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:
The first post-purchase emails generally arrive within minutes of a sale: order confirmations. There are also shipping updates and confirmations, as well as messaging around in-store pick-up and returns. Confirmation emails generally have far higher open rates than the average marketing email so why not capitalize on this valuable real estate with personalized product recommendations? By the time someone has made a purchase, you have an idea of what they like… and what would complement that first purchase. With advanced personalization, you can do even more with post-purchase emails, recommending products based on the customer’s local weather.
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. Once someone is a member, there are ample opportunities for personalized messaging. With moment-of-open technology, Ulta ensures that Ultamate Rewards members receive the most accurate, up-to-date loyalty information when they open the emails.
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.
Data feeds provide endless opportunity to personalize post-purchase emails. Connect email with your social media channels to feature user-generated content, giving the customer inspiration for their next purchase. You can also include live maps, which include helpful information about the customer’s nearest store such as hours and location. People frequently return online purchases in brick-and-mortar stores, so this little bit of personalization can go a long way.
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.