Customer Education Is The Lead Nurturing Tactic Your Emails Are (Probably) Missing

On average, 80% of new leads never translate into a sale. 

Not just a few, not even half, but 80%...

Just to spitball the math on this, if your eCommerce website averaged new 10 email signup leads every day for a year that would equate to 3650. 

If 80% of them failed to ever make a purchase, you’re looking at a loss of income from 2920 people in a single year. 

And if your average order value for customers was on the low side of say… $35, then that’s a potential loss of over $102K.  

Oof… that hurts, right? 

So how do you better equip your store to help keep that sharp drop from happening to you? Since these leads are coming to you through email signups, it only makes sense to use email to combat things. 

But how, you may wonder?

The answer may surprise you. 

Want To Sell More?
Use Email to Educate Your Consumers

InvespCRO found that companies who excelled in lead nurturing generated 50% more sales at a 33% lower cost.

And what channel did they find was the most impactful for lead nurturing? 

If you guessed email, then *ding, ding, ding!*, we have a winner! 

Lead nurturing through email marketing is an automated email campaign that (hopefully) personalized the experience to the person receiving them. Customer education emails go a step further. 

The best way to describe a consumer education email sequence is to say they help foster a relationship with consumers by providing valuable content and information which educates them about your brand and products. 

Through offering value, you earn trust, increase consumer loyalty and can efficiently reduce complaints or returns on products you sell. 

But the question is, how? How do you create this type of email content? What types of emails work? What can your emails include? Below we’re taking a look at helpful tips as well as some examples to answer those questions for you. 

Customer Education Emails:
Help, Answer, Show (The H.A.S Value Approach)

If you’re having a hard time figuring out what these types of email should say, try to brainstorm around these three ideas: 

  1. Help. How can you help your customers? What do they need that your product can solve their problem? What information can you give that would be helpful to them and help your brand become the go-to source for that help?
  2. Answer. What questions do they have about your product(s)? What are common questions or problems in your industry for the people you serve?  
  3. Show. Can you show the value of your products? Would a product, explainer or tutorial video help? 

Your product has value to these potential customers, and the H.A.S Value Approach is a fun little exercise to help you figure out what that is. 

The other really important part of brainstorming ideas here is to look at what makes your brand and products unique. Perhaps you’re like Pura Vida, where you have a very interesting story and your business supports others’ work. 

Or maybe the way your business handles customer support and shipping is what sets you above the rest. You can really dig in here to find what makes you stand out. 

And when you find it, use that to your advantage to boost your brand awareness to educate your subscribers about who you are to create an emotional tether. 

But I get it. 

Seeing something like this done well, makes it easier to understand where you should take your own emails. 

Thankfully, there are many great examples out there that have managed to find their value-prop to use in their customer education efforts. 

A Little Can Go A Long Way

Oftentimes, when we think of “education” we consider it as something long winded or a step-by-step process, that sort of thing. However, it doesn’t have to be so “in your face” when enlightening people about your products. 

Colorescience is a great example of a brand that mixes customer education into every avenue of their marketing — email marketing included. 

Their various marketing efforts highlight all the different types of education-based content you could create. On the surface, these two emails may not seem like they’re teaching anything, but  each of them teaches something about the uniqueness of the products. 

The first email shows and tells in very few words how their SPF Sport Stick really works and what makes it unique. 

The second email highlights their lip balm product and also offers some lesser known traits that the product has that the subscriber would likely find of value (buildable coverage, hypoallergenic, free of various allergens, etc.)

You can show the value and teach your subscribers important details about your products without being long-winded and, well, boring. 

A little bit of explaining and showing can go a long way, so you don’t always need to overthink it. 

Teach Your Customers How To Perfect Their Craft

We often use Moment as an example for eCommerce brands to emulate regarding their email marketing because they do such a great job. 

They sell multiple products for mobile photographers and travel photography. While their products offer quite a lot of value, their consumers are usually looking for new products and methods that improve their photography or videography craft. 

As part of their overall marketing strategy, all content that is produced — like the YouTube video and blog post that goes along with the image above — gets attention in an email.

While the content of this is covered in the content that lives on their website, Moment goes the extra mile to condense that information into this message. If the subscribers only have a moment to read something from them, they put enough helpful information into the email to be valuable without being overwhelming. 

They teach and educate by being as helpful to their audience as possible. It's one of the things that helped them go from a Kickstarter campaign to a full-fledged company with 20+ employees and a huge social media presence. 

Put Your FAQs In An Email

Every brand has a batch of questions they get asked all the time. 

Some of them are always the same, like, “Do you offer free shipping?” and, “What’s your return policy?”

Others may be unique to your brand. 

Either way, these questions often popup in the minds of someone interested in your brand and sometimes, those seemingly small questions  — when they go unanswered — can be enough to keep them from making a purchase. 

Burrow sidesteps this issue a bit by placing their FAQs in a pleasantly designed email. This helps them to eliminate thoughts that could hold a buyer back. 

Adding this type of email to your own welcome series is a great way to do the same for your brand. 

Use Humor To Teach Something Even, If It’s Small

This is a great example of infusing a bit of humor into your education emails. The email covers three tips for men who wear cologne but want to make it last longer. 

The email visually shows those tips in but hints at the light side of things when telling guys not to go too heavy in the fragrance department. Sure, there’s not a lot of advice divulged here, but being helpful doesn’t have to be lengthy to be effective. 

This email perfectly uses the H.A.S Approach. 

It helps in that it teaches guys how to make their favorite smells last longer. It shows how to do each tip. And it asks a question toward the bottom and offers a CTA that acts as the answer or solution to the problem.

Pulp & Press:
Dig Into The Value Your Product Has

Your product no doubt has a certain value to your customers. 

Once you know what that is (and it could be a variety of things) you can use that to create emails like this one from Pulp & Press. 

As a health focused brand with juicing products, they have certain things their customers look for that pertain to good and nourishing food. But as you read the copy of their email, you can see that they’re purposely using their “insider” knowledge of their customer base to show their value. 

Terms like “low sugar content”, “kicks cravings to the curb” and “nourish your body” offer a lot of value to those who need or want to watch their sugar intake and who have a focus on getting healthy. 

It’s subtle, but in the process of going deeper and educating more about the product, they also show their value. 

Using the terms and words your customers are using to describe what they need/want and placing those in your copy increase the value you have in their eyes. 

Customer Education Is Essential in eCommerce Today  

It takes time to get people from “just interested enough to give you their email addrees” to “wow, I love this! I need to buy it now.”

Some people move from one to the next faster than others, but most people need to get to know you, your brand, your values, and your uniqueness before they’re willing to give you their money. 

Spending time to put together education-based emails that go into an automated email funnel like a Welcome Series can keep you from losing a large percentage of potential revenue. 

The H.A.S. Value approach can drum up ideas for what types of emails you can create and add to your funnels. 

And since this is all automated, once you’ve created these, they will continually run in the background and work hard for you. 

It’s one of the reasons we love automated email marketing so much: 

It makes life so much easier! 

If you’re looking for an eCommerce-focused email marketing and automation platform, then check out Sendlane. You get 14 days for free with no credit card required, and our awesome team of customer success peeps are at the ready to help jump right in. 

Click here to get started today!

Caitlin Hutchinson
Brand Marketing Manager

A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.

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