889px; --smush-placeholder-aspect-ratio: 889\/1600;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Busuu-email.png 889w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Busuu-email-768x1382.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Busuu-email-853x1536.png 853w\" data-sizes=\"(max-width: 889px) 100vw, 889px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/files.reallygoodemails.com\/emails\/its-your-busuuversary-open-for-a-treat.png\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>The company even goes a step further to enhance engagement. It offers a 60% off on their premium plans to celebrate the email recipient\u2019s personal&nbsp;milestone.&nbsp;<\/p>\n\n\n\n<p>You could do this, too. Your offer could be a discount code or a free gift. You could also offer a special promotion valid only on your recipients\u2019 special dates. But make sure the offer is appealing and easy to&nbsp;redeem.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Product launch\/product updates<\/h4>\n\n\n\n<p>Product launch and update emails are a great way to inform customers about a new product or features. But don\u2019t just give updates about random products and features. Your email recipients might not even be interested in&nbsp;these.&nbsp;<\/p>\n\n\n\n<p>Analyze your customer\u2019s purchasing patterns. Ask them what types of features they\u2019re interested in&nbsp; This data can help you provide ultra-specific email content your recipients will&nbsp;read.&nbsp;<\/p>\n\n\n\n<p>Assume you find your email recipient recently purchased your email marketing software. Then, send them an email informing them about that product\u2019s newest&nbsp;features.&nbsp;<\/p>\n\n\n\n<p>You can also personalize these types of emails based on customer&nbsp;segments.&nbsp;<\/p>\n\n\n\n<p>For instance, your free users can get a specific email outlining your premium plan\u2019s newest features. Your goal with the email is to get them to upgrade their existing plan. Here\u2019s a great example of an upgrade&nbsp;email:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"463\" height=\"1600\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/stark-email.png\" alt=\"\" class=\"wp-image-8009 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 463px; --smush-placeholder-aspect-ratio: 463\/1600;\" \/><\/figure>\n<\/div>\n\n\n<p>You can send your subscribers who haven\u2019t signed up for a free trial emails highlighting your free plan\u2019s updates. The goal, this time, is to get them to try out your product&nbsp;first.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Location and weather<\/h4>\n\n\n\n<p>You can also recommend new products or features that align with your email recipient\u2019s location and current weather&nbsp;patterns.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1100\" height=\"695\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/nike-email.png\" alt=\"\" class=\"wp-image-8010 lazyload\" style=\"--smush-placeholder-width: 1100px; --smush-placeholder-aspect-ratio: 1100\/695;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/nike-email.png 1100w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/nike-email-768x485.png 768w\" data-sizes=\"(max-width: 1100px) 100vw, 1100px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/blog.scoop.it\/wp-content\/uploads\/2021\/06\/d1e12880-59e4-4d87-ad0b-1b878d90255a.jpg\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Nike, sends the email on the left to subscribers who are based in a cold country. It sends the email on the right to subscribers who are based in&nbsp; hot locations Nike isn\u2019t a SaaS company but we can learn a thing or two from its personalization best&nbsp;practices.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Finding the right content to personalize<\/h4>\n\n\n\n<p>To determine the customer details to make relevant email content, leverage <a href=\"https:\/\/canny.io\/blog\/how-saas-can-use-ai\/\">AI tools<\/a> and location-based tech. You can also check your website, email, and social media analytics, and CRM. Don\u2019t forget to create surveys to get insights straight from your&nbsp;customers.<\/p>\n\n\n\n<p>Sending relevant content also means sending the content at the right time. That\u2019s where <a href=\"https:\/\/www.getresponse.com\/blog\/best-email-autoresponders\">email autoresponder options<\/a> can help you. Email autoresponders allow you to send an automatic reply given a pre-defined trigger. We\u2019ll talk more about these in a&nbsp;bit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Optimize for mobile devices<\/h3>\n\n\n\n<p><br>People often open their emails using a smartphone. In fact, <a href=\"https:\/\/www.branch.io\/resources\/blog\/more-than-50-of-emails-get-opened-on-mobile-why-email-deep-linking-is-more-important-than-ever\/\">up to 65%<\/a> of email opens come from mobile&nbsp;devices.&nbsp;<\/p>\n\n\n\n<p>No wonder more than 50% of marketers create marketing emails that are mobile-friendly. Mobile-friendly marketing emails are a minimum requirement to drive customer engagement. Besides, if your emails aren\u2019t mobile-friendly, you risk a poor customer experience. That can be another reason for customers to&nbsp;churn&nbsp;<\/p>\n\n\n\n<p>So what can you do to optimize your emails for&nbsp;mobile?