The 6 Elements Your Buyer Delivery Emails Should Have
Amazing news!!
Someone has just bought your digital product, program, or service.
🎶 Celebrate good times, come on!! 🎶
Hold up!
Have you strategically planned what comes next?
Or are you planning on winging it and writing most of your post-purchase emails on the fly?
The checkout page is NOT the finish line (and even if it was - you’re meant to run through🏃). The customer journey does not end once your buyer hits the purchase button.
So, let’s bring strategy into your post-purchase experience. And the easiest way to do that is with your buyer emails.
If we think about our emails pre-purchase, we focus on
Being strategic
Having one main call to action
Making sure the email has a nice flow, no typos, etc…
Your emails post-purchase should share these traits. In fact we can apply a lot our email marketing know-how to our post-purchase emails.
And it’s worth doing so!
There’s a reason the buyer welcome email is one of the most opened emails you’ll ever send out. Your buyer is
Expecting it
Excited about it
Ready to take action
So, having a lacklustre buyer welcome email is a quick way to kill the mood.
Buyers can quickly move from “heck yeah, let’s do this!” to “eep, should I have bought this?” if the buyer experience isn’t what they expected…
… so, let’s make sure your emails help maintain the excitement they felt when checking out and help them feel confident in their choice of buying from you.
Let’s write some connection building buyer delivery emails using the ECLAIR Framework.
Yes, as in the pastry. We love a good dessert theme over here at Workplace Lemonade. 😍
ECLAIR is your ready-to-go, acronym guide to help you write effective buyer delivery emails.
Strategically structure your emails in a way that helps your buyers:
Feel taken care of
Priortize and engage with the live elements of the program
And use their energy and brain space to consume and implement the content
Adios to questions like “when is office hours taking place?", "will there a replay?", etc...
Using ECLAIR will take your communication to the next level and help you roll out a red carpet experience for your buyers.
Think of it as a way of saying “I like choux” to your buyer.
Haha, I’ll see myself out. 🙈
There are 6 core elements of the ECLAIR Framework
💠 Educate
💠 Consistent
💠 Lean
💠 Anticipate
💠 Implement
💠 Remind
Combine all 6 for max effectiveness and see increased:
Buyer confidence & results
Interaction & live participation
Feedback & testimonials
Let’s dive into each of these elements!!!
Educate
Contains the key information the buyer needs to know.
Basically, what does your buyer need to know in this particular email to help them take meaningful action?
Here are some examples:
New module drop - what is the topic and content of that module. What’s the relevance to them? Why should they priortise consuming it?
Guest speaker announcement - Who is the guest speaker? What is their expertise? Why should they show up live?
Feedback request - Why should they feel motivated to fill out the feedback form? What is its purpose?
Keep the information specific and targeted.
Consistent
Send your emails on a reliable schedule.
This is your opportunity to be a good guide and share the emotional workload of showing up with your buyers.
Yes, it takes work to show up and participate.
Sending consistent emails on a schedule lets your buyer anticipate the support and frees up brain space.
Instead of using their energy to wonder about the logistics of the program, they can use it to consume and implement the content.
Here are some examples:
Weekly overview - Pick a day and time (example - Mondays at 10am). Always send it out at this time.
Live call/workshop reminders - 1 hour before? 24 hours before? Both?… whatever you settle on, make sure you follow through. Buyers should be able to rely on your reminder.
Decide on what reminders you’ll send send out and commit to a schedule.
Note: Sometimes showing up inconsistently can have more adverse effects than not showing up at all. Set aside time to schedule your email ahead of time, so you don’t forget to send reminders, etc… out.
Lean
Don’t overwhelm your buyers.
Embrace less is more and keep your emails as short and concise as you can.
Decide on what the main focus of the email is and try to stick to the point.
For Example:
Sending a reminder about office hours today - do you need to mention next week’s special guest?
Want your buyer to fill out a mid-program feedback form? Don’t bury it among other announcements and requests.
Note: Some emails by their nature won’t be lean - such as welcome emails that orientate your buyer. Just try to keep them as concise as possible.
Anticipate
Answer questions before the buyer can even think of them.
Don’t you love when you can enjoy a program on autopilot because the creator is just on top of everything??
Think one step ahead and put yourself in your buyer’s shoes - “If I were the buyer, what is my next natural question or need”.
Once you figure that out - add it to your email.
Example 1 - In a reminder about an upcoming office hours, add the link to join (instead of expecting them to hunt around for it elsewhere)
Example 2 - In a reminder about a workshop, let them know if there’ll be a replay and where they’ll be able to find it.
Example 3 - In a notification about a new module added to the course area, include the link to access immediately.
Note: Make sure to still try to keep your email as lean as possible. You don’t want to accidentally overload your buyer with information and cause overwhelm.
Implement
Have a clear call to action (CTA).
Put your marketing hat on. What is the main action you want your buyer to take when they read an email?
Including too many CTAs can leave your buyer feeling choice paralysis and overwhelm.
Which will reduce:
Consumption of the program content
Attendance at live elements
Feelings of satisfaction
So, try to have one clear call to action per email.
If you do have a secondary CTA try to have it complement the main CTA.
For example:
Guest expert masterclass reminder email
Main CTA - Link to join
Secondary CTA - Link to workbook
Hot Seat reminder email
Main CTA - Link to join call
Secondary CTA - Link to where replay will be made available.
Note: Some emails by their nature will have multiple CTAs - such as welcome emails, overview emails, graduation emails, etc… For those emails, try to use the layout and flow to make the CTAs less overwhelming.
Remind
Reminds buyers of all the important Ws - Who/What/Where/When
Don’t assume your buyer knows what’s going on at all times. Most of us don’t read every single email that comes into our own inbox. Same for your buyers.
Make sure you include relevant reminders in your emails.
Who - Who is the guest expert this week? Who is coaching the next round of hot seats?
What - What live events are taking place this week? What “homework” is due for submission? What modules are currently live in the course area?
Where - Where is this week’s office hours taking place? Where can they find the resource mentioned during a call?
When - When is the program kick off date? When is office hours taking place? When is the next member mixer?
Note: Use timezones in your emails so your buyer knows what time an event is taking place. If possible include multiple cities or timezone to help make these emails more globally inclusive. I like to use a free tool like Time & Date to figure it out.
Learn more about communicating timezones from Global Inclusion Specialist, Danbee Shin.
With practice using the ECLAIR Framework will become second nature and you can enjoy results like:
🧡 Confident communication that let’s you shine as the expert
🧡 Increased participation & engagement
🧡 Rave feedback & testimonials
Want some help applying the ECLAIR Framework to your buyer emails?
Check out The Everything’s Peachy Buyer Email Templates
14 plug n’ play email templates designed to help you deliver a peachy perfect experience to your buyers.
With these templates, plus the strategy behind them, at your disposal - communicating effectively with your buyers will be a breeze.
They're laid out ready for you to insert your links, add your program’s info, and sprinkle in your je n' c'est quoi.