8 Superior Put up-Buy Workflows (That Will Assist You Construct Loyalty)


Chances are high, most of your advertising methods and workflows are geared towards acquisition.

As a result of with out a fixed stream of latest prospects, you’ll by no means hit your progress objectives.

However, as entrepreneurs, our work is just simply starting on the level when a consumer locations their first order. Now your focus shifts to constructing a mutually useful long-term relationship with them by:

  • Letting them know when their order will arrive
  • Explaining your alternate and returns insurance policies
  • Serving to them get essentially the most out of their buy
  • Encouraging them to assessment your product
  • Asking them to refer a good friend
  • Tempting them with an upsell or cross-sell supply

Briefly, you want a classy post-purchase workflow that delights prospects, solutions their questions, makes them sit up for their subsequent order, and in the end turns them into fully-fledged model advocates.

With that in thoughts, on this article I’ll clarify precisely what superior post-purchase workflows seem like — and I’ll present real-world examples that can assist you construct your individual.

However first…



Why You Want Superior Put up-Buy Workflows for Ecommerce

Within the cut-throat world of ecommerce, it’s all too simple to fixate on poaching prospects out of your rivals on the expense of fostering relationships along with your present prospects.

That is borne out by the truth that simply one in 5 ecommerce professionals have a devoted buyer retention finances, whereas virtually two-thirds allocate extra finances to acquisition than retention.

That is sensible if you happen to’re confronted with a binary selection between acquisition and retention. In spite of everything, so long as your merchandise are half-decent, you’ll inevitably retain some prospects — however you (most likely) gained’t decide up any new ones with out making a concerted effort.

Nevertheless it’s not a binary selection, is it? There’s no purpose you may’t do each.

Entrepreneurs ought to completely be committing extra time, effort, and finances to retaining present prospects.

Particularly on condition that analysis from Gorgias reveals repeat patrons signify simply over a fifth of the common ecommerce model’s buyer base, but account for:

  • 44 p.c of income
  • 46 p.c of whole orders

If you happen to’re seeking to up your retention recreation, constructing a post-purchase electronic mail workflow is an apparent place to start out.

It units expectations early and places prospects on the trail to turning into loyal repeat buyers.

And for the elimination of doubt, having a lot of loyal prospects is certainly a good factor. Zendesk discovered that 52 p.c of shoppers exit of their option to buy from their favourite manufacturers, whereas Yotpo found that 56 p.c of loyal prospects will spend extra on a model — even when cheaper options exist.

Sounds good, proper?

Okay, so we’re agreed: manufacturers ought to be focusing extra on retention. And post-purchase workflows are some of the efficient methods to show first-time patrons into loyal repeat prospects.

Now, let’s think about what a sophisticated post-purchase ecommerce electronic mail workflow would possibly seem like…

Strive This 8-Contact Superior Put up-Buy Workflow for Ecommerce (That Construct Loyalty)

The primary “part” of your post-purchase workflow facilities on transactional emails: these despatched to particular person prospects who carry out a selected motion (on this case, putting an order).

In accordance with Silverpop, transactional emails have a median distinctive open charge of 45 p.c, which is about twice as excessive as non-transactional emails.

That makes them a significantly helpful electronic mail actual property. But many manufacturers don’t get the total advantages as a result of they solely present essentially the most primary data.

Add these electronic mail varieties to your post-purchase workflow to reply frequent questions, spark pleasure, and assist prospects get the highest-possible enjoyment from their new product…

Electronic mail #1: Order Affirmation Emails

Order confirmations are the crown jewels of the transactional electronic mail world, with spectacular common open charges of 58+ p.c.

Clearly, they’re not predominantly a advertising electronic mail. Clients anticipate order affirmation emails to comprise necessary data like:

  • The product(s) they ordered
  • The order value
  • The delivery methodology and deal with

However offered you give all of them these necessities, there’s nothing to cease you including somewhat aptitude to your order confirmations.

In my first instance, razor subscription firm Estrid makes the shopper be ok with their buy by explaining {that a} portion of the sale goes to the model’s charity companions:

Estrid Order Confirmation Advanced Post-Purchase Workflows for EcommerceWhat higher option to guard towards purchaser’s regret than telling prospects that their actions will assist help a very good trigger or two?

Electronic mail #2: Delivery Affirmation Emails

As soon as they know their buy went via easily, prospects eagerly await the delivery affirmation electronic mail, which tells them after they’ll lastly get their fingers on their shiny new product.

Once more, open charges are via the roof for these transactional emails, so why not use them to help your advertising efforts?

Glossier does this by sparking pleasure with some efficient electronic mail copywriting that prompts prospects to clear some shelf area forward of their supply date:

Glossier Shipping Confirmation Advanced Post-Purchase Workflows for Ecommerce

Electronic mail #3: Supply Affirmation Emails

The ultimate step within the transactional electronic mail part of your post-purchase workflow is to substantiate that the shopper’s order has been delivered efficiently.

Ostensibly, supply affirmation emails give shoppers a chance to succeed in out if there are any points with their product (or if it simply hasn’t turned up).

However you may additionally use them to share helpful details about their new buy, identical to flower supply firm Bloom & Wild does right here:

Bloom _ Wild Delivery Confirmation Advanced Post-Purchase Workflows for EcommerceThis easy electronic mail units prospects’ expectations about what their flowers ought to seem like, which little doubt saves a bunch of calls and emails to Bloom & Wild’s help group.

If transactional emails are the meat and potatoes of your post-purchase workflow, the subsequent part — your advertising electronic mail sequence — is the champagne and caviar.

