Every day, retailers are finding new ways to connect with their customers. With the customer-coming-first philosophy, it’s no wonder why post-purchase messaging has become an essential part of retail marketing.
Customers also love receiving messages from stores they’ve shopped at before and enjoy being reminded about discounts or other offers that may be available to them because they feel like valued customers who’ve been taken care of. That makes this type of communication a win-win for both parties!
Last year (2020), 39% of businesses used SMS to communicate with customers, taking advantage of a 90% open rate in the first 3 minutes if receipt. So, in a world where customers are constantly bombarded by advertising, it’s time for all retailers to learn the value of post-purchase communication.
In this article, I’ll share with you more on why consumers are big fans of it and how you can leverage that to help your customers get more out of their purchases to boost repeat business and increase revenue.
Order Updates and Tracking
Post-purchase messages come in handy when customers need to track the status of their order. For example, if someone has placed a large or complicated order and wants to know where it is and how long it’ll take until it gets delivered, post-purchase messaging and communication will be vital for them.
In that case, you might send them a message with shipping information so they can get an idea of when they can expect their package to arrive.
The reality is that post-purchase messaging is also effective if someone’s order takes longer than expected because it reminds the customer what they ordered and how long it’ll take to arrive. That’s especially helpful for retailers with a lot of inventory or low seasonality!
That’s why so many consumers love receiving these messages – because they keep the lines of communication open between customers and companies and assure them that they’ll receive their orders, especially if they’ve paid for them before receiving them.
In fact, a whopping 86% of online shoppers say they want to hear from stores after making an order, so you can see why this type of communication is effective.
It shows the customer that not only do you care about their shopping experience but also value them as a person and are willing to go above and beyond for them by staying in touch after they complete their purchase is the right thing to do, whether you’re sending a post-purchase email or a text … or a combination of the two.
It Keeps Them in the Know
Post-purchase messages can be used at any time but are particularly effective when there’s a product you want your customers to remember, they have an extended buying cycle, or customers need more information about the item before purchasing it or even after it.
To put this into perspective, post purchase communication can be used after a product has been purchased and delivered to keep the customer up to date on new features or added benefits of their purchase. This is especially true for items like clothing, food, and other products that might go out of style quickly if you don’t let your customers know about new styles or updates!
That’s why this type of message can be very beneficial for retailers because it keeps customers in the know-how about what’s happening with their purchase. It also reassures them that they made a wise decision by purchasing from you and makes future purchases more likely, especially if they’re satisfied with past interactions!
They Feel Valued
Another great reason why customers love receiving post purchase emails from retailers is that they feel valued. It’s an excellent way of reminding your past customers that you care about them and their business, so they should keep coming back to you!
Ultimately, that can help build customer loyalty. Customers love feeling like they’re being taken care of by a brand that understands their needs and wants to make sure they stay satisfied with the products they buy from you!
When that happens, your brand becomes top of mind for customers because the post-purchase messages aren’t necessarily sent at a promotional time or when a customer is actively looking to buy something. So, it helps you stay front and center in their minds as an option they can turn to when they’re ready to shop.
In this sense, post-purchase messaging is like email lists, and the fact that people receive them regularly keeps you from being overlooked or forgotten about. That makes it one of the best ways for retailers who don’t have a big brand name behind their business yet to get more customers to remember their name and shop with you!
It Serves as a Reminder to Shop
Post-purchase messaging can also be an efficient way of increasing revenue, and there’s no reason to consider sending both an email and a text message to your customers after they make a purchase.
For example, if someone places an order online but doesn’t complete it for some reason (maybe because you’re out of stock), this is the perfect time to send a follow-up offer via email or text to them! The message can include information about the product, where it’s available, or what promotions are currently happening on other similar products.
Of course, it could also simply be a notification when a product is back in stock.
Alternatively, suppose customers leave items in their cart and don’t go through with the process of checking out. In that case, that might be a perfect time to send this type of email if you’re having trouble converting customers online because they don’t know all your payment options like in-store pickup, delivery, and returns.
All in all, post purchase messages are a brilliant way for retailers to increase revenue by making up for any potential missed sales or conversions! Post-purchase emails can also help you show customers that their patronage is important to you and encourage them to come back and shop with you again soon.
Early Access to Sales and Offers
Did you know that 50% of consumers said they’d opt into an SMS loyalty program if it means they’d be offered flash sales, deals, or coupons in return? That’s food for thought!
