Your small business spends a lot of time and money attracting new customers, but are you forgetting something? Like maybe your current customers that you already won over?
Every purchase your new or returning customers make is a great chance for you to further build on that relationship, develop loyalty, and really drive sales. SilverPop put together a fantastic email marketing guide on the subject, so I read through it and pulled out the top six post-purchase email ideas that any small retailer can use. Some of these ideas will work best for brick and mortar businesses, some will work best for online businesses.
1. Post-first purchase welcome messages
If someone subscribes to your email list during their first purchase (maybe right before or after check-out), write a unique series of welcome messages that build on your new relationship and encourage a repeat purchase.
The first email can thank them for their purchase and remind them of what makes your shop unique. The second email can offer a discount on their next purchase; these types of emails are called Bouncebacks, and they can be used after any purchase to encourage repeat purchases (they work, too, so definitely use them!).
The third email can remind new customers of where to connect with you on social media and what type of information they can expect to see/receive – or they can include one of the following four ideas.
2. Reminder to complete profile
For e-businesses, you don’t have to send a “complete your profile” reminder out after a new customer’s first purchase, but it’s the best time to do so, as their experience with your brand is still fresh in their minds.
In your email, explain that a complete profile allows you to provide them with relevant content and offers that they are actually interested in. In the profile, ask for brand and category preferences, general interests, and demographic information.
3. Product review/ratings
Did you know that reviews and ratings have been proven to drive purchases? Two or three weeks after a purchase (or once the customer has sufficient time to use the product), send an email requesting a quick review.
Allow customers to rate the product on a sliding scale for quality, functionality, and other factors that are important to your audience, and give them space for a brief write-up.
4. Cross-sell or upsell
Cross-sell and upsell emails recommend other products or services based on a recent purchase; talk to your web developer about setting these up. Like asking for a review or rating, timing can vary. Just be sure to include photos of the recommended products (bonus if you also include a recent review!).
5. Share your experience
Ask customers to share their experience using your product on social media (GoPro has built their business on this concept). Obviously, the experience needs to be something fun (cooking, traveling, adventure sports, etc.).
In your request, mention the product and ask specifically what kind of story you’d like and where to share it (Facebook, Pinterest, Instagram).
6. Win back
If the Bounceback email (to encourage the next purchase) did not work within a specific timeframe, break out a Win Back “We Missed You” email. Highlight some cool new products or services, top sellers, or a sweet discount – whatever you think will resonate most with your audience.
If you are a retailer, what else do you do to drive repeat purchases?
Monika Jansen is a copywriter and editor who is happiest pounding out blog posts, website content, and other marketing materials for her clients, who tend to be startups and professional service providers. She is a blogger for GrowSmartBiz and the managing editor of UberStories. You can follow her on Twitter (@monikacjansen) or find her on LinkedIn.