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“Thanks to your order” isn’t the top of the shopper journey—it’s only a step inside it. Publish-purchase emails have turn into synonymous with basic electronic mail workflows, they usually usually make the distinction between one-time clients and dependable advocates.
As many ecommerce retailers have found—it’s far more cheaper (and worthwhile) to maintain a buyer round for longer than it’s to maintain buying new ones. The truth is, 80% of your gross sales are possible coming from simply 20% of your clients: returning clients.
When you’re already created a personalised welcome sequence, cart abandonment, order affirmation and different automated electronic mail messages, the post-purchase movement is a vital buyer retention technique.
So how do you get them to come back again and store after they make a purchase order? The reply is by making a purposeful post-purchase electronic mail sequence that nurtures, engages, and offers your clients with a greater buy expertise.
6 forms of post-purchase emails that have interaction
Publish-purchase emails cowl quite a lot of functions relying on what’s most vital to your ecommerce enterprise—whether or not it’s to make them really feel particular, accumulate suggestions, remind a buyer to replenish a product, or to cross-sell comparable merchandise, post-purchase messages can serve the aim.
Let’s have a look at the 6 most vital forms of post-purchase emails you’ll be able to ship to enhance buyer retention and increase your gross sales.
1. Order affirmation emails (“Thanks” emails)
Prospects all the time count on an order affirmation, which not solely confirms that they positioned the order and paid efficiently, however that the gadgets they purchased matches what they meant. Order affirmation emails have a 60% open charge, that means that clients are desirous to open and evaluate the content material.
“Thanks” goes a great distance in establishing a connection along with your clients, and sending thanks emails is a superb method to humanize your model and supply a wonderful post-purchase expertise. The thanks message is straightforward—simply thank the shopper for putting an order and supply a name to motion (CTA).
Within the instance under, iHerb makes use of their order affirmation/thanks electronic mail to incentivize the following buy. They embody not solely really helpful merchandise, but additionally Loyalty Credit score factors and details about their rewards program that would save them 10%:
When you select to not supply an incentive, remember to present a CTA to one thing helpful for the recipient, similar to to a weblog publish or customer support hub. Bear in mind, it’s all about offering info, making the shopper really feel particular and offering further worth.
Order affirmation emails are fairly straightforward to create and edit with Omnisend, which provides pre-built templates that may be launched inside minutes.
Additionally they have the flexibility to incorporate SMS within the order affirmation workflows to succeed in your clients the place they’re, extra shortly.
Topic strains for order affirmation post-purchase emails
Messages like these are likely to have a easy topic line, because it ought to plainly talk the order affirmation. Some choices:
- Thanks to your order
- Your [Brand Name] order affirmation [#12345]
- Order acquired – [Brand Name] order [#12345]
- Nice information! We’ve received your order [#12345]
- Your [Brand Name] order has been acquired [#12345]
Discover out extra about tips on how to create high-converting order affirmation emails right here.
2. Transport affirmation emails
Whereas order affirmation emails are each pleasant and vital to examine the accuracy of of the order, the transport affirmation electronic mail is generally pure delight.
They’re lastly going to get their order (at the very least, they’ll know when to count on it). That is additionally an awesome post-purchase electronic mail that you should utilize to construct your connections along with your clients.
When creating your transport affirmation post-purchase electronic mail, remember to:
- be constructive and construct pleasure with the shopper
- emphasize when the shopper can count on supply or a CTA resulting in cargo monitoring
- summarize the order
Much like the order affirmation, transport affirmation emails are fairly straightforward to edit and ship with Omnisend:
You’ll be able to take this chance to supply really helpful merchandise, or supply a reduction (or different incentive) to enhance your buyer retention and repurchases.
Topic strains for transport affirmation post-purchase emails
Actually, don’t waste lots of power making an attempt to be too artistic right here. Topic strains ought to talk the truth that the order has been shipped:
- Your order has shipped
- Order [#12345] has been shipped
- We’ve shipped your order
- We’ve shipped your order [#12345]
- Your buy has been shipped
You’ll be able to add emojis to make it extra festive, so long as it doesn’t distract from the data.
3. Evaluation request emails (buyer suggestions electronic mail)
Getting suggestions is vital for any ecommerce store, particularly for many who need to be customer-centric.
