3 Tips for Sending Email to Those Who Have Made a Purchase
How many emails should you send a subscriber who already made a purchase? Should you keep romancing and chasing them until they're ready to make another purchase? Or should you communicate with them less frequently and follow new leads with renewed vigor? This is a gray area because while you want to encourage repeat business, the truth is you need to keep building your list and increasing first-time sales to stay profitable.
Stay in Touch
The key to repeat sales is to let subscribers know that you're still here and still interested in their business. To maintain any good relationship in life, you need to continue to show genuine interest and respect. This does not mean you have to maintain the same relationship you have with new subscribers, however.
Creating a separate email campaign for new and old subscribers is a great way to make everyone on your list feel appreciated. This means more work for you as you will have to create tailored messages instead of using the same message for everyone on the list. Group your list into two smaller segments and write bulk emails that cater to their needs.
For example, messages to new subscribers may include beginner information pertaining to the niche your marketing to along with sales messages the clearly explain the benefits and features of your products. Messages to old subscribers may include advanced tips and advice, invitation to try new products or ways to make using what they've already purchased more useful or enjoyable.
Show Your Appreciation (But Don't Overdo It)
Send a discount coupon after a subscriber makes a purchase to encourage them to make another purchase quickly. Send periodic discounts and other coupons two or three times a year depending on how often they make repeat purchases. Don't send too many mass emails to subscribers that contain coupons as this makes you look desperate. Instead, continue to send high quality information as you normally would.
If a subscriber only makes one purchase during a 12-month period, consider sending one more offer and then removing them from you list.
VIP Treatment
Make subscribers who have purchased from you feel special by sending information about new products, new or enhanced product features and other 'privileged' information you wouldn't normally send new subscribers. Include the words 'Top Secret,' 'VIP Access Only,' and 'Dear Loyal Customer' to entice subscribers to read your email content and get excited about a new product.
You can also send free ebooks, newsletters, and other information to make these subscribers feel even more special.