3 Emails to Send After the Sale Has Ended

BY Jessica Helinski
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The sale has ended, so now what? Keep that new client engaged. “When you're guiding a new customer down the sales funnel, your primary focus is to secure that initial purchase,” writes Jenna Bunnell for MarketingProfs. “What successful businesses know, though, is that a customer's journey doesn't—or at least shouldn't—end with just one sale.”

Use email to engage once the sale has ended

When considering how to stay engaged, you should consider email, which is both an effective and easy communication tool. Post-​purchase emails can keep the client engaged and informed right away, giving you the chance to provide excellent service and provide that promised value. 

Burnnell recommends that sellers send an email immediately after closing a deal. This first email serves two purposes: a confirmation and a thank you. You can set the client’s mind at ease by sending an order confirmation that summarizes their purchase, offers shipping information if applicable, provides transaction details, and other helpful details. Not to mention, these emails don’t just provide value to the client. As Burnnell explains, “Because customers habitually check their emails to ensure their order was processed correctly, order confirmation emails have exceptionally high open rates. You can take advantage of that by using those emails as an opportunity to open the door for positive conversation.”

Include ways that the client can engage with the email, such as links to click or a newsletter sign-​up option. 

Also, use this first post-​sale email to express your gratitude. The client has entrusted their business with you; make sure to thank them again for their business. 

Make personal recommendations

After the sale has ended, your new client may still have some choices and decisions to make. If your product or service requires further customization, reach out via email to inform them about what is available. Make recommendations based on your knowledge of them and their business. You will be providing excellent customer service while also guiding the client to ensure they get the best experience possible. It also gives you the chance to keep the excitement about your offering going after they sign the contract. 

Offer support

Your clients need to know you're there for them, even after purchase,” Bunnell writes. “Ensure you remain part of their journey by providing comprehensive onboarding to all new customers, as well as support for those who may have problems.” 

Once the sale has ended, it’s vital that you kick your customer service into gear, and email offers a great opportunity to do so. Simple outreaches like these can let the client know you care about how they are doing and how your offering is performing. Be proactive in offering contact information for any future questions or concerns, and be clear about all of the methods they can use to reach you. 

Get feedback

Email isn’t just an efficient way to solicit feedback; it’s also effective. SalesFuel reports that email is the number-​one method preferred by clients to give feedback following a sale. This method actually beat out post-​sale surveys and phone calls. “Forty-​five percent of consumers say that they chose their preferred feedback channel because it is the most convenient outreach method for them,” Rachel Cagle explains. “Another 25% of consumers value the response speed of the contact medium they have chosen.”

So, make sure that when you do use email to get a review or feedback, you make the experience as convenient as possible. And when responding, don’t delay; buyers say they would like a response within 24 hours. 

Once the sale has ended, your journey with the client is entering a new stage. Keep their satisfaction high and the value rolling in by using email as an outreach method. “Businesses with loyal, high-​value customer bases don't acquire them accidentally,” Bunnell points out. “It takes continual, meticulous post-​purchase engagement to nurture a one-​time customer into an evangelist.” By offering high-​value regular emails, you assist the client and nurture the relationship that initially helped you win the deal. 

Photo by Maksim Goncharenok