Consciousness – Search – Consideration – Buy
That’s how most entrepreneurs outline on-line purchasing person journeys. And this might need been 100% correct a number of years in the past, however not anymore. Right this moment, the put up buy expertise you ship says much more about your model than the acquisition journey itself. Due to this fact, to stage an total pleasant purchasing expertise, optimizing your put up buy checkout turns into indispensable – it doesn’t matter what stage your Shopify retailer is at.
Now, it isn’t attainable to manually comply with up and be in contact with every buyer to make sure they aren’t dealing with any points after shopping for out of your retailer. And that’s the place e mail automation involves the rescue.
Leveraging e mail automation to streamline your put up buy buyer expertise is a cheap and environment friendly method to keep linked together with your patrons even after they’ve made a purchase order in your retailer.
On this put up, we will break down some vital sorts of e mail automation that you simply completely should deploy with a view to ace your put up buy recreation.
Oh, and have your clients coming again for extra!
Don’t get overwhelmed with this listing of e mail automations as a result of if you happen to’re on Shopify, you possibly can deal with all of it with Shopify E-mail.
Will need to have put up buy e mail automations on your Shopify retailer
1. Transactional emails
Transactional emails are emails that share particulars corresponding to order abstract, fee info, delivery and supply affirmation, and all different updates associated to communication that clients count on to obtain after putting an order on any on-line retailer. These aren’t meant to be lengthy, descriptive, or flashy. As an alternative, transactional emails should be as brief and crisp as attainable, highlighting the vital particulars that ought to be a magnet for the reader.
Make certain these are triggered as quickly because the order is positioned or as and when the replace must be shared as transactional emails are time delicate and will attain buyers’ inboxes earlier than they must ask for updates.
Right here’s an instance of an automatic transactional e mail from Heads Up For Tails, a pet provides retailer on Shopify:
2. Order standing/ delivery notification emails
Very similar to transactional emails, these are supposed to be despatched out periodically to clients to maintain them up to date with the progress standing of their order. Such emails assist preserve buyers’ put up buy nervousness at bay and be certain that they’re repeatedly notified of the place their order has reached and the way lengthy it’s going to take to be delivered. Attempt to automate emails for each little motion within the supply course of.
For instance, set off an e mail as soon as the order has been shipped, one other one as soon as the order has reached the arrival metropolis, and a ultimate e mail as soon as the order is out for supply. You possibly can even ship out the supply agent’s contact info for patrons to attach with them for hassle-free supply.
With every e mail, a great observe is to additionally embrace the merchandise within the cargo like a reminder.
Right here’s an instance of an automatic order notification e mail from iHerb:
Equally, order delays are inevitable. Nevertheless, conserving your clients at midnight shouldn’t be.
Underneath any unexpected circumstances that the order is delayed and can’t be delivered on the promised supply date, make it a degree to set off automated emails that apologize for a similar, share the reasoning for the delay, point out the brand new estimated supply date, and likewise supply a provision for buyers to cancel their orders and avail refunds. By no means depart any room for confusion or ambiguity.
Right here’s a easy instance of the identical:
3. Suggestions request emails
The put up buy journey is totally incomplete and not using a suggestions e mail that invitations your clients to share their sincere opinion on what their purchasing expertise together with your on-line retailer was like.
Such emails work remarkably effectively in providing you with unmatchable insights on how one can enhance your retailer’s purchasing expertise. Since they’ve simply accomplished the method, their suggestions goes to be totally contemporary and helpful – one thing you possibly can depend on to create an enchancment plan on your retailer.
Make certain such suggestions emails are triggered inside one week of order supply in order that buyers nonetheless have excessive intent and curiosity in sharing their views. You can even incentivize them to take action by providing free retailer credit or a reduction on their subsequent buy in the event that they share their suggestions.
Check out a easy, clear, and to the purpose suggestions e mail beneath:
4. Product schooling emails
Some merchandise require very particular directions on how you can set them up or get them working, particularly within the case of electronics, furnishings, or dwelling decor objects.
When you function in any of these classes, ensure you create and automate a collection of emails that characteristic how-to product movies or articles on getting issues in movement. It will guarantee buyers don’t must go on the lookout for an instruction guide or video that takes them via the whole course of.
You possibly can even ship a comply with up e mail whereby you ask if any extra assist is required and the way clients can attain out to your help workforce if want be. Your clients will extremely recognize you going the additional mile to make sure their product expertise is a pleasant one.
Let’s check out an instance of the identical by Fitbit:
5. Product suggestion emails
Now that you have already got extraordinarily useful details about your buyers corresponding to their buy historical past, their search historical past in your retailer, merchandise wishlisted, and so forth, ensure you make the most of this info to ship them personalised product suggestions. This phase of your viewers is right for cross promoting and upselling as they’ve already positioned their belief in your model and are probably to take action once more.
