Everybody focuses so hard on getting the yes to the date or getting the engagement or getting somebody to marry them, that they forget that marriage takes work relationships take work. You can’t plant a flower and expect it to grow on its own.
I don’t think people have truly understood the gravity of these two pieces of real estate. And there are other ones besides this that are just as important, but these tend to be the two most neglected ones. So the first one is confirmation pages, right? So when you think about somebody getting a lead magnet, the thank you page, the next one would be like a confirmation. Should they order something On their receipt page, they sign up for a webinar or there. Webinar confirmation page, you know that whatever it is, a confirmation page, that’s the first one.
And the second one is transactional emails and by transactional emails I mean, emails that are auto-generated. So like you’ll send out a newsletter, you’ll send out the sales email. You’ll send out a fulfillment sequence. Transactional ones are order receipts, shipping notifications, rebills subscription purchases, sometimes depending on your platform, webinar calls. But transactional emails are regulated a little bit differently than emails that you send through your CRM.
If you run a Shopify store, legally, a customer has to get their receipt. And so those transactional emails are treated differently. They do not go through as many spam filters. They’re not great at the same because a customer has to get it. You don’t have to worry about a transactional email hitting a spam folder. And so most people neglect them and leave them at default. But sometimes it’s your actual only end to get into an inbox because of your reputation score or their relationship with their emails or things like that.
First Touch Point
So the two most wasted pieces of real estate when it comes to digital marketing or even straight business in person like you might run a brick and mortar business, but if you do anything online, you’re having customers give you their information exchange value. And on a confirmation page, it is the first touchpoint that a customer feels sees or experiences is post a transaction with you. They gave you their email, they had a confirmation page. They gave you their credit card. They had a confirmation page. They gave you something and hit this page.
That experience normally dictates and sets the paradigm for the entire relationship. That thank you page has the ability to turn a one-time customer into a lifetime customer or turn a potential lifetime customer to give me a refund. I don’t trust you. And people neglect them all the time. Everybody focuses so hard on getting the yes to the date or getting the engagement or getting somebody to marry them that they forget that marriage takes work relationships to take work. You can’t plant a flower and expect it to grow on its own. You have to water it. You have to tend to the soil. And if you plant that flower, I E you just cut the sale, or you just got the email. You’re going to end up with a whole lot of dead flowers or no vegetables in your garden to feed yourself. And so when we think about this, we have to remember that saying nothing is saying something, and it’s not saying something good.
If you give somebody a lead magnet. And they had a confirmation page and there’s nothing on there to help them, or you’re up-selling them into something different. You’re creating an anti-marketing machine. You’re literally saying like, Hey, I promised I’m going to help you lose weight over the next seven days for free. But now that I have your attention, I’m going to bait and switch you and try to sell you something on this confirmation page, instead of making it optional or telling them to check their email or helping they lose the weight for seven days, then realizing that all of them will commit. Or you think about somebody buying a product?
This is why confirmation pages are my favorite, most wasted pieces of real estate. Especially if you’re in like the digital marketing game, like where you sell digital products. But think about it. When we buy things, we buy things based on emotion. We make emotional decisions when we buy things. And there’s this emotion that a lot of people experience when they buy things and it’s called buyer’s remorse. You go buy something you’ve wanted forever. And you have that period where it’s like, Oh, did I get it? Do I need it? Or now that I have it, that I really want?
Regardless of where it comes from, the worst thing you can do. The worst thing you can do in marketing is run. Find somebody how much money they spent and increase their buyer’s remorse. Like if you’re selling a $25,000 mastermind and they check out you better not have the first thing that they see, the fact that they just gave you $25,000 and now they have to jump through four more hoops to get it. How about you have a video of yourself? Walking them through what’s next, giving them something that’s there helping them take the first step in their journey, acknowledging them for taking the first step of their journey, and moving their seat down to the bottom of the page. If you’re selling somebody a supplement, right?
