02 — Follow-up
Most shops mean to send something. Most shops don't.
Not because they don't want to — because it's a job for later, and later has customers in it. Every sale here can leave the counter with its email already written, so the relationship starts on the first sale and the customer is on your list for the next one.
A SkySale customer
A welcome for every new customer at three studios.
A cosmetic studio · three locations · shared staff
Welcome emails: 27 h a month back
| Where the time goes | Hours / month |
|---|---|
| Before · Writing a personal follow-up for every new customer at three studios — 60 new customers × 10 min × 3 studios | 30 h |
| With SkySale · Each email already written from what they bought — read it and send — 60 new customers × 1 min × 3 studios | 3 h |
| Back | 27 h |
The studio’s own figures. See all three jobs, and the 52.6 hours a month they add up to →
After a sale
Built from what they actually bought.
The difference between an email people read and one they delete is whether it knows anything about them.
- The receipt, as the sale closes
- Emailed the moment you take payment, carrying the name, address and footer of the shop that made the sale — not whichever account happens to be signed in on that browser.
- A welcome email assembled from the receipt
- Someone who buys a device and two serums gets guidance on those three things, in that combination — how to use them, in what order, how often. It is the email that brings them back for the refill, and it takes nobody any time to write.
- Read it before it goes
- Every message opens in a preview with the subject and body editable. Nothing leaves in your name that nobody looked at.
- From your mailbox, not ours
- Mail sends through your own connected account, so it arrives from your address, replies come back to you, and every message sits in your Sent folder where you'd expect to find it.
Writing to a group
Describe who you mean. It finds them.
Choosing the audience is the whole job, so it happens where you write the email — not in a report somewhere else.
- Nine audiences to start from
- Everyone · bought in the last 30 days · bought in the last 6 months · haven't been back in 6 months · gone quiet for a year · first bought this month · spent $2,000 or more · birthday this month · bought once and never again. Each is a question a shop actually asks, not a filter to assemble.
- Then narrow it
- By product, by who served them, by when they last bought, by what they've spent, by birth month. A starting audience plus a product gives you "lapsed customers who bought that device", which is a letter worth writing.
- It counts who you can actually reach
- Not who matched — who matched and has an email address, with the difference stated. The first dozen are listed by name, so you can see the audience is the one you meant before anything is sent.
- You see the first one before you send
- A sample shows exactly what the first recipient receives, with their own name filled in — so nobody discovers the personalisation didn't work after writing to four hundred people.
- Separate emails, every time
- Each person receives their own message addressed to them. Nobody is ever shown anybody else's address.
And the rest
The other things that leave on their own.
- Appointment confirmations
- Every booking sends one, with Reschedule and Cancel buttons the customer can use themselves. More on bookings →
- A record of what was sent
- Every message is kept against the customer, so anyone picking up the phone can see what that person has already been told.
Get in touch
Show us your customer list.
Most shops are sitting on years of people who bought once and were never written to again. That's usually the fastest money in the building.