<\/p>\n\n\n\n<p>Use a responsive email&nbsp;layout.&nbsp;<\/p>\n\n\n\n<p>Responsive layouts account for different screen dimensions. They look good when viewed on desktop computers, mobile phones, and even tablets. When paired with a compelling design, they provide a pleasant viewing&nbsp;experience.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"650\" height=\"339\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/GetResponse-email-creator.png\" alt=\"\" class=\"wp-image-8011 lazyload\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/339;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/GetResponse-email-creator.png 650w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/GetResponse-email-creator-209x110.png 209w\" data-sizes=\"(max-width: 650px) 100vw, 650px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Desktop and mobile preview in the GetResponse Email Creator.<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Keep your email content concise and scannable to optimize it for mobile. Your readers shouldn\u2019t have to scroll too far to see your subheadings and images. Also, break up your text. Bullet points and similar formatting devices are your&nbsp;friends:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"720\" height=\"970\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/bulleted-list-email.jpg\" alt=\"\" class=\"wp-image-8012 lazyload\" style=\"--smush-placeholder-width: 720px; --smush-placeholder-aspect-ratio: 720\/970;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>Make sure you also use large call-to-action buttons. Avoid lengthy subject lines that can be cut when viewed from a mobile device. Aim for a maximum of 60&nbsp;characters.<\/p>\n\n\n\n<p>Additionally, use image compression. This helps ensure your emails load quickly across different devices. Your images shouldn\u2019t exceed 100 kilobytes in size. You can use free tools like ShortPixel or TinyPNG for your image-compression&nbsp;needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Automate your emails<\/h3>\n\n\n\n<p>There are many email autoresponder options available for <a href=\"https:\/\/www.getresponse.com\/blog\/what-is-marketing-automation-guide\">automating your email marketing workflows<\/a>. Whichever email marketing platform you choose, use its automation capabilities to your advantage. They\u2019ll help boost your customer engagement and email marketing&nbsp;efforts.&nbsp;<\/p>\n\n\n\n<p>How? We\u2019ll get to that in a bit. But first let\u2019s discuss: what are email marketing workflows in the first&nbsp;place?<\/p>\n\n\n\n<p>Email marketing workflows are sequences. They trigger when a customer&#8217;s action (or inaction) meets a pre-programmed condition. For that reason, they\u2019re sometimes called trigger&nbsp;emails.<\/p>\n\n\n\n<p>Email marketing workflows are great for customer engagement because of their precision. You can use them to send customers timely email marketing messages. When you send email messages at the right time, your customer base isn\u2019t just likely to read them. They\u2019re also likely to take your desired&nbsp;action.&nbsp;<\/p>\n\n\n\n<p>There are many customer actions you can create workflows for. For example, eCommerce companies, often focus&nbsp;on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>product purchases (confirmation&nbsp;email)<\/li>\n\n\n\n<li>abandoned&nbsp;carts<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s take a look at these two types of trigger&nbsp;emails:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Order confirmation<\/h4>\n\n\n\n<p>Order confirmation emails typically have high open rates\u2013up to 70% to be exact. This is mainly because they contain information that is important to the customer. As their names suggest, these emails contain relevant details about an order. These include the buyer, the product\/s purchased, the amount paid, the date of the purchase, and the specified shipping&nbsp;address.&nbsp;<\/p>\n\n\n\n<p>Order confirmation emails are deemed most valuable by a whopping 64% of&nbsp;consumers.<\/p>\n\n\n\n<p>But you shouldn\u2019t just send these emails when you feel like it. Timing is key here. Consumers expect you to confirm their orders literally as soon as they make a purchase. If you send them any later than that, you can expect to be contacted by a frustrated&nbsp;customer.&nbsp;<\/p>\n\n\n\n<p>This is why you should leverage email marketing automation for your order confirmation emails. When you leverage automation, you can ensure your email is sent at that precise time your customer is expecting&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>You can avoid human error, too. With manual email sending, after all, there\u2019s always that chance the person in charge forgets to send the email in the first&nbsp;place.<\/p>\n\n\n\n<p>Now we\u2019ve seen how, on their own, order confirmation emails drive customer engagement (remember how high their open rates are?). But that doesn\u2019t mean you can no longer leverage them to <em>further <\/em>boost&nbsp;engagement.