Types of Campaigns
Request Reviews and Surveys
User generated content, especially in the form of product reviews, is one of the most useful online sales tools available to you. New customers simply trust other shoppers’ opinions. The easiest way to get your customers to write reviews is to email them and ask for it. You can use the content to reinforce purchasing decisions as well as monitor how customers feel about your products, service, and brand. Don’t be afraid of receiving a bad review – it gives you a unique opportunity to interact with customers to turn a negative situation into a positive one.
Upsell
In this example, Best Buy does a great job of upselling customers on accessories that go with a previously purchased item. These highly targeted post purchase campaigns have high conversion metrics as most recipients have a need for the products being promoted in the messages. The timing of these campaigns is crucial and must be tested. If you send the follow up too soon you could turn customers off with the blatant sales messaging; however, if you wait too long, customers could realize they need the merchandise and purchase elsewhere.
Product Care Instructions
Another great way to follow up with your customers is to send an email containing product care instructions, such as this example from Crate and Barrel. It features the product purchased and care instructions and contact information for customer support. However, secondary messaging includes website navigation links and featured products. By keeping the sales related items secondary in the messaging and the product care as the primary content, this email is extremely useful to recipients without looking like an overt sales request.
Birthday / anniversary
Birthday and purchase anniversary messages are more of a re-engagement tactic, but they work just as well as post purchase campaigns – especially if the products featured in the campaigns are related to the items previously purchased. These campaigns are a great way to show your customers you appreciate them and, more importantly, keep them shopping.
Replenishment
If you sell items with a specific shelf-life, the greatest post purchase campaigns you can run are replenishment emails. These emails are triggered for deployment at the right point in the sales cycle and they keep your customers buying from you again and again. To learn more about these campaigns,read our case study on DiscountFurnaceFilter.com.
All of the post purchase email campaigns outlined above will drive revenue and additional ROI. It behooves every retailer to take the initiative to get a post purchase strategy in place ASAP.
About Listrak
Listrak provides internet retailers with full-services email marketing and stand-alone solutions to drive ecommerce revenue and increase customer lifetime value. Listrak’s ROI driven solutions incorporate order history, customer behavior and email engagement to implement intentional email marketing campaigns for clients like Waterford, Ten Thousand Villages, Swell, PCRichard, and La-Z-Boy.
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