Introductory offers are a great way to get new customers to try out your services and voluntarily offer their information as a means for you to contact them. According to the White House Office of Consumer Affairs, it is 6-7 times more expensive to acquire a new customer than it is to keep a current one so once you get someone in your door, you want to make sure you are nurturing that relationship to turn them into a regular customer. Intro offers draw in the customer but often that is not enough. Below are 4 emails you should be sending to keep them coming back!

1. The “How was your experience?” Email: After your customer’s first service or first day (a discounted overnight stay or a grooming package), ask them how it went.

This is where you will try to learn about your customer and gain constructive feedback from the beginning. If it was their first visit to your facility you want to make sure they enjoyed the experience and address any concerns or questions they may have. If a customer has purchased a package, you want to make sure that each visit just gets better! Send out an email or block out time in your schedule to give customers a call to gain feedback on their experience.

Be prepared with questions such as: Did your dog seem to enjoy his first day? Was he tired out by the time he got home? Did the grooming come out as you pictured it? What could we have improved on?

If you don’t have the bandwidth to call each customer, at least create a quick 5 question survey that asks similar questions and uses a rating scale as opposed to “Yes” or “No” answers. A popular positioning is to ask “How would you rate your experience on on a scale of 1-10?” followed up by “What could we have done to make that a 10?” with a textbox for them to offer specific feedback.

You can use free survey websites such as SurveyMonkey or Survmetrics. All reviews, even negative ones, will help you grow.

2. The “Would you like a treat with that?” Email: Make sure they receive an upsell during their pet’s stay.

Upsell new and popular add-ons. It will be easier convince customers of the value of add-ons if you can boast that other customers love it too! Pictures and descriptions are a must! A visual will boost each add-on’s value because they will be able to picture their pet enjoying a bedding upgrade or getting some extra cuddle time. Here’s a fun fact: 30-50% of revenue is generated from add-ons. There is a miniscule price gap between the standard appointment and the extra $2 for a treat or $5 for a walk, so most customers will think “Why not?” especially if makes their pet’s stay a happier one. Having PawLoyalty kennel software will make it easier to manage what days a dog should receive what service during their stay.

3. The “When will we be seeing you again?” Email: On your customer’s last day of discounted services, make it easier for them to schedule a new one.

It’s important to ask every customer if they want to renew their package. PawLoyalty kennel software makes this easier for you! When customers have a specified amount of days (i.e. 2 days) remaining out of their 10 day package, you can set up configure your account to automatically send out an email reminder of their low remaining balance. This will prompt them to renew the same package or upgrade to the next package level.

Booking a customer for their next appointment lessens the risk of the customer forgetting to request an appointment. Immediately after or right before the end of a customer’s experience is the prime time to follow-up with them with a link to your online booking widget.

4. The “Did you think we forgot about you?” Email: If you haven’t heard from your customer in a few weeks, say hello.

This is especially critical for customers who have not restocked their package credits even after their email alert. With PawLoyalty kennel software, you can pull a report that shows you what customers have not had recent appointments within a specified date range. Nudge them in the right direction with a follow up email that let’s them know you miss them! Don’t assume your customer is lost; assume your customer just needs a little reminder to come back and enjoy your services.

In addition to sending out automatically triggered emails, PawLoyalty kennel software will keep your client’s contact information on file and has an email marketing feature built right in! Once you are ready with your arsenal of follow-up emails, you’ll easily be able to nurture the leads from your introductory offers and hopefully turn many of them into repeat, loyal customers. Make sure to maximize your marketing efforts by having a well-thought our email marketing plan in place for every individual who walks through your door!

Throw Us A Bone

What strategies have you found to be successful when following up with customers who bought introduction offers?