I not too long ago ordered a swimsuit on-line to prepare for a seashore trip. Selecting between a whole lot of swimsuit kinds after months in sweats is overwhelming, so I breathed an audible sigh of aid after I noticed the order affirmation in my inbox.
I may nearly odor the ocean and really feel the sand underneath my ft in that second.
That “shopping high” is a sense of instantaneous gratification and anticipation after an order. You possibly can leverage this precious window to spice up buyer loyalty and retention as a model. To attain this, you want the post-purchase e-mail.
- How Submit-Buy Emails Drive Buyer Retention
- The Greatest Submit-Buy Emails
- Greatest Practices for Submit-Buy Emails
![Download Now: 10 Templates to Master Marketing Emails [Free Kit]](https://no-cache.hubspot.com/cta/default/53/3def1e70-dcc7-436e-bffb-73211bd749f5.png)
How Submit-Buy Emails Drive Buyer Retention
Within the retail and e-commerce business, e-mail drives a whopping 45x ROI. Angie Jones, fractional CMO and creator of the e-commerce publication The Brand Love Brigade explains why post-purchase emails are a powerful tool for customer retention.
“I’ve seen that the affect for manufacturers who nail post-purchase campaigns is a better retention fee and, in the end, larger buyer lifetime worth (LTV),” Jones says. “The hardest leap to make is from the primary order to the second, and post-purchase campaigns assist do this.”
The Greatest Submit-Buy Emails
Able to construct on the model momentum you’ve already constructed? Learn on for my favourite post-purchase emails, why they work, and the way to make them your personal.
Order Affirmation (Man Crates)
Firstly, your buyer must know that their order is right and has been obtained. Share the essential order particulars along with your buyer earlier than anything in an order affirmation e-mail.
What we like: The celebratory picture and saucy copy are precisely on-brand for Man Crates. Nevertheless, it’s the icon development that makes this order affirmation efficient. Clients can inform from a look the place their order is within the course of.
Beneath this, Man Crates follows a finest observe of together with the order and customer support contact particulars.
Delivery Affirmation (Etsy)
The next essential data it is best to share is a transport affirmation when the bundle arrives.
What we like: I like how clear and efficient Etsy’s transport affirmation e-mail is. The content material is conversational and clear, reminding me of what I ordered with images of my en-route gadgets.
Etsy additionally makes use of precious one-click order monitoring to see the place my bundle is — no copy/pasting a monitoring quantity right into a separate web site.
Onboarding (Audible)
If a buyer would not perceive a product or doesn’t use it, they’re unlikely to proceed paying for it. Increase product engagement and buyer retention with an onboarding e-mail sequence.
What we like: Audible provides step-by-step, scannable directions to assist new subscribers use the app for the primary time and uncover content material.
Technical Onboarding (Descript)
Onboarding is essential if you promote a fancy or technical product like software program. Arrange onboarding sequences that information your clients via adoption and provide help.
What we like: This onboarding e-mail from podcast and video modifying software program Descript is an ideal instance of an accessible manner to assist new customers undertake the product.
Notice the pleasant design, 5 steps, video tutorials, and the invitation to affix Descript’s person neighborhood.
Cross-Promoting (Unusual Items)
Cross-selling is a typical commerce technique recommending related or complementary merchandise to latest clients.
This may be very efficient since earlier consumers have already got expertise with you and usually tend to purchase once more. Cross-selling can happen in a separate e-mail or beneath your order affirmation (all the time place your order particulars first!).
What we like: This “You may additionally like” part from Unusual Items got here in my order affirmation beneath my order particulars. The unique order contained puzzles and video games, so this suggestion tracks completely.
As a bonus, the e-mail options different model messaging, like their sustainability initiatives.
Loyalty Packages (Nani)
A loyalty or rewards program is one of the simplest ways to build a loyal audience. Enrolling clients means you’ll have extra knowledge to research and might drive extra orders by sending unique emails and incentives. However how do you persuade them to affix?
What we like: This rewards program e-mail from Nani begins with gratitude and shares why it is best to join, with incentives like 100 reward factors and unique provides.
The design pops, and the CTA is participating (“Begin Incomes” versus “Signal Up”).
Advantages Reminder (Kohl’s)
It prices five times as much to acquire a brand new buyer than to retain an present one. That’s why it is best to work exhausting to construct loyalty packages and present your members some love.
This may embody sending particular provides and promotions, nevertheless it must also embody value-added content material and fostering a way of belonging.
What we like: Kohl’s is legendary for its rewards program. This advantages e-mail reminds members of the worth they’ve entry to without cost, which builds model loyalty and nudges them to return quickly.
