Thank you.
Two simple little words, but oh-so-powerful. Our parents taught us the importance of good manners growing up, and to always show our appreciation with a timely “thanks”.
Why should business and eCommerce be any different?
As a business owner, you’ve got a lot of balls in the air: marketing, finding new prospects, nurturing and converting leads, customer service, and more.
Quick question: what is widely considered the most essential element to long-term business success?
Short answer: retention. Repeat business. Return customers. Increase customer loyalty.
Repeat customers cost less and bring in more than new customers. It’s really that straightforward. Acquisition is good. Retention is better.
And post purchase email flow are one of the easiest and most effective tactics for improving your retention.
If you’re not using them, start. And if you are using them, expand.
A post purchase email flow is a series of transactional email messages that commence when someone buys something from your eCommerce platform.
Done right, they can virtually guarantee a happy, appreciated customer, and increase both loyalty and engagement.
It’s a no-brainer. The sale or conversion is not the end goal. It’s just the beginning of the relationship.
Start it right with a humble thank you email. And take it from there.
An effective thank you email can be just that: thanks. This example from Abercrombie & Fitch is simplicity itself. Thanks, and we hope to see you again soon.
Sometimes that’s all you need to say.
Post Purchase Emails Work
Here’s the insider information: triggered emails – those that are sent after an event such as subscribing or purchasing – are the most powerful emails you can send. People are expecting them. They get opened. They get clicked. They get results.
In fact, triggered post purchase and thank you emails get some of the highest open and click-through rates of any email marketing.
Consider: eCommerce email marketing sees an average open rate of 16.75% and a click-through rate (CTR) of 2.32% (source: MailChimp). Not bad. Other sources have similar figures.
But thank you emails? They experience an average open rate of 42.51%, a CTR of 18.27% CTR, and a conversion rate (CVR) of 10.34% (source: Remarkety). That’s 2.5x better open and 7.9x better click rates than the industry average.
The customer has just purchased something from you. They are at their most receptive to you and your brand. Take advantage of those warm, fuzzy feelings and reach out. Give thanks.
But don’t stop there. There are plenty of other post purchase email ideas you could slide into your campaigns.
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Types of Post Purchase Email Campaigns
So you’ve managed to convince someone to buy your product. Congratulations! But your work is far from over. So what happens next?
If you want to turn this one-time customer into a loyal fan who keeps returning for more, with increased customer satisfaction, you must focus on the post purchase experience.
This when you send post purchase emails and where post purchase email flows come in.
Order Confirmation
Your “thank you” might be combined with your order confirmation or digital receipt.
Your customer just hit the buy now button and is waiting for their purchase to arrive. This is your chance to shine with your post purchase email campaign.
Starting with the order confirmation, you should include a “thank you” note in the email, but why stop there?
Most online shoppers expect and want that to arrive in their inbox very quickly. Many, however, only include the order details: what items were purchased, the order total, and the expected delivery date.
But digital receipts could be so much more. There is perhaps no greater virtual invitation from them to you: digital receipts see a 65% open rate, 10.4% CTR, and 1.4% CVR (source: ConversionXL). Use that.
Here are some ideas to take your order confirmation email to the next level:
- Include a coupon or discount code for their purchase
- Recommend other products that complement their purchase
- Ask for feedback and ratings on their shopping experience
- Add social sharing buttons to encourage them to share their purchase with friends
- Include a quick customer survey with a prize draw to incentivize them to engage
They’ve invited you in. Make sure you have something to say. Use this opportunity to establish a relationship with your customer and keep them coming back for more.
Send out: immediately after purchase.
Shipping Confirmation
A top-tier post purchase email flow should include a shipping confirmation email to let customers know their order is on the way, how they can track it (if applicable), the expected delivery date, and often the return policy and conditions.
It’s a great opportunity to touch base again and drum up a little excitement for their purchase.
Send out: once the order is en route.
The Follow-Up
This one is more a jack-of-all-trades type email. There is no one standard template or content.
Within it, you might ask whether they’ve received their order or for feedback on their buying experience or for a review for the product itself. Include the relevant links to make it ridiculously easy for them to comply. Easy for them, good for you.
