When to send: either a few days before or after the delivery, depending on the specifics of your product.
No matter what you sell, there'll always be people who might need a bit of extra help or those who want to dig deeper to make the most of your product. Think it over well, maybe there's some useful information about your product or service customers can benefit from. For example, you can send:
- Tutorials. Especially if your products require some special skills (like technology products, or knitting supplies).
- Instructions. If customers keep contacting support asking the same questions, play ahead and send instructions by email.
- Blog post. If you've already covered the topic in your blog, why not include this article in your email?
Of course, the information you'll send out in product education emails largely depends on the type of your business, for instance:
- A grocery store can share recipes with seasonal products;
- A home decor store can educate customers on interior design;
- A cosmetics store can send out advice on beauty routines and useful life hacks;
- A pet store can give advice on pet care and training.
To be more specific, here's an example of instructions that would perfectly fit a product education email. This is a blog post with washing instructions for sportswear made of waterproof membrane material, as membrane clothes require special care, in contrast to regular clothes: