What are follow-up emails?
Follow-up emails are used in email campaigns to engage customers or encourage them to complete specific tasks, such as making another purchase or connecting with a brand on their social media sites (Twitter/Facebook). You can send out a single follow-up message or automated follow-up emails in a series.
In “customer lifecycle marketing,” companies use various strategies to attract, convert and retain customers. The main goal is to increase revenue to ensure the growth of a brand. Client Lifecycle Marketing has a clear definition and goal, and follow-up emails fit into the broader concept of this type of marketing. When you use lifecycle marketing,
- Your goal is to ensure that every customer follows a specific path through your organization.
- Your goal is to target customers in a way that allows them to move through these phases.
To achieve this goal, you must interact with customers and target them at crucial points in their lifecycle. You can use various media or channels for this task, and follow-up emails are one of those effective channels.
Framework for follow-up emails
The follow-up email framework divides campaigns into four quadrants covering the following points.
- The X-axis represents the goals (from engagement to revenue).
- The Y-axis represents the impact (from long-term and indirect impact to short-term and direct impact)
Every single email below fits into this framework. However, you need to tag each email with a primary goal (involvement or revenue generation) and an emphasis (indirect/long-term or direct/long-term) in the frame. Some of the follow-up emails may span the entire spectrum. Again, in this scenario, it is essential to determine the main objective for each email as this will benefit the lifecycle marketing strategy.For The Best E-Commerce Product Follow-Up Email Contact MySalesScript.Com Today!
Tips for crafting an email that stands out
Sending eCommerce to follow-up emails after a purchase is a great way to keep your brand top of mind and show your customers that you appreciate their support. It’s also a chance to encourage repeat purchases by providing discounts or recommending similar items. The only challenge is making your email stick out from the crowd. Every eCommerce company sends out a follow-up email, so how can you stand out from the crowd?
Here are some concepts on how to compose an attention-grabbing email that will resonate
1. Choose your purpose
Successful follow-up emails need to have a clear purpose. Why are you sending the email? What is the goal? Do you want your customers to return to your online store and make another purchase? Or do you desire them to leave an evaluation on social media? Or do you want to check if the product was well-received?
The purpose of your email will determine its content and design. For instance, if the goal is to encourage repeat purchases, you could include a $10 coupon for their next purchase. If your objective is to generate Facebook reviews, you’ll probably include a clear call to action and a link to your Facebook page. If you want to say hello and thank you, you could add some tips on how to take care of your new purchase. The point is to add value and make your intentions clear. You don’t want your clients wondering, “What’s the point of this email?”. They should be able to understand what you are offering within a few seconds.
2. Write an appealing subject line
The subject line can make or damage your email campaign. Your email will probably end up in the trash if it’s too dull. People might get annoyed if it’s too salty, and your email won’t even make it through the spam filter. So what makes a great subject line?
Let’s have a look at what not to do. Avoid boring subject lines like “Thank you for shopping with us” or sales subject lines like “Now on sale.” If possible, you should also avoid phrases like “Claim,” “Free,” “% off,” “Sale,” or “Clearance” – these might can cause your emails to be flagged as spam.
Be sure to write a subject line that meets the three “C’s”: Clever, Creative and Clear. Here are some examples:
- A little something to say thank you: Encourages the reader to open the email to find out what they will get (e.g., a coupon).
- Three tips for nurturing your new [insert product name here]: Provides value and is not a selling point. Shows your customers that you appreciate their experience with your product.
- Jack, are you satisfied with your new [insert product name here]?: Using your client’s first name is a great way to grab attention.
3. Make it personal
Thanks to modern email marketing software, you can make your emails very personal without editing them manually. Good software can automatically fill in fields like your customer’s first name and the name of the product they recently purchased. That may take a little training at first, but it’s well worth the effort. If you’re not sure what email software to use or how to use it, ask your web developer for recommendations.
4. Design it right
Your e-commerce follow-up email needs to be visually appealing, with attractive images and clear call-to-action buttons. If you’re not confident in the design, you should consult an expert. The last thing you wish to do is send mass emails that look messy or amateur. A clean, expert design goes a long way toward building trust.
