Most companies focus their time, energy and money on customer acquisition falling short on the follow up or loyalty loop. This is both super important and can be super profitable, so let's look at a few of the best practices in customer follow through.

1. Tailored - As a new mom, I recently went through the process of buying things for our nursery and the baby. The companies who had the most successful follow through tailored their email marketing, retargeting and even direct mail to what was going on in my life. 

2. Pay attention - In order to accomplish #1, you have to pay attention. So start to pay attention to who's buying what and clicking on what. This will help you create that tailoring that is so effective.

3. Regular contact - I talk to clients all the time who are scared of too much email marketing, I argue that you should be scared of too little. Your active customers want to hear from you, if a competitor lands in their inbox, mailbox or search engine results page at the right time, you could lose them. It's important to find the balance but establishing regular contact keeps your customer engaged and builds brand loyalty.

4. Offer driven - A solid customer follow up plan should be offer driven. Just dropping a "hey, remember us?" email probably won't get much traction. Give your follow up a reason for being and a reason for interacting. Be specific and give them an offer, it doesn't need to be crazy but let them know they're on the inside now.

5. Action oriented & urgent - These two are just a best practice for almost everything. Your customer follow up, whatever tool you use, should have a call to action and urgency. This combined with an offer drives a one-time customer to convert again.