Not solely do these sorts of emails enable you to perceive how your clients expertise your buy movement and merchandise, however they give you priceless social proof that can be utilized in different messaging to affect clients to buy from you.
When creating an awesome suggestions post-purchase electronic mail, there are just a few greatest practices to place in place. Attempt to:
- Remind your clients of the (hopefully) wonderful product/service you gave them
- Be sincere about how lengthy it’ll take to depart suggestions
- Clarify how leaving a evaluate advantages your buyer, and different clients
In the identical vein, asking for a share on social media can’t solely provide you with priceless suggestions, however give you curated person generated content material.
Omnisend’s pre-built Buyer Suggestions template and Order Observe-Up will enable you to arrange this post-purchase electronic mail shortly:
Which one do you have to use to your evaluate request?
- Buyer Suggestions: ship this evaluate request to your basic audiences after they’ve purchased one thing from you
- Order Observe-Up: ship this to clients that purchased a particular product, and use it to get them to purchase extra
Topic strains for evaluate request emails
Right here you’ll must experiment a bit extra with getting clients to not solely open emails, but additionally present their suggestions. When you’re providing an incentive for a evaluate, you’ll be able to embody that within the topic line.
Some instance topic strains:
- Bought a minute?
- Inform us: how did you take pleasure in your latest order?
- [Name], relating to your latest order at [your brand]
- A minute of your time (and 15% off your subsequent order)
- About your latest buy (Order #12345)
4. Replenishment & restocking emails
Replenishment emails are particularly helpful for ecommerce companies that promote merchandise with a particular shelf life. The thought is to anticipate your clients’ wants.
Think about you promote skincare merchandise, and your buyer has bought a 30-day provide of face cream. On day 20, your post-purchase electronic mail marketing campaign may ship them a reminder to repurchase the cream to take care of their skincare routine.
your buyer likes—and possibly even wants—this product. They’re going to purchase it it doesn’t matter what. Your problem? You might want to be certain it’s you they purchase it from. This electronic mail from Chewy actually captures the essence of an ideal replenishment/restocking electronic mail:
This instance is completely focused: reordering pet meals may slip even probably the most loving canine proprietor’s thoughts. However with a well-timed electronic mail, Chewy targets their electronic mail in order that it’s personalised round this pup’s specific mix of meals.
Extremely consumable merchandise are nice for this type of message, and with subscription ecommerce taking maintain of the business, these emails can verify and thank the shopper for his or her continued enterprise.
That is efficient when contemplating electronic mail advertising and marketing for each new clients and repeat clients alike.
Topic strains for replenishment/restocking emails
- Operating low on [product]?
- Don’t overlook to fill up on [product]!
- Right down to your final [product]?
- Want a refill?
- [Name], fill up on [product] now
5. Product suggestion emails & cross-selling emails
Product suggestions and cross-selling are nice methods to carry a buyer again into the acquisition cycle.
Nevertheless, blindly slapping some merchandise into an electronic mail received’t obtain very a lot. As a substitute, use the info out of your clients’ final buy to create personalised suggestions primarily based on what they’ve already proven curiosity in.
The thought is to supply your clients merchandise that complement what they’ve already bought and make them say, “Oh! I do want a controller to go together with this. I didn’t consider choosing up an additional cable.”
Your clients will higher reply to related product suggestions. Whereas it’s completely potential to place a suggestion or two in your affirmation emails, you don’t need to put all of it in that one electronic mail—particularly when a cross promoting electronic mail will be highly effective all by itself.
When utilizing Omnisend, create your cross-sell emails shortly with pre-built templates:
Topic strains for product suggestions and cross-selling emails
- Uncover extra nice finds from [brand]
- We all know you’re gonna love these!
- When you loved [purchased product], you’ll love this/these!
- We couldn’t wait to point out you this
6. Win-back emails
Generally, your clients go quiet. They purchased from you far too way back, they usually haven’t been lively since.
It is a disgrace, since present clients are far more profitable than buying new ones. (It’s additionally cheaper to get extra gross sales from present clients than from new clients.)
