New product: Breezemail.AI - Categorize the emails in your inbox with AI →
📺📗 Behavior Email Marketing for SaaS — FREE Video Course →
Placeholder Forms
Native Forms are live! Convert your website visitors into leads →
New HubSpot Two-Way Sync Integration — The perfect sales and marketing alignment →

6 Ways to Improve Customer Experience with Email Marketing

Over the last few years, customer experience (CX) has become a crucial part of any business that wants success. With how competitive the market is, if your business isn’t living up to your customers’ standards, they’ll have no problem going to your competitor instead.

Even tech giants like Google have noticed this, which is one of the reasons they use user experience as a ranking factor in search engine result pages (SERPs).

In this article, we’ll look at 6 ways you can improve customer experience with email marketing and set yourself apart from the competition.

6 ways you can use email marketing to improve customer experience

  1. Provide an engaging customer onboarding experience.
  2. Let them know you understand their struggles.
  3. Personalize their email experience.
  4. Encourage email conversation.
  5. Send thank you notes.
  6. Reward your customers.

1. Provide an engaging customer onboarding experience

When it comes to customer onboarding, the first impression is usually the most important. If your customers don’t understand how to use your product, can’t get any value from it, or find your company unengaging, likely, they’ll simply choose to go elsewhere. 

This is why many of the most successful companies have made a point of providing an engaging experience for new customers.

For example, (a web hosting company) ensures that new users know exactly what to do to get started setting up their WordPress website on Rocket’s platform. For those who need an extra hand, they also provide links you can click to quickly contact their support team and have them migrate your sites for free.

Onboarding experience example

Here are a few tips to help you provide customers with a great onboarding experience:

  • Make an easy signup process. The more information you ask for, the less likely a user is to sign up. For this reason, you should aim to ask only for essential information and reduce friction. If you need to ask for a lot of information, try splitting it over multiple pages rather than asking for everything on one.
  • Send a welcome email right away. At 91.43% open rate, welcome emails have a 42% higher open rate than the average email. This is mainly because subscribers expect a welcome email as soon as they subscribe or make a purchase. Therefore, this is your best chance to get your subscribers’ attention and let them know that every email they’ll receive will be full of value. 
  • Send a product tutorial or use cases. Users have likely seen how your product works from demos or screenshots. However, actually using the product is often a different story. At this point, you want to make it easy for them to start using your product by showing step-by-step guides.

2. Let them know that you understand their struggles

One of the most powerful ways to connect with your customers is by letting them know that you’ve been where they are and that you know what they’re going through. 

This will allow them to see that your company isn’t in it just for the money but genuinely cares about their well-being.

For example, let’s say you started an electric vehicle company; you could include emails sharing your story of what made you so passionate about helping the environment and the current struggles that humans are facing due to things like pollution. 

One thing to keep in mind is that storytelling in emails is different from storytelling in blog posts. Space is limited, so you don’t want to write a 3,000-word email. You need to make the story long enough to cover the most critical parts but short enough to keep your subscribers engaged.

This, of course, is easier said than done. Luckily, AI copywriting tools can help you write more engaging email copy and even long-form blog posts. 

AI tool example

For example, a tool like Jarvis has an email template where all you have to do is add your company’s name, what your email is about, a tone of voice, and artificial intelligence will generate an engaging email for you.

Jarvis AI

3. Personalize their email experience

Marketing Land found that personalized email marketing campaigns lead to a 29% increase in open rate, 41% higher click-through rate, and a 600% growth in revenue.

However, email personalization goes beyond adding your subscriber’s name to the subject line or body of the email.

When creating a great customer experience with email marketing, you want to make sure that you’re tailoring emails to each individual’s interests — this is often referred to as email segmentation.

Basically, instead of sending the same generic email to all your customers, create different groups of customers based on the product they purchased.

For example, let’s say you have a health and wellness website to sell weight loss, muscle building, and general health supplements.

Someone interested in muscle-building supplements might not be interested in weight loss supplements; therefore, sending them emails about new weight loss supplements might lead to lower open rates and higher subscription opt-outs. 

In this case, it’d be better to have three different lists that send tailored emails to each individual.

