What happens when you get a new customer … besides fist pumping when you get a sale notification ping?
Do you capitalize on post-purchase good vibes by sending the kind of email communication that turns one new customer into 20 more customers?
Helping somebody who has just purchased your product have the best possible experience is critical to turning them from a buyer to a brand ambassador.
Ambassadors will voluntarily recommend your products, they’ll immediately associate your brand with positive emotions and they’ll be a free advertising channel for your brand across many social spaces.
Beats paying thousands of dollars to an influencer to do the same thing, you think?
So how do you turn a buyer into a brand ambassador?
Creating brand ambassadors is about both great customer communication and positive customer experiences. It’s about letting your new customer know they are valued.
So let’s talk that.
Being nice is not just about being nice because you’re a nice person, it’s an investment.
If you haven’t already implemented systems that look after the tasks of making sure your new customer feels appreciated, it’s time to get started on that because the sale is important but the customer is more important.
So let me share with you some of the automated emails I’m using to build a loyal customer base who will gladly share their positive experiences with UPSCRIBE products.
Always Go Above And Beyond Your Customers Expectations!
The first and easiest action that you can take is going above and beyond what your new customers expect from you.
It’s not enough to just provide exceptional support by promptly answering all contact from your customers (emails, support tickets, mentions and comments), you need to do a follow-up with your customers after they have purchased one of your products or services to see how they’re getting along or if they need help.
The “You’re important …” follow up
Whenever I launch a new product on UPSCRIBE, I sequence an email to send 5 days after the customer has purchased. I figure 5 days is enough time for buyers to have given their purchase a test run and if not, it will prompt them to get going on that. In this email, I invite replies to the subject line “Can I help?”
The message goes like this …
Just a quick follow up to see how you’re enjoying Product X.
I won’t be happy unless you’re 100% happy with your purchase so is there anything I can help you with?
Just hit the reply button, let me know what you’re struggling with and I’ll get back to you asap.
And if everything is going well for you, I’d love to hear about too!
The “Let’s Make It Better Together …” follow up
Five days later, I request feedback. This helps both me and the customer. I get to hear how my product is performing in the wild. Customers provide feature requests or improvements I may never have thought about and if I’m lucky I get some great client testimonials or case studies.
It’s just over a week since you purchased Product X.
How’s that working out for you? Have you started to [use it/wear it/apply it]?
What’s your experience so far? Has it helped you?
I’d love your feedback as it helps me make Product X even better.
And any updates/improvement I make will be passed on to you.
Would you mind sending me a quick message sharing your experience?
Of course, it’s crucial to respond to the feedback; fixing bugs or implementing new features as quickly as you can. It’s of no benefit saying you’ll do something if you don’t deliver on that promise. This creates a negative vibe and just makes you the breaker of promises!
A promise is a special thing, even in marketing.
By following up in this way, you’ll show your customers that you genuinely care about them and this will also give you the opportunity to communicate with them in a positive manner and build up the kind of rapport you need to turn customers into ambassadors.
The “Free Gift …” follow up
Sending free gifts such discounts, free samples, new training or content that adds value or meaning to your new customer’s purchase is a great way to let them know they are valued by you. It’s the beginning of a special relationship that will pay off in positive feedback, more referrals and many new customers.
Think of how you feel when you’re given a surprise gift. It feels really good. You feel special. And it makes you feel good about the gift-giver too.
So give to your customers at unexpected times!
You can offer free gifts or even loyalty discounts. Whatever you give should be relevant in the context of other products your customers have bought from you.
Remember, the gift should help your customers do something that is meaningful to them.
Do not give junk!
I recently mailed a weekend project I’d worked on to my list. The product was a collection of 12 lead magnet templates that customers could use to speed up their lead magnet creation workflow. I purposely held back on two of those templates.
Instead of including them in the offer, I scheduled two emails to send those templates as a gift.
The emails sent on the first day after purchase and another on the eighth day after purchase. They went like this …
Thanks so much for being a customer. That means a lot to me.
So please enjoy this free gift I’d like to give you.
It’s a new lead magnet template to add to your collection and I think you’ll love this one.
Download it here.
Did you enjoy the template I sent last week?
I had some time over the weekend and created another one for you.
I think it’s even better than the last one but you can make up your own mind on that!
Download it here.
While I sent templates because it was relevant to the product I sold, a gift could be anything from additional training if you’re selling a course, a new feature if you’re selling software or a workbook if you’re selling a programme or guide.
When you provide customers with free gifts, often they will reciprocate in some way. Maybe they’ll buy another product from you in the future or recommend your product to friends or colleagues.
The “Quick Favour …” follow up
Help your customer find their inner ambassador.
As great as your product or service is, most of your customers are not likely to voluntarily share their experience with it on social media, not because they don’t love it (they do if you’ve done everything right) but because they’re just too busy or distracted.
That means you’ve got to ask them.
If you’ve diligently followed through on everything I’ve discussed above, you’ll be more than justified in asking them to share their experience of your product publicly, either directly on social media or indirectly to you as a testimonial.
Here’s the email I send 14 days after a customer has purchased.
It’s been two weeks since you’ve purchased Product X
Could you do me a huge favour?
I’d love others to know how Product X can help them too.
If you could please share your experience here or here it would mean a lot to me.
And if you’re not camera shy, a video testimonial would be beyond amazing.
However you choose to review Product X, I appreciate it very much.
All reviews will be posted on [some site] and a link to your own business will be included. This will be great exposure for you.
You can also consider including a link to a share page you can direct customers to, to leave their feedback and invite friends. This could include an incentive or reward for sharing.
Encourage your more confident customers to create a video testimonial. This will benefit them too as they’ll get exposure for their own business as you share the testimonial across your marketing channels.
If you’ve built a system for encouraging feedback into your sales follow-up, you’ll find a constant flow of new ambassadors telling the world how great your product is.
The Cost of Being Nice
With a little effort, some imagination, maybe a little money and great communication, you can easily build a solid reputation for your brand. This will lead to even greater customer experiences, more positive feedback, and it will become a key driving force in your sales.
Take the steps to make your customers feel special and they will reward you well as voluntary ambassadors.
And remember, the simplest things to do when communicating with your customers are:
Be yourself. Be genuine. Say thank you! And mean it!
What Do You Think?
Have you focused on turning customers into ambassadors for your product? What kind of follow up emails do you send? As always, it’s your comments that matter so please share your thoughts below.