How to Engage Customers with Post-Purchase Emails
When a customer makes a purchase from your online store, you have the opportunity to communicate with them in a way that delights them and increases their likelihood of purchasing from you again.
According to the consulting firm Bain & Company, increasing customer retention by just 5% increases profits by 25% to 95%. Why? Because it costs five to twenty-five times more to acquire new customers than it does to keep existing ones. It makes sense: you don’t have to waste time and money looking for new customers; all you have to do is keep your current ones happy.
It can be difficult to persuade someone to make their first purchase, but once they’ve done so, they’re much more likely to return. This is known as the “foot in the door” strategy, and it’s why post-sale emails work so well.
We’ll take a closer look at some tried-and-true ways to use email to engage customers after a sale in this article. Best of all, these emails can be automated to nurture customer relationships (and repeat purchases!) with very little effort on your part.
Send Simple Thank You Emails
A simple “thank you” can make a big difference. Everyone likes to be appreciated, and sending an email after a purchase shows that you care about your customers. They had the option of spending their money elsewhere, but they chose you.
Walking into a store, picking up an item, and handing over a credit card are all physical aspects of shopping that online shopping eliminates. Injecting humanity and gratitude into otherwise faceless online transactions is something a follow-up “thank you” email can do with ease.
And “thank-yous” aren’t just for sales. While a shopper considers their purchase, they may sign up for your email list. Thank them! It will immediately make them feel welcome and establish a strong foundation for your future relationship.
Offer Useful Post Purchase Information
New customers may require some assistance in understanding how to use your products, which is especially true for gadgets and items that require assembly. Customers will benefit from receiving a product guide or tutorial, and you will benefit as well. The number of post-sale inquiries and product returns can be reduced by educating customers. Do customers frequently ask the same questions after purchasing a product? Respond to them in an email with “helpful hints.”
Don’t worry if you already include physical instructions with your product or have FAQs or documentation on your website — there’s no such thing as too much help for your customers!
Ask (Nicely) For Reviews
Customers trust other people’s opinions, so reviews provide social proof. Kind words from a real person who isn’t being paid to compliment you are extremely powerful. In fact, nearly 95% of consumers read online reviews before purchasing something.
You can also use reviews to learn more about your customers’ experiences and the quality of your products, which you can use to improve your offerings.
Make Product Recommendations
Cross-selling and upselling are two simple ways to sell to existing customers. For example, when someone buys candles from you, recommend a complementary product like a candle lantern.
Ask for Referrals
The most trustworthy form of advertising is recommendations from people we know and trust. People trust word-of-mouth recommendations 92% of the time. Referral marketing converts satisfied customers into brand ambassadors.
You can’t rely on happy customers to tell their friends and family about you; you’ll have to nudge them to do so. To give them the push they need, send them a referral email. You could even give them a discount or a free product if someone they refer buys something.