LeadMagnetGeniusThe journey doesn’t end when someone hits “purchase.” In fact, that’s just the beginning of a potentially long (and profitable for both sides) relationship. Now you shift to customer retention and loyalty via email.
Here’s what you should do for new customers: - Thank You and Onboarding: Immediately after purchase, send a personal thank you email. Depending on product, maybe a “getting started guide” or “here’s how to access everything.” This is a missed opportunity I see in many businesses – they focus all on selling and then after payment, the email is just a receipt. Instead, delight them. For example, “Welcome to the XYZ Family! We’re thrilled you’ve enrolled in the course. Here’s what to do first: … Also, if you have any questions, hit reply. We’re here to help you succeed.” - Early Usage Encouragement: For things like online software or courses, check if they’re using it. If after a week they haven’t logged in, send a nudge: “Hey, just noticed you haven’t started the course yet. Life gets busy, I know! But I wanted to remind you, even watching one lesson will put you closer to [benefit]. Need any help? Let me know.” - Value-adds: Provide some bonus tips or strategies exclusively to customers. Make them feel special for being part of the insider group. E.g., “Pro Tip of the Week for [Product] Users: …” - Community Building: If you have a Facebook group, forum, or events, invite them. People become loyal when they feel part of a community around your brand. - Request and showcase feedback: Ask how they’re doing with the product. Later, ask for testimonials or case studies (not too early – give them time to experience value). When they share success, celebrate it. This can be an email itself: a newsletter feature “Customer Spotlight: How Jane Doubled Her Sales Using Our Platform.” It not only makes Jane feel great (loyalty up), it also inspires others (and maybe reconverts leads who see it). - Cross-sell / Upsell (Helpfully): If you have other products or upgrades that genuinely complement what they bought, eventually (after they’ve gotten value) you can introduce those. E.g., “You’ve been using our basic software plan for 3 months, I think you might really benefit from the Pro features like ___. Want to hop on a free 15-min call to see if it’s right for you?” or via email automation: “Growing business? Our Pro Plan can save you even more time – here’s a comparison and an upgrade coupon.” - Continuing Education: If applicable, keep educating your customers to get the most from their purchase. A well-educated customer gets better results, attributes those results to you, and likely becomes a repeat buyer or referrer. For example, if you sell a physical product like a high-end blender, email recipes, maintenance tips, etc. If they love using it and see you care about their experience, they’ll buy your other kitchen products or at least tell friends how great your brand is.
Remember that earlier stat – email is 5x more likely to be seen than Facebook and has much better ROI. This applies to customer comms too. Don’t rely on them following your every social post; reach them in email to build that loyalty loop.
Also, 60% of consumers sign up for brand emails while only 20% follow on social. People who gave you their email often want to hear from you more than they’d want to follow on a noisy social platform. So use that channel well.