The most overlooked part of email marketing

When’s the last time you ordered a product and received a series of emails that were NOT sales pitches but instead held you by the hand and guided you through the use of that product?

I can’t think of a single time I’ve received emails like that beyond a “thank you for your purchase” email.

Emails like these are called consumption (or “stick”) emails.

About a year ago a client of mine ordered a series of consumption emails for a product and ever since I’ve encouraged my other clients to consider using consumption emails as well.

Most marketers usually think in terms of a 7 part emails series for prospects when creating email copy for a new product and that’s it.

But if you follow up with your customers after the sale with 7 more emails that help them use your product, you will reduce refund rates, deepen your bond with them, and build trust.

It will also encourage your customers to communicate with you, and it’s through that communication that you get opportunities to improve your product and even come up with new product ideas.

Consumption emails are also a great way to distinguish yourself from your competition.

So what’s the best way to write these emails?

First of all, it’s imperative that these consumptions emails do NOT sell anything. They should not be upsells in disguise.

If you have a user’s guide for your product you could take 7 topics from there to use in the consumption emails.

Or if you have a sales letter with bullets – especially bullets that refer to page numbers – just take seven of these and build seven emails out of them.

I can’t think of a better or faster way to improve your customer service… and increase the chances that a customer will buy from you again.. than to start sending consumption emails.

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  • Earlene J. Kirkpatrick

    Not totally sure what this is all about, but curious enough to find out.

    Have a great product, company and desire, finally found what I have looked so long for and it is going great, but can always use help. Look forward to hearing from you.


  • Kevin B

    Great advice Anita! Building a good relationship with prospects takes time. Give them plenty of value and good advice for free and they’ll be customers for life.

  • Tracy Needham

    Great tip! People don’t think about the fact that the more you can entice them into actually using what they bought (since sadly enough, so many don’t), the more likely they are to recommend you and buy from you again in the future!