Post-purchase emails are the Harry Potter of email marketing. Often neglected, given scant attention, and forced to live in a cupboard under the staircase of digital marketing.
And yet, like the magical boy with the scarred forehead, post-purchase emails are incredibly powerful.
It’s 10 times more expensive to get a new customer than it is to sell something to an existing customer.
Additionally, existing customers are 9x more likely to convert and spend 500% more than new customers.
Now you know why Amazon does everything in their power to convince you to purchase Prime.
And… transactional emails are opened at twice the rate of promotional emails.Despite the statistics, most marketers give little time or thought to their post-purchase email sequences.
They send a receipt and little else.
This is crazy and misses out on a huge opportunity to convert new customers into recurring customers.
In this post, we’re going to give you 5 key post purchase emails that will boost your conversions, nurture customers, and result in repeat sales.
Post Purchase Email #1 – The Order Confirmation
The first email should always be the confirmation of purchase.
When people click “Buy”, they want to know that everything worked.
That they didn’t just send money into the ether of the internet, never to hear from it again.
Confirm that their order was received and that someone on the other end is doing something about it.
At the risk of stating the obvious, ecommerce involves significantly more trust than face-to-face transactions.
A customer is handing you their credit card number with the assumption that you’ll hold up your end of the bargain.
They want assurance that you’re not operating a scam out of an internet cafe in Nigeria.
An order confirmation should be sent as soon as the payment clears, letting the customer know:
That their order went through.
When it will ship and how to track their shipment.
How they can access their receipt.
Who to contact if there’s a problem.
What they should expect next.
As soon as you order from Amazon, you get something like this: