You when you get a new customer: “Alriiiiiiight!”
What your customer sees in their inbox when they become a new customer: “Confirmation of transaction…”
When we talk about building a business with email, we often talk about how to use it to get new customers.
But what happens when you finally land that customer?
How are you using email to nurture that brand new relationship?
Is it purely transactional?
Or are you using it as one more opportunity to continue to build brand loyalty?
What would that even look like?
On a very basic level, it's sending an email with what your customer really really wants to know.
- What happens next?
- Are they going to be getting more information on their new order?
- What do they need to do in order to prepare for the product or service they just ordered?
- When can they expect to receive their next communication?
And I bet you know where this is going, but lemme tell ya anyway.
This info can be turned into a series that is triggered based on time, behavior, or order update.
It's one more way to serve your customers the content they want/need the most that builds. brand. loyalty.
Relationship nurturing doesn't stop with the sale. It's always a priority at every stage of the customer journey.
Here are a few ideas on what you can do to nurture your new relationship:
For Digital Products:
- Create a step-by-step email sequence that makes sure your new customer knows EXACTLY how to use their shiny new product.
- That can be video tutorials on how to navigate the new system.
- Next steps to get them set up and ready to go.
- Ideas on how to get the most out of their new product.
- Prepare them for their first appointment. What do they need to know?
- Send them all of the info they need to be able to reach the right person when they most need them.
- Summarize what they signed up for to create transparency and trust.
- Send reminders about their first appointment WITH reminders about what they should have prepared.
For Retail/E-Commerce Business:
- Order Confirmation. Include when they can expect their order to ship. Don’t forget to include information about shipment delays if you’re experiencing them right now.
- Shipping Confirmation. Include the average delivery window and maybe a coupon for their next purchase if they realized they want something to go along with their order.
- Delivery Confirmation. Let them know when their order has arrived. It’s another exciting email to receive about their order. (It’s here!)
- Instructions and ideas on how to get the most out of the product they just purchased.
- How to best contact customer service in case there is a problem. Be proactive about resolving any product issues. They might prefer to tell a friend about a defective item before approaching you about fixing it.
What does your new customer onboarding communication plan look like right now? Are there any gaps you could fill?