Post-purchase messaging can simply mean sending exclusive or time-sensitive offers just for people who have already made past purchases with you! When you’re adding this type of messaging to your marketing strategy, keep in mind that customers are more responsive when offered discounts or offers like free shipping.
For example, you might send a message to customers who bought your products in the past year and let them know that they can get early access to an upcoming sale or promotion before anyone else! It’s a great way to reward loyalty and encourage more purchases from your customers.
By doing this, you can collect a lot of insightful data about your customers and create a personalized experience for them based on what they’ve bought from you in the past. That way, if they buy something else or spend more money with you at once, it’ll be clear that sending these types of messages is working.
Plus, if someone has already made multiple purchases from you over time, it makes sense that they’d be more inclined to make another one in the future. That’s why retailers love sending this type of email or message because it means a lot for their business and can lead to new or repeat customers!
It’s Great for Feedback & Reviews
Finally, post-purchase emails are also great opportunities to collect feedback from your customers on what you can do better in the future. For example, if your customer recently received their order and they’re happy with it, this might be a great time to ask them about what you did well or how you can improve.
That’s why post-purchase messages are such powerful tools because when used correctly, they let retailers communicate directly with customers in a way that’s both positive for business growth and enjoyable for the customer.
In fact, 60% of consumers want to be able to respond back to SMS messages they receive from their favorite brands. Whether they love a product and want to let you know or if there was something about their experience that could’ve been handled better, brands should be able to hear this feedback so they can improve the quality of their services.
Best Practices for Post-Purchase Messaging
To help you get started with post-purchase messaging, here are some best practices to keep in mind when it comes to optimizing your messages and maximizing the benefits they provide for your business!
Consider Timing
Timing is important. You want to send these emails or messages quickly after a customer has made their order (or received it) because that’s the most valuable time for them! However, you also don’t want to send them too soon because that can annoy your customer and make them less likely to engage with the message.
If it’s a small order, sending an email right after they place their purchase is probably fine! For large orders or complicated transactions with more information involved, waiting 24-48 hours before sending the email is generally a good idea.
Personalize the Messages
Make sure your emails are personalized! More than 90% of marketers agree that personalization has an immediate effect on any marketing email you send out. In fact, research finds that open rates increase from 15% to more than 18% when you use personalize emails!
This means you should use their name when possible, or at the very least, make it seem like your message is coming from a person on behalf of the company instead of some automated system.
This way, customers can trust your brand and feel comfortable knowing they’ll get personalized value every time that’s solely aimed at them and not just mass-sent to everyone on a list!
Relevancy is Vital
It’s important to remember that post purchase messaging should always be relevant. If your customers don’t feel like the emails or texts are helping them or aren’t getting any value out of them, then, ultimately, that’ll reflect poorly on your brand, and your business will suffer.
In other words, if your post-purchase messages aren’t personalized, or they don’t have a clear purpose for helping your customers, it’s going to be so much more difficult for you to succeed.
Keep It Short and Sweet
Make every message short and sweet, with a clear call-to-action that helps customers get the most out of their purchases! Remember: you want them to come back again and buy from your store, so all your messages must be customer-oriented without being pushy or spammy.
A/B Testing is Worth a Shot
Test it out! It’s crucial to test before making any significant changes like this one to see if your customers are receptive or not. I always recommend running A/B tests so that retailers get the highest impact possible from these types of marketing efforts.
It’s also worth asking your customers about their preferences for receiving messages before or after they make a purchase. That way, you can communicate with them in a way that works best for their schedule and preferences.
Tip: Remember that 18% of customers said that “a clean and easy opt-out method” is the most important thing to them when receiving SMS marketing messages, so that’s worth considering.
Track the Metrics
It’s so easy to track the effectiveness of post-purchase messaging with today’s modern email and mobile tracking tools. Make sure you set up analytics in your emails and on your website so that it’s easier for you to see what is working and what isn’t when it comes to this type of communication.
In Conclusion
Post-purchase communication is a great way to help your customers get more out of their purchases and increase revenue while also staying top-of-mind. When executed correctly, it can be an excellent tool for retailers looking to boost brand awareness, loyalty, and customer acquisition!
That’s why this type of communication is so important for online retailers! Whether it’s to thank customers, provide them with information about their order, or offer special promotions and sales just for people who already made past purchases from you, these emails often lead to repeat business and loyalty that can be beneficial for your company in the future.
So, make the most out of it!
