When setting up funnels, most people focus on marketing before the sale. But if you neglect to automate after the sale, you could be missing out on converting your customers a second time.

In this blueprint, you’ll learn how to create a post-purchase funnel for eBooks that will let you market a related, higher ticket item to your existing customers.

See the entire blueprint here.

Create your trigger.

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Depending on your selling platform, create your blueprint with the “Made a purchase” trigger or the “Performed a custom event – Made a purchase” trigger.

Create your steps.

Apply a tag and record a conversion. Tagging allows you to easily segment your subscribers based on who has purchased from you and who is simply receiving your marketing emails.

Recording a conversion allows you to track the impact your Campaigns, Broadcasts and Workflow Funnels have and track ROI.

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Send a one-off email.

Your one-off email can include a thank you message or instructions on how to download the book.

Add a fork.

A fork allows you to do multiple things at once in a Workflow. Adding a fork will let you send an upsell campaign to your customers while sending them an accountability campaign that helps them get the most out of your book.

Send a campaign.

Sending a post-purchase accountability campaign gives you another opportunity to deliver value to your customer.

While we’d like our customers to read every word we publish, watch every second of our videos and use the strategies we promote without any encouragement, helping your customers succeed after the sale isn’t something we should take for granted.

Accountability campaigns not only show your customer that you’re invested in their success, they give you more chances to deliver value to them. And if you’re successful in helping them reach their goals, their likelihood of recommending you to others increases dramatically.

Note: You could add a series of one-off emails to your workflow, instead of using a campaign. But in most cases, you’ll find using a campaign makes your life easier (more info on that here).

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Create a campaign with a handful of emails. You can include quotes from your book, case studies of implementation, opportunities for click to tweet (giving your book virality on twitter), and invitations for your readers to contact you directly.

Add a decision.

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Decisions let you perform actions if certain conditions are met, letting you smartly decide which actions should happen to which subscribers.

At this step in your workflow, you’ll use a Decision to make sure anyone who has already purchased the product you’re upselling won’t receive your pitch. Only your customers who have purchased your ebook or basic product will get the upsell campaign for your big-ticket item.

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Use logic to filter out customers of your big ticket item. In this case, we’ll filter by tag, but you could also filter by event or however you’re recording your customer segments.

Start a campaign.

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If a subscriber doesn’t match the criteria for having purchased your upsell item, start sending them a campaign designed to push them toward the big conversion.

This could be a handful of emails with a discount coupon, some testimonials or case studies, or a free sample of the product.

Add a goal.

If a subscriber makes the purchase, you’ll want them to stop receiving emails promoting the product. Adding a goal below your Upsell campaign will remove them from that campaign as soon as they make the purchase.

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Use the “Made a purchase” trigger and connect with one of your products on Gumroad or another cart, or add in a custom event with the “Made a purchase” name.

Your workflow is now complete, and it looks like this:

ebook workflow

 

Key terms:

  • workflow example