E-tailers often focus heavily on acquisition. Perfect sales tunnels, constant communication, everything is done to encourage prospects to buy.
Why not continue your efforts after the purchase to build buyer loyalty and encourage future sales?
If customers have already placed an order in your store, they’ve probably enjoyed their shopping experience, so why not extend it?
Especially since the post-purchase phase is often a source of concern for consumers. Indeed, they want to be reassured and know where the order is, how long it will take for the parcel to be delivered, etc. Without precise information on these subjects, you risk ending up with a high WISMO (Where Is My Order) rate – and that’s expensive to deal with!
In addition, the post-purchase communication is often neglected and left to the carriers. Mails sent by the latter are generated according to their brand universe and are not always legible for the customer. A breaking point between brands and their customers is created in post-purchase communication during this stage.
Failing to send post-purchase emails is the best way to miss out on sales, and to see the customer order from one of your competitors for their next purchase. In this article, we explain how to create a post-purchase email flow that will ensure customer satisfaction and encourage future orders in your e-commerce store.
Here are the 6 emails to master for a successful post-purchase experience:
1 – Order confirmation email.
The 1st email to be sent to inform that the order has been processed.
2 – Late shipping email.
It’s a good idea to let the customer know at this stage if there’s a delay in shipment, to reassure them.
3 – Shipment confirmation email.
This email informs you that the parcel is on its way. The more details there are about the shipment, the more reassuring it is for your customer.
4 – Email notification of a delivery problem.
When something unexpected happens during delivery, it’s essential to inform your customers that their parcel will take longer to arrive, and to offer them a way of contacting you if necessary.
5 – Email package delivered.
To be sent when the parcel is not received personally by the buyer. Specify whether the parcel is delivered to a letterbox or to a third party.
6 – Email satisfaction survey.
Be sure to collect your customers’ comments and opinions to demonstrate the quality of your post-purchase experience or to improve this stage.
The golden rules of post-purchase emails :
1 – Respecta specific sending order. It sounds logical, but it’s important to send each post-purchase communication at the right time so that it reflects the reality of order processing. Delivering the right message at the right time will increase your chances of turning one-off buyers into loyal customers!
2 –Make sure your data is consistent. The information available on your various media: customer area, merchant or carrier email, tracking page, etc. must be the same everywhere. If there’s a discrepancy and it’s not consistent, users will call your customer service department.
3 – Automateyour emails with the right software, otherwise you’ll get tangled up.
4 –Offer additional relevant content in your e-mails. It’s a good idea to push content such as brand and catalog news, tutorials and purchase recommendations to generate additional sales. Make sure your content is relevant to your customers’ needs and desires.
5 –Personalize your communications: make your customers feel privileged to gain their trust and make the buying experience qualitative. Personalize your e-mail notifications according to your graphic charter. Use your brand universe, colors, images, logos and typography to transform your e-mail according to your visual identity.
6 –Be honest and transparent. The subject of your e-mails should reflect their content. Don’t hesitate to ask your customers which is their preferred communication channel (e-mail, SMS, Whatsapp).
How to create post-purchase email campaigns?
Sending relevant, personalized emails will help you engage your customers and stay top of mind.
Using a post-purchase saas solution like WelcomeTrack helps you create a unique post-purchase experience by proactively communicating with your customers via email notifications, delivery tracking and returns pages customized to your colors.
Want to know how WelcomeTrack can help you create effective post-purchase emails?