How To Set Up The Most Effective Email Follow Up System – Part 4

Do You Miss This High-Profit Market Segment

Most of us don’t have the luxury of meeting and selling all of our potential customers in person. So, we use other tools to acquire new customers, like Paid Advertising (Web, Print, TV, radio), Referral Programs, Direct Mail, Website/Search Engine Optimization, Outbound and Inbound Sales Teams.

These things can get expensive fast. But as business owners, we do them so we can acquire customers and make more sales, even if our margins are lower than we’d like because the costs we incur to get a new sale are so high.

Wouldn’t You Prefer to Keep Your Revenues?

What if you could increase your sales without surrendering so much of your profits to these pricey acquisition tactics? I’m willing to bet you can. See, there’s a group of people you may not be marketing actively to now, who already know about your company, like what you have to offer and are more likely than anyone else to buy from you. To get at who they are, let’s take a look at how you’re making sales now.

A Typical Pattern For Online Sales

Let’s take a second to lay out your potential sales path:

  1. Prospect hears about your company (through advertising, direct mail or one of the other tools we listed above)
  2. Prospect comes to your website and while there, signs up to your email campaign.
  3. You follow up by email (and possibly other methods) with prospect until s/he is ready to purchase
  4. Prospect returns to your website and makes a purchase

Now, depending on whether you want people to purchase right on your website, or call you, or come into your physical store, your path may vary, but I think we can safely say that this is about what you envision happening with your own potential customers. Am I right? But what happens after that person buys from you?

What Happened To Step #5?

Sadly, for many businesses there is no step #5 in the above sales path. They attract a prospect, market to him/her, make a sale and move on to the next prospect. They don’t market to their own existing customers. At all. This is the definition of a wasted opportunity. Your existing customers already:

  • Know You and Your Company
  • Are Interested in What You Have to Offer
  • Trust You Enough to Make a Purchase

So why not continue to market to them? They’re much more likely to purchase from you in the future than a new prospect is.

What Can You Send Customers After The Sale?

A few ideas for email content to send your customers:

  1. Product Training/Support Resources
  2. Highlight Lesser-Known or Advanced Features/Uses
  3. Solicit Feedback/Testimonials
  4. Showcase Other Satisfied Customers and How They Use Your Product/Service

You can do this all while discussing related products or encouraging repeat purchases. If you sell a subscription based service, doing these things can cause your customers to stay subscribed for longer periods of time, increasing your revenue per customer. Don’t let your customer relationships wither and die after just one sale. Use an email marketing service like AWeber to make more sales and boost your profit-per-customer.

What’s Next?

Tomorrow, I’ll show you some creative ways to personalize your email messages. See you then.

39 thoughts on “How To Set Up The Most Effective Email Follow Up System – Part 4”

  1. I use chimp monkey it’s free for up to 500 πŸ™‚ I use it for an underground blogging newsletter. I don’t have a list because I’m trying to blog and not scam people πŸ˜‰
    So for me there’s no money in the list I don’t need one.
    There’s better ways to bank then running old hat email opt in scams I know because I’m making serious banks with NO LIST πŸ™‚ thanks

    1. Volksphone says:

      Thanks for this information. I have to try it, too πŸ™‚

    2. So in your opinion all opt in lists are scams? Talk about not getting it…

      1. nathan says:

        How did you come up with this conclusion?

    3. actually its Mailchimp, which you are referring here. Its free only upto 500 subscribers , after that you need to pay @ $30 per month upto limit of 1500 subscribers. I am using it and it is really a powerful e-mailing System.

      -Shanker Bakshi

      1. nathan says:

        It’s really quite confusing if someone tells you that they give the service for free without getting anything from you.

    4. IM Headlines says:

      E-mail opt in scams? Are you serious? By setting up a list you won’t be scamming people at all. People do it all the time, whether it is with e-mails, addresses, phone numbers… anything. Everyone wants subcribers. And there’s nothing wrong with it, a subscriber can unsubscribe anytime if he doesn’t want to stay….

    5. IM Headlines says:

      Scam people? How in the world did you come to that conclusion? You’re nor scamming people by building a list.

      People have been doing it all the time. Whether it’s with e-mails, addresses, phone numbers etc…

      Everyone wants subscribers & the subs can unsubscribe any time if they don’t want to stay on-board…. There’s no scam at all…

    6. Sahil Kotak says:

      Hey!! Thanks for telling about chimp monkey, I think I should try.

    7. Money-Era says:

      So what is this better way of making money? Can you please share your NO LIST strategy?

  2. Amar says:

    Very well written post with amazing information. Now i know a lot about the email system. Thanks john

  3. Thanks for reminding us John of the importance of current customers. You’re right.

    It’s costs less to keep an existing customer than to get a new one. Trust is such a vital part of the buyer-seller relationship. An established customer trusts you and therefore will be much more willing to buy from you again. Trust breeds loyalty.

    1. Volksphone says:

      “It’s costs less to keep an existing customer than to get a new one.”

      Oh yeah, thatΒ΄s true. The trust is a very important thing.


    2. Not only will they be more willing to buy from you again, but if you provide follow up service, they are likely to talk about the product to their friends who might need a similar product or service.