5. Timing is everything
Now that you’ve created an innovative, creative, precise, and attractive follow-up email, all you have to do is hit send. But before you get too excited, ensure you get the timing right. Don’t send the email immediately after your customer has made a purchase – you want to provide them a chance to receive the product. But don’t let it be too late either, or your email will lose relevance. Although there is no magic number, most follow-up emails should be sent within 1 to 3 weeks of the initial purchase. It’s good to test different timings and analyze the data to determine what works best for your business.
Ten examples of the best follow-up emails for eCommerce
Welcome email
These examples of follow-up emails can be utilized to welcome first-time customers to your brand.
1. Introduction email
This email is sent within the first hour of the first purchase to provide customers with the following information.
- Inform customers about your company, your team, your values, and you.
- Convey the stories about the growth of the company
- Convey to consumers the behind-the-scenes story of your company and make them feel connected
2. Discovery email (content marketing/social connection)
It is the type of email you need to send within 3-5 days of the first purchase. This kind of email can be sent to help clients discover how they can connect or engage with your brand. For instance,
- You can direct clients to blogs on your website or popular blog posts.
- You can ask them to connect via a social media profile.
3. Discovery email (product catalog)
You can send this email 14 days after a client’s first purchase to discuss the following.
- Regarding your products: Why your products are unique and loved by other customers.
- Personal recommendations about products: Allow customers to discover the products they would like but didn’t notice during their first purchase.
4. Incentive email
You need to send this type of email 21-28 days after a client’s first purchase. You can use this kind of email to send a discount coupon as an incentive to get the new customers to make another purchase from your store. Industry statistics show that first-time clients who make a second purchase will continue to invest in your brand. Therefore, repeat clients are profitable for your business.
5. Post-purchase emails
The objective of sending post-purchase emails is to get feedback on the quality of your products or services and the customer’s overall experience. You can send the following emails within 30 days of a customer’s initial purchase.
6. Feedback by email
Depending on the delivery time, you can send this email about 3-7 days after purchase.
- After receiving negative feedback, you can identify angry customers and try to solve their problems while taking necessary actions to avoid such errors in the future.
- After getting positive feedback, you can identify satisfied customers and use their feedback as reviews on your website.
7. Product review email
You can send this kind of email 7-14 days after the purchase since the customer has probably already unpacked and used the product by that time. Client reviews have been shown to increase sales by up to 18% when displayed on a company’s website because they are authentic. You need to sell high-quality products and provide excellent customer experiences to get positive reviews. These steps will ensure positive reviews from customers via email.
8. Discount reminder email
This email is usually sent 14-30 days after the first purchase and 24 hours before a discount coupon expires. This type of email creates a sense of urgency with customers and is likely to entice them to make impulse purchases to avoid losing the discount. If you include a discount in the email receipt, it may increase revenue.
9. Cross-sell email
This type of email is sent 14-21 days after a customer’s first purchase. The up-sell and cross-sell techniques increase the customer’s lifetime value. You can use the cross-sell emails to make your customers aware of products they like and might buy.
10. Loyalty email
You can send this email about 28 days after a customer’s last purchase. It is sent to customers who have purchased more than one product from a company, as these customers are satisfied and likely to recommend the products/services to others. You can promote this opportunity with loyalty emails with the following benefits.
- You can offer lucrative deals to a loyal customer for a referral. That encourages them to make another purchase while becoming an additional source of satisfaction.
- Referred customers are likely to spend 13% more than customers acquired through other channels.
So, are you ready to include follow-up emails in your marketing strategy?
It’s important to remember that not all businesses work the same way. Therefore, you can use some follow–up emails during an email marketing campaign. However, you need to identify effective follow-up emails for your business. You can use the “A/B Split Testing” tool or entrust a professional with this task.
MySalesScript.com has the expertise to help you create eCommerce product follow-up- email as per your needs and audience.
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