The Art Of Setting Up Post-Purchase Email Series

post-purchase email seriesWhat is a Post-Purchase Email Series?

Marketers can spend a lot of time and effort making a new sale. But, once the purchase is done, they often just make sure the customer receives their product, and then call it a day, moving on to the next sale. 

But that can be a mistake. Let me show how something as simple as setting up “post-purchase” or “after the sale” email series, (also called auto-responder messages) can help improve your relationship with your customers. It can also  reduce refund requests, increase word-of-mouth advertisement, and, most importantly, improve your bottom line.

First of all, you’ll need an email service provider that offers autoresponder messaging, such as Mailerlite, Mailchimp, or AWeber (that’s the one I use).

Start with the basics.

The idea is to write a short series of 3 to 7 messages that will be delivered via an auto-responder to anyone buying a product of yours. You should be able to set this up using your shopping cart software. Contact ‘support’ or read through the documentation from your provider for the ‘how to’ of integrating your email series with your shopping cart, after someone makes a purchase.

Now let’s talk about what you want to put into this auto-responder post-purchase email series.

Your goal with these messages is two-fold: 

     1) You want to make sure your customer is happy with their purchase, and

     2) you also want to sell other related products to them. These can be more of your own products, or they can be things you’re promoting as an affiliate. 

Start by thanking your customer for the purchase and making sure they have all the information they need to download it. It’s also a good idea to invite questions and feedback. And of course, share your contact information. 

In other words, make it easy to download the product, and easy to get in touch with you, should there be any issues or questions. Also in this first email, you may want to share a little tip about getting started.

From there it’s up to you. You can start with one or two helpful emails that will guide your customer through getting the most from the product they bought. Or start with an offer for a related product that will work well with what they’ve already bought. 

If you start with an offer right away, I recommend you give your customer a really good deal, and make them the offer as a thank you for purchasing in the first place. You don’t want to come off too pushy in these first emails and make your customers feel like you’re only after their hard earned money. But on the other hand, you want them to understand that you’re running a business and you will be making other offers.

From there, create a series of emails that alternate or combine helpful tips about what they’ve already bought with new offers. Don’t email your customers too frequently. But email them often enough so they don’t forget about you and your product. (Don’t forget that chances are good that your customers are also on all your other lists, and will get emails from you outside of these auto-responder messages.)

So go ahead and start creating your post-purchase email series for all of your products. And see how much easier it will be to not only build relationships with your customers, but turn them into repeat customers.

I’ve created a handy cheatsheet for you to jot down a plan of action for your next post-purchase email series. Download the no-opt-in template for creating your email series here: 

Email cheatsheet