As an eCommerce brand, it’s not enough to just get customers to make a purchase. You also need to keep them engaged and coming back for more. One of the best ways to do that is by sending post-purchase emails. These emails can help build brand loyalty, gather valuable feedback, and increase revenue.
One of the biggest mistakes brands make is missing out on post-purchase engagement. Some eCommerce brands focus solely on acquiring new customers and neglect engaging with existing ones. However, post-purchase engagement is crucial for enhancing customer retention.” — Sophie Seaton, Commercial Director, Underwaterpistol
In this article, we’ll take a closer look at post-purchase emails, how to write effective ones, and some best practices to follow.
What are post-purchase emails?
Post-purchase emails are automated messages sent to customers after they have made a purchase from your eCommerce store. They are essential to any email marketing strategy because they help build customer relationships and improve the overall customer experience.
Examples of post-purchase emails
There are several different types of post-purchase emails that brands can use to achieve specific goals. Here are some examples of post-purchase emails that eCommerce brands can send.
Order confirmation emails
Order confirmation emails are sent to customers immediately after they have made a purchase. These emails should confirm the details of the order, including the products purchased, the total cost, and the estimated delivery date. They can also include a thank-you message and a call-to-action to encourage customers to make another purchase.
Shipping confirmation emails
Shipping confirmation emails are sent to customers once their order has been shipped. These emails should include the shipping details, such as the tracking number and estimated delivery date. They can also include a call-to-action to encourage customers to track their package or leave a review once they receive their order.
Reminder emails
Reminder emails are sent to customers who have abandoned their cart or have not completed their purchase. These emails should remind customers of the items they left behind and include a call-to-action to complete their purchase.
Upsell/cross-sell emails
Upsell and cross-sell emails are sent to customers after they have made a purchase, and they typically recommend related products or services that customers may be interested in. For example, if a customer orders a replenishable product, you can upsell them to become a regular subscriber.
Survey emails
Survey emails are sent to customers after they have received their order. These emails should ask for feedback on their experience, including the ordering process, shipping, and product quality. They can also include a call-to-action to encourage customers to leave a review.
Customer information emails
Customer information emails are sent to customers to provide updates or important information about their account or orders. These emails can include information about changes to their account, product releases, or promotions.
Surprise and delight emails
Surprise and delight emails are sent to customers to show appreciation for their business. These emails can include personalized offers, exclusive content, or a simple thank-you message. The intent is simply to make the customer feel delighted to be in your brand’s community without feeling pressured to buy something.
How to write an excellent post-purchase email
It’s not enough to know why you’re sending a specific type of post-purchase email; you need to also write excellent copy to make it relevant and engaging so customers click instead of scrolling on by. Here are some tips to keep in mind.
Focus on high-quality content and good copywriting
Your emails should be well-written, engaging, and relevant to your customers. Use language that resonates with your target audience, and avoid using too much jargon or technical language. If you don’t have dedicated writers on staff, an easy place to start is to think about how you would write to a friend. And as always, less is usually more.
Incorporate dynamic information in emails
Dynamic content can help personalize the email and make it more relevant to the customer. Most brands will make sure their emails include up-to-date order and shipping information, but the smart ones will take it a step further and include personalized information too. For example, including your customer’s loyalty status in emails makes the message feel tailored to their relationship with your brand.
Create special flows for international customers
If you have international customers, consider creating special post-purchase email flows for them. This can be as simple as adjusting send times to their time zones or translating emails into different languages and customizing the content to reflect cultural differences.
Be mindful of the timing of your emails
Sending post-purchase emails at the right time is crucial to their effectiveness. For example, a shipping confirmation email should be sent as soon as the order has been shipped, while an upsell email should be sent a few days after the customer has received their order.
Show customers what’s next after their first purchase
Use post-purchase emails to guide customers towards their next purchase. This can include recommendations for related products or services or a call to action to follow your social media accounts.
Segment customers based on their behavior
Segmenting your customers based on their behavior can help you to send more relevant and personalized post-purchase emails. For example, you can create different email flows for first-time customers, repeat customers, or customers who have abandoned their carts. If you go this route, make sure to tailor the content of your emails to the needs of this specific segment.
