Email marketing helps you to sell more.
But post-purchase emails ensure that you can sell more consistently.
Ultimately, if you want to be successful in the online world, you need to remember that communicating with your audience through email isn’t just about selling. Profitable businesses aren’t built on continually acquiring new customers or traffic. Your repeat customers are the ones that drive real value.
Post-purchase email automation is how you transform your everyday customers into lifelong fans.
Since it’s 10 times more expensive to acquire a new customer than sell something to an existing customer, and existing clients are 9 times more likely to convert than their counterparts, repeat revenue is where it’s at.
So, how can you use a post-purchase email automation to boost customer retention?
What is Post-Purchase Email Automation?
Post-purchase email automation focuses on making sure that you send the right correspondence to your audience after they’ve already made a purchase.
The end goal?
To improve engagement and loyalty over time.
Unfortunately, many marketers and business leaders give little thought or time to their post-purchase drip campaign. They send receipts, then move on to finding their next customer. Research from Bain & Company shows that an increase of just 5% in customer retention can increase profits by up to 95%.
You just need to know what to say to your customers after they’ve completed a purchase.
Fortunately, we have some ideas.
Option 1: The Order Confirmation Email
In post-purchase email automation, the most obvious message you’ll need to send is the initial “Thanks” after someone buys your product.
You want your customer to know that their payment went through correctly, and when they can expect their product to arrive. Ultimately, eCommerce transactions require a great deal more trust than the typical face-to-face transaction. Customers hand their credit card number over into the void and hope to get something in return.
An order confirmation as part of your post-purchase drip campaign:
- Reassures your customers
- Confirms what they bought
- Gives them a receipt
- Ensures they can track their shipment
- Provides useful contact detail.
Remember, people, open receipts about 70.9% of the time. If you want to be clever, you can turn your confirmation emails into repeat purchase emails just by adding a basic offer for an upsell. Check out what GoDaddy does below:
Some companies also include a social sharing option in order confirmations, so that customers can highlight their new purchases on their favorite channels. This an excellent way to gain quick exposure for your brand and improve your chances of word-of-mouth marketing.
Option 2: The Shipping Confirmation Email
As well as telling your audience that you’ve received their order, you’ll also need to let them know that their products are on the way. Shipping confirmation can be a valuable part of a post-purchase drip campaign. It continues to build trust with a customer and provide them with useful information.
A shipping confirmation email is also an excellent way to remind your audience of why they chose to buy from you in the first place. Inject a little personality into your message where you can, and you’ll be surprised at what you can accomplish. Unfortunately, only 7% of companies are currently using email as a brand-building tool in the SMB environment.
Shipping confirmation in your post-purchase email automation strategy can also tell customers what to do next. For instance, Warby Parker advises customers to make an optometrist appointment so that they can get the right glasses for their needs. This increases the chances that customers will buy the glasses they try on.
Option 3: The How-to Informative Email
If you want your customers to fall in love with your product or service, you need to ensure that they know how to get the most out of it.
While some people will automatically understand your items and how they work, others may need additional help. For instance, Harry’s – a company selling shaving products, found that a lot of men need some extra help getting the most out of their shave.
A couple of days into the post-purchase drip campaign, Harry sends out helpful content to ensure that users get the best experience possible from the equipment they buy. Check out this email about getting the best post-shave results:
Educational material in your emails isn’t just about filling the gaps in your repeat purchase emails. It encourages people to visit your blog more often, come back to your website, and even turn to you for assistance. These messages set you apart as a thought leader, and let your customers know that you’re committed to giving them an exceptional experience.
At the same time, you can rest assured that your customer isn’t going to get a bad experience of your product, just because they don’t know how to use it appropriately.
Remember, the key to sending the right informational emails is knowing your audience. Be sure to segment your customers and send them the information that’s most appealing to them.
Option 4: The Review Request
A few days after your customer receives their product and has a chance to try it out, you can begin to generate some additional value from their purchase.
Remember, when your new customers go searching for a solution to their problems, the majority of them will use customer reviews to make a decision. Nearly 95% of shoppers use testimonials as part of their buyer journey.
Encourage your customers to help you build on your levels of social proof with a request for feedback. For instance, Ulta Beauty allows customers to review various products at once with just a click of a button in their post-purchase drip campaign.
