Post-sale CX: The best way to ensure subscribers don't go for the delete button

Andrea Hubbert, principal at Hub+company, provides guidance for creating a winning, post-sale follow-up plan

There are a number of reasons marketers may not leverage the power of email to follow up on new sales. I’m willing to bet that the common denominator across all of them, however, is that they didn’t think beyond the transaction when developing the sales campaign. In other words, there’s no post-sale follow-up plan. 

Regardless how creatively brilliant you believe your sales campaign is, or how seasoned you may be as a marketer - or how new - creating a follow-up plan prior to launch provides you with an opportunity to strategically think through each touch point instead of reacting to events as things occur. In fact, taking the time to plan for proper follow-up will actually save you time and increase your profits and the health of your list. Trust me. It’s worth every second of the investment.

Think about it this way: Brands that don’t deliver on their promise don’t keep clients. If you’ve taken the time to develop and execute an award-winning campaign, why leave the post-sale aftercare to chance? It’s amazing how easily you can lose even a previously happy, satisfied customer when your follow-up isn’t consistent from one campaign to the next.

Creating a follow-up plan is easier than you may think. Here are some things to consider:

  • Do you have a system in place to follow up within 24 hours to make sure your customer was able to download your product successfully? If you sold a physical product, how will you track delivery so that you allow enough time for it to arrive before contacting your customer to follow up on satisfaction?
  • What will be your unique way of thanking clients for the sale?
  • How will you reassure clients that they made the right decision for their business?
  • What will you offer in value-added content, such as tips or shared experiences, to surprise and delight?
  • How will you articulate your customer service process, specifically related to prompt management of problems or concerns? 
  • Will you invite clients to provide feedback on new ways your products and services can address their needs that you may not have previously considered? 
  • How will your client onboarding process ensure that there are no unanswered questions?
  • When you invite customers to ask questions, will you really mean it? How will they be able to reach you easily, without having to jump through hoops?

Sure, there is a lot of thought that goes into a successful follow-up plan. Part of it will be techniques, tactics and strategies, and part of it will be good old intuition. However the more energy you direct towards your follow-up process before you launch your campaign, the more targeted your results will be.