6 Tips for Converting Customers into Lifelong Fans

Tip 1: Make them feel welcome

At brick-and-mortar stores, certain customer service interactions happen naturally, like welcoming people into the store, or thanking them for making a purchase. This can also be achieved for e-commerce businesses by using a well-thought-out email strategy.

For example, if someone visits your site for the first time and decides to share their information with you, make sure you send an automated follow-up email to welcome them, maybe even include a special promotion to nudge them to make a purchase.

And then what happens if they do buy? Instead of only sending a confirmation email, try framing it as a “thank you” email that includes their order confirmation and shipping details inside.

Tip 2: Make it easy for customers to stick around

Make it convenient for people to stay connected with your brand. One way to do this is to embed links to your social media accounts in your emails. You should always link to your social media handles in the footer of your emails, but consider a larger link placement within the email or even an integration of your feed that encourages users to follow. Mailchimp has integrations with Facebook, Instagram, Twitter, and hundreds of other apps to help make your email more dynamic and engaging.

Your welcome emails should give subscribers a reason to follow, too. When crafting them, the content should focus less on products and more on your brand itself. Educate customers on what sets you apart from your competitors and why they should follow you. Consider slipping a promotion into your post-purchase emails to show subscribers why your emails are worth opening and reading.

Tip 3: Save the dates

If the customer opts in for emails from your brand, there are a few easy automations you can set up right away to help stay on their minds. For example, who doesn’t love a birthday card? If you’ve collected your customer’s birthday, then set up an automated email to send on their special day with a token of appreciation or a link to redeem a free gift from your site.

Major holidays are another reason for you to pop back up in their inbox. But set up these automations now while new people are discovering your brand and your site to get a head start nurturing their relationships with your brand.

Tip 4: Ask for feedback

Customers want to be heard, so show them that you’re listening. Set up an automated email that asks for customer feedback. If they had a great experience with your brand, this email will remind them of that, and may even lead to a great product review.

If they had a poor experience, reviews allow you to address it directly and potentially smooth over what could otherwise be a broken relationship. Showing empathy while demonstrating that their opinion is valued may go a long way toward keeping a happy customer.

Decide when to send customer feedback emails based on what you sell. If you sell clothing, your customers may be ready to provide feedback within a day of their order’s arrival. For other products, you may want to give the customer at least a week or two to try out the items before requesting a review. Our pre-built automations send feedback requests at a default time after purchase, but they are customizable, so you can make adjustments to their timing based on your business needs.

Tip 5: Reward your VIPs

Have you noticed certain customers become repeat customers? Or someone who went all-in on your most expensive item? Reward them for their actions and send a personalized email promoting a special offer as appreciation for their loyalty. Simply set up a landing page—or create a new page on your website, and send the URL straight to the inbox of people tagged as repeat customers on your site. Or, include a discount code in the email to be applied at checkout. Automating the process for the future can make it easy to reward them again and again.

Insider promotions and reward programs are a great way to show your best customers how much they mean to you while driving more business in the process. So incentivize your loyal customers with exclusive products, events, or surprise them with a small discount or holiday gift.

Tip 6: Don’t be afraid to upsell

A great way to introduce other products to your customers is to recommend products that complement the items they’ve already purchased. It’s all about how you frame it. For example, if they bought a winter coat from you, send a personalized product email recommending a stylish scarf and mittens that match the coat they purchased.

Or send a notification set for a month from now with a reminder to refill their 30-day supply of your product. By showing customers that you’re cognizant of their past purchases, you may make a sale without being “salesy” and possibly leave a positive experience in their minds.

Don’t forget: Customers may not just remember your product, they may also remember the experience of shopping with you. What might seem small and insignificant may actually have a lasting impact on whether or not your customer chooses to shop at your store again. Going the extra mile to build that relationship may create more loyal customers, and hopefully, more long-term sales.