&nbsp;&nbsp;<\/p>\n\n\n\n<p>You can leverage a number of strategies for&nbsp;this.<\/p>\n\n\n\n<p>Besides sharing recipients\u2019 order and delivery details, why not include a more personal message? This will make the communication feel more human and less like a transactional&nbsp;email.&nbsp;<\/p>\n\n\n\n<p>You can also give relevant links they can click after reading their purchase details. This is an email marketing strategy Slack&nbsp;follows:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"800\" height=\"1082\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/slack-confirmation-email.png\" alt=\"\" class=\"wp-image-8013 lazyload\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/1082;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/slack-confirmation-email.png 800w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/slack-confirmation-email-768x1039.png 768w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/saasemailtemplates.io\/assets\/slack-tldr-newsletter-your-purchase-is-complete.png\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Notice that Slack provides multiple links in this order confirmation email. The three links\u2013Slack Help Center, Phone Line, and Policies\u2013are relevant to the recent Slack newsletter purchase. The customer can click any of those if they have any questions about their order or Slack\u2019s product&nbsp;policies.<\/p>\n\n\n\n<p>The fourth link\u2013Our Blog\u2013is less related to the recent purchase but helpful nonetheless. Slack\u2019s blog posts, after all, offer insights into communication practices in the workplace. This is something we can assume the subscriber will be interested in given their recent&nbsp;purchase.<\/p>\n\n\n\n<p>To further boost engagement, you can also encourage customers to explore other related products. Share personalized recommendations based on their recent purchase. If, say, they bought your project management tool, recommend your time tracking tool. Make sure you leave a link to the specific product pages so they can explore your recommended&nbsp;products.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Cart abandonment emails<\/h4>\n\n\n\n<p>Consumers who add items to their cart, unfortunately, don\u2019t always complete their purchase. The good news is, they\u2019re already <em>close to <\/em>becoming full-fledged customers. All they need is that small nudge to complete the&nbsp;transaction.<\/p>\n\n\n\n<p>You can give that small nudge through cart abandonment emails. Cart abandonment emails aim to engage an audience with an already-high purchase intent. That\u2019s why they\u2019re so&nbsp;effective.&nbsp;<\/p>\n\n\n\n<p>But they still need to be sent at the right time, of course. That \u201cright time\u201d is as soon as the consumer leaves the product\/s in their cart. Imagine receiving a cart abandonment email two months after you visited a site to buy your friend\u2019s birthday gift. You\u2019d probably just ignore the email. It would\u2019ve been way past your friend\u2019s birthday so why bother,&nbsp;right?<\/p>\n\n\n\n<p>That\u2019s why email marketers leverage automation for their cart abandonment emails. They want to strike when the iron is hot, so to speak. The goal is to remind consumers about the products they left in the cart at a time they\u2019re most likely to make a&nbsp;purchase.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"768\" height=\"774\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Adobe-cart-abandonment.png\" alt=\"\" class=\"wp-image-8014 lazyload\" style=\"--smush-placeholder-width: 768px; --smush-placeholder-aspect-ratio: 768\/774;width:600px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Adobe-cart-abandonment.png 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/Adobe-cart-abandonment-150x150.png 150w\" data-sizes=\"(max-width: 768px) 100vw, 768px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/fastspring.com\/wp-content\/uploads\/2020\/10\/cart.3-768x774.png\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>When you send your cart abandonment email at the right time, you\u2019re more likely to get your recipient to open it. But that\u2019s not the only type of customer engagement we want with these types of emails. We want subscribers to take it a notch higher\u2013click that link and complete the&nbsp;purchase.<\/p>\n\n\n\n<p>How can you further boost customer engagement with your abandoned cart emails,&nbsp;then?<\/p>\n\n\n\n<p>You can do what Adobe did above: explain the benefits your subscriber can experience if they complete the&nbsp;purchase.&nbsp;<\/p>\n\n\n\n<p>Adobe even leaves a link to its tutorials section. It\u2019s like the brand\u2019s additional assurance the tool the consumer is about to buy isn\u2019t hard to use at&nbsp;all.&nbsp;<\/p>\n\n\n\n<p>You can also leverage social proof to get your email recipients to take action. For instance, why not incorporate some snippets of your product\u2019s best reviews into your email? Or you can give them a link to a review site where they can find these. A staggering 88% of consumers trust online reviews as much as personal&nbsp;recommendations.