Digital Marketing, Thought Leaders

Why You Need a Post-Sales Email Marketing Campaign

January 8, 2019

by Ryan Gould

Vice President of Strategy & Marketing Services, Elevation Marketing

Repeat sales are essential for your business’s long-term success. Learn why post-sales email campaigns keep customers coming back for more, plus 3 types of campaigns you can use.

Customer relationships should go beyond simply making a sale.

Once someone has purchased a product, they have the potential to become a valuable asset to your business. In fact, repeat customers spend 67% more than new customers.

It’s actually 6 times more expensive to land a new customer than it is to sell to someone who’s already bought from you. Plus, existing customers spend up to 500% more than new customers.

If you don’t engage customers who have recently purchased your products, you’ll miss out on revenue and the chance to build a community of loyal repeat customers.

You can use this piece to learn:

  • What a post-sales email campaign is
  • Why launching a post-sales email campaign is so important
  • The 3 types of emails you can include in a post-sales email campaign

Use Email Marketing to Engage Customers

To engage past customers, you should invest in email marketing.

According to Email Marketing Gold, email marketing has the highest ROI of any marketing technique. For every $1 you spend on email marketing, you should earn around $40 in sales.

Every $1 invested in email marketing should result in around $40 in sales.

But email marketing isn’t just about selling. In fact, it’s perfect for building customer relationships after you’ve closed the sale.

What Is a Post-Sales Email Marketing Campaign?

A post-sales email marketing campaign is a series of automated emails that are sent after a customer has made a purchase.

You can use post-sales email marketing campaigns to nurture your relationship with customers, potentially turning one-time buyers into repeat customers by popping up in their inboxes on a regular basis.

Increasing customer retention rates can have a huge impact on your business. According to Bain & Company, a global management consultancy, an increase of just 5% in customer retention can boost profits by more than 25%.

Once you’ve won a new customer, it’s more profitable to strive to keep them coming back for future purchases.

Why a Post-Sales Email Marketing Campaign is Vital

Your business is nothing without the customers who buy your products. They’re the ones investing in your business and keeping you afloat.

Consumers today want to create deeper, more meaningful connections with brands. They’d rather buy from a business they trust than shop from a brand that seemingly doesn’t value them or their money.

If your company disappears as soon as a customer makes a purchase, they’re quickly going to move on to a brand that shows it cares.

When you nurture relationships with customers post-sale, you increase the chances that they will not only purchase from you again, but also promote your business to friends, family, and other connections.

What Kind of Emails Are Part of a Post-Sales Email Marketing Campaign?

There are 3 types of emails your company should send after making a sale:

  1. Thank you emails
  2. Confirmation emails
  3. Educational and informational emails

1. Thank You Emails

It seems rude not to thank someone who’s invested in your business – but many companies forget to do this.

In a study by HubSpot, thank you emails generated more opens and more engagement than one-off marketing emails.

Thank you emails are an effective way to reach customers.

Not only did more customers open thank-you emails, but they were also more likely to click through.

Sending a thank you email gives a buyer validation that they’ve made the right decision. Rather than just expressing gratitude, you can add calls-to-action or perks that encourage the customer to purchase from your business again in the future.

Examples of effective perks and calls to action include:

  • Discounts for future purchases
  • Social media sharing buttons
  • A relevant upsell
  • A personalized message
  • Links to resources that further educate the customer about their purchase
  • Contact details or links to post-sales support channels

Customers appreciate thank you emails, and businesses should use them to boost engagement after a sale.

2. Confirmation Emails

Buying online from an unfamiliar company can be a scary prospect.

Imagine clicking the “buy” button and receiving no confirmation that your order was received. Chances are, you’d have serious doubts about the legitimacy of the website.

To avoid this scenario and build trust with customers, your confirmation email should include:

  • Details about the purchase your customer made
  • A prediction of when the order will arrive
  • Shipping updates

For example, Zulily, an e-commerce company that sells toys and home goods, includes a confirmation number, shipping details, and billing information in its confirmation email.

Zulily uses an effective confirmation email.

Zulily’s confirmation email lets customers track their orders.

If you’re providing a service or software, your confirmation email might include next steps customers can take to set up and use their new purchase.

You should always reassure your customers by sending them a confirmation email after they make a purchase.

3. Educational and Informational Emails

Once you’ve sent a thank you email and a confirmation email, you can deepen your relationship with customers by sharing valuable information in educational and informational emails.

There are a number of ways you can do this, including:

  • Sharing links to blog posts
  • Sending case studies and how-tos

You can use post-purchase emails to share your blog content with past customers.

In your post-purchase emails, you can link out to relevant blog posts that offer additional value. If a customer regularly engages with your blog, they might just buy something else.

For example, OptinMonster uses post-purchase emails to share valuable, educational content that’s relevant to the buyer.

OptinMonster sends blog posts to engage its audience.

OptinMonster’s content helps users learn how they can use the tools they purchased.

Sharing links to blog posts can help you build closer relationships with customers.

When customers purchase a new product, they might not immediately recognize all the ways they can use it.

You can design a post-purchase email campaign that features case studies and educational how-tos to show customers all the ways they can use their purchases, providing validation that they made the right decision.

For example, uses an explainer video that helps the buyer get up and running with their new account. uses post-sales emails to educate customers. could also highlight a case study showing how a previous customer has used the product or service.

Nurture, Connect, and Educate with a Post-Sale Email Marketing Campaign

Sending a quick email post-purchase seems like a simple thing, but it can make a world of difference when it comes to building relationships with repeat customers.

Building deep connections with your customers can encourage them to purchase again, leading to increased revenue and stability for your business. 

You can use thank you emails, confirmation emails, and educational or informational emails to express gratitude, provide assistance, and teach your customers new ways to make the most of their purchases. If you are unsure of how to create these kinds of email campaigns, invest in a qualified email marketing agency

No matter what types of post-purchase emails you send, you should always try to build relationships with your customers to keep them coming back for more.

About the Author

Headshot of Ryan Gould

An expert search, social and content marketer, Ryan leads Elevation Marketing's digital strategy department, helping brands achieve their business goals, such as improving sales and market share, by developing integrated marketing strategies distinguished by research, storytelling, engagement, and conversion. With a proven track record of energizing brands, engaging audiences and managing multi-discipline marketing teams, Ryan is a respected expert in achieving consistent results through creative design, thought-provoking narratives, and innovative problem-solving.

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