If you manage to stand out positively after a purchase, you can build a stronger relationship with your customers.
6. maj 2025
If you sell only groceries, consumables or services your customers buy very frequently, there is probably no need to change your newsletters after a purchase.
But if you have products or services in your range where the purchase frequency is low, it makes very good sense to change what you send to customers who have just bought those items.
If you have just sold a holiday, a car, a sofa, a bicycle, a washing machine – or something similar – it is of course not entirely out of the question that the same customer will buy again shortly after.
But if, after sending the order confirmation and other follow-up on the purchase, you simply carry on sending the same offer mails you sent in the run-up to it, you are not using email marketing optimally to strengthen the relationship with your customer.
At worst, the customer tires of your mails and unsubscribes.
At best, the customer simply overlooks the fact that you do not adapt your newsletters to what you know.
And right now you may be fortunate that the customer expects no more of you, because most of your competitors do the same as you.
But the fact that most companies cannot manage to adapt the content and frequency of their newsletters for customers who have just bought gives you an opportunity to stand out from the crowd in a good way!
If you manage to stand out positively after a purchase, you can build a stronger relationship with your customers, so they prefer to buy from you, rather than it being somewhat random whether you or the competitor gets the next order.
There are several reasons why very few companies adapt the content and frequency of their newsletters after a customer has bought:
Most still build their newsletters manually, and then it quickly becomes an unmanageable project to filter out products for the customers who have bought them and present other (perhaps even complementary) products instead.
If they simply pause customers who have just bought from the newsletters, revenue falls.
It takes time and resources to build good "post-purchase flows" for every product and service that can replace ordinary newsletters for a period after a purchase.
Invest time and resources in creating content that is relevant to all your recipients at the times when they are not ready to buy anything.
Build a set-up where you can automatically turn down the purely product-focused communication to customers who have just bought, and replace it with the content that is relevant to those who are not ready to buy.
The more precisely you can turn down the product communication, and the more targeted your communication can be in relation to specific purchases, the better, of course. But you can get a long way with some simple automated concepts that keep the frequency of your sends to those who have just bought, while simply sending them content that is more relevant.
Start by looking at whether it might make sense to create more specific follow-up mails after the purchase than you already have.
Consider how you can give customers a better service experience, and then look at how you can cross-sell and upsell in the direct follow-up.
Make sure you build a set-up where you can reuse content you already have on your website (or can get onto your website, if it is not there now).
Otherwise you end up with a lot of mails where you have to maintain your content manually. And much content can typically be used across several products and categories.