<\/p>\n\n\n\n<p>Offering discounts also helps. Would you say no if you were offered the chance to get the product you want while generating savings at the same time? My guess is, like most people, you&nbsp;wouldn\u2019t.&nbsp;<\/p>\n\n\n\n<p>See this strategy in action in this abandoned cart email from&nbsp;GoDaddy:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"457\" height=\"547\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/godaddy-discount-email.png\" alt=\"\" class=\"wp-image-8015 lazyload\" style=\"--smush-placeholder-width: 457px; --smush-placeholder-aspect-ratio: 457\/547;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/i0.wp.com\/copyhackers.com\/wp-content\/uploads\/2022\/04\/Go-Daddy-Cart-abandonment-email-example-discount.jpg?resize=800%2C827&amp;ssl=1\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>You should also make it easy for your email recipients to complete their purchase in the first place. Make sure your call-to-action button is visible in your email. Once they click, they should be directed to the checkout page with its fields filled out. Don\u2019t take them to the homepage and ask them to look for the product again and fill out your forms. That\u2019s a surefire way to get them to leave again without doing&nbsp;anything.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Deciding which emails to automate<\/h4>\n\n\n\n<p>To leverage email automation, identify the email workflows in your business you can automate. Apart from order confirmation and cart abandonment emails, you can, for instance, send welcome emails. These are immediately sent to consumers who sign up for your newsletter or free&nbsp;trial.<\/p>\n\n\n\n<p>Check out this example from&nbsp;Airtable:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"353\" height=\"591\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/10\/airtable-welcome-email.png\" alt=\"\" class=\"wp-image-8016 lazyload\" style=\"--smush-placeholder-width: 353px; --smush-placeholder-aspect-ratio: 353\/591;width:600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/userlist.com\/\">Userlist<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>You can also send re-engagement emails. These are sent to dormant subscribers who haven\u2019t bought from you or engaged with your brand for a&nbsp;while.<\/p>\n\n\n\n<p>Don\u2019t forget to divide your email list into audience segments. It will help you create trigger emails your subscribers are even more likely to interact&nbsp;with.&nbsp;<\/p>\n\n\n\n<p>For instance, you could categorize your subscribers according to their generation. Then create different types of trigger emails for each&nbsp;generation.<\/p>\n\n\n\n<p>For your cart abandonment emails for Baby Boomers, for example, you might decide to use more formal language. Your emphasis might also be on the product\u2019s features and&nbsp;benefits.<\/p>\n\n\n\n<p>For your Gen Z subscribers, you might use more casual language. In your email, you might also want to highlight reviews of your product by fellow Gen Z users or&nbsp;influencers.&nbsp;<\/p>\n\n\n\n<p>With this strategy tailored to each audience segment, you won\u2019t just ensure subscriber interactions with your emails. You\u2019ll also increase your chances of boosting SaaS&nbsp;sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Boost customer engagement with email marketing<\/h2>\n\n\n\n<p>Customer engagement and email marketing can work together for your business. But you need the right&nbsp;approach.<\/p>\n\n\n\n<p>Start by personalizing your email campaigns. You want to give your emails a personal touch. Include the sender\u2019s name and the subscriber\u2019s name in your email content. Also, provide relevant content to earn your customers&#8217; trust. Engage them at every stage of the customer&nbsp;journey.&nbsp;<\/p>\n\n\n\n<p>Make sure you also optimize your emails for mobile devices. This will help ensure your emails engage customers who prefer to open their emails with their phones while on the go. Finally, automate your emails by leveraging email workflows. With this tactic, you can get your tailored marketing messages out at exactly the right&nbsp;time.<\/p>\n\n\n\n<p>Now go ahead and start implementing these tips. You\u2019ll see your customer and email engagement increase in no time. Best of&nbsp;luck!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strengthen customer relationships through email. Explore 4 proven strategies that reduce churn and boost engagement.<\/p>\n","protected":false},"author":33,"featured_media":7950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[2,8],"tags":[],"class_list":["post-7929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-building-saas","category-customer-feedback"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to use email marketing to improve customer engagement - Canny Blog<\/title>\n<meta name=\"description\" content=\"Learn how to reduce SaaS churn and boost customer engagement with proven email marketing strategies. 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