Why You Should Add More Educational Content in Your Post Purchase Emails
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We all know your relationship with your customers should not end at purchase. But, if you forget about them and only focus on getting new customers, they’ll move on to another brand.
It’s obvious.
Engaging with your current customers is just good for business. It’s a way to continue to build a relationship with the people who have spent their dollars on you, and nurturing current customers encourage them to come back and buy more.
That’s going to benefit both of you. But, every email shouldn’t be directly about making a sale. Otherwise, you’re going to turn a lot of your readers off. However, that doesn’t mean you don’t want to send emails that have content geared toward nurturing relationships and generating more sales down the road.
How do that? With educational content.
Educational content builds trust
For most marketers, educational content usually lives at the top of the funnel. It’s what’s shared on blogs, social media, and videos to help consumers discover your brand and generate awareness, with the long-term hope that it will lead to sales.
Educational messaging helps develop a level of trust in the relationship with your customers, moving them out of the awareness stage and into the engagement stage. It’s helpful. It provides answers and solutions for consumers. And, let’s face it, it’s free. Each of those is a good thing. So why not feature this type of content everywhere you can?
Plus, customer relationships are a two-way street. If your customer isn’t getting enough attention or aren’t enjoying their experience with your brand, they’re free to leave — and it may be impossible to get them back. So continuing to provide helpful messaging and keeping them top of mind can pay off.
Post-purchase emails get more engagement
Educational content shouldn’t only live in a handful of channels or stay regulated to your blog. You should include it as part of your emails too. And there’s no better place to feature it in your post-purchase emails.
Why?
Well, for one, look at the data. Post-purchase emails have significantly higher open and click-through rates compared to other emails. So when people get a post-purchase email, they’re already primed to open it because they want the info — their confirmation or receipt, when they’re getting their package, and so on.
It makes perfect sense to do a little more here and give your customers something extra. Not to mention, it’s just another way to personalize emails to your customer’s interests. Adding as much personalization as possible to your emails goes a long way with your customers.
If you want to learn more about how to personalize every email you send, check out our Smart Banners™.
Educational inspiration
Adding some educational content to your emails is easier than you think. You don’t need to write ultimate guides or long-form content. Just taking a handful of helpful pieces of advice and turning it into a few lines of copy, an infographic, or a short video can make all the difference.
Here are a few examples:
- If you run a clothing shop, let your customers know the best way to wash their items to help them last longer.
- Sell skis or winter sports gear? Let your customers know how to inspect everything before the season starts or how to clean and store it all during the off-season.
- Run a beauty salon? Show your customers how they can best care for their hair or nails between visits, or offer recipes for ways to relax or skincare tips during warm weather.
There are plenty of possibilities. Look through your customer’s common FAQs, or ask your employees their favorite tips about your product. All of that is fair game for educational messaging.
And don’t forget to follow up with your customers to see if they’re responding to this type of content and what else they’d like to get from you. Sending a dynamic live poll is a great way to do it.
Want to see for yourself?
We thought you might! In that case, we’d love to set you up with a demo of the Zembula platform.
With it, see how you can easily personalize your emails by adding Smart Banners™ and Smart Blocks™ without needing to play around with tons of code or run a million A/B tests. Instead, all you need to do is hook up your data sources (like your CRM, ESP, or eCommerce management tool), add a snippet of code to the email template, and sit back.
Zembula’s Campaign Decision Engine does the rest, going through each of the parameters you set and choosing a personalized block or banner that meets your customer’s needs, all within milliseconds.
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