Your goal as a marketer is likely developing first-rate experiences to build awareness and engagement, and ultimately converting people into paying customers. This means delivering tailored messaging across channels to move individuals along the customer journey and make a purchase. But what happens after they’ve purchased something?
The next must-have email in our ongoing series is the post-purchase email campaign. While they may not be as high a priority for your marketing team, these emails can make or break your relationship with customers. Keep reading to learn more about why post-purchase campaigns increase customer engagement and loyalty.
It’s not enough to get someone to make a single purchase; you want to communicate with them consistently enough to encourage additional transactions. In fact, it costs five times more to acquire a new customer than it is to keep an existing one.
When a person makes a purchase, they’ve shown interest in your brand and made it easy for you to gather details about their demographics and interests-a gold mine for marketers. Post-purchase emails are a way to use this information in order to keep the conversation going and develop a loyal relationship.
Consider these best practices when strategizing your post-purchase email campaigns.
You can follow up with a recent customer in a variety of ways, including the following:
In this day and age, every email correspondence you send should be personalized in some way. Instead of delivering a broad, generic post-purchase email to all customers, send different emails to different customer segments based on the criteria you’ve set. You can segment based on when they last engaged with you, whether they opened or clicked within a specific email, or transactional attributes such as what was purchased, when it was purchased, how many purchases a person has made, or the average amount spent per purchase.
Consumers receive dozens of promotional emails every day, so it’s important to get yours to them at just the right moment. Whether you decide to incorporate one or all of the post-purchase emails listed above, make sure the timing of each is as personalized as its content. Features within your email service provider should allow for you to deploy emails to recipients’ inboxes when they are most likely to engage with it. Also, be sure to space out the emails to avoid coming on too strong.
The marketing emails you send to a customer after he or she has made a purchase are equally, if not more important than the emails you send before. Loyal customers are what helps your brand flourish and grow.
[sc name=”series-EmailCampaigns”]
Maropost recently hosted its 2024 Success Summit in Australia and New Zealand (ANZ). The event…
Ever since Google and Yahoo launched updated bulk email sender requirements in February, email marketers…
Commerce has always had its ups and downs, but key economic factors have been making…
Whether you’re a big-box retailer or an up-and-coming etailer, customers now expect you to make…
As the fight against spam emails rages on, Google has recently introduced its latest defense…
The battle against spam is never-ending and Internet Service Providers (ISPs) are taking extra precautions…