Making a sell is an exciting moment for every entrepreneur. Whether you are an eCommerce store, a company or own a physical store, getting new clients is an uphill task compared to retaining existing clients. Customer experience is the most important aspect of your business. How satisfied they are with your services determines if they will come back or not.
A post purchase email sequence is one way you gauge your customer experience. It is a simple way of thanking your clients and inviting them back again for another purchase.
Post purchase follow up simply describes the after sell conversation between you and your clients. It can be on email, mailbox or on phone depending on the nature of your business. For most entrepreneurs it can be a combination of all though email follow up has become the most favorite.
How Important is a Post-Purchase Follow-Up Email Sequence?
- It promotes repeat purchase from existing clients
- It is the best way to initiate conversations between newly acquired customers
- Extends customer lifetime value. This is very important when analyzing the cost of customer acquisition.
How to Create a Post-Purchase Email Sequence
Following up with a post-purchase email sequence can be done in 6 easy steps.
- Order confirmation. This email is sent immediately after a purchase. Its purpose is to re assure customers that their order has been received and processed successfully. This is especially important where clients shop and pay online.
- Product education. The ideal time to send this email is after two or three days of purchase. Ideally, the client should have received their product or is just about to. In this email, you can include video tutorials on how to use the product, product manual and any information on how to use the product.
- Review request. After about 7 days since delivery, your customer has interacted with their product and is able to give a detailed account on their experience so far. This is the best time to ask for a review. You can have them rate your product and leave a comment on its performance so far. All reviews, positive and negative are important and should be addressed accordingly. It is not good practice to ignore or delete negative reviews. Instead, you should use it as an opportunity to reassure your client by solving the problem that brought the negative review. How well you handle it goes a long way in attracting new clients who tend to be keen on reviews before a purchase.
- Solicit next purchase order. After delivering an order, getting a review on it, the next step is to retain this client and get another purchase from them. Introduce a complimentary product to their previous order. This will capture their attention and an incentive such as a discount, coupon will get them to click on ‘Buy’. To convert the next sale quickly, communicate a sense of urgency to the client. For instance, the discount or coupon could only be valid for a limited time.
- Replenishment reminders. Do you sell products that need refilling or replacement from time to time? If so, sending a replenishment reminder is a way to get a quick sell. These reminders can also include introductions to new brands of products.
- Post purchase survey. Surveys are quite useful in gathering useful data about your business. They can however be a bother if not well administered. To be able to ask your clients to take part in a survey, create those that are relevant. For example you can send out surveys on topics such as, Customer experience, How you found us, Would you refer us? And so on.
Following up (whether through an automated post-purchase email sequence or some other method) is a must do for the continued growth of your business. Regular interaction with customers builds trust and helps convert more sales. For the post purchase follow up to be effective, proper timing has to be observed. It is important to communicate with your clients while they are still excited about their purchase.