Welcome to Day 25 of the Crafting Your Content Marketing Strategy Challenge!
One type of content that every business owner who sells any type of product or service should develop is training content to help your customers use your products. When they make the most of their purchase, you’ll end the buyer’s remorse, reduce returns, create lifetime customers, and even develop brand advocates that will help you increase your bottom line even more.
Types Of Emails
The following email ideas allow you to help your customers consume your products by giving them encouragement and additional information. Plus, it builds trust and gives you an opportunity to market future products and services to them.
Welcome Email
Always send a welcome email to your buyers that tells them what they bought, what the purchase is for, and an overview of their order. Plus, you want to give them some idea of what to expect from you in the future.
Informative Email
Send another email the following day with a little more information about using the material they purchased. For example, if you have other users who have had a lot of success, create case studies and send them links to that information.
Encouraging Email
Around the third day, send an email giving them encouragement to stick to it, whatever it is. Give a few tips about implementing your solution and offer to help them if they need it. You can also upsell coaching here – either individual or group.
Invite to Community of Users
One way to help your buyers use their purchases is to bring them to a group of other buyers. The group will help them use their purchase and also help them form new friendships and relationships with others. When people form a community around a product or brand, it makes a big difference in customer retention.
Checklists and Cheat Sheets
Create some checklists and cheat sheets that can be used with the product, but don’t tell them about it in advance. Instead, give them a few days to enjoy the product then send an email with the additional information to help them. Unannounced bonuses and content help a lot.
Review Request
Since you’re emailing anyway, slip in a request for a product review to them after they’ve had enough time to understand the value of the product. You can leave it open, or you can use survey software that will help you identify gaps in your training that you can then fill personally when you note it from the answers.
Additional Purchase Options
Always take the time to set up emails to your customers that make offers to them as if they are VIPs. Send discount codes to them first, offer first peeks at new products, and send them your best affiliate offers.
Once you have a customer, the content you send them can bring them back to your site, encourage future purchases, help you get feedback, and, most importantly, create an amazing customer experience that they will not soon forget. Since it cost about 10 times more to get a new customer over thrilling your current customers to create repeat buyers, it makes sense to focus on post-purchase emails to help your customers consume your products successfully.
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