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Email marketing: 8 after-sales e-mails to convert new customers into loyal fans

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Of all marketing channels, e-mail is the channel with the highest return on investment. Email marketing is very effective in maximizing sales and conversions.

But e-mail is not just about selling. It is also a valuable tool for building relationships with new customers. These can be converted to passionate fans more quickly through the email. You could be inspired by the different types of e-mails that we present to you to further engage new customers acquired during normal and promotional periods.

The best in all this? You can grow your business more effectively by improving your customer loyalty rate – converting casual customers into loyal fans.

An increase of only 5% in the customer loyalty rate can lead to an increase in profits of 25 to 95%.

An increase of only 5% in the customer loyalty rate can lead to an increase in profits of 25 to 95%.

Increasing the customer loyalty rate is therefore as important as optimizing the conversion rate when trying to increase its turnover.

We present you with 8 types of e-mails that you could use to convert more new customers into fans who are passionate about your brand.


1. Thank you emails

Say thank you ; it is the simplest advice that can be given to merchants who seek to build a genuine relationship with customers.

However, a fun and consistent branding thank you e-mail can also help you stand out and leave an authentic impression in the minds of your customers, especially if it’s sent right after the purchase. .

Customers will be pleasantly surprised since they generally expect to receive only an automated order confirmation email. The approach is also effective because transactional emails have an excellent open rate – up to 2 times higher than the opening rate of traditional promotional emails.

You could implement this approach using only written content, as does contractor Jesse Phillips of NeuYear. Here is the message that the latter sends to customers who buy their wall calendars:

2. Shipping Notification E-mails

In general, a customer who places an order online wishes to know exactly when his package will be delivered.

Consumers now expect to receive shipping notification emails informing them of the status of their order.

You should customize these notification e-mails to include your logo, your brand colors, and even to write your own notification message. Therefore, prefer sophisticated e-commerce shipping solutions that provide the ability to customize the different components of notification e-mails.

To increase the effectiveness of this approach, you could go beyond automated shipping notifications and contact customers once they have received their order, to find out if they have questions or other comments. . To build customer loyalty, you must ensure that your products and services meet their needs in every interaction with your brand.

3. E-mails including educational resources

No matter what you sell, there will always be customers who will need some help to make the most of their purchases.

For example, members of the Harry’s team, a brand of men’s shaving products, noticed that their customers were looking for tips for a good shave. That’s why they started sending their email subscribers informative content, such as aftershave skin care routines.

The information that can help your customers get the most out of their purchases is very useful, especially when they receive them a few days after receiving their order. You could send them:

  • Already published blog posts . If you have already covered the topic on your blog, you could reformat the content to include it in an email, or include a link to the original blog post.
  • New educational content . Listen to your customers and analyze your support tickets. Are there repeated questions, or difficulties that clients frequently encounter? Create new resources to clarify these points.
  • A series of tutorials . If you’re selling a sophisticated product that’s not necessarily obvious, you might want to send multiple emails to new customers as tutorials to make sure they’re getting the most out of their purchases.

As you generate educational content ideas, be sure to keep your target client in mind. What do your customers already know? What kind of content related to your product could bring them more value? Think about the practical tips you can give them. After all, you should normally have a perfect knowledge of your niche.

  • If you are in the field of fashion , you could present tips and examples of assortment of outfits.
  • If you sell interior decorating items and furniture , you could share resources detailing how to decorate and decorate different types of rooms.
  • If you sell kitchen items , you could share recipes.
  • If you sell pet products , you could share resources on training and grooming dogs or cats.
  • If you sell art paintings , you could send resources that explain how to better dispose of your artwork in your own home.

The list of examples could be endless. But no matter what products you sell or which niche you operate in, there will always be informative resources to offer your customers.

4. Follow-up emails

Some customers may have stopped using your products – or never started using them first – for a variety of reasons.

Do you sell a comprehensive digital training? Some clients may not have the patience and diligence to complete it.