Naturally, the best segmentation happens the more you know about your customer, and that comes with a complete look across all your products. Yotpo Email, for example, is connected across the entire Yotpo platform, giving you access to data points with Yotpo Loyalty, Reviews, and Subscriptions to create genuinely one-of-a-kind shopping experiences. As a result, brands can better understand customer behavior, identify more opportunities to engage them, and tailor those engagements for higher impact.
Collect valuable feedback without being intrusive
Feedback is essential to improving the customer experience, but you must be careful not to be too intrusive. Use survey emails to ask for feedback and make it easy for customers to provide it.
For example, you can send a post-purchase email requesting a review or photo of the product they purchased with an easy-to-follow process and a possible incentive, such as a discount code or entry into a prize draw. Check out our complete guide on how to send a “mail after purchase” email that lets customers give feedback without leaving their inbox.
Craft subject lines that hook people in
Your subject line is the first thing that customers will see, so make sure it’s attention-grabbing and relevant. Here are some tips:
1. Keep it short and sweet
Your subject line should be concise and to the point. Aim for a maximum of 50 characters so that it doesn’t get cut off on mobile devices.
2. Be specific
Make sure your subject line accurately reflects the content of the email. If it’s an order confirmation email, make sure to mention that in the subject line.
3. Use personalization
Personalization can help make your subject line more compelling. Use the customer’s name or mention the product they purchased.
4. Create a sense of urgency
Use phrases like “limited time offer” or “only a few left in stock” to create a sense of urgency and encourage customers to take action.
5. Highlight the benefits
If you’re sending an upsell or cross-sell email, highlight the benefits of the product or service you’re promoting.
6. Use emojis
Emojis can help your subject line stand out in a crowded inbox and convey emotions and tone.
7. A/B test your subject lines
Testing different subject lines can help you determine what resonates best with your audience and improve your open rates.
Use discount codes to create a sense of exclusivity
Offering exclusive discounts can help build brand loyalty and encourage repeat purchases. Use post-purchase emails to provide discounts on related products or services or to thank customers for their business.
Using email marketing to cultivate relationships
In conclusion, post-purchase emails are a powerful tool for eCommerce brands. They can help build customer relationships, encourage repeat purchases, and gather valuable feedback. By following best practices such as creating high-quality content, personalizing your emails, and using dynamic order and shipping information, you can write effective post-purchase emails that resonate with your customers and drive revenue for your business.
Post-purchase emails FAQs
What is the purpose of a post-purchase email campaign?
A post-purchase email campaign aims to build customer relationships, encourage repeat purchases, and gather valuable feedback. Post-purchase emails can help improve the customer experience and increase revenue for your eCommerce store.
When should I send a post-purchase email?
The timing of your post-purchase emails can significantly impact their effectiveness. Order confirmation and shipping confirmation emails should be sent immediately after the purchase has been made or the order has been shipped. Reminder emails can be sent a few hours or days after the customer has abandoned their cart. Upsell and cross-sell emails can be sent a few days after the customer has received their order. Survey emails can be sent a week or two after the customer has received their order. Customer information emails should be sent as soon as there is an update or change to the customer’s account. User-generated content emails and surprise and delight emails can be sent at any time.
How can I make sure my post-purchase emails are effective?
To ensure your post-purchase emails are effective, you should focus on high-quality content and good copywriting. You should also incorporate dynamic order and shipping information in emails, create special flows for international customers, be mindful of the timing of your emails, show customers what’s next after their first purchase, segment customers based on their behavior, collect valuable feedback without being intrusive, craft subject lines that hook people in, and use discount codes to create a sense of exclusivity. Additionally, you should test and optimize your post-purchase emails regularly to improve their performance.
Why is it beneficial to segment customers based on their behavior for post-purchase emails?
Segmenting customers based on their behavior allows you to send more relevant and personalized post-purchase emails. By understanding each customer’s preferences, purchasing history, and engagement patterns, you can tailor the content and offers to match their specific interests. This personalized approach increases the chances of engagement, repeat purchases, and overall customer satisfaction as recipients receive content that aligns with their needs and preferences.
How can I use post-purchase emails to guide customers towards their next purchase?
Post-purchase emails can effectively guide customers towards their next purchase by providing personalized product recommendations and related offers. Based on their previous purchase history, you can suggest complementary items or products that other customers with similar preferences have enjoyed. Utilize a clear call-to-action to direct recipients to explore these recommendations, leading them back to your eCommerce store and encouraging repeat purchases.