Giving a Return Incentive (Stay Nation)
You possibly can increase your LTV by giving clients a purpose to wander again in (or go to your website). If you happen to’re like me, the language you reply to finest is cash. Strive both a reduction, in-store credit score, or additional loyalty factors to encourage one other go to.
What we like: Final yr, I noticed one among my favourite bands in live performance. It was an awesome night, and some days later, this e-mail with $20 live performance money landed in my inbox.
Live shows aren’t low cost, so I fortunately flagged this e-mail in my inbox as I scoped out my subsequent live performance.
Upsell (Audible)
Upon getting a cheerful buyer, your subsequent aim is to extend their CLV. An effective way to do that is to supply an improve, also called an upsell, from the product they’re at the moment utilizing.
What we like: Audible’s upsell e-mail is a grasp class in e-mail design and messaging. First, it’s all targeted on the worth to the person (value financial savings, entry bestsellers, and so on.).
Subsequent, the comparability chart structure makes it simple to see the variations at a look. With an attractive CTA above the fold and the promise of “Cancel anytime,” I feel it’s a slam dunk.
Order Pickup (Goal)
When an merchandise isn’t being shipped, you may must ship pickup directions. Don’t underestimate this step — it’s all part of your person expertise.
What we like: Bullseye will deliver a smile to my face any day, however what has me smiling extra is the clear steps on the way to decide up my order and hyperlinks to click on if I want to increase my pickup window or contact the shop.
Refer a Buddy (MeUndies)
After a purchase order, you need to give your clients a purpose to share about it with their pals. A referral program is one approach to incentivize your new clients to unfold the phrase.
What we like: This referral e-mail from MeUndies is enjoyable and kaleidoscopic. There’s an incentive for each the referrer and their pal — driving the shopper again to a return buy.
Survey Request (Warby Parker)
One massive purpose you might need to ship a post-purchase e-mail is to gather suggestions. This helps you enhance, and it additionally helps you comply with up with clients who could also be lower than glad.
I personally don’t like clicking via to a survey after I do not know how lengthy it’s going to be, so quick post-purchase e-mail surveys are finest.
What we like: This Internet Promoter Rating® survey from Warby Parker is brief (only one query) and exhibits respect for the shopper’s time and opinion.
Survey Incentive (Specific)
If you happen to want extra in depth suggestions, contemplate providing your buyer an incentive to take part. Supply a freebie, a worthwhile low cost, or a charitable donation in trade for his or her suggestions.
What we like: Specific’s survey e-mail is daring and visible and focuses on the profit to the patron.
Asking for a Evaluate (World Market)
Evaluations can drive future gross sales and provide you with precious insights into your product traces. However what’s one of the simplest ways to immediate critiques with out pestering clients?
What we like: It’s simple. It’s useful. It’s enjoyable. Quite than a generic ask, this World Market e-mail exhibits me images of each merchandise in my latest buy.
That visible evokes an emotional response (Sure, I beloved that sesame seed shaker!), and I’m extra more likely to depart a assessment.
Shopping for Once more (Starbucks)
Not solely do you have to immediate folks to return, however you’ll be able to immediate them to purchase the very same merchandise they’ve bought earlier than.
If you happen to promote a skincare product and know that the common buy frequency is each two months, for instance, then you’ll be able to immediate them to replenish after they’re working out.
With merchandise like meals and beverage, you’ll be able to incentivize return purchases, constructing common habits.
What we like: If you happen to’re a Starbucks lover like me, you’re possible used to emails like this one. Not solely are these post-purchase emails efficient as a result of they gamify incomes factors, however they’re personalized.
Clients are 80% more likely to buy from a personalised expertise, so lean into personalization. You could have the information. You simply must leverage it the proper manner.
Greatest Practices for Submit-Buy Emails
As some ways as there are to have interaction clients after a purchase order, there are much more methods to frustrate your clients if you get it mistaken. Discover the stability between overwhelming them and including worth with the following pointers.
- Make the essential data simple to search out. Maintain order particulars, dates, and monitoring codes on the prime of emails, not buried in textual content.
- Get the timing proper. Don’t ship a assessment or survey request earlier than an merchandise has arrived or earlier than the individual has had an opportunity to make use of the product.
- Don’t ask for the subsequent sale too quickly. Concentrate on product adoption and model loyalty earlier than asking for one more buy.
- Take a look at, check, and check once more. Use A/B testing to search out the proper messaging and timing.
- Use automation for achievement. Use an e-mail advertising hub with a CRM like HubSpot to automate customer journeys and e-mail sequences primarily based on buyer actions.
Getting Began
Need to encourage that purchasing excessive in clients? Whenever you get post-purchase emails proper, you flip that purchasing excessive into long-lasting model loyalty. You possibly can construct an viewers of loyal model advocates who return to purchase many times.
