This week I purchased a membership program online, and it really got me to thinking about best practices in email marketing.
I’d been following the product creator’s blog for several months, enjoying the valuable advice they were sharing there, and the logical next step was for me to put some consideration into how their paid product might be of benefit. The promotional email copy in several follow-up emails I received was right on point, and I pulled out my credit card and completed the order form, excited to be a few clicks away from digging in to access these new resources.
Then, here’s what happened next…
I kept receiving promotional emails encouraging me to buy – 1 later that same day, and 2 more the following day, alerting me to the fact that “this was my very last chance” to get in on the action.
Now, as an online service provider familiar with email marketing technology, the impact on my perception of the online business was minor. I was already ‘sold’ on the value of the product through the relationship they’d built with me over time through their content. So the extent of my mild internal observation was something along the lines of…“Oh that’s funny… I wonder why they don’t have that set up to pull me out of the promotional sequence when I buy.” Online business owners are busy and details can get missed. It happens all the time.
But here’s the thing, depending on the niche you’re in, it’s likely that the majority of your customers aren’t familiar with the mechanics of email marketing or the prelaunch to-do list that’s as long as your arm. It’s quite possible that sending them a sales email for a product they’ve just purchased could have them mildly confused or annoyed at best, or, questioning your credibility and the value of your product at worst. And that’s just not a necessary risk to take after all that hard work you’ve put in to building the connection so far.
So in practical terms, how can you make sure you’re avoiding that scenario within your sales funnel?
If you’re sending multiple promotional emails to your list over a fixed launch period, then there’s two options you’ve got to choose from:
1. Soften the urgency language in your in your promotional emails to acknowledge the fact that the reader quite possibly could have already purchased what you’ve been offering. As in… “If you haven’t registered for the X event just yet, there’s still time. Click here for all the details: [LINK]”, or…
2. Have your email marketing and eCommerce systems integrated, and automatically remove a person who has just purchased out of your promotional sequence of emails.
That second option can often be the most effective route to take. It gives you the opportunity customize your copy to speak more directly to the reader considering the specific stage of the relationship they currently have with your business. And this is just one small way in which Infusionsoft can really make life easy for you.
Here’s how it’s done:
Setting Infusionsoft Campaign Sequences to Stop As Soon as Someone Has Purchased
1. Inside Infusionsoft’s Campaign Builder, you’ll put your series of promotional emails inside a Sequence. (That’s the green rectangle to the left in the screenshot above.)
2. To the right of your promotional sequence, you’ll drop a Goal which is achieved whenever someone in this Campaign purchases the specific product you’ve indicated.
3. You’ll have the Sequence to the left set to stop immediately when the Purchase Goal is achieved, as indicated by the tiny blue flag in the screenshot above. This means that the moment that someone buys, they will be removed from the promotional email sequence and won’t receive any further emails that were scheduled to send in the coming days or weeks.
4. Your new customer will now receive only their purchase confirmation email, and any other onboarding emails contained within the Sequence on the right hand side above.
Now this is the simplified version, you can get a whole lot fancier than that. But really, just that one step alone can make a huge difference to both your conversion rates and your customer experience.
Can you achieve this same result with other email marketing systems?
Not all of them, but some of them, yes for sure.
The first thing to check for is whether or not the eCommerce and email marketing apps you plan to use integrate natively. If they do, then investigate the options you have for setting rules that stop and start email sequences when a purchase is made.
Be warned, it can get a little messy sometimes! Hence, the popularity of Infusionsoft’s visual canvas inside Campaign Builder to keep your structure and flow nice and clear.