You’ve attracted customers to your store, and they’ve signed up for your service or purchased one of your products. You’re rubbing your hands together in glee, thinking you’ve made it. All you need to do now is either provide the service or ship the package your new customer purchased.
Hold on, now. I hate to break it to you, but in reality, your relationship with your customer is just starting. Think about it. Do you know of any kind of human relationship that survives without communication? If you want to maintain a relationship with a friend, you need to do what friends do. Communicate with each other.
The same applies to your relationship with a customer. They will forget about you if you don’t keep in touch. And trust me, there are plenty of businesses around the world that will be more than happy to step in and try to seduce that soon to be ex-client away from you.
So, what do you do?
Make Good U
se of Your Autoresponder
It’s quite likely you have WooCommerce set up to fire off a thank you email when someone places an order on your site. But is that enough? Well, no. It’s a start, but you want to impress, right?
You don’t want this to be like some bad, boring first date where the other party walks away and never thinks of you again, leaving you wondering what went wrong. And frankly, that thank you message is pretty generic, right? It’s just a polite phrase you’ve hopefully been taught to say.
This is all going to sound like a lot of work, but it really isn’t. Much of it can be automated based on what your customer signs up for, even what they’ve purchased.
Provide Care Guides or How-to Instructions
Remember The Store case study in the Coupon Deals to Subsets post? The store owner now has a ton of people buying those very expensive handbags, all because of word of mouth—from the initial subset he sent coupons too.
It would be a very bad thing for him to simply take those orders, send that generic thank you, and go no further. What he does is send a personalized, automated message to each new handbag buyer.
The email is full of useful info pertaining to the care of the bag. Of course, that info is available somewhere his website, but isn’t it a nice touch to just hand it to your customer?
The email also includes a list of dos and don’ts—you know, things like don’t set your premium leather purse down in a puddle. In this case, our store owner has not only thanked the customer but provided them with useful info.
Include a Coupon for an Add-on Item
Now that he’s on his way to being a marketing mastermind, you know what else he’s done? He’s added a coupon to the email.
Even though the checkout page offers an add-on a lot of people blow right past those. I know I do, especially when I’m already wincing about the money I’m about to part with.
The customer now has an email detailing what they must do to take care of their purchase, and you’ve conveniently added a time-sensitive coupon for something that will help them do that.
In our store owner’s case, he’s offering 15% off a little kit that will help protect and maintain leather goods. And that offer is included in every autoresponder email that goes to customers who have purchased leather goods. It’s ingenious. And very, very effective.
Include a Coupon for Recurring Purchases
I do a lot of shopping on Amazon, and they have this amazing feature where you can subscribe to things you need to buy over and over again. In the end, I get a deal, and they get my repeat business. Too bad you couldn’t do something like that in your WooCommerce store.
You can! Perhaps not in the same manner Amazon does it, but we’re talking about autoresponders and coupons, so let’s make it work that way. And you don’t need to limit this method to new customers.
If it makes financial sense, it might be a good idea to keep this up with repeat buyers. It’s often cheaper to keep existing customers than it is to source new ones, so keep that in mind.
If your store sells something like deodorant or toilet paper, this isn’t going to be hard to figure out, but it may take some thought.
Think about your inventory. What do you sell that people are going to need again? Does your store sell make-up? Not only does it have a shelf life, but it also runs out and it needs to be purchased again.
How about office products? Once the copy paper runs out, they have to buy more.
Again, you need to determine what in your store qualifies as something people will buy again.
Offer a Coupon for Similar Products
I recently bought a new laptop online. Guess what was included in the autoresponder email? A coupon for a new desktop. Forget about a coupon for a case for my laptop, they went right to the top of the line.
Don’t be afraid to get creative when it comes to similar products. Have some fun with it. Think of your own shopping habits. Does this tend to go with that?
Some things will be more obvious. Does your store sell running shoes? Or any kind of sports shoe for that matter? If the customer didn’t buy extra laces, how about adding a coupon for some in your autoresponder. And not just those boring old laces we had when we were kids. There are all kinds of
So, just as you needed to do above when considering what might be a recurring sale product, give some thought to your inventory. If you sell bread, include a coupon for butter. If you sell peanut butter, include a coupon for jam. You get the idea, right?
Some Things to Include in your Onboarding Email
Let’s recap. What are a few things you could and should include in the autoresponder email that goes to a new customer?
- Care Guides or How-to Instructions
- Coupons for an Add-on Item
- Recurring Purchases Coupons
- Coupons for Similar Products
Note that this list is by no means complete. Nor is it limited to stores that sell digital or physical goods. You can do much the same thing if you sell a service, depending on the service, of course.
Here’s an interesting statistic to close with. Recent figures show that the open rate of onboarding or welcome emails is nearly 60%. That is an astounding open rate!
According to some recent MailChimp data, the average open rate across all industries is about 21%, with the lowest at about 15% and the highest at 27%. That puts the open rate of an onboarding email at more than double the amount of the highest rates attained on any given email campaign.
What do all those numbers mean? You are missing an incredible opportunity if you fail to make use of the welcome emails you send to your customers.