{"id":1375,"date":"2011-05-27T02:59:41","date_gmt":"2011-05-27T02:59:41","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/twitter-gets-their-customers-back-with-a-special-kind-of-email\/"},"modified":"2020-01-30T23:05:26","modified_gmt":"2020-01-30T23:05:26","slug":"twitter-gets-their-customers-back-with-a-special-kind-of-email","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/twitter-gets-their-customers-back-with-a-special-kind-of-email\/","title":{"rendered":"Twitter Gets Their Customers Back with a Special Kind of Email"},"content":{"rendered":"

What\u2019s a social network<\/a> to do when a user slows down his or her online activities? If you\u2019re Twitter, you use email. Here\u2019s a lesson on how to entice your customers back with your own \u201ccome back\u201d email campaign. Twitter has billions of dollars to craft the flashiest high-frequency newsletter campaign, but they choose sincerity and tact instead.<\/p>\n

Sshhhh, Don\u2019t Tell Twitter about My Other Accounts<\/h4>\n

In my rush to get in on the Twitter action, I guess I created a few accounts. So one account is used well and one was just plain forsaken. And as I\u2019ve forgotten all about it, guess who didn\u2019t? Twitter. I woke up today to this email:<\/p>\n

\"\"
\nGood Old Reliable Email<\/h4>\n

Yes, it\u2019s true that when Twitter can\u2019t get ahold of me via tweets then the only other option is to use email. But that\u2019s just the point now isn\u2019t it? People probably aren\u2019t going to put up their cell numbers as readily as emails for contact info, but email is a reliable and viable point of contact.<\/p>\n

Who doesn\u2019t check their email daily? Some of you check it hourly, and you might want to see a therapist about that. You might also email me the name of that therapist while you\u2019re at it.<\/p>\n

\u201cI Miss You. You Need Me. Follow Me Back.\u201d<\/h4>\n

I like Twitter\u2019s clean approach. From the sincere sounding subject line<\/a> that let me know I was missed (it worked, I opened it) to the short email that quickly reminded me of the benefits of their product. They even included a link in the form of an easy to hit button to quickly take me back to the action.<\/p>\n

Coy Works. Overkill Doesn\u2019t<\/h4>\n

In contrast, I\u2019ve been getting the lamest emails out of the blue from a declining social network with updates and info I never asked for nor would ever be interested in. \u201cSo and so sent you a message.\u201d \u201cHere are shows in your area.\u201d Instead of Twitter\u2019s one simple and direct message, I\u2019m getting barraged by a bunch of nonsense I don\u2019t want in my inbox.<\/p>\n

The Two Ex-Girlfriends Metaphor<\/h4>\n

My wife won\u2019t like this next metaphor, but it\u2019s like there are two ex-girlfriends who somehow want to reconnect. One leaves a message that says, \u201cHey, how have you been? Let\u2019s have lunch\u2026\u201d and leaves it at that. The other starts showing up at all my favorite hangouts, office, gym and wherever else just randomly talking about things I never cared about in the first place. I feel like that unnamed social network\u2019s emails are stalking me.<\/p>\n

Did I mention that this was ONLY a metaphor? Hope my wife doesn\u2019t read this one or I\u2019ll have to send my own \u201cplease come back\u201d email.<\/p>\n

In Summary<\/h4>\n

Okay, back to reality. This isn\u2019t about ex-girlfriends, it\u2019s about what you can learn from Twitter in using email to win back a customer. So let\u2019s sum up the lessons:<\/p>\n

    \n
  1. Email can always be relied upon. Even the social networks know this.<\/li>\n
  2. Woo back your customer with a short, direct and sincere message with an easy-to-find button that brings them back to the action.<\/li>\n
  3. Be respectful of their time and space. Your customers will respect you for this.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    What\u2019s a social network to do when a user slows down his or her online activities? If you\u2019re Twitter, you use email. Here\u2019s a lesson on how to entice your customers back with your own \u201ccome back\u201d email campaign. Twitter has billions of dollars to craft the flashiest high-frequency newsletter campaign, but they choose sincerity…<\/p>\n","protected":false},"author":270,"featured_media":1376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[79,634,963,964],"class_list":["post-1375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-twitter","tag-email-campaign","tag-email-subject-line","tag-social-network"],"yoast_head":"\nTwitter Gets Their Customers Back with a Special Kind of Email - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Twitter Gets Their Customers Back with a Special Kind of Email - in\" \/>\n<meta property=\"og:description\" content=\"What\u2019s a social network to do when a user slows down his or her online activities? 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