Post Purchase Email Marketing: Turn One-Time Buyers into Long-Term Customers
By Megan Ouellet, Director of Marketing
August 2, 2010
Your email marketing campaign worked. A customer clicked-through your message and took advantage of your offer. You made a sale – but now what? A lot of email marketers fail to engage their customers at this critical point. Instead, they fire off an uninspired order confirmation email, maybe a second email with shipment tracking details, and then add the customer back to the standard deployment schedule – essentially starting from scratch to try to capture another sale. Far too often marketers make the mistake of treating every customer the same and assuming that everyone could be interested in all promotions.
If your email campaigns follow that pattern, it's time to update your post-purchase strategy to reach optimal engagement and interaction with your customers. We've identified the six stages of email engagement – delivered, opened, credible, relevant, interactive, and engaged – and our goal is to help you turn one-time buyers into brand ambassadors who purchase from you again and again while singing your praises to their families, friends, and social networks.
According to Forrester's "Break Free From Bad Emaili" report, using email for short-term revenue gains is short-sighted. Instead of focusing on a quick sale, email marketers should be very intentional with the content in every message so all campaigns work together to build long-term relationships. In order to do this, marketers must look beyond open and click metrics and calculate the lifetime value of each customer and subscriber. Most importantly, email marketers must stop relying on their regularly scheduled eNewsletter or promotional deployments and move towards individualized messages based on customers' preferences, behaviors, and actions.
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