Return · Chapter 2 of 3
The post-purchase silence
How long after a customer pays do they hear from you again — and what do they hear?
Map your post-purchase communication for the next 90 days. Every email, message, or nudge. Then ask, of each one: is this for them, or is this for us?
Messages that are for you (upsells, review requests, cross-sells) are not wrong, but if they are the only messages, the relationship becomes transactional. Interleave them with messages that ask for nothing.
Apply this week
- Add one "just checking in" message with no ask, at day 14.
- Move any upsell that currently sits before day 30.