With so many places to buy things on the web today, just because somebody has bought something from you in the past, won't necessarily mean that they'll buy from you again in the future.
In order to make sure that they remember your business/company and hopefully buy things from you again, you need to keep in contact with them. Although there are many ways to do this (e.g. Facebook, Twitter etc...), the most effective one is by using email.
Creating a relationship
But just sending your customers information by email about your products and trying to get a sale isn't keeping in contact, it's basically spam and very unlikely to lead to a sale. Effective follow-up emails to customers is about building a kind of relationship with them. A relationship which is mutually beneficial for both you and them.
This is done by both doing and providing things in the follow-up emails you send which are of use to them. By doing this, you not only build up their trust they have in you and the company you work for, but they'll be more likely to open and read any email you send them. Making them more likely to buy from your company in the future.
The best time to start this process of relationship building is soon after they have bought something from you. The reason why is that you have a valid reason why you are sending them an email and they'll be very likely to both open it and read it.
In this online exercise you'll learn (through seeing an example and doing a quiz) what makes a good sales follow-up email sent to a customer after they have bought something and why. In addition, you'll find useful English phrases that you can use in your own follow-up email.
Knowing and understanding all of this is essential for you to be able to write a good one for yourself.
To learn how to write (with examples) a good sales follow-up before somebody has bought something from you, do our online exercise on 'sales follow-up email examples'.
Example & Exercise:
Read the following email sent by a company to a customer a few days after they bought a mountain bike from them. Look at both the vocabulary and structure used in the email and think about why the email has been written like this and why it includes what it does.
Then do the quiz at the end of exercise to make sure you understand why this follow-up email has been both written and structured.
subject: Order Number 674321
Hi Sally Jenkins,
You recently purchased a Trek Rock Mountain Bike from ourselves. I would just like to make sure that you received the mountain bike in good condition and that you are happy with it.
If for any reason you are not happy with your purchase, please get in contact with me at firstname.lastname@example.org or 0125 435 616.
To help you service your bike yourself, please find attached below a 'service guide' which we have created for our customers.
To receive more tips (e.g. on repairs, local routes etc...) and information (e.g. our cycling days out etc...), please join our monthly email newsletter. To join, click on the link below:
We really appreciate that you chose us for your purchase.
Bikes Direct plc
(0125) 435 616
Now that you understand the purpose, structure and vocabulary, practise them by writing your own sales follow-up email in English.