E-Mail Inquiry Response Strategy – Introducing Anticipation E-Marketing?
There are lessons for us everywhere. Take for example my recent experience of booking a short break at a new hotel in the Austrian ski resort of Hintertux. I made 5 inquiries to similar standard of hotels but one stand out beyond all others. These 3 lessons will show you why we booked the family run "Alpenhof" and why and how you can apply this strategy to your business.
Each of these lessons come from a series of e-mails I received following each stage of the inquiry to the booking (it might help if you read the e-mails in an Austrian accent).
Lesson 1- The inquiry
Within a few minutes of sending my on-line inquiry, I received a response that started like this:
"Greetings from Hintertux,
Dear Mr. Gardiner,
You have taken the first step towards your dream holiday. We receive your new inquiry with great pleasure ….. "
It continued andave me all the information I needed. I felt it was too expensive for me but still, it sounded wonderful. Why?
- They made it instantly different and emotionally warm
- They made it personal
- They made me imagine how good it will be. There was no doubt
- They packed the actual information (price, availability etc.) with emotion
The result: I showed the mail to my wife. She said it would be very special and we were worth it. We should book.
Leson 2- The booking
Feeling it was still too expensive but as a "special event" I was persuaded by my wife to book. The mail I received within minutes of the booking began like this:
"You have made the right choice!
A wonderful good afternoon, Dear Mr. Gardiner,
We are very pleased to learn that you wish to spend your dream holidays with us at the Alpenhof and we confirm the following booking: … "
On receiving this I thought; "This is going to be great … I'm glad I've booked …". Why?
- The period immediately (immediacy) following commitment is easy to elevate emotional support to the decision and they responded in the right time
- They confirmed and supported the decision
- They continue to stimulate my imagination of the experience through descriptive attractive language
The result: I began to be less concerned about the price and started to look forward to the experience.
Lesson 3- The pre-delivery follow-up
Just 5-days before we were due to arrive at the hotel and I received a mail that began like this:
"Wonderful experiences – fascinating pleasures
A wonderful day to you, Dear Mr. Gardiner. It's almost time, your holidays are coming closer. We can hardly wait for your arrival so that we can treat and pamper you! Forget the hustle, bustle and stress – experience hospitality that comes from the heart. A crackling in the fireplace, a choice glass of red wine, the scent of wood – you have arrived! The feeling of having reached the top, at 3.250 meters – full of possibilities – the Hintertux Glacier guarantees snow fun deluxe! Unique …. and impossible to put into words! We want to make your holiday as enjoyable as possible, right from the very first minute. With a pinchant for detail, we will provide you with unforgivable hours. Small things that we really enjoy preparing for you. Now nothing can stand in the way of a relaxing, active holiday!
Most cordial greetings Hotel Alpenhof **** s
Family Denggand the whole team "
On receiving this I thought; "WOW! Can not wait. What extras, shall I book? I'm thinking of ordering champagne on arrival". Why?
- The decision has been made, all they are doing now is amplifying the emotional anticipation
- In using descriptive language they are stimulating vivid imagination
- Their commitment to my enjoyment (through service) is without question
The result: I am now excited about the whole experience. I feel lucky that I found such a gem of a hotel. I am focused on how much more I can spend and firmly believe it will be worth every penny. I'm so excited, I'm even telling you about it.
So my question to you is: How can you use this "Anticipation E-Marketing" strategy in your business. Start here:
- When the inquiry comes in, make your response personal , amplify the emotion and sell the future
- On receipt of an order, immediately support the decision and elevate the emotion. Use descriptive language and continue to tell the client how good it is going to be.
- Between Order & Delivery keep on spinning the plates of anticipation, raising expectation.
So what about the delivery of the product or service? Well, if you are using the "Anticipation E-Marketing" strategy then you have to be able to deliver the goods. Did the "Alpenhof" deliver? Absolutely YES!
Do great things.