5 Ways Post‑Purchase Messaging Turns Shoppers Into Loyalists
July 17, 2019
Back in 1895, Italian philosopher and economist Vilfredo Pareto noted that 20% of Italy’s population controlled 80% of its wealth. That ratio lives on today in business; the overwhelming majority of a brand’s sales come from their top customers. One way retailers can cement that loyalty is with post-purchase emails.
Reaching out to consumers at the point of purchase offers a powerful opportunity to make a mark. Still, many retailers miss it. Research from Support.com found that 40% of consumers believe post-purchase experiences are the most memorable aspect of the overall brand experience.
Given this consumer state of mind, a purchase is not just a purchase. It’s also an opportune moment for a trigger that helps brands increase revenue from email. Post-purchase, the brand knows something new about the customer, and should incorporate that information into their subsequent messaging strategy. Here are five tactics:
Add Product Recommendations to Post-Purchase Notifications
The first post-purchase message generally arrives within minutes of a sale: the order confirmation. There are also shipping updates and confirmations, as well as messaging around in-store pick-up and returns. In this case, Nordstrom understands that because the customer returned a backpack, she’s likely still looking for one. As a result, the retailer included recommendations for bags with similarly simplistic styles and muted colors, but in a variety of price points.
Increase Incentives Over Time
Ten days after a sale, for example, an email could contain a personalized product recommendation that complements the item previously purchased. A month after a sale, the customer could be offered a discount. And then on day 45, he or she could be offered a more substantial discount — but only if the purchase is completed that day.
Start with a thank you. Make someone feel even better about their purchase and they may be more inclined to engage further. That could mean leaving a review, downloading your app or joining your loyalty program. Under Armour does this well, letting the customer know valuable reviews are, making him feel like a part of the community.
Use Predictive Analytics
Post-purchase messages are inherently reactive — but they don’t have to be. With predictive technology, marketers can look beyond what a customer did and tap into what they’re likely to do. Predictive technology identifies the likelihood that someone will make a purchase, including when and how much. Recommend products accordingly.
Set Triggers for Consumables
The average time between purchases for consumables could be fairly consistent. When a customer buys something they’re likely to use up, set a trigger to encourage them to restock before they run out. This is a key strategy for retailers that sell CPG, such as Walmart, Sephora and Dollar Shave Club.
Post-purchase emails are just one way email marketing can help your bottom line. To learn more, download Increasing Revenue from Email: The Definitive Strategy Guide for Fashion, Apparel and Specialty Retail Brands.
5 Welcome Series Email Strategies from the World's Best Brands
How can you make your welcome emails a warmer, more valuable experience?
What Makes Sephora Such an Outstanding Omnichannel Retailer?
The next time someone questions the amount of time and money you’re spending on personalization to unify the customer experience, tell them about Sephora—the...
Personalization vs. Segmentation: The Real Difference and Why it Matters
Personalization is many things to many marketers. For some, it’s a business strategy that increases customer lifetime value and paves the way for profitable,...