Improve Customer Experience with Automated Post-Purchase Emails
How would you feel if you bought an expensive product from a small retailer and you didn’t even get an order confirmation email? Most customers would feel confused or even think that their order was never processed. This can be such a negative experience for some customers that it could make them never buy from that retailer again.
It is essential to communicate with customers in every step of the buying process. Communication in the post-purchase stage is essential for creating an amazing customer experience but it can also be used as an opportunity to get feedback, make additional revenue, or collect reviews.
Sending multiple emails to every customer after their purchase seems difficult however, there are strategies, best practices, and automation tools that exist to help you create a seamless post-purchase email campaign.
Post-Purchase Content and Strategy
The content that clients receive following a purchase is crucial in creating a positive customer experience now and in the future. There are a lot of different strategies you can utilize and content you can send in post-purchase emails. Here are some of the most important items to include in post-purchase emails.
Confirmation and Gratitude Immediately after purchase it is essential to send an email confirming the customer’s order and thanking them for choosing you. Not sending an order confirmation email can leave customers feeling uneasy especially if it's their first time ordering from you.
Showing a bit of gratitude in an email immediately after purchase makes any customer feel like you value them. A short section thanking them for purchasing your product or service might just be the touch point you need to start a long lasting relationship with that customer.
Customer Feedback and Reviews As an ecommerce company, optimizing how you serve your customers is essential because of how quickly the ecommerce landscape is evolving. Constantly asking for customer feedback after a purchase will help you continuously optimize your buying process to make sure you are effectively serving your clients.
Reviews can be a powerful tool to attract more customers. Reviews are seen as proof that what you sell is worth the investment and may be the tipping point to convince a considerable amount of customers to purchase.
Asking for reviews in post-purchase emails can be one of the most effective ways to collect high quality reviews but it needs to be done at the right time. Determining when to send a post-purchase email asking for a customer’s review is dependent on the type of product you sold them. For soft goods (i.e.: apparel), best practice is to ask for a customer review one or two days after delivery but with hard goods (i.e.: kitchen appliances) it is best to ask for a review around 3 weeks after delivery.
Social Media Spotlight Asking for customers to follow you on social media in post-purchase emails may be more important than you think. It is always beneficial to look for ways to grow your following on social media.
When a customer follows you that means you have not only grown your following but you have strengthened your connection with that person as well. When that customer that just followed you goes to purchase a similar item next time, you will be top of mind since you have been coming across their feed since their last purchase.
Upselling and Cross-Selling Additional revenue can be made in the post-purchase emails. Post-purchase emails can be used to bring complementary items or other items that they may be interested in to that customer’s attention. Including this content in post-purchase emails will increase customer lifetime value which is a key metric in the success of ecommerce businesses.
Coupons for Reorder Another way to increase customer lifetime value is to provide incentives for customers to purchase again. Including discounts in post-purchase emails will also make the customer feel more valued. Even a small discount as a thank you for purchasing may be enough for that customer to choose to buy from you again.
Best Practices for Post-Purchase Emails
Analyze Performance Setting up post-purchase emails then moving on to more important things is tempting and is often the case with ecommerce businesses. It is important to check in to see what emails are performing well and which are not.
Optimizing the lowest performing post-purchase emails can be as easy as just changing the subject line. Other changes can be made like adding graphics can communicate the message more effectively.
Be Concise Post-purchase emails need to be concise otherwise no one will read them. These emails should be short and informative with all the unnecessary filler removed. Just communicate the message that you want and nothing more.
Automate the Process Sending multiple emails to every customer after they purchase something is almost impossible if done manually. Luckily, there are a number of different automation tools that you can use to automate post-purchase emails.
Automation Tools for Post-Purchase Emails
There are a couple automation tools that ecommerce businesses can choose from to automate post-purchase emails. Perhaps the most well known automation tool is Zapier. Its popularity comes from it being a more general tool used by companies in almost every industry.
Another option that is more ecommerce specific would be Alloy. If you are looking for a more in depth automation tool designed for ecommerce, Alloy connects with Omnisend which provides users with maximum customization for ecommerce post-purchase emails.
Post-purchase emails are crucial in creating a great customer experience and for optimizing to create even better customer experiences with future purchases There are a lot of different strategies and content to put in post-purchase emails but it is up to you to determine what is best for your business and its customers.
If you’d like to learn how Alloy can help you automate post-purchase emails you can schedule a demo with us by clicking the button below.