Using Email Marketing Campaigns Post Sale
Marketing is usually used to push consumers towards the point of sale – after all, you need to market your produce to make sales right? But email marketing campaigns can be used for a variety of points in the sales cycle.
Lead generation, for example, is the process of warming contacts before a sale, but it also can continue to promote your brand and keep your relationship going until they are next ready to buy.
So what type of email marketing campaigns can you send to your customer post sale?
1. A thank you email
Welcome and Order Confirmation emails are some of the emails that see the highest open rate – for obvious reasons. The contact has purchased or signed up with you, and has seen the confirmation. The customer can now continue to engage with your brand, or they can move onto another brand for another product. When sending Welcome and Confirmation emails, you need to utilise the opportunity. Look at Amazon’s emails for examples, they usually include recommendations in their confirmation emails to encourage you to purchase again. Use dynamic content to display products similar to those purchased for further engagement.
2. Send a service feedback email
Just because a customer has purchased from you, doesn’t mean they’re 100% satisfied with your service. A great way to encourage continuous engagement is by showing the customer that you care about them and their experience – send a survey or ask them to complete a feedback form. It will also benefit your company as you will understand areas to improve, and areas you are performing in.
3. Offer educational information
By offering educational information and material you can turn customers that have no opinions about you into big fans of your company. Your content should be helpful, educational, and should try to tell them something they didn’t already know. For example, let’s say you are an accountant, and you have acquired a new client; why not send them an eguide on their tax returns?
4. Try cross selling and up selling
Back to the example of Amazon – they increased sales by 30% by upselling and cross selling in their post-sale emails. They continually try to upsell and cross sell throughout the sales process and afterwards. The use of dynamic content will help you to push items that are similar to those already purchased.
5. Analyse customer buying patterns
Another great way to get one step ahead of the game is to analyse your customer buying patterns. When are your customers most likely to place an order, what day of the week, what month is most common for sales, are they done online or in person? By looking at your peaks and troughs you will understand what offers work when, and then you can begin to learn which areas need more growth. From an email marketing point of view, you can then send offers at peak times, when you know your customers are most likely to take the plunge and accept your offer.
6. Send exclusive deals to current customers
People sign up to your email newsletter because the want something that no one else has access to – exclusive offers, help and updates. Reward your customers with deals and vouchers for additional purchases, and you will turn them into loyal customers. Consider sending content before its released to your site, a sneak peek at your latest collection, or any behind the scenes gossip. They will then continue to open and engage with your emails – and your engagement levels will increase so everyone’s a winner.
7. Use social sharing to recruit new leads
Ask your existing customers to become company advocates on your behalf and to socially share your email or offer. Offer them a deal or a voucher if they share the email or recruit new email sign ups and a new customer comes on board. Prospects are more likely to purchase from you if a friend has recommended a company.
How else does your company keep in touch post sale? Let us know below, or tweet us @Wired_Marketing.