Follow-up Sales Emails – Do They Work for Customer Retention?

Many companies employ customer outreach via email marketing after a sale has been conducted. In theory, this is an excellent way to develop positive customer relationships and to keep the company at the forefront of the customer’s mind, even after the particular need has been met. Email marketing can comprise several different styles of content, but there certain sage and fundamental stylistic and content considerations you must apply for it to be effective. Sometimes post-sale emails are sent to customers to try to solicit a review of the customer’s most recent experience with the company. But after the sale is done and both money and products/services have been exchanged, what are you bringing to your customer that will make them want to give you their time?

If the sale was good, they’ll probably blast it on their social networks or even tell a few friends. But if you are a newer business that does not have much of a reputation or brand loyalty, it’s up to you to make the effort. But sending an email to customers that’s just asking them to take 5 minutes out of their daily lives to glaze your ego is actually a lot to ask. You can’t get anything for nothing, so you have to come correct. Thanking a customer for a purchase is just not enough anymore and if you’re going to ask them to do something for you, make them want to do it. Here are some things you should include in your next post-sale email to your customers:

  1. A list of similar or related products/services to what they most recently purchased. They may not have thought about it before, but you’re planting a seed and leveraging visibility.

  2. Special access to some sort of online deal via your website. Be it a 5, 10 or 15% discount or something equally attractive, all emails you send to them must find them visiting your website. This is a perfect opportunity to drum up further business.

  3. Information about product/service they bought to re-assure them that the purchase was a great idea, that the purchase from YOU was an even better idea and that if they need to make the purchase again, you’re their one-stop entity.

  4. Tie reviews directly into some sort of give-away or future-sale redeemable deal. Let them know that you’re appreciative of the time they will spend on your review and this is how you’re showing them your gratitude.

  5. Invite them to join a dedicated mailing list and short-point what this mailing list will bring to them. Information, deals, upcoming events and industry advances are what customers want to hear about.

  6. Create “like” or “share” social network tabs that can be woven naturally into the email, and offer a discount or freebie when the customer likes or shares their sale.

  7. You should know when their birthday’s are or when popular seasons are around the corner, like Christmas for example. Start working in festivities through your text from now.

  8. Stimulate their affinity to writing you a review not just through immediate discounts but through loyalty programs. If they write a review today, the will be awarded X amount of loyalty points; XXXX number of loyalty points can then relate to a discount or freebie in the future.

These are just some of the most effective and creative elements you can integrate into your post-sale emails today to inspire customer loyalty. Remember to always think of yourself as a client and decipher what you would be most receptive and responsive to. Chances are, if you won’t like it, they won’t either.