Reid Carr has written an article about a different approach to using e-newsletter. Instead of using and email newsletter to build brand awareness, trust and get your prospects to know you, he proposes to implement it post sale.

Using e-newsletters to manage post-sales process focuses to battle buyer’s remorse. Additionally, marketers could get feedbacks from satisfied customers, build credibility by having the customers submit their positive experiences and also get them to talk about the products to their friends, family and colleagues.

Here is how the writer suggests you to approach this strategy:

• Capture their names. Prove to them that they are going to receive useful information related to the product they purchased instead of promotional pieces.
• Know what they bought. Personalize the message you send related to what they buy.
• Know your product’s lifecycle. First you want to address remorse issue. But, soon it could progress to customer service and for some cases re-sell once they get close to the replacement date. Knowing the lifecycle allows you to create relevant messages accordingly.
• Understand their concerns. Address their concerns in the mailing you send after the initial purchase. Use the blogosphere to monitor conversations.
• Toot your horn. Consumers want to learn that experts agree with their purchase. It also helps them spread the right and specific information around your products.
• They’re not alone. Let them share their stories, enrich their use of the product. It can also be used as a marketing tool to blow concerns away from the prospects.
• Give them a soapbox. Offer tools to let them share the information with their friends and family and colleagues. Example: forward to friend, online version of the newsletters and offer additional content to share.

The first purchase is just the beginning of your relationship with your customers. Continually connect with them and help them use the product. That way, you not only can provide better experience but also battle buyer’s remorse and in turn let them be your own sales force.

[Chief Marketer]