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A sales follow-up email isn't just about confirming an order: it's a powerful sales tool that can help customers become lifelong supporters. After all, it's not your product that turns customers into supporters and fans. It's the relationship you build with customers. The follow-up email keeps the lines of communication open when you are not busy selling.
Why are so few companies sending out regular follow-up emails? You have the software for it as most email marketing tools have email automation built in. They just often don't think about it because they are too busy looking for new customers. However, according to Profitwell, the cost of acquiring new customers has increased by over 50 percent in the past five years. You have to try something new at some point.
Why not return to the sales follow-up email? If used correctly, you can generate new sales, improve engagement, and get meaningful customer feedback on your products.
Here are some ways the follow-up email is special and how it can help your business.
1. Follow-up emails create connections with customers.
Follow-up emails strengthen the connection between you and your customers. It costs less to keep customers than it does to find new ones. That's why you should do everything you can to keep it.
Related: The Art of Follow-up
2. You create customer trust.
Sending regular follow-up emails after a sale will make your brand credible, accountable, and trustworthy in the eyes of customers. You will see that they didn't throw away their money and that you do what you said.
Bonus points if you send follow-up from a real person in your company instead of an email alias like "firstname.lastname@example.org".
3. You turn customers into loyal supporters.
Email marketing is about more than selling to customers. You don't want an endless stream of sales pitches – especially if you are in the B2B space. People want their favorite brands to get involved and build relationships with them.
Make these people loyal supporters by regularly sending out educational and valuable content. For example, a link to a video for the product they just purchased showing how other customers are using it, or a blog post on a trending topic in the industry. You will see that it is important to you to make them succeed and you will talk about it with your network.
4. You continue the conversation with the customer.
A follow-up email is the perfect place for customers to send you feedback, questions, ratings, and more. After you have answered all of the questions, you can use the content to create new sales and marketing content, which will save you time and money for your business. In addition, customer reviews and testimonials often speak much louder than paid advertising: According to Trustpulse, 83 percent of people trust testimonials over brand messages.
Related: The Simple Email Trick That Makes Follow Up Effective
5. They help you improve.
By continuing the conversation with customers, you open your brand to feedback. After all, not all answers will be positive. If you send this follow-up email from a real address, many customers will take the opportunity to tell you exactly what they think of your product.
Sending the email shortly after the sale is the best way to get feedback. Buyers' experience with your sales and onboarding processes is fresh. So this is an excellent opportunity to find out what works and what doesn't for you. Use their comments to realign your processes and products and make them more valuable to future customers.
6. They help inspire recommendations.
If it's been a while since you've reached your customers, a follow-up email may trigger action. In particular, it can trigger a transfer. Give them a reason to refer you, such as: B. a fantastic service, efficient support or a fantastic product.
You will likely need a little motivation to do this. So offer an incentive, e.g. B. a loan, physical gift, or financial reward. Referrals are another easy way to get new customers, which can be a lot of time and money. So make sure you provide something equally valuable as a reward.
Most companies only send a post-sale email right after the sale is complete. However, they are missing out on a number of benefits that they could offer their customers (and some things that will continue to help them in the future). Create a compelling post-sale strategy to improve the customer experience and create a loyal customer base who will buy more from you.