There’s a gap between when they bought the supplement and when it’s going to be in their house. But the truth is that, that if they bought collagen or a whey protein or a pre-workout or a vitamin D or fish oil that they’re taking it for one of the feature benefits that you promise them and you and I both know that there are other things that they can do in their life that will help that supplement work better, but also help them in the current moment. And so instead of having the thank you page and be like, Oh, by the way, here’s the $322 you just spent on supplements, have a video there, or a gift there, or a PDF there or something there that says, Hey, I’m super stoked. I’m going to kick the ups driver in the bow and make them drive as fast as possible. But there’s still going to be four days till we get these to you. But right now I want to give you a win. Here’s my video on proper nutrition or sleep or a weight loss protocol or a keto recipe, or my favorite smoothie or my favorite post-workout smoothie, or my favorite pre-workout stretch, or my favorite meditation that I want you to do today. And every day until your supplement arrives and then take your supplement on top of it. And it’s going to help increase your results and the efficacy of the supplement.
First Step to customer journey
You have to remember that thank you pages and confirmation. The first step in the fulfillment of a customer journey. That you promise them. And if you’re not utilizing them, you’re failing your customer. You’re making it harder for them to achieve the results. And in turn, you’re making it harder for them to become a repeat customer because the enemy of your business is not that somebody doesn’t buy your product, the enemy of your businesses, that somebody buys your product and doesn’t use it, or doesn’t achieve that desired result because of a lack of accountability follow through or intention on our part.
Because if somebody buys your product and doesn’t achieve the goal or doesn’t use it, they’re going to forever blame you. They’re going to tell their friends, you’re going to create an outside marketing machine. If somebody buys your product, but you help them drink more water, sleep better, move better, accomplish a goal before your product even gets there, and then are permeating other parts of their life and helping them achieve the goal.
They will not only buy more product, but they will sell more product for you than anybody else could ever do. The more than any Facebook ad could do any YouTube ad could do and that power is great. But if you leave somebody hanging, somebody buys a product, you hit them with a default confirmation page.
They don’t hear from you until your product gets there in the mail six days later, and then you never emailed them again, except to tell them about another sale. There’s a good chance that the product became shelf help. It was a supplement that went in the cabinet was a product that they never opened the box. It was all of those things. And so you are setting yourself and your customer up to fail by not managing that customer journey at every single step of the way. And no matter what you do, whether it’s mobile or desktop, the first touchpoint in a customer experience post a transaction is a thank you page or a confirmation page that has to be utilized.
And so you need to acknowledge them for what they did. Oh, my God congrats. You just took the hardest step in losing the weight and over the next seven days, I’m going to help you take all the easy ones, but you already did it. The commitment was the first step, or I bought a setup to lose weight. You did it.
Like the hardest step is committing and you just did it and the supplements are on their way. So let’s make it easy right now. Here’s the thing I want you to do right now to take you two minutes and it’ll set you up to win, but I want you to know that I’m proud of you or thanks for buying my email. Of course, the truth is that you just separated yourself from 99% of other marketers, because you actually care about your customers and I’m proud of you.
You want to acknowledge them for where they are, acknowledge them for the choice they made, acknowledge them for the decision that they made because you are filling them. Bucket to give them the energy and momentum to achieve the results you promised. And that’s your job to do is to be that coach. Next thing, as I said, deliver a product, deliver a gift, surprise, and delight. Get rid of the buyer’s remorse. What’s the easiest way to get rid of buyer’s remorse is give something, someone a surprise or a new value. Like, think about it. You go buy a car, right? Literally, you buy a car, and then the moment you’re done buying the car, they’re like, Oh my God, just wait around. Here’s what we’re going to do. We’re going to put a bow on it. We’re going to detail it. We’re going to give you 25 free tanks of gas. Bring the car back to the dealership as many times as you want for us to wash it. And they’re trying to get you to forget about the purchase so you can enjoy that experience to let you play with it.
They’ll touch it. They’ll tell you all the features of it. Like it happens everywhere. And you need to be delivering that same experience. Another thing you can do, and this is a really, really big one. When I say it’s the first step of the customer journey, give them very clear, intentional, next steps for success. And so if you promise them a lead back then and you delivered on that page. Then you delivered on that page, but then you tell them there’s also an aversion in their inbox, so they can save it for later. Or, you know, if you send them a video and you give them your workout guide, but you can’t put it on that page, tell them to check their email with this civic subject line and go download it.