These emails are all about delighting the shopper by offering tons of added worth and (hopefully) encouraging them to:

  • Write a assessment
  • Suggest you to family and friends
  • Purchase extra stuff

Listed below are 5 electronic mail varieties to contemplate for this stage of your workflow…

Electronic mail #4: Ship a Thank You Electronic mail

Consider thanks emails as a midway home between transactional and advertising emails.

On one hand, they supply the kind of primary information you’d anticipate from a transactional electronic mail, equivalent to a short abstract of the shopper’s buy.

Canadian pet provides retailer Houses Alive exhibits us how that appears:

Homes Alive Thank You Email Advanced Post-Purchase Workflows for EcommerceHowever this isn’t simply one other transactional electronic mail, as a result of it additionally shares somewhat of Houses Alive’s model story — form of such as you’d get in a welcome electronic mail:

Homes Alive Thank You Advanced Post-Purchase Workflows for EcommercePicture supply

This helps prospects perceive who you’re and what you stand for — a wise play in a world the place 82 p.c of shoppers favor a model’s values to align with their very own.

Electronic mail #5: Request a Product Evaluate 

Over 93 p.c of shoppers learn critiques earlier than shopping for on-line from unfamiliar manufacturers

So it’s clearly in your finest pursuits to generate as many critiques as potential. 

And there’s no higher time to ask than simply after a buyer receives their new product, as a result of they’re most certainly to be excited about it (and able to inform the world).

One phrase of warning: don’t anticipate prospects to do all of the work

As a substitute, remind them of what they love about your product, or what led them on their path to buy. That means, it’s loads simpler for them to search out the phrases for his or her assessment.

As an illustration, natural juice model Evergreen applauds prospects for placing their well being first by buying its natural wheatgrass juice, and prompts would-be reviewers to share their wheatgrass journey:

Evergreen Request a Product Review Advanced Post-Purchase Workflows for EcommercePicture supply

Electronic mail #6: Share Extra Product Information

We shoppers are notoriously fast to leap to conclusions.

As an illustration, analysis revealed within the journal Behaviour & Info Expertise claims that it takes us simply 50 milliseconds to evaluate the visible enchantment of a web site.

Most prospects ought to take somewhat longer to make their thoughts up about their newest buy. But when they’re not gained over quick, it’s extremely unlikely they’ll advocate it to their associates or purchase from you once more.

For that purpose, it is sensible to share supplementary details about your product to assist prospects get essentially the most potential profit and delight from it.

Plant subscription and supply model Rooted does this by sharing an introductory infographic explaining how prospects ought to unbox their newly arrived vegetation with out damaging them within the course of.

The entire thing is simply too huge to incorporate in full, however right here’s a short tidbit:

Rooted Share Additional Product Info Advanced Post-Purchase Workflows for EcommercePicture supply

It is a sensible transfer.

As a result of if the shopper’s first notion of your product includes damaging it whereas opening the field, you may kiss goodbye to a glowing assessment.

Electronic mail #7: Promote an Upsell or Cross-Promote Supply

Timing is every thing within the electronic mail advertising recreation.

Certain, you’re determined to generate extra gross sales and income out of your newly acquired prospects.

However if you happen to strike too quickly, you danger coming off as pushy, which might flip them off your model utterly.

As such, it pays to attend till late in your post-purchase workflow to focus on buyers with an upsell or cross-sell promotion.

When the time comes, ensure that your supply is related. Three-quarters of shoppers anticipate manufacturers to know their distinctive expectations and wishes, so don’t anticipate to get wherever with a generic gross sales pitch.

As a substitute, take a leaf from Ten Thousand’s e-book by encouraging prospects to “full” their order with a bunch of complementary merchandise:

Ten Thousand Promote an Upsell or Cross-Sell Offer Advanced Post-Purchase Workflows for EcommercePicture supply

Even higher, strive boosting conversions by pairing upsell and cross-sell emails with a limited-time supply — equivalent to a share low cost or free delivery — if the shopper buys one other product within the subsequent 24 hours.

Electronic mail #8: Ask for a Referral

Referrals may be a useful income, with one examine revealing that prospects referred by different prospects:

  • Generate larger revenue margins
  • Show extra model loyalty 
  • Present the next buyer lifetime worth

After all, prospects have to get to know your model and product earlier than they really feel comfy recommending them to their nearest and dearest.

However if you happen to’ve nurtured them with a well timed upsell supply, shared helpful product data, and coaxed them into writing a assessment, there’s a good probability they’ll additionally really feel comfy referring family and friends.

Reductions are a robust pressure in terms of driving referrals, with analysis from Point out Me citing them because the fourth-biggest purpose folks refer manufacturers — solely behind model trustworthiness, nice customer support, and free delivery and returns.

Simply make sure you preserve your supply easy, succinct, and enticing. As a result of prospects want a compelling (and easy-to-understand) purpose to exit to bat for you.

Style model Italic will get it proper with this referral electronic mail, which gives a $15 low cost for each the referrer and the shopper they refer:

Italic Ask for a Referral Advanced Post-Purchase Workflows for EcommercePicture supply

Enhance Buyer Retention & Repeat Orders With Drip

Retention is all about understanding what makes your prospects tick.

Are they taken with a selected product class? Do they browse half-a-dozen merchandise then place an order the next day? Have they received a daily buy frequency?

The extra you understand, the higher you’ll have the ability to ship distinctive, extremely customized buying experiences — which, in turns, means your prospects are extra more likely to grow to be repeat patrons.

Drip provides you all of the instruments to make that occur.

Our highly effective segmentation options allow you to carry collectively advertising, retailer, and customer knowledge to create conduct and engagement-based buyer segments — opening the door to laser-targeted messaging that compels buyers to purchase from you repeatedly.

Sounds good? Take us for a check drive by signing up on your 14-day free trial.


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