Utilizing Post-Purchase Emails

Getting a customer to make a first purchase with your brand is important, but the real challenge is turning a new customer into a loyal, repeat customer. As business owners, we often focus on emails that drive a sale, with less consideration for the post-purchase emails a customer receives after the purchase. This can be a huge missed opportunity!

Research shows that a 5% increase in customer retention can increase profitability by up to 75%. Post-purchase emails — whether a transactional email (e.g., confirming a purchase or detailing shipping information), a product review email, or a survey email — are a major component of the subscriber lifecycle as they help strengthen the customer relationship and show long-term brand value.

Recent reserach also shows that on average, marketers lose 34% of new subscribers within the first 30 days of email acquisition. Many new subscribers join an email program after making a purchase, which makes the post-purchase email experience a critical component in driving email retention and satisfaction.

Here are some ideas for optimizing your post-purchase emails to ensure your customers’ experience is a positive one, both before and after the sale.

Order Confirmation Email

The order confirmation email is a critical part of the online conversion process. These emails contain order details and often have high engagement rates. While this is a standard email sent by all online retailers, some are taking extra steps to ensure these emails improve the purchase experience. From allowing customers to make edits to their order to providing helpful product details or travel recommendations.

Shipping Confirmation Email

The shipping confirmation email is another key component of the post-purchase experience, as it provides helpful details and ensures customers know when their package will arrive. Marketers should use this this email strategically, providing not only tracking and delivery information but any other key details customers will need to make the most of their purchase.

Businesses use email as an opportunity to highlight their contact information, include a link to download their mobile shopping app. They also share ways customers can save money and earn points by joining the email program, writing a review, or signing up for their loyalty program.

Online retailers use their shipping confirmation email to show expected delivery date and provide a link for tracking. They also showcase other products that complement the recent purchase and outline FAQs to make sure customers can easily get their questions answered.

Thank You Email

Customers have many purchasing options, so showing your thanks and appreciation for their business is an important step in building a strong relationship. Thank you emails are not only a useful tactic for creating customer loyalty but they can also help set you apart from your competitors as this is an email we don’t often see as part of the post-purchase experience.

In addition to following up on an online purchase, thank you emails can be sent to follow up on an in-store purchase.

You may also go beyond the thank you email by also giving them further discount or offer a coupon to help drive a repeat conversion. The email also includes product recommendations that will complement the recent purchase, bringing added personalization and value to the message.

Product Review Email 

Most online shoppers rely heavily on customer reviews to help make purchasing decisions. However, many companies overlook the importance of obtaining customer feedback. With online retail sales continuing to grow year over year, a post-purchase review email should be a key part of every retailer’s email program. Not only do these types of emails give you a reason to engage with a recent customer, but they also have extremely high engagement rates and can help improve purchase decisions for future customers.

When sending the review email, it’s important to make sure the customer has had ample time to use the product after receiving it — so message timing is key and may differ from brand to brand. Including an incentive is also a great way to provide value to subscribers while boosting the likelihood of leaving a review.

It is imperative that you understand the importance of making the review process as easy and seamless as possible. Within the post-purchase review email, customers are able to easily add their review and then post it to the company’s website. Ensuring the review process is as convenient as possible can help increase the number of reviews and improve the overall email experience.

Replenishment email

If it is compatible with the types of products you’re selling, consider adding a replenishment email to the post-purchase experience. These emails help keep your brand and products top of mind, while also making it easy and convenient for customers to make an additional purchase as the current product is beginning to run out.

The more value, personalization, and relevancy customers see in your email program, the higher the likelihood of driving repeat purchases and increasing overall lifetime value. Therefore, you must strive to use subscriber data to send targeted, relevant messages through each stage of the customer lifecycle.

About The Author

Leave a Reply

Your email address will not be published.