Finding new ways to boost ecommerce revenue is always challenging. Since acquiring new customers is 5 times more expensive, ecommerce businesses must invest in driving repeat purchases from existing customers.

There is one often overlooked channel for imprinting your brand’s footprint: Capitalizing on the transactional order-status emails.

In this article you will learn:

1. What is an order-status email?
2. Why turn order-status emails into profit-center?
3. 5 easy strategies to implement in your order-status emails to increase ecommerce revenue

What is an Order-Status Email?

Order status emails keep the buyer informed of the current location of their order. 

From the moment an order is placed when “ Hey your order is confirmed” email to “Hurray, your order has been successfully delivered”, each of these updates encompasses order-status emails. The frequency of these emails is solely decided by the ecommerce business owner.

The most common order tracking statuses that customers like to be informed about are:

1. Order-received
2. In-progress
3. Just shipped
4. Out for delivery 
5. Successfully delivered

Order status emails are beneficial in helping buyers keep track of their orders. This calms the buyers’ anxiety about their orders. As a result, the number of “Where is my” order calls placed to your support team is also significantly reduced. Moreover, 97% of customers consider the ability to track their orders in real-time important.

Why turn order-status emails into profit-center?

Traditionally order-status update emails shared by your shipping partner are terribly bland. They bear no semblance to your brand’s tone or positioning.

They merely state the information in an informal unfriendly tone. Although the information they deliver is critical. They are a goldmine waiting to be explored.

Additionally, order-status emails have a high open-rate of 90% which is significantly higher than any promo email. That is why you need to capitalize on these emails. Order-status emails are a great channel to persuade your customers to make more purchases or opt for a premium membership.

5 easy strategies to implement in your order-status emails to increase ecommerce revenue

Ok, now let’s outline 5 easy ecommerce marketing strategies to implement in your order-status emails to increase ecommerce revenue:

1. How to use Product Recommendations
2. Cross-Sell & Upsell
3. How to Pitch for Loyalty Program
4. Boost Social Media Followers
5. Collect Customer Reviews and Nudge Referrals 

How to use Product Recommendations

There exists a direct correlation between product recommendation and increase in Average order value. Buyers are usually floored by the visual appeal of the product when they appear on their order-status email. They tend to make more purchases. 

If their previous cart value was relatively low, this is a great way to nudge them to buy more. Subtly including CTAs such as “Frequently bought together” or ”Customers also bought” entices the buyer to loosen their purse string.

Cross-Sell & Up-sell Strategies

75% of customers are more likely to buy based on personalized recommendations. Shoppers expect your store to suggest products by mapping their previous purchases.

By suggesting products based on shopping behavior in your order-status email, you are sure to strike the chord. Customers love when new products are suggested based on their previous purchases. 

How to Pitch for Loyalty Program 

 Loyalty programs are a sure shot way to increase the customer lifetime value. ecommerce stores can double down on selling profitably to customers who love their products.  They are also a great way to conduct in-depth research into their buying pattern which in turn helps you refine your selling strategy. 

Dedicate a section on the order-status emails that showcases your brand’s loyalty program. Highlight the value that buyers can derive from the loyalty programs. The most common advantages are reward points, discounts, coupons, early access to new arrivals. But most of all loyalty programs help you build a community that buyers long to be a part of. 

Boost Social Media Followers

Social proof is a powerful selling weapon. The explosion of user-generated content on Instagram or Tiktok is a testament to that. 92% of ecommerce buyers make purchases based on recommendations of other people.  

Include a “Share your love” CTA in the order status emails. Applaud their purchase decision and then encourage buyers to share them on their social handles. Talk them up to convert them into your brand ambassador.

Collect Customer Reviews and Nudge Referrals  

Buyers choose you for your reviews.  According to a study, an average buyer spends 31% more on stores with excellent reviews. Most ecommerce businesses invest in gathering reviews.

However, the timing is where they all struggle. Ask for a review too soon, you annoy the customer. But postpone it, the customer probably forgets all about the purchase. 

Order-status emails can be of invaluable help to figure out the timing for initiating the customer review campaign. In fact, at the time of successful delivery, on the order-status email, make sure to include a delivery feedback form. Shoppers are more likely to pay a compliment if they are happy with the delivery experience. Tap into the buyers’ euphoria at the time of unpacking.

Final thoughts 

Marketing through order-tracking emails is an emerging trend. But with the ecommerce landscape constantly shifting, businesses must quickly adopt this trend to interact and connect deeply with their customers. While the battle between customer acquisition and retention rages on, monetizing order-status emails is a quick win that instantly boosts repeat purchase rates.   

ShippingChimp offers the entire suite of post-purchase technology that includes real-time order-tracking, branded email notifications, branded tracking page, and returns management portal. ShippingChimps’s mission is to empower ecommerce businesses with tools to offer Amazon-Esque customer delivery experience.