“Best practice” is to stop emailing someone about your product or service once the sale is made…
And move them on to get emails about other products.
Maybe ONLY continue sending them fulfilment-type emails. About how to effectively use the product they bought.
One reason given for not sending more emails selling your product after they’ve purchased is…
It shows you’re not personalizing the email experience for them. So they’ll feel like you only care about selling your product. And not about their personal needs.
I see the point.
But I also see why it’s a bad idea to stop emailing about something they already own. Including stopping sending sales emails.
I’m not talking about sending low-class sales emails. That push someone all the time to… Buy! Buy! Buy!
I’m talking about serving your list by providing emails with value.
The kind customers enjoy opening because they’re relevant to them. They entertain them. They learn something from. That come at the product from different angles.
But there’s still MUCH value in sending them emails that end with info about a product. And an invitation to buy it. EVEN IF they already own it.
Here’s why…
- They’re reminded that they bought it in the first place! And should put it to use if they haven’t already.
- It reminds them they’re happy about why bought it. So they are “resold” on the product.
- They learn about a feature they’d forgotten about. Or hadn’t picked up on earlier. So are happy you pointed it out.
- Your ongoing promotion and excitement about the product reminds them it’s worth using. And they made a good choice to buy from you.
- The customer may want to buy another. Maybe for themselves or someone else. Or forward the email on to someone they know who could benefit.
Maybe there’s more reasons.
These things alone are why I don’t rush into email list segmentation.
It’s often not needed IF you have a good quality list… one where people clearly knew what the email list they joined offered… and haven’t been enticed onto it by a percentage-off coupon or other gimmick (I’m looking at you ecommerce email lists!).
Ready to build your email list? Go here…
EmailForTheWin.com
Chris Milham