In fact, that’s where the real work begins.

Let’s say you’ve just hit ‘buy now’ on a sleek new coffee maker. It was a big purchase, so a bit of buyer’s remorse slips in. But within minutes, you receive a personalized email from the company, not just thanking you, but also sharing a video on how to brew the perfect cup.

They even included a coupon for your next purchase of gourmet coffee beans. Suddenly, you’re not just a customer. You’re a valued member of their coffee-loving tribe.

The remorse is gone. And you’re more than happy to restock beans every month.

That’s the magic of engaging post-sale. Let’s see how we can build a similar retention model for your CPG brand:

How to do this:

Start by crafting a simple follow-up email.

After a customer makes a purchase, send them a thank you note that includes a small personal touch, like a note from the founder, video testimonials of happy customers, or an ingredient breakdown. The key is to increase anticipation.

Keep them engaged while they wait for the product to arrive. Send another email after a few days and offer tips on habit-building, lifestyle adjustments, recipes,... anything that helps them integrate your product into their day-to-day.

Once delivered, wrap it up with an "how to use your product" email. If you sell a lot of different items, record videos for your hero SKUs and host them on a landing page. There, your customers can easily find "their" video and enjoy personalized treatment.

These interactions make them feel appreciated, encouraged to consume the product regularly, and come back for more.

Based on servings per bottle, craft a restock reminder at the right time, about 75% into finishing the product.

This can be as simple as this Sephora campaign:

💡Take action:

Take a hard look at your post purchase flows and start with ONE THING to improve.

• Send a thank you note plus a usage tip post purchase
• Set up a separate, highly personalized post purchase flow for your hero SKU
• Record a few "how to use" videos for your top sellers
• Group restock emails by serving sizes to remind customers even more accurately
• Branch your post purchase flows by order count and develop relevant and personalized content for each

The list goes on and on but what's most important is to maintain the relationship after the purchase.

Hey Reader, how do you ensure your customers feel valued after the sale?

I'd love to hear what works for you!

Simply reply to this email or connect with me on LinkedIn. Need Retention help? Let's chat! Book time with me here.
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See you soon!

~Sonja