How do you follow up with your customers?
I've been sending "Just checking in" emails as a follow up to my customers but I haven't seen a good response rate back. Are there more compelling ways I can remind my customers of us and get their attention back?
Short answer = 1x week email newsletter to your list and USE TWITTER.
Rather than thank them for something in the past, persuade them to rejoin you for something in the future.
Long answer = My assumption is that you are selling in an urban area to office type professionals. Also, I see you-truck-hubby as a specialty trying to stand out in an ocean of commodity, so be memorable!
In your food truck persona imo you need to really recognize your customer's mindset. They're outdoors. Breath of fresh air, relishing freedom, looking for a distraction. At least some. You know your target client better than I do. Be interesting. Get your customers curious and wanting more. Be memorable - you, your husband, and your company. Not just another bored food provider waiting for the next walkup. You want to sell the sizzle right? In this case you literally are, but figuratively as well. In this setting they're happily eating what you sell AND they see a Twitter handle. Happy stomachs and an entertained mind lead to people following you.
That email looms large because that becomes how you send out your location-date-time thing, so your tribe knows when/where they can get more of your food. AND imo an email newsletter remains THE easy thing to forward to others AND is widely understood.
Get your twitter handle on the napkins and on your receipts and somewhere on your counter top.
I think your clientele is going to remember you and the whole experience and that's how they come back. Along with that Twitter prompt that you are sending out to your local tribe at 11:45 or 12:00 or whatever time is ten minutes before your surge.
You might consider e.g. multiple Twitter handles so you can send a Tweet to the group of followers that are near the truck location you have selected for that day. Getting customers to follow a location specific handle would nicely segment your customers so that you are only tweeting to eaters w/in walking distance of that day's location.
Hopefully my assumption is in the ballpark.......
If you don't have a consistent email marketing plan in place, it's time to start! Instead of just asking for business (the Just Checking In email dilemma), you are, instead, showing up in their inbox with content that's helpful and relevant to them (hopefully). And not only are you showing up in their inbox, you're also showing them WHY they should be hiring you or buying from you.
Heather, while email marketing is still the most effective way to connect directly with customers and prospects, it's an extremely crowded place to play. With so much spam getting into people's email boxes, getting noticed and responded to has now become the quest for most business owners.
I checked out your profile and it appears you and your husband operate a healthy cuisine food track. So, my comments relate directly to this type of business.
Your email title is the most important part of your email. It has to stand out and remind people of their most recent visit to your truck. Try using more specific and attractive titles that address new food choices, latest places you have been, or other newsworthy events.
Your tilte should also convey a personal tone. Try writing one by thinking of a particular patron.
In essence, you are a mobile restaurant. Restaurants promote 'tastings', discounts and other offers to get people back. Make your emails about things that will give your customers a reason to come back.
If your offer is sgnificant, try creating a landing page to send people to so they can take advantage of it by signing up or requesting the offer. This way you'll be able to track responses.
Lastly, be robust with your emails. This doesn't mean over communicating or being unprofessional. It means take pride in what you offer. Sometimes, 'Just Checking In' can look needy. If your email content in interesting, entertaining and value driven for your customers, they will respond and better yet come back.
Appreciation wins out over self promotion every time. And nothing gets a customer or prospects attention more than a personalized greeting card through the postal service.
Our service is about appreciating customers easier than ever before so that they remember us on a personal level. We can actually harness the power of our cell phone to reach out and thank our customers and prospects in a personal and powerful way. The end result is building a nurturing relationships so that we transform ourselves from "a guy" or "a gal" in the industry, to "a friend" that people know, trust, and recommend to others.
You are following up with 'known to buy' prospects, so this is what the term Drip Campaign refers to. It is making contact consistently and regularly with people known to buy.
The trick is to compose the follow-up communication the same way you should compose a marketing message. You have to get their attention, say something that keeps them reading, help them understand how you have a solution, and suggest an easy, no-risk next step for them.
If the person recognizes your name, a subject of "Just Checking In" probably stops them from reading any further. Your subject line, as well as first line of your message, has to hit a "hot button" of theirs -- e.g. a problem you know they have and don't want, a fear, a desire, etc. If you are selling marketing expertise, your subject line might be "Still needing more leads for your business?"
