The current competition in e-commerce is leading to higher customer acquisition costs across industries. While a good ad spend and discounts can help attract shoppers, the strategy does not guarantee repeat sales.
In this post, we’re discussing how post-purchase email flows can help increase repeat sales.
Why are Repeat Purchases Important?
Did you know that to successfully acquire new customers, it can cost your brand five to 10x more than what it would if you directed that money and effort selling to a current customer?
One study found that current customers spend 67% more on average than people who are yet to be introduced to your brand.
But if you work on improving retention and lowering churn, you are not entirely dependent on ads on third-party channels to guarantee sales.
Repeat customers have been found to spend 67% more than new customers, increasing your AOV (average order value) with each next sale.
That’s why leading brands can be seen focusing on strategies that help them keep their existing customers engaged.
How to create an effective post-purchase workflow to encourage repeat purchases
If you’re using Omnisend vs Klaviyo or Drip to set up email marketing automation, here’s how to create a post-purchase workflow for repeat sales:
1. Send a thank you post-order confirmation
While the adrenaline post placing an order is high, the niggling doubt of whether one has made the right move trusting this brand, starts to creep in.
By sending a friendly, personalized confirmation email immediately after a customer’s first purchase, you can reassure your customer and ensure you will keep them aware of any changes.
This is also a great opportunity to feature any upcoming sales, existing loyalty programs, or incentives for referring friends and family to the store.
2. Keep customers aware of any shipping or delivery charges
Disappointment and confusion are very powerful in ensuring a first-time customer never comes back.
To tackle both, you need to keep them aware of their order status, if it has been shipped, if it’s ready for dispatch, or when the delivery is expected to happen.
In fact, your post-purchase email flows should go a step further and offer them delivery options to ensure low returns.
You need to time this well and hence integrating your email marketing tools with your logistics/ shipping provider is important.
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3. Check in if they’re happy with their order
Did you know that even if a first-time customer is dissatisfied with their order, how a brand manages and improves that relationship within a quick time frame could define their future interactions?
To get started, send a follow-up email after a week or so (time depends on the average usage of your product) after delivery.
Tools like Omnisend and Klaviyo have customizable templates that you can use for post-purchase follow-up emails and SMS campaigns, which include elements to request reviews or feedback.
By adding a clear CTA for happy customers to share their feedback, positive reviews can be valuable for reassuring all other customers who come to that listing page.
Whereas, any negative feedback offers a chance for the brand to address concerns directly and quickly.
4. Suggest curated items complementary to past purchase
Post the feedback email, segment customers who have shared positive reviews. This can help you create an upsell or cross-sell campaign.
Suggest related products based on what the consumer has purchased.
For example, if someone purchased a lipstick you can suggest other makeup accessories. The products should feel like a natural next item they would love to check out.
This makes the customer feel understood and helps to build loyalty.
5. Invite them to loyalty programs and reward returning customers
Reward customers who return with exclusive discounts or an invitation to your loyalty program. Drip and Omnisend’s post-purchase workflows allow you to automate this outreach, adding a personal touch that incentivizes another purchase.
We do recommend highlighting the benefits of your rewards program clearly.
6. Send reminder emails for products that need regular refills
Have a product that customers will need to regularly stock? Get their permission to send them reminder emails. Many appreciate it (if it’s not obtrusive).
This also helps generate consistent revenue for the brand, and such workflows can be managed through tools like Omnisend.
7. Share how-to guides or product usage tips
If you want a post-purchase email flow that specifically reduces return rate, send them a handy guide on how to use the product.
Include a clear demonstration, which answers all potential customer queries (that you keep updated by tracking feedback or reviews) through detailed pictures and video.
Conclusion
It’s clear that repeat purchases are critical if a brand wants consistent, sustainable growth, especially considering the competition in eCommerce.
Only by nurturing first-time buyers through personalized and intentional Repeat Purchases email workflows, can you build a loyal customer base that results in increased CLV (Customer Life Cycle) and repeat sales!
