Every Day I Love You Less and Less – Using Automated Post-Sales Emails

By Harris Fellman | TrafficForMe.com

Dec 27

Think that pestering your audience is going to get you some sweet sales? Well, think again.

Those batch and blast emails that most companies rely upon to get them engagement and customer loyalty are nothing more than inbox poison. Getting in touch too often – and for no reason – could end up damaging your following significantly. After all, that’s why we’re so cautious with our traffic generating options here at Traffic 4 Me.

However, that doesn’t mean that you shouldn’t think about keeping in touch a little more frequently than you do now. Email marketing is a fickle creature. How it works for you will depend on a range of frustrating factors  from what kind of audience you’re trying to appeal to, to how you’re using other methods of marketing in your brand-awareness strategy.

Let’s Look at Email Marketing

You probably know this about us already, but at Traffic 4 Me we pretty much love email marketing. Getting in touch with your prospects via email can be one of the absolute best ways to generate interest and keep your consumers coming back for me. Problem is, too many businesses are doing it wrong.

Did you know that the number of worldwide email accounts is expected to increase to around 4.9 billion by the end of 2017? To put that into perspective, this means that more than half of the world’s population will have email accounts. How about the fact that around 7% of all ecommerce user acquisitions are thanks to email? In other words, it’s the second most effective channel for customer acquisition around, just behind SEO at 15.9%.

On top of all that – the average lifetime value of customers acquired through email is around 12% higher than average. To put that into perspective, the CLV for twitter is 23% lower than average. All of this information comes together to outline one very important fact – not only is email more effective at acquiring customers than almost any other measure available, it also gets you better customers more willing to spend money with you.

Understanding Automated Post-Sales Emails

So we know that email marketing works, but how can you make it work for you? That’s a totally different ball game.

At Traffic 4 Me, we know all too well how aggravating the world of email marketing can be when you’re just getting started. Not only do you need to figure out exactly how often you should contact someone, but you also need to make sure you’re saying all the right words to generate a good response.

Sometimes email marketers find that the emails with the best open rates are the ones that are sent after a transaction. After all, your customer wants to know that everything is going ahead as planned. Most of us have automated post-sales emails, but they don’t need to be just a couple of lines outlining the purchase and thanking our customer.

Your after-sales emails can do some pretty great things for your business – and help contribute to your profits. Did we mention that the average return on email marketing investment is around $44.25 for every dollar spent?

So what makes for a good automated post-sales campaign?

The First Step is Planning

Planning is important to almost every aspect of running a business. As boring as it seems, we’re sorry to say that it’s a necessity. Think we don’t plan excessively for every client who asks us to generate traffic on their behalf? Think again.

If you want to create a seriously awesome email marketing campaign, you need to know what kind of outcome you’re hoping to achieve. Figure out your goals. Do you have measurable outcomes? Who are you targeting?

Here are some helpful goal examples to get you started:

  • Nurturing trust in new leads so that they’re more likely to buy from you
  • Converting free trial customers into paying clients
  • Driving more traffic to your website
  • Increasing levels of engagement on social sites
  • Creating better engagement with customers to transform them into repeat buyers

To find out your own goals, list out your objectives, identify your prospects, and figure out what on earth you’re doing with your campaign. The better you know your customers, the better you’ll know what to do next for your business.

Planning your campaign is all about knowing your own goals, and the goals of your target market – once you’ve got those things tied down, you’re just about set.

Grabbing Their Attention

Alright – so you’ve planned your methods for automatic post-sales emails out with spreadsheets, graphs, and pie charts. Now what?

