A Post-Purchase Email Sequence Can Boost Sales for Education Companies by 70%: Simplilearn

When it comes to email marketing, many education companies focus solely on the pre-purchase experience. Adding value, answering burning questions, and making the sale are crucial, but what happens after the student clicks "enroll now"?

Often, the response is crickets...

Sure, a confirmation email might be sent here, a 'how-to access' email there, but for many education companies, the post-purchase sequence ends there.

What many fail to realize is that creating a post-purchase experience is just as important as the pre-purchase experience.

In fact, the post-purchase experience is what "gets the flywheel going." It re-engages customers and prepares them for their next purchase, says Sharon Goldstein, CEO of LimeSpot.

A thoughtful yet strategic post-purchase email sequence increases your chances of making a sale by 60%-70% because it is easier to 5x easier to sell to an existing customer, than a new customer.

Emails to Include in a Post-Purchase Email Sequence

Post-purchase email sequences can include everything from:

• Transactional Emails: Order confirmations, account access details, reviews/surveys.

• Sales Emails: Upsell and cross-sell emails.

• Relationship-Building Emails: Thank-you notes, check-ins, encouragement.
  

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Case Study: Simplilearn's Post-Purchase Email Sequence

Who Is Simplilearn?

Simplilearn is a global online learning platform offering professional certification training and courses across various domains, specializing in IT programs.

Unique Selling Proposition (USP)

Simplilearn provides flexible online courses created by globally recognized institutions and taught by industry experts to help professionals advance their careers.

The Problem

The post-purchase experience is just as important as the pre-purchase experience. It gives Simplilearn an opportunity to continue nurturing the relationship with their students, re-engaging them in conversation, and increasing their lifetime value, rather than solely focusing on acquiring new students.

The Goal

Optimize the customer experience by maintaining the relationship with students after they have made a purchase.

The Solution

Create a post-purchase sequence that motivates students throughout their learning journey and nurtures the relationship beyond checkout. This involves telling the customer more about Simplilearn's mission and business, reaffirming why they made the right choice.

Additionally, the post-purchase stage is a prime opportunity to introduce additional programs through transactional and sales emails.

Conclusion

Implementing post-purchase email strategy can significantly improve student engagement and retention for education companies. By following the example set by Simplilearn, other educational platforms can create better post-purchase customer experiences, building relationships and increasing customer lifetime value.

Want access to the full 7-part email sequence? You can find it here.

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I was not contracted to write these assets. I created them as part of my portfolio. All graphics and inspiration are taken from Simplilearn.