Email marketing is on everyone’s lips these days, isn’t it? There’s so much talk about its benefits for nurturing leads, converting users, and onboarding clients…

And it’s all great stuff. It’s just…

Did you notice how little advice out there focuses on using email to strengthening customer relationships?

I mean, it almost seems that once someone becomes a client or a paying user, all they’re worthy to receive is just sales shit.

But what about bringing them closer to your company? Going for lunch together, having a laugh, becoming pals…

Sales people have been using those strategies since forever to fortify their client relationships, build trust, and yes, keep them buying over and over again.

But what about you? And no, the distance between you and the clients doesn’t matter. Because you see:

You could use marketing emails to achieve the exactly same effect – get your customers to like you, trust you, and keep doing business with you.

And in this post, I’ll show you the 6 marketing emails you must be sending to strengthen customer relationships.

Ready? Let’s begin then.

#1. New Content Announcements

So obvious, isn’t it? Every time you publish new content, you should email it to your list. Immediately.

And yet, so many companies miss the mark.

They fear that emailing clients about their content will scare them away, drive the unsubscribe rate up, and result in a social media backlash.

And yes, they couldn’t be more wrong.

Sure, you have to employ a bit of common sense when planning this strategy. If you publish as many posts a week as AdEspresso, you’d probably be better off sending a weekly digest email.

But if you release new stuff once a week, then you should fire off an email straight after the post goes live.

That’s exactly what AgencyAnalytics, one of my agency’s clients, does. They send a new content shout out right after we hit publish.

Screenshot of AgencyAnalytics’ email announcing a new post

And to some great results.

On average, those emails drive 70% of traffic on the first 1-2 days after publication. After that, social media and other channels take over.

But the initial rush of traffic comes from email.

#2. Invitation to Collaboration

The best relationships happen when people work together, share ideas, and inspire each other.

Collaboration increases the feeling of belonging, builds trust, and turns an ordinary business relationship into a personal connection.

And it doesn’t matter if you provide local services, offer a SaaS app or sell products worldwide, inviting customers to participate in projects outside of your contractual arrangements will only bring them closer to you.

The best part? You have countless opportunities for such collaboration:

• Working on a post that would do with some additional insight? Ask clients to participate.
• Writing a Book? Hey, then including your users is a must.
• Designing new iteration of the site? Get your customers’ feedback.
• Thinking of expanding your service offering? Then, check what your customers think about it.

And tell me, what’s the best way to invite them to participate? Yep, you got it, email.

Every time you work on a project that could include your clients, fire off an email announcing it and asking for help.

Sure, not everyone will rush to participate. But even those customers who refuse to take part will still feel grateful for being asked.

#3. Questions / Requests for Advice

I’m sure you know everything about your business, market, and the audience. And yet, you don’t know if you provide a good service. Really, you don’t.

Here, don’t take my word for it: According to this data by Helpscout, 80% of companies consider their customer service superior. But only 8% of their customers concur. Why such a discrepancy?

Because, for one, your definition of “superior” might significantly vary from what your customers expect. And the only way to find that out is by talking to them, and asking for feedback and advice.

You can measure customer satisfaction in so many ways:

• Use the NPS score.
• Survey clients.
• Ask them to fill feedback forms.

Hell, I’m sure there are plenty more techniques…

What’s important, though, most of them rely on inviting customers to participate. And that’s what email could help you achieve. Send clients links to surveys, invite them to share their experiences, or ask direct questions.

Sujan Patel uses email to find out what customers use his product, contentmarketer.io for:

#4. Product or Service Updates

Hey, there’s no point in denying: It’s good to build a bit of buzz among your clients too.

Have a new update coming? Working on a super cool new feature? Or will be launching a freebie product you know the audience crave?

Email them about it BEFORE it goes live. Get them as excited about whatever’s coming as you are.

Not only this will bring them closer to you but might also help generate some buzz about the new feature. Your clients might share information about it with their network, post about it on social media, and mention wherever else they hang out online.

#5. Regular Helpful Tips and Advice

Yup, I’d be the first to admit it: Email gives you an incredible opportunity to build connection and trust while helping clients at the same time.

Educating and helping clients overcome challenges relating to problems they hired you to help them solve, and delivering projects more effortlessly will always pay off in the long run.

Sure, it’s tiring. I know, I’m sending my newsletter every week. And believe me, some weeks it takes one heck of determination to write it.

But its benefits outweigh the effort. It helps me keep connected with clients and leads, and position myself as a SaaS content marketing authority.

One other thing.

If you can’t commit to it, don’t send a weekly tip or advice. Instead, fill your email with curated content that’s going to help your clients.

My good friend and a fellow AdEspresso writer, Brad Smith, publishes CopyWeekly, a regular email round-up of copywriting articles for marketers & founders. (Note: If you’re not on his list, then you’re missing out on a ton of good stuff!)

#6. Occasional Surprising Freebie Gift

Hey, let’s face it: We’re all suckers for free stuff, aren’t we? And it always makes us like the person who gave us a gift, no?

We feel a sudden rush of love for a company that offered us a small tool that helps save tons of time. Or feel a jolt of happiness when someone gives us a coupon or sends a thank you discount.

And actually, you won’t believe it, but this behavior is scientifically proven. Turns out that receiving gifts increases oxytocin levels in our bodies. Yes, you heard it right, that’s the love hormone…

So, create a useful freebie and email it to your customers.

You don’t have to do it all the time. In fact, you shouldn’t, otherwise you’ll devalue the worth of your gesture. But now and then, send your clients something useful. A handy checklist. Access to a small tool. An excel template.

Whatever it is, just the sheer fact that you’ve sent them a gift will strengthen your relationship.

What do you think?

Do you use marketing emails to build up your client relationships? If not, would you consider doing so? Chat with us about it in the comments.