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How to get e-commerce customers back after their first purchase

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Getting leads to convert to customers is one thing. But how do you get customers to buy again and again after the first purchase? It's where the responsive and customer-centric emails come in. Despite some announcing the "death of email" on more modern platforms like texting and social media, the good old email remains one of the best ways to seal the deal, to get the word out. engage customers and encourage repeat purchases.

So, what types of emails should you send? How many times should you send them, and what should they contain? Here are some of the best examples of e-commerce tracking emails and why they work so well.

The Redemption Reminder

Often when you make a purchase on a website, they send you an email immediately after encouraging you to buy again. This marketing strategy is rooted in the idea that customers are likely to come back and buy while your brand is still fresh in their minds. But often, companies send emails immediately and when the customer (naturally) does not respond, they do not follow anymore.

If your repeated purchase numbers are neutral and your emails are out of date, why not wait for more time (depending on how often the customer uses the product) to remind them? Here is an excellent example of Sephora, which reminds the customer to restock according to the time since their first purchase:

Sephora reminds the user to restock according to his past purchase. (Source of the image)

Another creative version of the restock email comes from Clinic. Since their data probably show that women tend to buy more online beauty products than men, they would not be so lucky to send a shave gel refill reminder to men – so they announced a recharge reminder for her. . See how they did it:

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An advertisement for men's shaving gel – intended for women, who are likely to be looking for beauty products. (Source of the image)

We miss you!

An alternative on the restock / buy follow-up mail is geared to the bargain hunter, like this Starbucks mail. There is no better way to stay ahead than with a coupon, and many customers are actively waiting to buy until they get an agreement. Knowing this, why not reach out with a discount?

This recall from the Starbucks store goes straight to the point with a discount for customers who have not made their purchases in a while. (Source of the image)

Bodybuilding.com sends an email to customers who have not been redeemed after approximately 3 months:

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Another common tactic is to follow up with customers to ask them to review their recent purchase. Again, this is extremely common and almost expected – but clients do not always have the time to write a long review. So, how do you click them? Here are some creative ideas that bring feedback to a new level.

Go Beyond "How did we do it?"

For the customer who does not have time to write a huge criticism, but the company still needs his data back to work with, I present the review Amazon in 1 click:

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<p> <center> <em> Amazon encourages busy customers to simply click to review the size clothes that they bought online. (Image Source) </em> </center></p>
<p> Of course, you've probably received a lot of e-mails asking for your opinion, and even a few who are making an extra effort by giving you a discount coupon, signing up for a contest and more again. But this one is noted for its pure simplicity and its discreet style. That does not bother you – one click and you're done. </p>
<p> And speaking of Amazon, you already know that they are the leader in e-commerce simply because they test, monitor, modify and follow everything about their site. One of the most famous changes was the addition of the function "Customers who bought X, also bought Y". Now much more common on eCommerce sites, this "Fair Purchased Together" option often encourages a greater volume of purchase per customer. </p>
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But what happens when they do not buy all items together? Is emailing about it a lost cause? Not exactly …

Bought frequently together (but that's not what you think!)

All "Fair Purchased Together" emails do not necessarily have to be sales pitch. And if the customer did not buy them during their initial presentation, there must be a reason.

Of course, the reasons why customers choose not to buy could be an entire blog post, but knowing what you know, why not steer the customer further to add-ons or product props rather than that simply presenting them?

Here is an example of a follow-up email Thank you from BabyFirst. (Source of the image)

Like, in the above example, the customer buys baby-friendly TV shows, the company naturally recommends some DVDs that a baby or toddler might like, as well only a coupon and instructions to obtain it. free.

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The notice of expiry of the guarantee

This type of e-mail applies normally in cases where you sell parts or electronic devices under warranty. At a purchase, customers sometimes opt for the extended warranty, preferring to stay true to the original manufacturer's schedule. But remind them that the manufacturer's original warranty has almost expired, and inviting them to extend the protection of their purchase may be the only thing they need to keep their original purchase in good working order:

Official email regarding the warranty of a car.

Here is another example offering an improved guarantee on a rolling machine:

An announcement of the guarantee was made on the new products. (Source of the image)

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The recall "to search"

With all the examples of e-mails presented up to now, you must have the appropriate data depending on what the customer has purchased previously. But what happens if they have not bought yet and are just looking for it? Do you have luck? Not at all. If you have the prospect's e-mail address, you can always send them reminders, even if they have not added any product to their shopping cart:

Recommendations on shirts and a reminder based on previously-viewed shirts and pants from Calvin Klein. (Source of the image)

Here is another example that reminds the user of the products that he has consulted in case he wants to take another look and does not want to sift the history. from his browser:

An email reminding the user of the products he's been watching. (Source of the image)

Using Demography to Sell

Unlike many of our other examples, these emails are not based on previous purchases. They start fresh with new product recommendations based on demographics.

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For example, has it been raining in Minnesota for a few days? Find all your prospects in Minnesota and send them an email with your umbrellas.

Many of your prospects are likely to look for one because a) they do not have one or b) the one they have is old, has holes, and so on.

It can go beyond time. Many political radio shows will have "apocalyptic" meals when the inevitable apocalypse will occur. When Barack Obama was president, Glenn Beck and many other conservative experts announced "4-week emergency food":

Image Source

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Does this benefit from irrational fears? Yes.

But it also means understanding your audience. If they are afraid, what do they want to buy? Sell ​​them. If it's snowing, what do they want to buy? Offer it for sale.

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Marketing is about targeting the right people when they are most receptive to your product. What are the best products to announce to those who fear the end times are close?

New product recommendations based on past purchases

Finally, we have email "new product recommendations". Rather than always warning customers whenever you have new items in stock (and hoping that they might like some of them), why not segment new e-mails? products according to what the customer bought before? They are much more likely to buy, and they will welcome additional personalized attention!

Despite the different products and industries, all these emails have one thing in common – and that's a dedicated attention – almost fanatical to customer orders, browsing habits and preferences. And while you may be doing a lot of e-commerce, there's always, as these e-mails demonstrate, new ideas and approaches to capitalize on.

Do it all with Kissmetrics campaigns

Kissmetrics Campaigns is a behavior-triggered email platform. The combination of our behavioral analyzes with Kissmetrics campaigns makes it easier to find segments to convert, and the targeting is done in a few steps. And best of all – everything is done within Kissmetrics. There is no need to export and import lists and manipulate APIs or databases. Everything is done in the same platform.

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And if you use these strategies in your e-mail ads and in your customer lists, how have they worked for you so far? We would like to hear your thoughts and comments. Share them with us below!

About the Authors: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling writing, easy-to-use design, and intelligent analytic analysis. Learn more about iElectrify.com and download today your free copy update and conversion checklist!

Zach Bulygo (Twitter) is the blog manager for Kissmetrics.

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