Once the planning phase is complete, then it’s time to start acting. With any email campaign- the subject line is one of the most important things you can think about. Let’s think about some of the statistics, found by the folks over at Sidekick:

  • Emails that are shorter than 30 characters (i.e. short and sweet) have the best open rates
  • Emails that are personal – “Hey Abby, click here!” – are 20% more likely to be opened
  • Emails that contain the word “you” – get opened about 5% less often than those without
  • Emails that use the word “tomorrow” are opened 10% more often – that sense of urgency really counts

Following up with a prospect post-sale leaves you a variety of different ways to start a new conversation. For instance, you could try a general follow up:

  • Hey Megan – How’s that product treating you?
  • Free to chat, Dave?
  • Here are some more tactics to improve your business goals
  • Let’s review what we did for you!

On the other hand, if you haven’t had any response from your previous follow-up emails, you could try some subject lines designed to prompt engagement:

  • Let’s get started
  • Any update?
  • Interested in a great deal?

Whatever you do, try to make your emails personal to those who will be receiving them. Remember that the hard part is done – you’ve already made a sale – so don’t do too much to prove how great you are. Instead, look at ways you can keep your customer coming back for more.

Keeping them “In the Mood”

In the same way that the right atmosphere can get someone ready for “date night,” a good post-sales email can keep someone in the mood for buying. In a world where all your most important customers are one click away from a competitor, it’s important to keep your viewers engaged. After all, it’s always tempting to simply swipe to the next option in the hope that you’ll find a hotter deal.

When your customers have a limited attention span, you’ll need to ensure that you’re delivering the right content immediately if you want to reduce their chances of getting distracted elsewhere. The highly promotional environment of online shopping has made most consumers more promiscuous – meaning that loyalty is a bigger issue than ever.

Like any email you send to a customer, your automated post-sales emails should represent your brand, and perform well on any device. Remember that responsiveness is key. Once you’ve sent your first confirmation email, remember that there’s always a chance to send more content to your customers. For instance, further emails could include delivery notifications about a product, or customer satisfaction surveys.

Want to really get on your customer’s good side? Why not send them some post-sale offers and deals to help them make the most of their first purchase. Try emails like these to generate some quick interest:

  • Free update for your software
  • 10% off your next purchase of essential items
  • These products could improve performance by 50%!

Telling Your Customer Where to Go

This doesn’t mean telling your more annoying clients to take a hike – as wonderful as that might feel. Trust us – at Traffic 4 Me, we know how annoying some customers can be.

One good tip for using automated post-sales emails is that you should add a little navigation into the mix. If people are going to ignore your core emails, then there’s not a lot that you can do to stop them, but if they’re interested and want to learn more, then you need to give them the opportunity to do so.

Emails with even limited navigation generally have more than double the click-through-rate of those without, and all links should go back to your website for a better chance of further sales. Aside from linking to products, you can also include navigation for delivery tracking, customer service, and newsletter subscriptions. Giving your customer plenty of options should make your brand appear more useful and your customer’s lives easier.

Remember that your customer is moving through a buying cycle that has a very distinct pathway laid out. If you want them to move from purchase to purchase, then you’re going to have to make it easier than ever to buy from you.

You could also think about adding links to your social media accounts in your emails so that your customers can share what they’ve purchased with friends. After all, this is free and effective brand promotion that could instantly increase your reach to customers.

While sharing links that allow customers to tell their friends about their recent purchases might not do much for your immediate sales, it will definitely help to generate interest and expand your circle of influence. At the end of the day. if that leads to more interest from new customers, then you’ve done something right!

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About the Author

Harris Fellman has been involved in online sales & marketing since before the web existed. He began his online sales journey at pioneers Galacticomm, iBill, and MSN in the 1990's. He then went on to own a successful multi-million dollar Email Marketing company from 1999 to 2005 before embarking on creating numerous products and services that teach and help other online entrepreneurs to succeed. Harris has a passion for comedy, travel, and inspiring others to live life to the fullest. Harris, along with his wife, Andrea, and two children currently live in beautiful Costa Rica. (Andrea is a powerhouse social media maven in her own right, by the way.) Harris Fellman's life mission is to "Make You Richer" - not only in income, but also in life.

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