Next is to create the trigger emails. And this is not as straight forward as I thought. With every trigger, its an opportunity to talk to the customer. And each different trigger email is inter-related. So the messaging within each trigger have to be well thought through.
Thank you email
- this is a critical touch point to foster some level of relationship with the customer. And its critical to provide post sales information. Information that helps the customer, rather than trying to sell them more things.
Getting Started
- Getting started trigger emails can be positioned as helping the customer to get started OR even positioned to help the company to educate the customers with certain key messages that will protect the future business. For example, educating how to differentiate counterfeit products in future purpose or the disadvantages to buy counterfeit or alternatives to original.
Supplies connect emails / Accessories connect emails
- although these messages are position as selling more to the customers, but if it is worded in a manner that benefits the customers, addressing the customer's need, the sale message can be viewed as helping the customers.
Upsell messages
- Different messages can be presented in this email. First off, the can be positioned as selling the next product. Secondly if the customer is not ready to buy, they can buy warranty extension. If they are not buying either of them, a small survey link can be also included to ask them why they are not keen to buy now or are they buying competitor products.
If you have any other types of trigger messages to share, do email me.
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