{"id":9810,"date":"2016-12-12T07:00:58","date_gmt":"2016-12-12T15:00:58","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=2407"},"modified":"2020-06-05T20:03:53","modified_gmt":"2020-06-05T20:03:53","slug":"email-campaigns-run-post-transaction-follow","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/email-campaigns-run-post-transaction-follow\/","title":{"rendered":"Email Campaigns: How to Run a Post-Transaction Follow-up"},"content":{"rendered":"<p>It\u2019s a pretty glorious moment when a prospective consumer officially crosses the threshold and becomes a customer. Once you\u2019re done celebrating the moment, let\u2019s think \u201cnext step.\u201d When you\u2019ve gotten someone to trust you enough to give your product and brand a try, the next step is getting them to \u201crinse and repeat,\u201d in other words \u2013 to do it again.<\/p>\n<p>There are three ways of looking at this. (1) You can either have the end goal of securing just another transaction; (2) you can try and get this person to rely on you for their products in the future on a steady drip pattern or (3) you can have this person trust you as a brand for their needs.<\/p>\n<p>The Holy Grail of marketing is always, always option number three. The first option is for amateurs or the snake-oil salesmen mentality that is only looking to push the sale versus build a trust. Option number two is similar, again focused on the sale but this time in a pattern formation. Option 2 is how a more talented salesman thinks. Option three is the humanist approach to full-spectrum marketing. It considers both the needs of the company and the needs of the consumer. It looks to build a relationship.<\/p>\n<p>The big picture view of a post-transaction moment is going to look at all opportunities to relationship build that will be in the interest of that consumer, other consumers, and of the company itself. This starts with asking for a review once the product has been purchased, received and used within a reasonable time. For how this is done in a humanistic way, look at Etsy where vendors send out personal notes ensuring the customer is happy. They don\u2019t directly ask for a review but they do provide the link for a review or include a little line at the end of the email suggesting (not asking or expecting) the review. There\u2019s another thing Etsy users do that has allowed some one-time sellers become big brands: they anticipate your needs.<\/p>\n<p>Amazon is a pro at this when it comes to regularly used items. It lets consumers set something like a household consumable to an auto-purchase cycle to arrive regularly. This is where our idea of lean comes in. <a href=\"https:\/\/benchmarkemail.com\/blog\/category\/lean-journey\/\">Lean<\/a> doesn\u2019t just mean what\u2019s easier for you \u2013 what shaves off time for you. Lean is also about making your customers\u2019 lives a little bit easier. What\u2019s one less thing they have to think about?<\/p>\n<p>Best Buy, a retail giant for tech and appliances and other home and office goods, goes a step further and tells you what else you\u2019d want to buy in addition to what you\u2019ve just purchased. Not only do consumers like this \u2013 especially if it\u2019s positioned as what else people bought who\u2019ve made the same purchase as the consumer \u2013 but it helps trigger a repeat transaction. The goal with any post-transaction follow up is that you want to explore all options to be present in the consumer\u2019s mind. From a business perspective, it\u2019s much easier to get someone to repeat a transaction than it is to try and attract a brand new customer. So from that perspective, the entire idea of post-transaction marketing is a lean pathway to keep a sales cycle going.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a pretty glorious moment when a prospective consumer officially crosses the threshold and becomes a customer. Once you\u2019re done celebrating the moment, let\u2019s think \u201cnext step.\u201d When you\u2019ve gotten someone to trust you enough to give your product and brand a try, the next step is getting them to \u201crinse and repeat,\u201d in other&hellip;<\/p>\n","protected":false},"author":309,"featured_media":16905,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-9810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Campaigns: How to Run a Post-Transaction Follow-up - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Campaigns: How to Run a Post-Transaction Follow-up - in\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a pretty glorious moment when a prospective consumer officially crosses the threshold and becomes a customer. 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