HOME ยป Marketing ยป Email Marketing ยป How to Improve Customer Communication

Before diving into this blog post, it’s assumed that you already know what customer list segmentation is and, most importantly, that you’ve already done it.

If you’re unsure what I’m referring to, check out the segmentation blog post first, because otherwise, the content on this page might not make much sense to you.

Ok, now I will introduce you to the communication work you need to do with your new lists.

Before getting into the specifics, however, I want to prevent you from making a starting mistake that many of my readers have made.

It’s likely that most of your customers, before becoming Buyers, Customers, Fans, or Lost Customers, were leads.

It’s possible that before making a purchase, they received tons of your free material.

It’s possible that purchase was made thanks to the effectiveness of your educational content.

Well, the Leads list is sacred.

You should never remove an email address from the Leads list.

If a person becomes a Buyer, they must continue to receive the free materials that you continue to send to your Leads list.

In other words, their email address will be present in two different lists (for example, Buyers list and Leads list).

They must never stop receiving your free content for any reason.

Why is this important?

Because a Customer, for example, who stops receiving your free content but only receives offers, may stop seeing you as an authority (it has happened, which is why I’m talking about it).

If they stop seeing you as an authority and see you as a sleazy salesman who only bombards them with offers, this Customer starts to think that you no longer care about them, but only their money.

This means losing loyal customers, and in fact, most Lost Customers are lost for this reason.

Do not remove anyone from the Leads list, continue to send your free content to everyone.

Fans & Customers

Given the premise, communication with this type of customer is very direct and straightforward.

You can send them offers like “Hey, I have this new product; click here to read the details!”

You need to remind them constantly that you have new products.

Fans and Customers make purchases based on trust, thanks to the excellent relationship you have skillfully built with them.

Therefore, they often don’t even check what they are buying.

These are people who trust you and are content with your work since they have already made at least two purchases.

With Customers, you need to try to optimize profits and increase the number of times they purchase from you.

In addition to the new products and the constant offering of the old ones, your goal with Fans and Customers is to create email campaigns with the intention of upselling and cross-selling.


With Buyers – even if they are people who have already made a purchase – you need to behave as if they were simple leads who have never bought anything.

The first sale could have been a stroke of luck.

You really make a sale when the customer buys for the second time.

If you treat Buyers as Customers and start sending them upsell and cross-sell offers, you could ruin the trust your product was starting to build.

The goal with Buyers is to turn them into repeat customers.

Afterwards, once they become repeat customers, you can send them upsell and cross-sell offers.

So, how to deal with Buyers?

You need to increase the value of the just-made purchase, strengthen your positioning, your credibility, and in short, make buyers understand why they should continue to prefer you as a reference supplier.

To put it into practice, unlike Leads – to whom you only have to send your testimonials and free content – to Buyers you will also have to send emails containing your new products.

Lost Customers

With Lost Customers, you need to create a real reactivation campaign.

To delve deeper, read the blog post entitled How to Win Back Lost Customers“.


Communicating with Leads is simple: you need to convince them to become Buyer and Customers.

Easy, right?

Well, in theory, yes, but in reality, not all entrepreneurs know how to communicate effectively with Leads.

This is why 99 entrepreneurs out of 100 only have contacts in their database and have never heard of Customers, Fans, Buyers, or Lost Customers.

This is why customer segmentation is a skill that only entrepreneurs who know how to do marketing correctly can possess, and it can significantly increase profits.

After reading these lessons, you will be one of the few entrepreneurs capable of successfully segmenting your list.

What is the common mistake that entrepreneurs make when communicating with Leads?

They send leads offers for products, discounts, promotions, and so on.

If they have not bought anything despite the enticing discounts and irresistible offers you have sent them, there must be a reason.

And the reason is that they have not yet understood whether they can trust you and whether your proposed solution will be the definitive solution to their problem.

They need to determine whether paying you will be a useful investment or whether they will simply waste their money on a scam.

They don’t understand why you’re competing with larger and more famous companies or businesses, and, more importantly, they don’t know who you are.

Would you entrust your money (perhaps thousands of dollars) to someone of whom you’ve never heard but of whom you’ve only read a free ebook or watched an introductory video?

I don’t think so.

So, what should you do?

With Leads, you only need to send your free content (i.e., your videos) and the testimonials you receive.

Unlike your competitors – who send only new product offers to leads – your communication will be viewed from a different perspective, and the fact that you never offer anything will demonstrate that you care about their situation.