So they put it into practice and learn how to open emails, but do not. And I mean, do not under any circumstances, and just give them a receipt. And when you think about it, you think about conversion. You think about an optin you think about whatever it could be a warm customer, be a cold customer, but no matter what they felt warm through that whole journey, pre-transaction, they felt warm on your ads, on your emails, on everything.
And then the first thing that gets delivered. Post that sequence is cold and it’s a letdown. It’s like, you just used me. You got what you wanted and now you don’t care about me, but we need to make people feel seen, heard, and respected at every step of the way. And that confirmation page sets the context for the rest of the relationship, which then brings me into the second, most wasted piece of real estate, which is transactional emails. And transaction emails, primarily are in the transaction world of like the monetary exchange. There are not transactional emails when it comes to like opt-ins and stuff, except a double opt-in. And so when we think about transactional emails, primarily. With the monetary exchange, they bought a digital product.
They bought a physical product. And if you’re speaking about it with content like lead magnets or newsletter, opt-ins, you’re only transactional email per se. The first one would be the double opt in confirmation. If you do double opt ins. But what do we do on these. We do the same things. We acknowledge them for the next steps.
We fill them with content. We give them very clear steps for what they need to do next. So if you think about it, I’ll give you a tangible example and I’ll just use supplements. Cause everybody understands supplements, right? If somebody buys a, let’s say they buy a whey protein because they want to build muscle.
We know that person works out, eats clean is into nutrition. So we can make up that they’re going to benefit from sleep and mindset and movement and hydration and all these different things. And so then we think about this, we go through the customer journey, no matter what, if they buy whey protein, even if they bought it once or 10 times, they’re not going to lose by getting. A gift on that page. Maybe we give them our ultimate biohacking guide or our guide to building the ultimate muscle. Or maybe on that page, we record a video and we tell them we’re here to support them. And we want to help them accomplish their goals, whether it’s to build muscle, lose weight, or maintain, but they need to go check their email because.
I sent you a receipt, but on that receipt email, there’s a surprise for you. So go look for the subject line, boom. And then in that email is actually their receipt. But above that receipt is talking about their after sale and be like, we really want to help you. We couldn’t put this on the thank you page, but we put together these three PDFs for you.
We have a weight loss guide, a muscle building guide and a maintenance guide. And I want you to. Pick the one that best supports you so well, we’re shipping your product. You can get to work now and putting this into practice so you can achieve the best results. And now all of a sudden that receipt that was like, oh, you just spent $340 or $79 has content and value in it. And then they’re going to get it in their inbox no matter what, because it has to be delivered legally because they transact and that receipt has to go. And now you’re setting the context of the relationship. Plus you’re guiding them on a few different modalities. So I say this a lot leadership. Isn’t saying something once it’s saying something as many times as required to the last person gets it.
So on that confirmation, and thank you page, you’re going to tell them, this is the first thing you need to do. This is the first thing you need to do. And in that email, you’re going to tell them again, this is the first thing you need to do. This is the first thing you need to do. And you’re delivering the same message because what you’re doing is creating this container of accountability that lets them feel safe and creates momentum for them to accomplish the goal that was promised. And so then you got it. It’s sitting right there and you can do lots of things with these. I give tons of examples of this, and I cover this fully in our email course because obviously, this is a big topic in writing these out the mapping, these depending on the industry. And I teach all that, but really just think about it.
What could you give somebody? What could you put on that Thank you page? It would get them excited to go into their inbox and use that transactional mode to deliver something, to surprise and delight, add value. Given the next steps of their customer journey or take the path. Think about it. Just meditate on it.
Out care the competition
Think about it. Your customers pay attention to what they’re doing. Go look at what all your competitors charge for and give it away for free on the thank you page. Give it away for free in the email. Add more value than everybody else out care the competition. So then let’s say that first email was the receipt. Well, now we know that we should be sending shipping emails if we’re selling a physical product. Well, I talked about this a couple minutes ago. What’s the worst thing that could happen? If somebody bought your product, that they don’t use it or become shelf help. Well, are you going to assume that when they get the box, they’re going to know what to do with it? No. So you have to tell them, so in that second transaction email, like a shipping email, what could you do? You could be like, we just kicked the ups guy and threatened. If he stole your supplements. One more time. We were going to fire him. So keep your eyes peeled because they’ve known to be so good that the delivery guys steal them. But here’s what the box looks like. The number one mistake people make when they get our supplements as the males, they put them in the cabinet. But the truth is that the supplement start to working. The moment you take it. So in your box arrives, I want you to open it and I want you to put it on the counter next to your bed in the cabinet, in your refrigerator or under your car keys.
