Should You Follow Up With Customers After They Purchase?

If you’re like many marketers, you probably put a lot of time, effort and probably money into making a new sale.

Then once your new customer has made their purchase, you may follow up to make sure that your customer receives their product. At best, you may even follow up with them to make sure they’re happy with the product or service they purchased.

That’s where it ends for many business owners. They call it a day… and move on to the next sale.

But let me give you a valuable business tip here.

That’s a big mistake. Huge!

Before you hit the panic button though, let me share the simple process you can use to follow up with customers. This process will help to ensure your customers are happy and keep coming back. Plus, they’ll also sing your praises far and wide, recommending you to others.

The easiest way to follow up with customers post-purchase is to set up a series of automated, personalised email messages. These are designed to help you improve your customer relationships. However may well see a reduction in refund rates, increase in word-of-mouth referrals and an overall increase in profits too.

Step 1: The Basics

First, write a series of email messages that are automatically sent to your customers via your autoresponder software. (We use and recommend Keap, previously Infusionsoft.) These emails can be customised to particular products and, depending on the capabilities of your autoresponder, you can further customise the emails – and SMS messages – that are sent to each customer based on their specific action, or inaction.

Step 2: What To Say

So now you’re probably wondering what to actually SAY in these emails to follow up with customers, right?

Your goal with these emails is two-fold. Firstly, you want to make sure your customer is happy with their purchase. Secondly, you also want to recommend other related products or services that may be helpful to them.

These can be recommendations to more of your own products, other people’s products, or even free products or services.

It’s important here to have a good balance between sharing helpful information and offering other products or services for sale.

Begin by thanking your customer for making their purchase. You want to be sure they have all the information he may need to access and use it properly.  

It’s also a good idea to let them know the best way of contacting you if they have any questions or would like to share feedback with you.

Importantly, make it super-easy for your customers to access and use what they purchased and to contact you, if necessary.

Step 3: Going The Extra Mile

A good follow up from here is to send a helpful email – or multiple emails, if necessary – that will help your customer get the most from their purchase with you.

Or if you have a related product or service that will complement their recent purchase, you can offer this to them. If possible, give them a special deal or bonus to show your appreciation of them.

You need to make sure this email is worded to show that you’re offering this as a way to better help your customer. Otherwise you may come across as being too pushy.

It’s also worthwhile to include an email asking for feedback or a testimonial after your customer has had a chance to use the product or service. Other emails you can include are VIP offers or offers specifically for your customer’s referrals.

Step 4: How Often To Email

This step isn’t something that is a one-size-fits-all solution. You want to email your customers regularly, however remember that they may already be getting other emails from you.

It’s important that your email campaigns take the different scenarios into consideration. For example, if a prospect buys from you it may be a good idea to automatically remove them from your ‘prospects’ email series, as now they’re a customer.

Do you send a regular newsletter to all of your subscribers and/or customers? If so, this also needs to be taken into consideration when deciding how often to email your customers.

This is where having a good autoresponder program comes in. Using a tool such as Keap, you can easily set up automations to move subscribers to a new list – or email campaign – based on their previous actions.

Once you have set up your customer follow up campaign for each product, the process is automated and running smoothly in the background.

Your customers are being looked after while you’re focusing on other areas of your business that need your input.

If you'd like to know more about this topic and how we can help you set this up, book a free call with us today.

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