Post-sale email marketing: Extend your marketing lifecycle, and turn your customers into advocates

Marketers are being called on now more than ever to drive revenue and increase ROI. Customers are one of the most important audiences for marketers to engage with – and email is a cornerstone of the digital marketing strategy.

Post-sale email marketing is about accelerating customer value – both for your business and your customers. Once the first purchase is made, it's time to pivot email marketing to engage customers, build community, and uncover opportunities for increased revenue. Customer marketing is about extending the customer experience and creating a community of loyal advocates and referrals.

No one wants to see churn rates go up! It can be a simple task to create a customer marketing email program as part of a customer service program. You don’t want to contribute to poor customer service, particularly when it costs businesses a colossal $1.6 trillion because of churn.

What are some successful elements of customer email marketing?

Ask yourself:

• Do you send triggered emails following an order to reassure new customers and build customer loyalty?
• Does your marketing team send customers targeted, follow-up email marketing messages? Is the content personalized for the recipient?
• Have you integrated your CRM and omnichannel marketing automation platform to optimize the ease of your post-sales email marketing and reporting? What about your website behavior and other customer data lakes?

Be like Disney, Amazon, or the Ritz-Carlton

These companies set the bar when it comes to the post-sale experience, and that’s what drives their rabid loyalty. All consumers – whether B2C or B2B – now expect this level of engagement and service, which is why B2B firms have increasingly adopted B2C practices.

What should you communicate in that all-important post-sale time frame?