How To Use Email Marketing To Turn Customers Into Advocates

How To Use Email Marketing To Turn Customers Into Advocates

How To Use Email Marketing To Turn Customers Into Advocates

Do you know how to use Email Marketing and turn customers into advocates? Imagine a situation where satisfied customers promote your business. Sounds good? This is exactly what brand advocacy marketing does. Today we will tell you how to encourage the most committed customers to sell your products.

How To Use Email Marketing To Turn Customers Into Advocates

Who is a Customer advocacy?

The fierceness of competition, coupled with the growing distrust of brands and advertising, force marketers to turn to their consumers.

The essence of the brand’s advocate’s activity is that a positive customer impression is transformed into a sincere (and therefore very powerful) call to buy goods addressed to new customers.

How to Use Email Marketing and Why Email Marketing is necessary?

Despite many innovations in other areas, email marketing still has the highest ROI among other digital marketing strategies. In 2017 report (Email Marketing and Marketing Automation Excellence Report), email marketing was awarded to marketers first place in terms of efficiency compared to other digital channels.

According to the Oberlo platform, "email marketing is one of the main channels of communication and interaction with consumers that have shown interest in your brand." Therefore, when you need to convince a client to become a brand ambassador, his subscription to your newsletter is already a small victory.

Importance and Declining trust of Customer Advocacy

One way or another, the existence of Customer Advocacy is tied to trust. According to research, 88% of people trust Internet-reviews of other consumers’ more than advertising brands. In this case, not only advertising has become a cause of mistrust. According to the summary report of the Edelman 2017 Executive Summary, when assessing the reliability of information before buying a product, consumers more often and more willingly listen to colleagues and friends than company leaders, officials, and financial analysts.

At the moment, sellers and marketers literally flooded customers with content, for this reason, you should not expect that any information will be taken for granted. That is why priority should be given to feedback and recommendations transmitted from mouth to mouth.

How To Use Email Marketing To Turn Customers Into Advocates

First, let's make an important distinction. There are loyal clients who, however, are not brand advocates. The difference is that brand advocates interact with others to promote your company. The value of loyal consumers lies in their potential to become brand advocates.

Here are a few tips on how to use email marketing for this:

Email Sequence

Here is how the concept of “email sequence” is defined by Web-Profits digital marketing agency: “these are several targeted emails sent at a predetermined frequency, automated emails sent in response to some contact action (trigger emails), or both”.

  • With a predetermined frequency, emails are sent, for example, after a subscription, two weeks after purchase, and three months after a subscription.

  • In response to the committed action, the emails are sent after the contact performs (or does not perform) any action, for example, clicked on the link in the email, did not log in for a while, clicked on the link in the last five emails.

Why Email Sequence is Effective?

The main reason in how to use email marketing is that they are automated, i.e. they save time and keep clients subscribed to the active emails. Another reason is that they have many application possibilities: to increase brand awareness, to attract leads, to increase sales, and so on. No matter what your marketing goals are. With the help of automation tools, you will certainly reach them.

Here are some types of email marketing sequence:

Short Message

These emails introduce subscribers to your brand. This may be a short message explaining what your company is, or a detailed video telling what your company does and can share with colleagues.


The Netflix platform has succeeded in this. You may have already received such emails from Netflix with personalized recommendations for movies you should watch. They also contain a clear call to action: watch a movie now or add to a waiting list.

Drawing Attention To An Abandoned Basket

Sometimes shoppers drop baskets because the site is down or the session has expired. Often they do so because they have not yet decided to finally buy. A chain of reminder emails about an abandoned basket helps to convince them to come back and complete the purchase. It can play for fear of missing a benefit or an interesting opportunity, saying that the product is almost sold out or that the sale is coming to an end.

Post Purchase ‘Thank you’ Email

Often, companies are so obsessed with attracting new customers that they think about retaining existing customers in the last place, although everything should be the other way around. As noted in Colin Shaw's article on LinkedIn, the probability of selling goods to an existing customer is 60-70%, while a new customer is only 5-20%.

