Post-purchase e-mails can unearth greater revenue

Share this content:
Loren McDonald, VP, industry relations, Silverpop
Loren McDonald, VP, industry relations, Silverpop

For retailers, marketing efforts are tied to one important moment — the purchase. For online retailers in particular, many tactics revolve around the path to this important transaction — preference centers ask customers about the products they are interested in, cart abandonment programs remind shoppers to complete purchases and promotional e-mails feature incentives to drive conversions. Once consumers make a purchase, triggered e-mails such as purchase confirmations and shipping updates usually follow. These are all very important in a successful CRM and e-mail marketing program. However, more sophisticated post-purchase messages can turn existing customers into brand ambassadors and drive significant incremental revenue. 

Enhanced post-purchase e-mails can include the following:

Satisfaction surveys: Invite your customers to complete a survey measuring satisfaction with their recent purchase, including order processing and shipping. 

Reviews/recommendations: Encourage your customers to review items just purchased and to share their recommendations to their social networks.

Product recommendations: Cross-sell by suggesting additional items of interest.

Repurchase deadline: Pay close attention to past purchase history and invite buyers to repurchase products that are about to be closed out, discontinued or out of stock. Send reminder e-mails around the repurchase of consumable products such as pet food, baby supplies and health products. 

Upgrade opportunities: Notify and invite buyers to upgrade to a new version, replace an outdated product or purchase related products and accessories. 

While the additional revenue realized from upgrade, replenishment and repurchase deadline e-mails might seem obvious, purchase review e-mails can also lead to significant incremental revenue. One Silverpop client, S&S Worldwide, reports that 14% of the people that click on the review request e-mail actually make another purchase. In fact, its conversion rates from purchase reviews are second only to its abandoned cart program. This doesn't even take into consideration the additional reach achieved when these reviews are
posted to social networks.  

Adding these types of e-mails to your marketing program requires a higher level of sophistication, but most online retailers are already using the Web analytics, reviews and recommendation engines needed to power these types of transactional e-mails. Better leveraging these existing technologies can result in an arsenal of new e-mails that deliver additional revenue.

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here