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How I Create Loyal Customers:
My 7-step post-purchase email strategy
Steve Swift
January 15, 2024
Today’s Email:
How to use post-purchase emails to improve customer retention. A 7-step strategy for turning buyers into repeat customers.
Table of Contents
The Concept:
Post-purchase contact has tons of significant benefits:
Thanks your customer for their purchase/visit.
Stay on-top-of-mind after purchase.
Data for customer segmentation.
Improves customer experience.
Cross-selling opportunities.
Reduces buyer’s remorse.
Feedback opportunities.
Improves customer LTV.
Referral incentives.
The goal of any type of email marketing is to make your buyer feel like the valued customer that they are.
Post-purchase emails are your opportunity to nurture your paying customers, and ensure they return by showing them that they made the right choice in visiting your business.
How It Works:
Your post-purchase email flow should consist of between 4-7 emails.
It works to improve customer loyalty by taking your customers on a journey from first-time purchaser ➡️ returning customer.
I’ve laid out a 7-step strategy for optimizing your post-purchase email flow and taking customer satisfaction to new heights!⬇️
How To Do It:
Day 0 - The Thank You Email:
Sent immediately after purchase.
Purpose:
Thank your customer and indoctrinate them to your brand.
Send a heartfelt thank you and provide receipt/confirmation.
Personalize it, show genuine appreciation, and set the tone for future communications.
Provide clear, concise information about their order if making an online purchase.
Day 1 - Product Use Tips:
Sent the day after purchase.
Purpose:
Teach your customer a little more about the product they purchased, recommend complimentary products.
Content:
Share helpful tips or how-to’s related to the products they’ve purchased.
“How To Get The Most Out Of Your {purchased product}”
Day 3 - Customer Satisfaction Survey:
Sent two days after purchase.
Purpose:
To gather feedback and show that you value your customer’s opinion.
Content:
Create customer satisfaction surveys that can help improve the customer experience (surveymonkey or typeform for survey creation).
A few pointers for your surveys:
Keep it short.
Offer incentives.
Make it simple to complete.
Create surveys for different segments.
Day 7 - Exclusive Offers For Repeat Purchase:
Sent two days after the satisfaction survey.
Purpose:
To incentivize a repeat purchase with a special offer.
Content:
Entice them back with a special offer. A discount or early access to a new product can work wonders.
Day 9 - Brand Story and Community Engagement:
Sent two days after the exclusive offer.
Purpose:
To deepen the customer’s emotional connection with the brand. Show them what makes your brand different.
Content:
Share your brand’s story and invite your customers to follow your socials. Remember, the name of the game is: Relationship building, and customer loyalty - multi-platform allegiance is 🗝️.
Sent two days after the brand story.
Purpose:
Give them a sneak-peak of what they can expect from being a part of your community. Show them how they’ll benefit from being an email subscriber
The more exclusive your offers are, the better.
Content:
Use social proof to show customers who love your products/offers. Give them small gifts to preview bigger future offers.
Day 14 - Regular Updates and Newsletters:
Sent on the final day of your sequence.
Purpose:
To keep the customer engaged with ongoing updates and offers. You should have enough information to properly segment your customers, and start the process of getting them to make another purchase.
Content:
Will depend on where you segment your subscribers and if you have offers for relevant products for them.
Some things to remember…
Every brand is different.
What works for one brands’ audience might not work for yours.
You may find that a 7-email post-purchase sequence is too much for your audience.
Maybe a 3-step sequence would work better🤔
Test different elements of your emails
Find what is resonating with your customers
Continually analyze and improve your sequences
That’s all for today!
Steve
P.S. Stay tuned! I’m working on some automation templates that will be coming out very soon👀