That's when the mailing list comes in, sent after purchase. The easiest option - thank you email after purchase. All platforms send an email with order confirmation, delivery details, and other information. Thank you emails give you the opportunity to continue communication with the client.

It doesn't matter how the email is designed: in the form of valuable content, a bonus for the next purchase or a subscription to your pages in social networks, the goal is always to personalize communication and increase brand loyalty.

Survey To Identify Customer Satisfaction

Another way to show customers that you care about them is to ask for their opinions and feedback. The easiest way to do this is by sending a survey emails. Surveys not only create the impression that you value the opinions of customers, but they also provide you with a huge array of data, thanks to which you can improve the quality of service.

To Create A Successful Survey, Keep In Mind A Few Points:

What do you want to know? The survey should serve one purpose. According to Shopify, each question should be a fragment of a single mosaic, it should help you understand how to best meet customer needs.

Whom will you interview? You must decide whether you want to send a survey to the entire database, new or old customers.

Ask the right questions. When you have a goal, you know who you’ll be interviewing, you can think of questions that will help you achieve your goal. Questions should be straightforward and simple. With the help of various tools, you can create polls where the answer is given with one click, which greatly simplifies the task for consumers.

After Reviewing The Survey Results, Select Potential Advocates

Alternatively, the purpose of the survey may be to search for potential brand advocates. Simply put, you can ask customers how likely (for example, on a scale from 1 to 10) they will recommend your brand to their friends and colleagues. You can also add other questions that reveal their level of loyalty and enthusiasm towards your company.

Depending on the system you choose, you can, based on the assigned points, determine the contacts that will promote your brand and place them in a separate referral process.

Encourage Brand Advocates For Referral Links And Recommendations

Once you have decided on clients who want to advertise your business to others, you can increase the effect by offering bonuses and other incentives. This is another way to increase brand loyalty and trust.

Here Are Some Examples Of Well-Designed Referral Programs:

  • Uber: Passengers get points for recommending a service to friends (who also get points). A similar scheme works for drivers who recommend service to other drivers and passengers. For example, when the driver who received the invitation makes X trips, the driver who invited him receives $ 100.

  • Amazon: A client who invited a friend to connect to Amazon Prime, who, in turn, spends $ 5 there, gets $ 5 for the next purchase.
    Such bonuses not only motivate customers to recommend your service to others, but also push customers and their friends to spend more money on your products and services.

Bonus Tip:

Even if you have thought through all the strategies to the smallest detail, they will not work if customers regard your emails as spam. Every day, thousands of companies send out millions of emails, and in such conditions, contacts have become very adept at recognizing spam.

The key role here is played by the subject of the email. If you cannot force users to open a email, they will never know the benefits of your advocacy program.

Below are the words/phrases that, according to RedStag, you should avoid in the subject line:

How to Measure Customer Advocacy ROI

Track The Value Of Leads

According to the Influitive advocacy marketing platform, based on the activities of brand advocates, leads who came on the recommendation of a client's lifetime value (CLV) are 16% higher. When estimating the cost of referral leads, you can consider how much they spent, how soon they made a purchase, and whether they can recommend your service to other clients.

The Value Of Online Reviews

Studies show that 88% of people trust the online reviews of other users. This trend is becoming more common, so companies, in order to accelerate the sales process, are beginning to pay close attention to customers and motivate them to write reviews.

Content That Is Shared To Many Individuals

In How to use email marketing, Customer advocates not only talk about the products to which they are loyal but also share the content of such brands. Web conferencing platform ReadyTalk found that its content attracted more than 750 leads.

You can determine whether a customer advocate has shared your content by placing customized links and URLs to the content in emails sent to them.


It is important to remember that in the end, the essence of brand advocacy marketing is to develop and strengthen customer relationships. If you want to turn loyal clients into advocates, you must not only justify but exceed their expectations.

Have you already thought about implementing a brand advocacy marketing campaign? What role does email marketing play in this? Contact loyal customers and start to develop relationships with them. Perhaps it is they who will promote your brand among colleagues and friends. If you like our article How to use email marketing and turns customers into advocates please don't forget to share it with you friends.

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