Do you sell dietary supplements that need to be taken as part of a workout routine? Maybe some clients have been injured and can no longer follow your program.

Whatever products you sell, think about why your customers might stop using them before they get the desired effect or result.


Whatever products you sell, think about why your customers might stop using them before they get the desired effect or result. Rely on the examples shared above, and remember that sending follow-up emails is very effective in building a strong relationship with your customers and enabling them to take full advantage of their purchases and of your products.

5. Survey emails

The Recommendation Score is an indicator used by several companies. To calculate it, simply send your customers a one-question survey to find out how willing they are to recommend your product / service to an acquaintance; choosing a recommendation score between 1 and 10.

Therefore, once your customers have had time to become familiar with your brand, you will be able to use a service like SurveyMonkey to design and send them your own recommendation score survey.

“How much would you be willing to recommend (your product / brand) to an acquaintance? “

Feel free to experiment with different subject lines and visual elements to identify the most effective combinations. In addition, you could even offer customers a rebate to encourage them to complete the survey.

The most important step, however, will be to analyze the results, draw sound conclusions, and develop an action plan accordingly.

If some customers choose a recommendation score of 9 or 10 and they really seem willing to recommend your brand, you should introduce them to your affiliate program and / or your referral program, if you offer one.

On the other hand, if some clients choose a recommendation score equal to or less than 5 and they seem dissatisfied, you should take a proactive stance and contact them directly to learn about the problems they face and offer them ways to solve them.

Some dissatisfied customers will ignore you. However, you will be able to refidelize others by allowing them to exchange their product or by offering a discount for their next purchase, for example.

It’s by asking relevant questions to customers that you’ll be able to improve their shopping experience.

6. E-mails intended to collect customer information

You know some of the personal information of customers placing orders on your store (name, address, purchase history, etc.). You probably even follow their behavior using a marketing software.

But, you can always learn more about your customers by sending them an e-mail provided for this purpose.

Some brands that offer a monthly or quarterly subscription service involving the sending of personalized packages, such as Bespoke Post, often send e-mails to their customers in order to find out more about their preferences and interests. . This allows them to customize the packages in a more relevant way for their customers.

You could also follow the same approach and ask personal questions to your customers in order to gather information that will help you better segment your e-mail list. You could try to find out more about:

  • The product lines they prefer.
  • The activities they enjoy.
  • Their dress size.
  • Their level of knowledge on a given subject.
  • And so on.

Once you have received enough responses, you will be able to better customize your offers, promotions, and emails for each segment of your list.

7. Emails to surprise and delight customers

Over time, you will realize that some customers bring more value to your business than others.

High-value customers are often the ones who take the time to promote your brand of their own free will on social networks by taking a proactive stance or making considerably more purchases than normal customers.

Whatever indicators you choose to use, once you’ve identified your best customers, you’ll be able to send them emails that are meant to pleasantly surprise and delight them.

Here are some ways to show your appreciation to your best customers:

  • Custom note. You could write a personalized thank you note for each important client to express your gratitude, making sure to explain why your relationship is so unique to you.
  • Allow customers to contact you personally . If the approach is consistent with your business and the expectations of your audience (and as long as you have enough time), you could give the best customers the opportunity to speak with you in person.
  • A free gift . You could offer customers a surprise gift, a special bonus, or send them a code that they could use on their next purchase to receive a free special offer.
  • A discount coupon . You could also set up a discount reserved for the best customers. Note: Some services, such as Shareable Discount Links  , now allow you to generate links with pre-defined discounts without having to use a coupon.

8. E-mails to encourage the publication of user-generated content

It’s not easy to turn customers into loyal fans. But once that’s done, why not encourage them to publicly share the love they have for your brand? You could therefore send the most loyal customers a follow-up email to encourage them to share on social platforms such as Instagram photos of their purchases, photos of the results obtained with the purchased product, or related content.