  4. Blogging says:

    Good tips here John, some more ideas: Say thank you for their purchase and over help / advice / tips for free if they ever run into problems using the product. One thing that “sells” to me is excellent, selfless customer care. SY

    1. Good Idea, I guess at present One can track everything through email app service, about the campaign but i doubt we can track as who has made that purchase out of all leads to a particular landing page.

      -Shanker Bakshi

    2. nathan says:

      What if they’re asking too much after the product has been sold? I really want to know more about this topic because I see some after selling their products, they charge the customer if it has questions about the product.

      How long will be your tips for free? 1 month or more?

      1. Volksphone says:

        These is a really nice and interesting question. Customer questions take a lot of time if you want to answer them correctly. And the important thing is to answer the question that the customer are satisfied! Lookingforward to some nice tips!


      2. I think that is something you decide before you sell your product/service. I think it also has to do with were you make your money.
        For example, if you make you’re money from charging a high price, but don’t do a lot of transactions, offering long term free assistance/support is reasonable.
        If you sell a lot of your product, but have a small margin of profit, it might not be feasible to offer free service since presumably, having more customers means they will have more questions.
        If your business is big enough to devote someone (or a group of people) exclusively to handling questions, then long term free support also seems like a good idea. Either way, set the tone from the start. If you’re going to bend over backward tell them; if you’re not, don’t promise that level of service.

  5. That’s one nice information for “What Can You Send Customers After The Sale?” Never knew I can do so much after sales, thanks for the info.

    1. Benjamin Cip says:

      You have a lot of possibilities with AWeber.

      1. Sahil Kotak says:

        Yep, I already use it.

  6. nathan says:

    I like this post since I really do not have an idea on what’s next after you successfully something to your customer. Saying thanks only is a bit awkward.

  7. I guess I have to try email marketing as well. Seems to be profitable, although everyone thinks that I run a non-profit organisation, i have to take care for my Elvs and the Reindeers.
    Thinking about this, I only have 95 days left to convince everyone on this planet to go to my site and checkout for the nicest christmas gift ideas there are. If I do not market to them heavily, then Easter Bunny will be more successful than old Santa. πŸ™‚
    Anyone know if Aweber gives discounts for mailing to 6 billion people? (or should I just start using Outlook Express and my local ISP for that?)

    All joking aside, I just purchased on a site where they said: “Thanks for the sale. We respect your privacy and will NOT bother you with any email in the future.” I am wondering how they survive – I found very good competitve offers (only bought here because they are round the corner and I can pick up my order tomorrow – curious what kind of business that really is

  8. LetUpdate says:

    Oh, I really agree with this post according give the after sales support. Hem… i do not know if this can do in marketing online as well.

  9. fas says:

    In short its all about keeping a customer happy in the long term.

  10. Great series, John. Nice to see some quality, useful content on here.

  11. I had thought of using these email subscription services, but decided against it at the last minute because I didn’t have enough subscribers.

    But since my subscribers now tops 5000, I have seen my sales rocketed.

    1. Volksphone says:

      I am reading a lot of internet marketing via email. In germany we have very stric laws against this kind of advertising. So we have to focus on the things we do to get no trouble with the law! Internationally seems to be not so difficult!

  12. Very nice John.

    You are so right John. In the beginning, you work hard to get a customer. Now you have earned that trust, you should work to keep their trust and they will refer you to their friends and so forth. I know I will buy again and again from someone I trust and not someone that just sells me something and doesn’t commit to service after the sale.

  13. I liked the last part especially well. The idea of building the relationship of understanding, cooperation, compassion & empathy with your existing customers is a much better tool that would be much more profitable than just keep on looking for new ones only.

  14. Thanks, I love this guide and you have helped me a lot with mail marketing !

  15. EarningStep says:

    feedback seems like the best to get more sales.. and this is what i am trying to have…lol

  16. Another thing about people who’ve already bought your product is they are great advertisement for you. If you follow up with them and give them great support and you help them with a problem they have, when others have that same problem they are likely to mention your product.
    Word of mouth is the most powerful form of advertisement because the trust and relationship is already there. Great point

  17. In fact it is really very important to to have a database of former clients, because they are the potential new ones.

  18. Hey Chow,

    Prospects always make a sale, that’s why they are called prospects. Th right targeted approach and after following all the four editions of the “The most effective E-mail follow up program” I am sure I will be benefited.

    Thanks Chow, for this wonderful informative series.

  19. Sahil Kotak says:

    Very nice post, and very good Idea about giving a customer something after sale. Thanks John.

  20. Money-Era says:

    John is right about step #5. Getting a new customer is 10 times more expensive than selling to an existing one. Every successful salesperson cares for the customers. Also this is why CRM (Customer Relationship Management) software systems were built for business. And this is why John is so successful – you can feel that he takes care of the readers by many services he’s using.

  21. Tom Harvey says:


    Great post, its all too important to maintain a dialogue with customers from a realtionship point of view. Can open doors for future revenue whilst makes the difference with after sales service and leaves the customer feeling happy that you didnt just close and walk away. Thanks for the pointers


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