Your next statement must KEEP them reading (i.e. engage them) by letting them know you have a solution. "I have 10 simple no-cost techniques to get more leads - and here is one of them." Whose not going to keep reading to see the one. You can save the other 9 for future individual follow-ups (drips).
Then briefly explain the one technique and end your communication with some low-risk next stop to get them closer to you. "If you'd like to see all 10 techniques, order my free video..."
Just 'touching base' with prospects is not good enough with all the messages everyone gets these days. It has to be well-crafted and something they will actually read. Statistically 80 - 85% of people who buy do not do so until somewhere between the 5th and 12th touch. Therefore, KEEP DRIPPING!
I recently did an online training event about "How to Create KILLER Marketing Messages", that includes the things I've mentioned above. It's great stuff, and you can get it by going to this link: http://bit.ly/23y5dCs
I hope this was useful.
I don't know much about your business, but the first question I have for you is do you have a Marketing Plan with multiple strategies to engage with your target market?
What objectives have you set for your email campaigns?
How are you sending out your emails. Are you using email marketing software so you can track open rates, click through rates ect.. ?? If not, you should be.
Do you write about solutions to the issues of your target market in your emails? If not, I recommend trying that approach.
Email marketing campaigns need to have a combination of valuable, informative info/ resources and SPECIFIC OFFERS.
If you have phone numbers of the people on your email list, you could also follow-up your emails with phone calls.
Email marketing is very cost effective, but it can also be challenging, so don't get disappointed.
Always think STRATEGICLY, not Tactically.
To your success,
the Marketing Coach
If you want to follow up with your customers and wanted to have a positive feedback then send them not only a follow up message but a message with a great content with it. I'm sure they received a lot of "Just Checking In" emails not only from you, but also from other marketers who offers their services too. Try to come up with a plan on how to have a quality message that can make your customers click for the replies. Do the storytelling. Have something unique that can attract customers. Do not only offer them your services, but also update them with news regarding on their industry. You can also use email marketing software to track the emails you have sent, to know the click rates and open rates. There's also a possibility that your email messages were considered as spams that's why you don't get those replies you wanted.
Email marketing is effective in connecting to your audience. Study and explore for new things and ideas that can help in your email marketing campaign.
Send something of value - a post about something they care about, a newsletter, an article you found on the Internet. The idea is to keep you and your business at top of mind.
You will have to call on phone landline cell phone and send text messages as the other options of follow up. Sometimes you assume that they have got the emails, but that email is not delivered or it went to junk folder due to spam filter. Sometime they ignore due to oversight as the customer gets hundreds of email if they are the decision making authorities in a mid to large size organization.
These days follow up on text message, or phone calls is necessary along with emails. You should continue follow up until the customer says I have decided to move with another vendor or I have put this on back burner.
Good afternoon Heather,
Congratulations on your Food Truck business! I'm sure you and your husband will enjoy this adventure!
Would you care to be a little more specific about who your customers are? Are they business owners? Are they the individuals who have regularly stopped by and love the healthy on-the-go cuisine you offer? Only trying to understand who you cater to.
*Believe me...without knowing who your customers are, no one here can give you specific answers...generic yes...however not the advice you need.
With Sincere Gratitude,
Bradley L Chase III
Less is better when it comes to email follow ups. 1-2 max over the whole sales period is normally enough. Carefully scheduled and communicated followups by phone are most personal and the way to go if your type of business and product allows.
Try a dose of personalized authentic humor. I sometimes use a headline "has the love gone". Then I give them three reasons why they may not have been back in touch. With the third being something funny. Each one having an action on my part. I get about a 40% response rate letting me know what I should do as future steps.
Of course there are great ways to keep customers engaged. The way I usually do it is picking up the current event (my target audience would be interested in), then tell a story around that event, relate that to our business and ask them to take an action. If you use this formula, you'll find your engagement rates shooting the roof.
The worst thing you can do is to send boring emails. It will turn people off and you will more unsubscribes.
Best indicator that you are writing great emails is people reply and respond to them.
Hope that helps.
The money is in follow-up. Just checking doesn't work. You should try to offer more value and apply soft scarcity.
This is extremely helpful info!! Very good work. Everything is very interesting to learn and easy to understood. Thank you for giving information.
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Just make maximum use of social media such as tweeter facebook, google+, instagram etc to touch your customers instantly.
Yes, I would like to know the answer to this as well.