A simple ‘Welcome’ program of emails for new customers has many benefits for brand and customer and isn’t difficult to implement.
It’s common to acknowledge a sale, and thank a customer, using email post-purchase; but a series of customer communications at carefully chosen moments can build loyalty and secure further business. The automotive sector’s long buying cycle and ‘big ticket’ sales means message timing may stretch longer than in other industries; nevertheless a carefully timed series of emails can deliver value to buyer and seller alike.
In this example a new customer receives an initial Welcome message within a day of completing paperwork on a new vehicle. This first message:
- thanks the customer for the sale
- shares contact details of their account manager
- introduces a couple of useful, free services (note there is no up-sell).
After a pause of 8 weeks (during which the customer will be enjoying their new vehicle) a second message is distributed. He or she is invited to:
- ‘recommend a friend’ for a modest reward
- read some cornerstone blog content (no selling messages here)
Six months later, customers are:
- prompted to update their details via a simple preference centre
- pointed towards more blog content (no sales messages)
Drivers in this sector of the motor trade tend to update vehicle after four years (a typical finance period) and so, working forward from the date of purchase, in advance of this time they receive a information on:
- finance options for a new vehicle
- a generous car insurance incentive
- links to relevant stock
Before you design your first ‘Welcome’ series
Once an automation program as above is produced, tested and made live, it runs itself. But ‘Welcome’ programs such as this one do rely on good data, and this comes down to communication with the sales and admin team, and/or a decent CRM that alerts marketers to new sales.
You’ll also need to set up a ‘review and update’ schedule to check that all marketing messages and links remain viable and relevant.