So you have it readily available where you can’t forget to take it. And. I want you to take a picture of you taking it the first time, the moment it gets to your door, posted on Instagram with the hashtag blank and tag me, and I’m going to pick one person a week to giveaway a six month supply of their favorite product.
And then of course it’s like, Oh, here’s your shipping number? Here’s your boom. But now I’m creating a reason. I’m opening a loop for them, the Zeigarnik effect. But I’m leading them. I’m like, Hey, when your box comes, do this and I’ve gone so far as like, when your box comes, grab it, grab a knife. Walk to your counter or mail opening spot of your choice. Open it, take out this. And I tell them specifically what’s in the box, because then they’re curious about it and then take out this and then do this, mix it into this smoothie and go, and that’s your job to figure out what’s gonna work the best for your customers, but isn’t that better than a boring, Oh, your product shipped.
It’s like surprise the, yes. God is not the only gift I’m giving you. Like play with it, play with it. Santa Claus is out for delivery dressed as a ups guy, like play with it, play with subject lines, play with what’s in there, but then you think about it now on that receipt, they got a gift, they got something done. And then on the shipping one, you told them what to do. You showed them what the box would look like. You gave them on a deal. When it OB be there, you told them what to do to set them up for success. You held them accountable to what you promise them. And then if you do deliveries, If you do delivery confirmations, then you can utilize those as well.
You can play with humor, you can remind them again to open it and use it. You can give them your favorite recipe to use it. You can give them your protocol, but I want you to use those transactional emails to further enhance the customer journey that you have promised to take these people on. And so that’s why I see these as the two, most ways to piece of real estate, right?
So you have the transaction emails, right? Which we just covered. Then you have the confirmation pages. And if you pay attention to those things and you utilize those things, they are assets and they are forced multiplier assets because now you’re not competing against an inbox or other emails because you get them in that moment and they come looking for you versus waiting for them to find you when that email. And then there’s a good chance. Is that in your fulfillment sequence for your product? That it might hit spam or it might hit their promotions tab. And so when you think about that, you’re like, Oh, well, I send a transactional receipt. You know what I can do in that transactional receipt? I can also tell them there’s another email in their inbox with a subject line and to make sure they check it just in case it hit the spam or promotions tab, because it has a secret recipe in their form, or it has our five-minute printout workout print out today. Or it has a bonus training I forgot to tell you about, cause I want it to surprise you like Santa Claus. But you have to remember that if you’re not utilizing every ounce of real estate that somebody comes into contact with, you’re not improving upon the silence and you’re not helping them take that journey.
You’re actually creating a lot of back doors out of your business and creating an anti-marketing machine. So when it comes to the transactional emails on the confirmation pages, I see those as the two most wasted pieces of real estate. In digital marketing or in marketing in general. And so you need to take some time. You need to look at those. Now one caveat here is if you’re on Shopify and you’re not on Shopify plus like the big tier you’re. You’re limited to what you can edit on that page, but you can still use tax and you can do it. So that is up to you. We’ve done everything depends on what platform you’re on and things like that.
But I want you to be intentional about all of this. I want you to tell people, I want you to design this journey so you can help achieve the results that your customers are expecting. And then they associate that success with you. They buy more products, they tell their friends, and they come back and get more.
As a reminder, the confirmation page and the transactional emails are the very first things that people see after they commit to sharing personal information with you or giving you money, greet your people at the door and help them feel confident in their decision to trust you. That distinction is the biggest difference between your company working longterm.
And not working that touch point, that paradigm setting touch point, determines the entirety of that customer journey. That first impression of like, okay, I’ve been courting you for a year. You finally trusted me and gave me your credit card. What experience am I giving you? Or you saw my cold ad and I promised you I’d take care of you.
But then the first thing you see as an upsell or the first thing you see is a transactional email, or I promised you a seven day guide, but now I’m trying to get you to pay me. You have to be congruent with your word across the board, or people cannot trust you. So those are the two main, those are the two, two most wasted pieces of real estate digital marketing that I see and how you can use that.