• By michelle
• In Copywriting, Marketing Strategy
• Posted Sep 10, 2015

Why You Should Add More Emotion to Your Post-Purchase Emails

When it comes to post-purchase email sequences, let’s just say there are a few things you must consider after a prospect becomes a customer.

Here are the 3 main ones:

1. The sale is not the end of the customer relationship. It’s the beginning!

2. It’s important to ensure your buyers gain the most benefits from their purchase.

3. Your buyers are not lifeless automatons that drink motor oil and have no feelings.

Yes, I colorfully worded that last tidbit, but for good reason. After a scan of post-purchase emails in my inbox, it’s clear that many companies don’t see they are missing out on an opportunity to connect with ME – the customer.

While the “would you like fries with that” upsell technique is common and very effective when used in the right place at the right time, the chief goal with post-purchase sequences is to illustrate that you care.

In other words, cut back on the initial selling and ramp up the engagement. Whether it’s orienting the new user, explaining benefits, or troubleshooting, you’ll see vast improvement when you splice in a little more “humanness” into the post-purchase sequences.

Effective post-purchase marketing asks the question “Is there anything you need?” instead of “Do you want to buy something else?”

If you’re not sure how to start, no worries. We have you covered with the following strategies.

Ensure buyers can (and do) use your product.

Many of your customers won’t come to you with questions about a feature. If people are reluctant to reach out, that means they won’t use your product. Or they won’t get the most out of it.

Here’s how the situation plays out…and it’s ugly:

• The buyer doesn’t know how to use the new product.
• The buyer doesn’t use the product at all.
• The buyer doesn’t experience the benefits.
• The buyer doesn’t buy anything else.
• The buyer doesn’t tell his or her friends to check out your business.

This scenario works like a sales cycle in reverse, but you can easily fix the problem with post-purchase emails that facilitate the user experience.

Here’s an example of improved user experience in action: we work with a client who created an application that builds a community of wine enthusiasts. Users compete to see how many wineries they visit, share pictures, and use information on the app to find bottles they like.

Yes, it’s pretty cool.

But here’s the thing: it was a NEW app that people didn’t know how to use. We fixed that issue with a post-purchase sequence that walked users through the features and asked if there were questions.

The result: users know that the business they bought from CARES about them, and that’s the crux of emotion-centric marketing.

What follows is an example of how you can use the same approach. Notice how the content walks the reader through how to use the app.

1. Look at all the wine bottles on your map. Click those bottles to discover a new winery. If it looks good to you, add that location to your wine trail map. 

2. Check out the selections each winery in your area has to offer. If you see that one vintage you’ve been searching for, get out and pick it up. 

3. Once you’ve built your map, start your adventure. As you hit each location, be sure to check in to the winery. While you’re there, share pictures of your purchases. 

4. Connect with others while you’re out. When you’re on your wine trail, connect with other winos, and see what they’re drinking. If something suits your wino fancy, pick up that bottle. 

5. Add your purchases to your digital wine cellar. Once the wine starts flowing, store your most-loved selections in your wine cellar. When that sad day comes when you run out, you’ll know exactly where to find that vintage you loved.

Remember: the more wineries you visit, and the more reviews you share, the more free wine stuff you’ll collect.

Point out forgotten benefits.  

It never hurts to send out an email that reminds a buyer of benefits. This re-engages your buyers—whether it’s using a product again or remembering an impactful service.

Try sending an email that asks people to use a certain feature or share their experience of using your product/service. This technique not only reminds your readers of the emotions behind their purchasing decision, but also provides you with feedback you can use to build additional post-purchase marketing.

Or if you really want to remind people about how awesome their purchase is…

There’s nothing better than a social media contest to ramp up engagement. What follows is an example of a contest our professional copywriters helped facilitate. The idea is that owners of a decking product would share how they use their outdoor living space.

With a major prize on the line, old buyers got more use out of the product, and new buyers discovered it.

See how things are going.

No ninja marketing move works quite so well as a series of “how’s it going?” emails. In these sequences, the best practice is not to ask for the sale or even deliver information.

In these emails, only ask about your users’ experiences and lend a helping hand. Invite recipients to ask questions; offer troubleshooting advice; or simply see if your customers need anything.

This shows a deeper level of care, which is key to leveraging emotions in your post-purchase marketing.

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