Blog
arrow-right
Post-sale marketing strategies

Post-sale marketing strategies

Most marketers focus on pre-sale, but post-sale strategies are just as important.

From Reads to Leads is a newsletter for writers who want more. It's about marketing. Strategy. Positioning. Operations. Results. And yes, it talks about writing too. But through a marketing lens. If this was sent to you, subscribe here so you don't miss the next email.

In today's newsletter:

  • Buyer’s remorse and how to eliminate it
  • Email marketing isn't only about pre-sale
  • Examples of emails you can send post-sale

Ever heard about buyer's remorse?

All shoppers, at one point, regret making a buying decision. I’m sure it’s happened to you. It happened to me, for sure.

Buyer’s remorse comes from our tendency to imagine what could have happened if we had chosen a different option. What's interesting is that this feeling peaks around 48-72 hours after buying.

Now here’s the counterintuitive part: 

Most marketer's time is focused on pre-sale. 

Post-sale rarely gets any attention. Even though acquiring a new customer costs 5x more than retaining an existing one. (Source)

It seems like a missed opportunity, doesn’t it?

What can you do to eliminate buyer's remorse before it happens?

Here are four possible tactics.

1. Give a free trial so they can “feel” the service before buying

For example, Eleken, a design agency we used to work with, offers a free 3-day trial, so their clients can see exactly what they’re getting before they pay. 

2. Provide a safety net – if you both decide the collaboration isn’t working, they don’t have to pay

Most agencies charge a retainer fee before they even start working with you. This upfront payment is used to improve cash flow and secure trust. While this model protects the seller, the buyer might hesitate to work with a new contractor who demands advance payment.

At Zmist & Copy, we bill post-factum. It's sort of a safety net for the client. It alleviates buyer's remorse but also gives us the opportunity to exceed their expectations.

Of course, there are drawbacks.

A couple of times, I’ve walked away from projects that turned out a total mismatch, even though I had already put in the work and spent my time.

I understand why some would argue, "They still need to pay.” But you know what? I'd rather keep my energy positive, my reputation strong, and my clients happy. And if they aren't happy, it doesn't feel right to take their money. 

3. Add unexpected value

You know, like Sephora when they add free samples to their packages. 

I mostly work with software developers. Here is what Sephora's free sample alternatives can look like for them:

  • A small additional feature clients didn’t expect (like a dark mode toggle)
  • A free extra week of post-launch support or bug fixes
  • A custom manual explaining how to manage new software

4. Send a post-purchase email to affirm their choice

Once a client signs on, you want to make them feel like they made a smart decision (preferably in the first 48-72 hours, as I mentioned earlier). You can send them an email, where you can include:

  • How much they’re saving compared to competitors
  • Why you’re the best agency for X (case studies, testimonials, proof)
  • What happens next (a roadmap of your process)
  • A one-minute video of your CEO explaining the mission of your company and why you do what you do (a great way to build an emotional connection with clients) 

Let's talk about emails, post-sale

Most of my clients are service-based businesses. If they ever think about email marketing, they focus only on pre-sale: lead generation and lead nurturing. 

But what happens after the sale?

What if service-based businesses took a product approach to email marketing? What if they began emailing their customers at least once per month to remind them of the benefits of this collaboration?

Post-sale emails matter for 3 main reasons:

  1. You want to make clients stick around longer. And for that, you need to constantly remind them of the value they get from working with you.
  2. You want your clients to buy more from you. An email that reinforces the value they get creates the perfect opportunity to introduce extra services.
  3. You want to encourage referrals. Happy clients are more likely to refer you, but they need a clear reason to recommend you to their friends.

How to reinforce your value to boost retention /upsells /referrals through emails

You need a personalized email strategy for each client. These emails should highlight their achievements while also introducing relevant services to encourage upsells when appropriate. 

Follow this formula: 

You achieved X in [period] → Add Y service/product to achieve even more.

To give you an idea. Here are a few examples of emails that highlight the value of software development services while introducing additional services based on the benefits clients already enjoy:

You saved $X this month! → Add [X service/talent] to maximize savings (e.g., a monthly report comparing dedicated team costs vs. in-house hiring vs. other outsourcing options) + exclusive deals + ROI calculator.
You launched X feature 30% faster than planned! → Adding [X service/talent] can accelerate future development even more.
Your app handled X% more traffic this month with zero downtime! → Scale further by adding [X service/talent].
Your technical debt decreased by X% last quarter! → Maintain code health with a Tech Lead/Code Reviewer.
Based on your product roadmap, adding DevOps could reduce deployment time by X%.

Marketing is about the whole funnel, not just MQL

Keep that in mind as you're putting together your content strategy.

See you next week

This is my 11th email. Not missed a week. Here are the numbers:

37.99% open rate

557 subscribers

43 unsubscribers

I’d love to hear your thoughts! Just reply to this email and tell me: Do you like my emails so far? What do you think I should do better?

Kate

P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.

P.P.S. Need a hand with content? Fix your mediocrity problem with Zmist & Copy

Read also:

blog thumbnail
content
What Is Content? Types and Channels

People are creatures of habit. When it comes to content creation, we usually stick to one type of content and ignore everything else. But the truth is, incorporating different kinds of content into your strategy can help you reach a wider audience and spread your brand across several channels. In this blog post, we'll talk about different types of content and how you can use them.

blog thumbnail
strategy
Crafting a Killer Marketing Strategy by Starting at the Finish Line: A Guide on Reverse Engineering

The marketing world is full of talk about strategy. Whether it's a shiny new lead magnet or a fast-growing publishing platform, everything is a strategy. But I have news for you: it's not. Read this article to learn what a strategy is and how to develop it by working backward from your goal.