You could inquire about their experience with the product so far. Is everything going smoothly? Do they have any problems or questions?
The follow-up can also offer a coupon or discount to get them back as soon as possible.
Here are a few additional things you can do to make your follow-up email even better:
Link to FAQs
Include some FAQs about the product to reduce the likelihood of return
Recommend useful resources
Link to helpful blog posts or video guides to help them get the most out of their purchase
Thank them again
Show your appreciation by thanking them one more time
The follow-up email can also just thank them again, and invite them to follow you on social media, with a reminder to contact you should they have any questions or concerns. Link to your profiles and communication options.
Send out: immediately after purchase.
The Cross-sell and Upsell
Amazon is the undisputed heavyweight champ of this. A McKinsey study discovered that 35% of their revenue comes from onsite and email recommendations for other products.
But what exactly are cross-sells and upsells? We’re here to break it down for you:
Cross-Sell
This is a recommendation for an appropriate accessory or complementary item. For example, if someone buys a camera, you might recommend a camera case or memory card.
Upsell
This is a suggestion to look at other, higher-quality items within the same category. For example, if someone is looking at a TV, you might recommend a higher-end model with more features.
You’ve likely seen these recommendations before like the “customers who bought this also purchased/looked at” or “You May Also Like” boxes on digital receipts and thank you emails.
Remember, the key to successful cross-selling and upselling is to ensure your recommendations are relevant and helpful to your customer.
Don’t just suggest anything under the sun. Be thoughtful and intentional so you can increase customer loyalty.
Send out: as part of your follow-up email or series.
Post Purchase Campaign Stats
Everyone wants to see the proof that something is worth their time and effort. To that end:
- Customers that have a fantastic experience with a brand spend 140% more compared to those who feel they had a poor experience (HBR). Post purchase engagement is an excellent way to increase overall satisfaction.
- Follow-up emails experienced open rates of 40.5%, CTR of 6.4%, and CVR of 0.7%, while digital receipts saw a 65% open rate, 10.4% CTR, and 1.4% CVR (ConversionXL)
- Average probability of conversion for a new prospect is roughly 1% but jumps to 9% for a return customer, and they spend 5x as much (Adobe)
- Companies generate an average of $0.25 additional revenue for every digital receipt sent with upsell or cross-sell suggestions, and 96% of the feedback received when asking on receipt and confirmation emails is positive (Conversio)
So, are they worth it? Yes.
Best Practices for Post Purchase Campaigns
Don’t overthink them. Keep them brief, concise, and clear. Test what works for you, your brand, and your customers.
- Your subject line should be attention-grabbing
- A discount coupon (15% seems to be the sweet spot) with a 30-day validity is a powerful incentive to return and buy again
- Consider creating a multi-tiered rewards program – based on amount spend, items purchased, number of orders – and providing updates on their current level and what they need to do to reach the next one.
- Ask for feedback. Link to the short survey.
- Don’t play hard to get. Thank you emails should go out immediately.
- Let your brand personality shine through (Goofy? Picture of you giving a thumbs up. Luxurious? Beautiful living room featuring your products)
- Strengthen your brand identity
Post Purchase Email Subject Lines
They need to be engaging and attention grabbing. Not clever.
- Thank you for your order (with [brand])
- Order Confirmation (with or without the order number)
- Thanks!
- Thanks for your purchase
- Let us return the favor (for an email with a coupon or discount)
- You’re the best/awesome/wonderful
- How was your shopping experience with us today?
- Our gift to you (for an email with a free gift or coupon)
- Saying thanks just isn’t enough
- Thanks for stopping by/being you/visiting
- A special thanks from us to you
- A little treat for you to say thanks
- Your order has shipped
- Your order is on the way
- Can we ask you a question about your purchase?
- We’re nothing without you
- A big thanks on your purchase today
A subject line should make it clear what it is and why they should open it.
If you’re not sending out thank you and post purchase emails, you’re not really doing your job as a savvy eCommerce merchant. They’re expected, effective, multifunctional, and part of a dynamic email marketing strategy.
Not sure where to start? SmartMail can get you up and running in no time. Let’s talk.
