Use Email Automation to Keep Your Customers Coming Back
So - you've done the hard work of seeing a customer through the sales pipeline and converted their interest into a purchase. Now what? If your answer is 'move on to the next one', you're wrong.
Existing customers hold huge potential for repeat sales and consistent business - if you know how to engage them properly. Automated email sequences can be an effective way to do just that - and if done correctly, will help you keep customers engaged and boost your bottom line.
In this article, we'll discuss automated re-engagement emails, how they work, and how to create the perfect sequence. Let's dive in!
Are You Leaving Money On the Table?
Customer rehash is one of the most undercapitalized opportunities in the world of business. All too many get a client, do a good job of satisfying their initial interest, and move on, assuming that past customers will take their own initiative to come back and buy again. This can be an expensive mistake; studies show that it costs over four times more to acquire new clients than retain existing ones through repeat sales.
It's in every business owner's best interest to milk every opportunity they've got by sustaining relationships after the first purchase. Email automation is a both cost-effective and sustainable way to do just that, offering the benefits of a 24/7 marketing assistant on autopilot.
What Is Email Automation?
Simply defined, email automation is a technology that enables businesses to send out automated emails triggered by user behavior. This means that you can craft personalized email messages, schedule them in advance, and deliver them automatically according to the rules you set.
Automated email campaigns are an amazing tool for re-engaging past customers with relevant and timely messages to prompt further purchases. From the moment someone buys their first product to the days and weeks after, the technology can be used to stay in touch with them and nurture a lasting relationship.
Taking a Closer Look at Automated Email Sequences
There's no doubt about the fact that post-sale email messages can offer businesses a lot of value. But what exactly goes into achieving these benefits? We've broken down a sample campaign below to give you a better idea.
Email #1 - Thank You
A thank you message should always be the first thing to go out in an automated engagement campaign - and here's why.
As the first thing sent after a customer makes their first purchase, 'thank you' emails serve as an easy way to introduce your marketing messages to recipients' inboxes.
These emails are non-invasive and relational rather than promotional, helping solidify the customer's trust in your brand.
Everyone appreciates a heartfelt 'thank you' - by making a point of sending one to every customer that makes a purchase, you're more likely to earn their respect.
What To Include:
Although they all share the same message, thank you emails can vary greatly in content. Most businesses opt to write a sincere note of appreciation at the top, but after that, the possibilities are endless.
Depending on your product or service, you can use this opportunity to let customers know what's included in their purchase, how to use it, what follow-up action they need to take, or even provide a few helpful tips on getting the most out of their purchase.
Email #2 - Confirmation of Receipt of First Email
A thoughtful but brief logistics email a day or two after a customer makes their purchase can be extremely helpful when it comes to ensuring they're completely satisfied. It's usually in the 24-48 hours after that the biggest customer service issues arise, so taking a proactive effort to nip any in the bud before they become a full-blown problem is essential.
What To Include:
This email should confirm that the customer received the first email in the sequence and that they do not have any questions. In some cases, they're too busy to notice or too shy to reach out, so a reminder that you're there to help can go a long way. You could also include any additional information about their purchase here, such as delivery times and tracking information.
Email #3 - Checking In
Even after your customer receives or begins using your purchase, it's important to stay in touch. Checking in with them a few days or weeks later can help you build trust and get feedback on their experience.
What To Include:
Check-in emails should be positive and provide the customer with an opportunity to ask questions or leave feedback. If any issues have come up, now is the time to address them - your automated campaigns should provide customers with a way to get in touch with you quickly and easily.
Email #4 - Something to Offer
At this point, your customer will have been receiving check-in emails for a couple of weeks. The reason for their initial purchase has likely been addressed and it's now up to you to find new ways to help them.
What To Include:
The best way to provide value is by offering additional products or services. This could mean upselling higher-end versions of the same product, adding on accessories, or introducing them to a service they may find useful. You can also include discounts and promotion codes in these emails, as well as helpful tips and resources.
Best Practices
The abovementioned framework is simply a suggestion; automated email campaigns can take on many forms - the most effective are those tailored to the business sending them. With that being said though, there are some helpful tips and best practices that can increase the chances of your emails being opened, read, and acted upon.
These include:
Personalization- Addressing customers by name and using language that speaks to them can help your emails feel more intimate.
Timing - Send emails at times when customers are most likely to be available.
Consistency - Stick to a regular schedule and make sure emails have the same look and feel
Testing - Split test different subject lines, calls-to-action, and content to find out which works best.
Now that you know how to make the most of automated email sequences, it's time to start leveraging the technology to its fullest potential. With an effective email strategy in place, you'll be well on your way to turning past customers into repeat customers. Good luck!