Win-back emails goal to reactive dormant clients. They basically serve just a few functions:
- remind the shopper of your model
- get them to purchase from you once more
- get them to carry out some loyalty motion (like signing up for a rewards program)
On the subject of the content material to your win-back emails, you’ll be able to strive an easy tone, or a softer, extra welcoming one.
This electronic mail under highlights the explanations the subscriber ought to keep on their mailing checklist, and in addition provides a 20% low cost as “reward” (which is actually a bribe to purchase extra):
Alternatively, you will be easy, like this electronic mail from Framebridge:
No matter tone you select, ensure that it’s constant along with your model, and that it additionally doesn’t come off as petty, offended, melodramatic, or another detrimental traits that may drive your clients away (as a substitute of bringing them nearer).
Topic strains for win-back emails
Once more, strike the precise tone in order that your clients will need to open your emails and keep related along with your model.
Some win-back post-purchase topic strains to strive:
- We miss you already
- Come again & take pleasure in [free product or other offering]!
- Loads has modified! NEW Particular Provide Inside
- Let’s keep collectively, [NAME]
- Able to get again collectively?
Getting post-purchase timing proper
One of many greatest questions round making a post-purchase expertise is, “When ought to I ship these messages?”
There is no such thing as a quick and simple reply to this query. The actual fact is that you simply’ll have to take a look at your individual knowledge and post-purchase workflow to find out the perfect timing, and to tweak as you go.
However there are some things you need to take into account when timing your post-purchase emails:
- Take into consideration the entire movement, ranging from the start of the shopper journey: What number of emails are your clients getting in complete? If somebody indicators up and purchases on the identical day, are they getting inundated by emails within the first 48 hours? Contemplate pausing your common gross sales workflows till a buyer exits your post-purchase sequence.
- Attempt consolidating a few of these emails: For instance, a thanks message must also be roped into an order affirmation electronic mail, social sharing will be included right into a suggestions request, and so forth. Simply maintain the principle objective of your emails clear, don’t overload your clients with a number of CTAs, and preserve the general theme.
The timing of your post-purchase emails in the end is dependent upon the emails you select to ship, and the way your clients reply to them (along with different messages you may be sending).
How post-purchase emails work at Omnisend
Omnisend handles post-purchase emails in quite a lot of alternative ways. Our post-purchase electronic mail movement covers the whole lot from transport confirmations to evaluate requests and emails with reductions that encourage second purchases.
Whether or not a service provider is participating with a free or on one among our paid plans, automated workflows will be arrange for post-purchase electronic mail advertising and marketing.
The method is straightforward and simple to edit if wanted.
First, merely click on on the Automations tab, and also you’ll see the choice to go to our library of pre-built workflows:
As soon as contained in the library, you’ll discover a host of pre-built workflows which you can edit to your post-purchase electronic mail campaigns (and a lot extra):
When you’ve chosen a suggestion, you’ll be able to start crafting post-purchase electronic mail campaigns with the next settings:
- Set off filters: this defines how your post-purchase electronic mail automation targets clients and what begins the workflow. This consists of focusing on new clients that don’t full a purchase order, sending transport affirmation as soon as a buyer has accomplished their order, and so forth.
- Viewers/Conditional filters: this appears at which of your clients you need to attain. This could embody repeat clients, those that haven’t purchased something shortly, latest clients, and extra.
- Delay: this defines when a buyer receives a message. Ought to it’s instantly once they entered the workflow, after a day, every week, a yr?
- Exit situations: this defines when the shopper ought to exit the workflow and cease receiving messages. This consists of if a buyer cancels or makes modifications to their order.
Once you’ve crafted the proper content material to your messages, similar to a pleasant evaluate request or an alluring low cost, you’ll be able to start your automated electronic mail advertising and marketing.
Wrap up
Retaining your clients is probably going one among your prime targets as an internet vendor, and maintaining them coming again for extra is a full-time job. Nevertheless, by creating an awesome post-purchase electronic mail sequence, you’ll be able to nurture your relationship with them, and restart the shopper journey lengthy earlier than they’re conscious they need to buy once more.
Take a look at out these messages and see what works greatest to your clients. Get artistic, combine and match them, and consolidate the place it is smart. Take a look at your timing to make sure it’s as related as potential, and maintain fulfilling the wants of your clients as the principle precedence.
What are a few of your favourite post-purchase suggestions? Inform us under!
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