Here are the four main elements that make up a personalized email:

  • Relevancy. What makes an email truly personalized is relevancy. Ensure that everything you send to subscribers is precisely what they’re looking for.
  • Timing. Try your best to meet customers where they are in their journey. Let’s say you sell an online course; in this case, whenever a student has completed a certain lesson, you can send them an email. For example, Netflix sends customers emails after watching a show to recommend similar shows or something completely different. 
  • The human touch. People feel a deeper connection when talking to another human rather than a faceless brand. When sending emails, it’s often a good idea to put a face behind it. For example, you could have your emails sent from your company’s Chief Marketing Officer (CMO) or the person in charge of email marketing. If you’re worried about customers not knowing who’s emailing them, you could add something like “Christian at Encharge” to the “from” field instead of simply “Christian.”
  • Images. While personalizing text and content is great, you can take things one step further and send personalized images. In fact, Encharge was able to increase their email click-through rate by 14x with image personalization and segmentation.

4. Encourage email conversation

Email marketing doesn’t have to (and shouldn’t) be a one-way street. 

Having your subscribers reply directly to your email campaigns isn’t only a great way to connect with them and provide a better user experience but also a great way to keep your subscribers’ email clients from sending your messages to their spam folder. This is, of course, in addition to using an email service provider (ESP) or a marketing automation tool like Encharge that cares about IP reputation and deliverability.

Here are a few effective ways you can encourage customers or subscribers to reply to your emails:

  • Ask them a question. This should be a thought-provoking question, not a question that can be answered with a simple yes or no — make them spend some time thinking of an answer. For example, if you have a health and wellness business, you could ask your subscribers what their biggest struggle is to maintain a healthy lifestyle. 
  • Ask them to fill out a survey. Again, this will let them know that you actually care about their feedback and improving your business’s customer experience. 
  • Ask them to reply to get a discount or gift. Sometimes, you may send your customers a free sample or PDF download. However, instead of just sending them out of nowhere, ask your subscribers to reply to your email to receive the gift or discount.

Depending on how big your business is, replying to your customers’ emails can be time-consuming, but it’s worth it.

Whenever someone emails you, take the time to send a reply. This will make them feel heard, which in turn will make them feel more connected to you and your brand.

5. Send thank you notes

While many people are already aware of the importance of this, it’s still a widespread problem. One of the reasons people fail to send thank you notes is that they assume that they don’t need to.

However, your customers will appreciate it when you send them a quick and friendly thank you note after they’ve purchased something from you. These notes don’t have to be long, but they must be genuine and sincere.

Take a note from Bose and see how simple their thank you emails are.

Thank you note from BOSE

If you can personalize your thank you emails, that’s even better. For example, if you’re sending a thank you for a referral, it’s important to mention what exactly the person did.

6. Reward your customers

Let’s face it. Most people love receiving gifts and winning prizes — after all, there’s a reason why we all love birthdays and contests so much, right?

Another great way to improve customer experience with email is to send small rewards or surprise gifts to your customers. They will appreciate you reaching out to them once in a while with gestures like this instead of a cold sales email. 

In fact, a study by Manta and BIA/Kelsey called “Achieving Big Customer Loyalty in a Small Business World” found that 64% of businesses with an active loyalty program mention that it makes more money than it costs to maintain. 

Let’s look at some ideas you can use to reward your customers with some goodies.

  • Incentives. This can be anything from loyalty programs and discounts to a first look at a new product you’re launching. People tend to like it when they’re part of something exclusive and insider information that others know nothing about. Once your customers learn that you tend to give these incentives, they’ll also be more likely to open your emails. 
  • Milestones. This could be anything from birthdays, membership anniversaries, or completing a certain task or lesson if you sell things like online courses. While gestures like this might feel small, they have a significant impact on the relationship with your customers. I don’t know about you, but I love it when restaurants hit me up with a free meal on my birthday.
  • Contests and giveaways. Encourage customers to leave reviews, request product features, or share other ideas. Then reward them with prizes such as vouchers or branded products.
  • Offer discounts from partners. Consider teaming up with other businesses to offer reciprocal discounts. For example, FlyingPress (a WordPress performance optimization plugin) has a partnership with (a content delivery network) to provide its users with all the perks of the premium version of Bunny’s CDN at a discounted price.

