How to Sell Anything Online

CHAPTER 22Retention strategy #2: How to use email marketing to bring customers back to your store

In my early eBay days, before I had a website, I knew that I wanted my competitive advantage to be my customer service. I had read hundreds of reviews online about my competitors, and the one thing that stood out to me was that customers said they had terrible customer service. In fact, the only way to communicate with those brands was through a form on their websites. I decided to create an exceptional customer service experience by answering all questions within an hour.

The only way I could communicate with my customers was through eBay messages (sellers don't have access to email addresses), so from the beginning, whenever someone made a purchase on my eBay store, I would message them the next day. The message would say something like this:

• Hi!
• My name is Anaita and I'm the owner of this business. I am so grateful that you have purchased from me. I will be shipping your bag today!
• I would love to know if you have any questions.
• Kind regards,
• Anaita

I sent this message to every single person who purchased from me.

I tried to remember each and every eBay username that bought from me, and if I saw a name I recognised who bought from me again, I would send another message, and it read something like this:

• Hi [Name]!
• Wow, thank you so much for buying from me again. It makes me so happy to see you return to the store.
• Is this a gift by any chance? I'd be happy to gift wrap it ...