What’s better: a sale or a customer?
A customer, you answer, remembering one of the pivotal lessons of successful business.
Great. So what are you doing to turn sales into customers?
If you’re not using the power of post-purchase emails, you’re missing out on one of the best ways to turn a one-time sale into a loyal customer who will come back again and again. Don’t neglect one of the most vital aspects of sales.
Here are some tips on improving your post-purchase email automation.
1) Don’t Be Transactional
This is a common mistake brands make—not just in confirmation emails, but in every aspect of branding.
When you send a post-purchase email, you’re being handed an opportunity to touch a customer in a way that’s much more likely to be engaged with than a regular marketing email. You already have the customer’s attention—they just bought from you!
So many brands send out thank you emails after a purchase now that you’re competing for a more and more crowded slice of attention. If your email is just a simple receipt, or if it’s the kind of automated inbox spam that users will tune out, you’re wasting a prime chance to re-engage and turn a sale into a customer.
Be engaging in tone and thank them for their purchase. Consider a personal message (and make sure the person it’s coming from is writing it—customers have a nose for the lack of authenticity). Sourcify has seen great results by including personal messages from our founder, Nathan Resnick.
2) Consider ‘Double Opt-In’ When Adding Customers to Your List
This is more about building your email marketing subscription list, but it’s a valuable side benefit to any checkout process that includes a possible email marketing opt-in.
How do you know that your emails are going to a real inbox?
If you’re looking at low open rates and wondering how to fix them, consider moving to a double opt-in model. Sending your customers an email that requires them to confirm an account not only confirms that they’re a real person with a real email account, but also has a higher open rate than single opt-in.
This only applies to first-time buyers, of course, but it’s a powerful tool that can help you grab their attention right away in a way that single opt-in just doesn’t. Single opt-in emails do have an advantage in some ways because you can grow an email list quicker, but it’s offset for most businesses by the increased engagement and lack of false addresses that comes with double opt-in.
When you capture a customer’s email address through the checkout process and have them opt in to emails manually, you’re getting a more engaged audience and adding another touch point. It’s a great choice for just about any business.
3) Give Buyers the Information They’re Looking for
Your customer doesn’t want to have to poke around through your website or look through multiple emails to find out the details of their order. And you can save both yourself and them some headaches by simply adding a few details to your first post-purchase automated email: the thank you/confirmation.
What are they looking for in a confirmation email?
Make sure all of these details are in your initial post-purchase confirmation email, especially the contact details. Little things add up. The best brands know this—there are plenty of examples out there to follow. Find your own spin on it.
4) Re-Engage, Re-Engage, Re-Engage, etc.
Since engagement is so much higher on post-purchase emails, you’d be remiss to ignore the possibility of building your sales or engagement through this crucial method. Here are some methods to do that:
5) Send Multiple Emails
Some businesses make the mistake of only sending an initial purchase confirmation follow-up.
That’s a waste of an engaged audience. You can use multiple types of post-purchase emails to maximize the attention you’ve been given and strike while the iron is hot.
The Power of Post-Purchase Engagement
Post-purchase emails are crucial to growing your business. They’re higher in open rate, higher in engagement and more likely to reap benefits than many of the other types of email marketing you can send.
With these basic tips, you can improve your post-purchase automation and provide benefit to both your customers and your business. Start today and harness the power of post-purchase email engagement.
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