Making new friends as an adult can be awkward, uncomfortable, and overwhelming. And it usually entails joining someone else’s friend group, which is a lot more effort than simply chatting with someone you’ve known since elementary school.
Finding new customers can be just as difficult as keeping existing ones if you sell products or services online.
In most marketing circles, getting buyers to buy or subscribe again, also known as customer retention, does not receive as much attention as new customer acquisition. However, it should! If only because acquiring new customers can be up to five times more expensive than retaining existing ones.
You’ve also already “won” your current customers. They’re much easier to sell to if they’re already satisfied with a product and familiar with your brand.
With that in mind, your email marketing strategy should prioritize customer retention.
Email is one of the best ways to stay in touch with your customers. Emails have a more personal feel to them than other marketing channels such as advertising or social media. It’s the most efficient way to keep your customers close.
Unfortunately, businesses that want to get into customer retention aren’t sure where to begin. What should you tell previous customers if you aren’t selling anything new?
To answer that question, we’ve gathered a few existing customer emails. Use any (or all) of them after a conversion to keep your buyers engaged until they’re ready to buy again!
The first and best place to start is to use your existing customer emails to solicit feedback. This is the low-hanging fruit of your email marketing strategy following a conversion.
In fact, even if you aren’t doing so for marketing purposes, you should be emailing your customers after a sale.
It may be nerve-racking to inquire, “How did we do?” But that’s the simplest way to find out if their purchase was a success.
Furthermore, your sales interface should be simple to integrate with your email marketing automation tools. Sendlane, for example, has a Shopify integration that allows you to automatically tag and segment your customers. This makes the customer experience completely seamless.
There are also several ways to solicit feedback from your customers. You can select an option that will increase the value of your brand.
Request a product review, be tagged in a social media post, or complete a brief Net Promoter Score (NPS) survey. (You don’t need to know everything about someone’s life.)
Finally, it is critical that you send your feedback email at the right time. While it varies depending on the product or service, the best time to check in is usually a week or two after purchase. You’ll give them enough time to get used to the product, but their first impressions are still fresh.
Everlane requests feedback on a recent clothing purchase in this email:
You shouldn’t ask for feedback on clothes the day after their shipment arrives because they’ll most likely wash them first — and laundry day might not be until next week. By waiting, you increase your chances of receiving an honest and useful review from your buyer.
Once you start receiving responses, you can divide customers into different groups based on their level of satisfaction. You can use that information, for example, to send referral requests to satisfied customers or a “need some help?” email from customer support.