2021 is turning into quite the summer for sport.
First the country was gripped by football fever as Gareth Southgate’s men marched into a first major international tournament final in 55 years. Now, the Union Jacks are out in earnest as Team GB soars up the medals table in the Tokyo Olympics. And for the oval ball aficionados there’s the small matter of the Lions Tour taking place in South Africa.
Of course, not everyone is a sports fan. Yet, with the football European Championships and the Olympics in particular, we’ve seen the country gripped by a sense of belonging to a tribe and by being part of a collective that’s bigger than the sum of its parts.
This shared sense of belonging and cultural identity is hugely powerful. It goes beyond reason. In fact, when we’re sitting at the breakfast table shouting at a screen showing two men in a pair of Speedos about to jump off a 10m high diving platform 6,000 miles aways, we can rest assured we’ve left all rational parts of our brain behind! (But how good was Tom Daley?!?)
And this is the point; when this happens we’re not governed by reason, we’re governed by feelings. As Simon Sinek explains in his famous Ted talk ‘Start With Why,’ when our emotions are stirred, our limbic brain – the part of the brain that processes feelings like trust, loyalty and love – takes over. Not only does the limbic brain process these feelings, it also looks after our decision making.
This is exactly why we develop loyalty and affinity towards particular brands. The best brands know how to tap into our emotions, they know how to make us love them and, in doing so, they ensure we return to buy from them again and again.
In short, they do what sport has done this summer and turn us into superfans.
This doesn’t happen by accident and, while you might not have the marketing power of a giant like Apple or Nike, you can easily harness the power of your email marketing to turn your subscribers into superfans.
Never underestimate the importance of a good welcome. In fact, go further and roll out the red carpet for your subscribers. Warm welcomes make us feel great, they make us smile, feel appreciated and, on a deeper level, like we made the right choice.
The welcome we give our customers – be it meeting them for the first time or the first interaction we have with them digitally – is all important. And usually, we only have one shot at getting it right. Nail it, and you’re going to have happy customers, eager to experience more of what you have to offer. Drop the ball, and watch your customer sail off into the metaphorical distance, never to return.
This is why welcome emails are so important. Far too often they’re an afterthought, yet they give you a perfect opportunity to start building brilliant relationships with your customers – and are the first step to turning them into superfans. Welcome emails are triggered when someone signs up through your website to receive your email updates. This could be when they enter their email into a sign up box, subscribe to your blog, or if they are making a purchase and check the box to say they want to hear from you.
It’s going to be pretty tricky to replicate the shared sense of belonging we all get when supporting Team GB, but you can form your own club. By creating exclusivity and a sense of community in your email marketing, you’ll make your subscribers feel like they belong to something special.
This could be in the form of giving them exclusive discounts, access to ‘members only’ content, early access to new product launches and much more besides.
Who doesn’t love a reward? Little extra touches that both add value and make your subscribers feel special can quickly add up to big differences and help set you apart from your competitors.
Whether you integrate your email marketing campaigns with a CRM system or do something far simpler and ‘reward’ your top subscribers with some kind of gift (think discount codes, a special piece of content, or even a freebie), rewarding loyalty strengthens the relationship between you and your subscribers.
It’s a fantastic way to tap straight into raw emotion and feelings. An unexpected reward will delight even your customers with the coldest hearts.
When you turn subscribers into superfans you’re going to see your email marketing take off with higher open rates and higher conversions. But, more importantly, your superfans will do what all superfans do and tell anyone that’s willing to listen how great you are. It’s a scenario where everyone wins.
If you’d like to find out more about anything we’ve covered in this article and ways you can turn your subscribers into superfans, then we’d love to help.