Post-purchase emails are the Harry Potters of email marketing in that they follow the customer after the sale. Many times, digital marketing is overlooked, given little attention, and forced to dwell in a cupboard beneath the stairway of digital marketing success.
Despite this, post-purchase communications are quite effective, much like the magical lad with a scarred forehead.
It costs ten times as much to acquire a new customer as it does to sell something to an existing one. Furthermore, existing customers are 9 times more likely to convert and spend 500 times more than new customers. You now understand why Amazon will do anything and everything in its power to persuade you to purchase Prime.
Furthermore, transactional emails are opened at a rate that is twice that of promotional emails.
However, despite the facts and figures, most marketers devote little time and care to their post-purchase email campaigns. They only send you a receipt and nothing else. As ridiculous as it sounds, this is a major missed opportunity to turn new clients into recurrent ones.
In this piece, we’ll show you how to send 5 important following-purchase emails that will increase your conversions, nurture customers, and result in repeat sales, among other things.
The order confirmation is the first post-purchase email
The initial email sent after a purchase should always be a confirmation of the transaction. Whenever someone clicks the “Buy” button, they want to know that everything went smoothly. The fact that they didn’t simply transfer money into the ether of the internet, never to hear back from it. Confirm that their order has been received and that someone on the other end is taking action to fulfill their requirements.
Even though it may seem obvious, eCommerce involves a substantially higher level of trust than face-to-face interactions. A consumer has given you their credit card number with the expectation that you will uphold half of the contract and complete the transaction. They want assurance that you are not running a fraud out of a Nigerian internet cafe, which they can’t provide.
As soon as the payment has been received and cleared, an order confirmation should be emailed to the customer informing them of the following:
- It was confirmed that their order had been fulfilled.
- When it will be shipped and how to track their cargo are all important details.
- How they can obtain a copy of their receipt.
- In the event of an issue, who should be contacted.
- What they can expect to happen next.
- As soon as you place an order on Amazon, you will receive something similar to this:
Using Amazon, you can see exactly what you ordered, when it will be delivered, how to manage your order, and where you can track your delivery. They don’t give much opportunity for discussion or disagreement.
You can use the order confirmation email to do upsells and cross-sells, but you must be cautious when doing so. If you launch into product pitches too quickly, you risk losing trust and appearing to be simply concerned with revenue. When it comes to the confirmation email, tact is the name of the game.
Despite this, the statistics are on your side. When compared to marketing emails, email receipts are opened 70.9 percent of the time on average, which is more than four times the average of 17.9 percent. As a result of this amount of involvement, you should carefully incorporate some sort of cross-selling or upsell, similar to what GoDaddy does.
Regardless of whether you cross-sell, your primary purpose in the confirmation email is to provide certainty. You want your clients to be certain that everything is operating as it should be working for them. Including a basic promise in an email, such as the one provided by RelayFoods, can go a long way toward establishing trust.
At the end of the day, you should include some form of social sharing option in your order confirmation. Allowing customers to share their purchases on social media sites such as Facebook and Twitter increases your exposure and encourages word-of-mouth marketing, which can be extremely effective.
A shareable link is included in each of LivingSocial’s confirmation emails, which can be shared with others:
Furthermore, including a referral incentive encourages individuals to participate in the promotion, resulting in even more clients.