How to measure customer experience

Measuring customer experience is more than tracking and analyzing click and open rates. As a business owner, you need to understand the sentiment customers have towards your brand. 

This information can be obtained by asking for feedback and sending out customer surveys. 

For example, you could find out what percentage of your customers purchase other products and refer your brand to others — after all, word-of-mouth is one of the most powerful marketing techniques.

Making customers happy

When it comes to improving customer experience, email is one of the best ways to connect with your audience. When you send out emails, you’re reaching out to your customers and asking them to take an interest in your brand.

If you can make them feel appreciated, you’ll have a much better chance of winning their loyalty.

4.8/5 from 228 reviews
4.9/5 from 158 reviews
4.9/5 from 155 reviews
4.91/5 from 154 reviews

Meet your new marketing automation platform

Customer messaging tools don’t automate workflows outside your product and marketing automation tools are bad at behavior emails. Encharge is the best of both worlds — a marketing automation platform built specifically for B2B SaaS businesses

“Encharge helped us visually redesign our onboarding flow resulting in a 10% increase in our trial activation rate."

Camille Richon
Founder Payfacile
See why Encharge is different
Use Cases
Marketing automation
Create user journeys that convert, onboard, and retain customers.
Lead nurturing
Nurture email leads into trial users and customers.
User onboarding
Boost product activation and guide your users to value faster
Trial conversion
Smart marketing automation and behavior-based emails to double your trial conversion.
Success Stories
Landbot automates the onboarding for 80,000+ users while saving 320 hours/month
Confect transitioned to Product-Led Growth and increased user engagement by 28%
Samdock reduced the cost and time spent on acquiring a new customer by 77% with Encharge
Flow builder
Create remarkable user journeys with a robust and easy to use visual flow builder.
Send targeted one-off newsletters to your audience or a segment of people.
Behavior emails
Send targeted emails when people do or don’t do something in your app.
Event management
Track, create, and edit the actions that happen in your product
User segments
Create user segments with the market’s leading segmentation for SaaS.
User profiles
See the people behind the actions and access the full view of your customer data.
Email personalization
Get your users to act with highly-personalized emails.
Email editor
Design beautiful mobile-ready emails without any HTML skills.
A/B tests
Drive email engagement with A/B tests for your Broadcasts and your Flows.
Lead scoring
Identify interested users and best-fit customers and proactively reach out to them.
Website tracking
Track page visits and form submissions on your website in real-time.
Build and implement native forms on your website with just a few clicks.
Free email verification
Free email verification for all your contacts in Encharge, on all plans.
Transactional emails
Send emails like password reset, payment receipt, single sign-on link from your app.
Company profiles
Nurture, onboard, and convert whole teams with account-based marketing
Custom objects
Store and customize all your data the way you use it right inside of Encharge
Facebook Logo
HubSpot Logo
Calendly Logo
Typeform Logo
Slack Logo
Intercom Logo
Mailchimp Logo
Salesforce Logo
Zapier Logo
Pabbly Logo
Integrately Logo
Stripe Logo
Chargebee Logo
Chargify Logo
Recurly Logo
Paddle Logo
Twilio Logo
Twilio SMS
Webhooks Logo
Segment Logo
API Logo
Google Analytics Logo
Google Analytics
SyncSpider logo
KonnectzIT logo
ThriveCart Logo
ThriveCart Logo
In-depth guides, and practical tips for first-timers, marketing experts, and everyone in between.
In-depth video courses on behavior emails, email marketing, and more.
Knowledge base
Learn how to use Encharge.
Developer Docs
Tools for developers.
Feature Requests
Request new product features.
Product Updates
Latest Encharge updates and news.
Premium Services
Our experts, your project. Get your flows built for as low as $350/month.
Encharge Experts
Get help from trusted Encharge consultants and service providers.
Resource Library
Get access to all of our eBooks, webinars, blueprints, cheatsheets, and more.
Facebook Group
A community for all things Encharge-related.
Generate Subject Lines with AI
Create unique subject lines with the only free AI email subject line generator based on GPT3.
Affiliate Program
Earn up to 30% recurring commission referring customers to Encharge.