The Art of Writing Sales Follow-Up Emails to Boost Customer Loyalty

AB TastyBlogEmailingThe Art of Writing Sales Follow-Up Emails to Boost Customer Loyalty

Every entrepreneur knows how essential it is to consistently provide excellent customer service. Did you know that US businesses have lost over $62 billion as a result of providing poor customer service?

High-quality customer service boosts sales by bolstering customer loyalty. Building a business that customers love is a strategy that requires effective communication between you and your target audience.

Maintaining regular communication with your customers, both current and prospective, is an excellent way to ensure that the utmost level of customer service is always being provided.  These communications also provide a business with an excellent opportunity to:

– Collect data on products and services that are offered
– Update your customers about your new products, brands, and special offers
– Entice customers to make additional purchases
– Increase the trust, awareness, and social media presence of your business

What Sales Follow-Up Emails Are For

One of the most effective ways to communicate with your customers is by sending out follow-up letters. It’s a convenient and inexpensive way to provide a personalized shopping experience for your customers.

Almost any interaction a customer has with your company, products, or services, could require a follow-up letter. Especially when:

   • A new user registers
   • There are new offers, specials, and discounts available for your products or services
   • Your webinar has finished
   • A user abandons their shopping cart
   • A customer makes a purchase

The art of writing a follow-up letter is simple and easy for any of these situations. Just follow the formats below to create the perfect sales follow-up email to boost customer loyalty and profits!

Activation Follow-Up Letter

This type of follow-up letter is usually sent to new users after the welcome letter. It describes the key points of your service or products. The goal of this letter is to inform new users about how they can keep up with information about your company along with any additional steps they can take to customize their experience with your business. It can also include information about your confidentiality policy, pricing policy, and general rules of using your website.

You can also provide a quick link to your FAQ so that your customers can find the specific help they need when using your products or services.

By providing this essential information about your company in a follow-up email, you can minimize the complaints, disputes, and misunderstandings that can often drive customers away from a business.

Remember that this type of follow-up letter should be a separate set of information from the initial welcome letter. By breaking your letter to new users into two parts – a welcome letter and an activation letter – you will make it easier and more convenient for new customers to get the information they need about your company.


Reminder Follow-Up Letter

If it has been a while since a customer has ordered, why not send them a reminder follow-up letter? The purpose of this type of letter is to remind customers that your company still exists and has new products, great deals, or special offers that they can take advantage of. This is especially beneficial to customers who have active lifestyles and don’t always have the chance to keep up with the latest information regarding your products or services. This type of email is ideal for building customer loyalty and boosting traffic to your site.

To get the most out of your reminder follow-up letter, follow this simple format:

   • In the subject field use phrases such as “Don’t Miss!” “Special Offer!” “Great News!” etc.
   • Keep your email brief. Stick to what you want the customer to know or do
   • Add a link to your site or to specific categories with special deals
   • Add contact information

Follow-Up Letter After A Webinar

After you have delivered your presentation via webinar, it’s a great idea to thank everyone for participating and attending with a…you guessed it…follow-up letter! This letter lets you show your target audience and existing customers how much you appreciate them taking their valuable time to check out your webinar. It is also a perfect way to update them on the next webinar!

A webinar follow-up letter should include:

   • A thank you to attendees
   • Slides and screenshots of your key points
   • A link to a recording of the webinar so that your audience can rewatch it if needed
   • Links to useful data, sources, and literature that were used in the presentation
   • An announcement of upcoming activities and webinars
   • Contact information

Your audience will be expecting this type of letter so be sure to send it out within a few hours of your webinar ending!

Abandoned Cart Email

If you don’t send follow-up letters to users who abandon their carts, you lose an opportunity to make a sale. That is why these emails are vital to maintaining your profit goals.

When a customer abandons their shopping cart without completing a purchase, it usually means that:

   • The customer didn’t find items they were looking for
   • The customer found your service or interface unusable
   • The customer decided to hold off on their purchase
   • The customer got distracted and forgot to complete their order

Sometimes your customers need a friendly reminder to complete their order. A follow-up email lets you ascertain what the reason for abandoning their shopping cart was and provides an opportunity to complete a purchase.

Every person you don’t send an abandoned cart follow-up letter to is a missed opportunity to make a sale. Format your abandoned cart follow letters with the format below to maximize profits and maintain a high rate of customer loyalty.

   • Include information about the items left in their cart
   • Inform the customer about the time sensitivity of the deal or offer they might miss out on
   • Avoid pressuring the customer to complete an order
   • Provide links and contact info for customers to seek any help before finalizing their purchase
   • Explain the benefits of completing their order with your business

Depending on your customer analytics, you can send this email within 1 to 48 hours after a customer has abandoned their cart.

Thank-You Follow-Up Letter After Placing An Order

Many inexperienced marketers assume that once a customer has made a purchase, nothing else needs to be done. This notion is anything but true.

Returning customers spend much more money on a product or service than new customers.  Loyal returning customers are also more likely to recommend your product or service to friends, family, and co-workers. That is why fostering customer loyalty with a thank you follow-up letter is so important in keeping your business a success!

After a customer has made an order, send them a follow-up letter that:

   • Thanks them for their purchase
   • Provides details of the transaction: items ordered, price, shipping times, payment details, etc
   • Offers ways for customers to track the status of their order
   • Has a link to your site
   • Includes a call-to-action to make additional purchases for related products or services
   • Details your contact information

This is probably the most important follow-up letter you can send to your customers.  It demonstrates your commitment to customer service and highlights the best of the products and services you offer.  

You can also encourage your customers to provide you with feedback so that you can better serve the needs of your customers and target audience.

How Can You Make Your Sales Follow-Up Emails Even Better?

Tip 1. It’s not always easy to compose a great follow-up letter, especially if you have no experience. However, nowadays you can find a solution online. There are multiple platforms that offer templates for follow-up letters. You can find them on Hubspot, WriteExpress, etc. They can be a great starting point until you are able to customize your own follow-up letters to meet the needs of your customers.

Tip 2. Every situation requires personally designed and well-structured follow-up letters that suit the needs and specifics of a business. If you are still new to composing compelling copy for emails, you can utilize the skills of an expert writer from platforms such as Guru, EssayTigers, Freelancer, and Airtasker to compose the perfect customized follow-up letters for your business.

Tip 3. Use headings and bullet points to make your letter easier to read and understand. Don’t clutter your letter with unnecessary information. Keep it simple, relevant, and in short paragraphs. Always check your text for errors in grammar, punctuation, and spelling with software such as Grammarly.

Tip 4. Avoid cold or informal language. If you want your customers to feel like you care, make sure to use friendly, exciting, and motivating words that resonate well with the customer.

Tip 5. A/B test your letters. There’s no better way to find out what works for your audience than conducting a test. That way you will find out what factors have the most impact on conversion rates. This can be a little detail, such as font or the place of a CTA button but details matter when it comes to customer behavior.  

A Final Follow-Up

Follow-up letters are the perfect tool for inspiring brand loyalty in your customer base. They also provide you with valuable information about your customer’s needs and requirements. This will serve your operational goals well as it leads to increased sales and conversion rates.

Establishing communication between you and your target audience is a key component to any successful customer service strategy. A follow-up letter is a perfect way to ensure that you continue to provide excellent customer service to new and returning customers.

If you find that you aren’t reaching your target audience or hitting your sales goals, incorporate follow-up letters into your customer service strategies and watch your business succeed!

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