Most clients are happy to provide information about their purchasing experiences – as long as it’s simple and convenient to do.
You can also boost your chances of getting reviews by letting your customer know that they’ll be able to claim free delivery or a discount in exchange for their thoughts.
Option 5: Earning Ongoing Orders
Most products won’t last forever.
Whether you sell shaving foam, software subscriptions, or something else entirely, your post-purchase email automation campaign can ensure your customers become repeat buyers. 80% of retail professionals say that email marketing is the easiest way to drive retention of their customers.
With replenishment emails, you let your customers know when the items they bought previously could be about to run out so that they can re-purchase quickly and easily.
You know that they already like the product because they bought it in the past, so it’s an excellent way to stop them from going to another provider when they need a new dose.
The conversion opportunities for replenishment emails are incredible. Remember, repeat customers also spend on average about. As well as asking clients to make the same purchase again, you can also let them know about additional products or services that might be relevant to their needs. Recommending similar products based on what you know about your target customer gives you excellent opportunities for up-selling and cross-selling.
Check out this example from Indiegogo for instance:
Option 6: Discount Codes and Offers
Sometimes, your customers need a little push to keep sending revenue your way.
The good news is that with a post-purchase drip campaign, you’re working with people who already know and trust your company. You don’t have to build a relationship from scratch. This means that it’s much easier to convince people to spend money with you again.
Something as simple as a 5% discount on their next order, or free shipping could be enough to convince your target audience that they could benefit from buying from you more often. This means that your repeat purchase emails begin to increase the customer lifetime value of the people you’re connecting with.
Remember, customers who purchase products via email generally spend at least 138% more than people who don’t receive email offers. Next purchase discount codes are a great way to get the ball rolling again. However, they can also be an excellent opportunity to avoid churn with customers who might be losing interest in your brand.
If someone hasn’t opened an email or clicked through to your website in a while, try sending them an offer to tempt them with another purchase.
Option 7: Building Referral Programs
If your post-purchase email automation strategy is successful at encouraging customers to interact with your brand and buy from you regularly, then why not turn your clients into advocates?
Many customers who love your products will talk about them with their friends. Research tells us that email list subscribers are 3 times happier to share your content on social media than other leads. Reviews and testimonials are one way to take advantage of this fact and build your social proof.
Another option is to ask your customers to get involved in a referral or loyalty program. That’s exactly what Casper does in their emails:
After your customer makes a purchase, and you’re sure they’re happy with what they’ve received, let them know that they can spread the wealth by sharing your company with their friends.
If you can provide both your client and the new referral with a reward, like a discount or free shipping, your chance of creating additional repeat customers goes up even further.
Option 8: Build a Loyalty Program
Finally, remember that once your customers have made their initial purchase, you want them to stick with you. A study conducted in 2016 found that customers who join loyalty programs generate about 12 to 18% more revenue than nonmembers.
Loyal customers are the lifeblood of an effective brand. Popular companies like Starbucks and Dunkin Donuts have generated millions of dollars through loyalty programs alone. A post-purchase email automation campaign is one of the easiest ways to convince your clients to join your community and stick with you.
Of course, you need a way to tempt your customers into becoming part of your tribe. Usually, this means giving people access to free perks like discount codes, coupons, gifts and other rewards when they sign up to your system.
You can even build stronger relationships with your loyal customers by showing them how much you value them with regular surprises. Check out Bloomingdale’s efforts here:
Invest in Post Purchase Drip Campaigns
The value of repeat customers is incredible.
The probability of selling to a new prospect is between 5 and 20% on average. The likelihood of selling to an existing customer is between 60 and 70%. That’s why your return customers will always be the most valuable part of your audience.
A post-purchase email automation sequence is an excellent opportunity to build and nurture relationships with the customers that matter most to your company.
By transforming new customers into returning customers, you boost the value of your clients instantly and ensure that you don’t have to work as hard to maintain revenue going forward.
Don’t be one of the many companies that underestimate the value of post-purchase email automation.
Latest posts by Rebekah Carter (see all)
- How to Build an Email List: 34 Simple Ways to Grow Your List Fast - January 2, 2020
- Email Trends 2020: How to Design Your Emails for The New Year - December 31, 2019
- How to Optimize your Email Calls to Action (CTAs) - December 5, 2019