What sort of experience does a customer have with your business after they've purchased from you?
The purchase process is an important step, especially for first-time customers. Effective onboarding of a new customer will help to reduce buyer's remorse and reinforce to the customer that they've made the right decision.
How many times do you communicate with a customer after they've purchased? Do they get any follow-up communication from you or your team?
One of the best ways that you can onboard a new customer is to set up an onboarding email sequence.
Your onboarding email sequence is pre-written and sent out automatically through your email platform. For example, you could choose to use ConvertKit, Active Campaign or similar. Any email platform that will let you use email automation is a good starting point.
The purpose of your email sequence is to educate and deliver value to your new customer. So you'll be providing additional useful information to go alongside their purchase.
Let's use an example of someone purchasing a brand new smart thermometer for their home.
In this situation, it would be a great idea to have an email sequence that introduces the new customer to features that might be of interest to them. You could also show them where to get help for frequently asked questions.
The new customer will be delighted to learn how they can get the most out of their new purchase. Perhaps one of the emails lets them know the best settings for when they're going to be away on vacation. Or maybe they're excited to learn exactly how they can use an app on their phone to automatically turn on the heating when they come home in the winter.
The point here is that the customer is getting an enhanced experience through the onboarding experience. They're getting help and advice that may well be on your website, but not something that they'd immediately look for. Instead, it's handily delivered into their email inbox.
You could even choose to add in a review request to your onboarding email sequence. This is a great way of encouraging new customers to leave a review or testimonial for their purchase from your business.
However, just make sure the review request is only sent after the customer has had a chance to use or enjoy their product or service.
Too many companies send out review requests early in the post purchase process, often before a customer has even received a product. You'll see this often on review websites where someone will leave a 1 star review that says "I haven't received the product yet".
Utilising an onboarding email sequence delivers a better level of customer service to every new customer that purchases from you. Each email provides an additional touchpoint and helps to build a stronger relationship with the new customer.
P.S. If you'd like to learn more about how an onboarding email sequence can help you, please click here to book a call with me. Please visit my booking calendar and pick a time / date that suits you. Please book a meeting with me using my calendar here.