Furthermore, by presenting them with custom-made merchandise as per their pursuits and preferences, you possibly can improve your possibilities of conversion. Such emails could be triggered periodically after the acquisition in order that if a buyer shouldn’t be taken with making one other buy instantly, they’re reminded to take action later.
Right here’s an instance of a traditional product suggestion e mail:
6. Thanks emails
Thanks emails are fully completely different from transactional ones. These should not meant to be formal or to the purpose, as an alternative could be descriptive and conversational. You possibly can discuss the way you, as a model, are grateful that the client selected you and the way you hope their expertise is a pleasant one.
Such emails add a component of human contact to your in any other case templatized and simple put up buy e mail drips. It additionally makes your clients notice that you simply worth them and care about them.
Right here’s an instance of a thanks e mail from Abercrombie & Fitch:
7. Product assessment/ score request emails
Social proof is among the only drivers of buy resolution making, and as an eCommerce marketer, you will need to depart no stone unturned to gather social proof for all of your merchandise.
You possibly can run automated e mail drips to gather opinions and rankings for merchandise that clients have not too long ago purchased. Since these are coming immediately from first hand customers of the product, they’re more likely to be genuinely trusted by your different potential buyers.
Such product or score request emails work remarkably effectively if they’re despatched out inside a sure time-frame of product supply so patrons can share their first impressions.
Let’s check out an automatic product assessment/ score request e mail from Dr Sheth’s, a magnificence and wellness model:
8. Observe-up emails on unfavourable opinions
Everytime you get a unfavourable assessment – be it on one among your merchandise or the whole purchasing expertise usually, make it a degree to run an automatic e mail drip focused in direction of following up on what went unsuitable.
You possibly can ship a heartfelt message about how your workforce is sorry that the client didn’t benefit from the product or whether it is relating to the purchasing expertise, you possibly can spotlight the truth that you could have taken their suggestions into consideration and promise to implement the identical going ahead.
Such emails make your clients really feel vital, valued, and appreciated – all of that are extraordinarily vital to construct long run and lasting relationships together with your buyers.
9. Nurture emails
Automated nurture e mail drips are despatched out not with an intention to immediately convert clients, however slowly construct their curiosity in your merchandise by conserving them up to date about what’s new, what’s trending, what’s more likely to be bought out quickly, and so forth. Such e mail drips could be personalised for every of your important audience segments in order that they characteristic merchandise which might be more likely to seize and retain their consideration.
Nurture emails assist construct hype round your retailer, merchandise, and choices, whereas conserving your common buyers updated and linked with you so that you don’t lose contact with them.
Right here’s a traditional instance of the identical by Ajio:
10. Nudge them to hitch loyalty packages
Not all of your patrons will flip into repeat patrons by themselves, you will have to spotlight the unparalleled advantages your retailer has to supply in the event that they buy from you repeatedly. Due to this fact, as and if you acquire a brand new buyer, run automated e mail drips that nudge them to contemplate signing up on your loyalty program.
Be sure you clearly spotlight what the advantages are and what they is perhaps lacking out on. Package deal the identical as an irresistible deal and set off these emails after the client has efficiently acquired their order supply.
Check out such an automatic e mail:
Why is the post-purchase expertise vital?
Whereas we’ve gone via varied automated emails to run that may improve your put up buy expertise, you would possibly query – why is it even vital? What’s so essential concerning the put up buy expertise that it’s good to always try to enhance it to outdo your key enterprise metrics? Let’s deep dive into a few of these causes:
To retain clients
Right this moment, clients aren’t simply impressed by their shopping for journey in your on-line retailer. They demand rather more – they count on to obtain a passable put up buy expertise if they’re even going to contemplate returning to your retailer.
Due to this fact, the put up buy expertise turns into an vital determinant in making certain you’ll be able to retain your clients for the lengthy haul. If patrons are delighted even lengthy after they’ve bought from you, they’re going to recognize your efforts and proceed to purchase from you.
Alternatively, if you happen to fail to make sure buyer happiness after the acquisition is full, patrons are most likely not going to return – they’ll simply discover options that promise to supply a a lot better holistically pleasant purchasing expertise.
To spice up buyer loyalty
Buyer loyalty is a direct perform of buyer expertise and nothing else. If the put up buy expertise doesn’t stay as much as your clients’ expectations or the guarantees you made, you’ll by no means be capable to flip your first time patrons into loyalists.
Individuals solely wish to pledge their loyalty to manufacturers that go above and past making certain a greatest in school expertise that they will boast about.
To extend referral purchases
In case your clients are impressed together with your put up buy expertise, they’ll most positively refer your retailer to their family and friends. You wouldn’t must explicitly incentivize them to take action as they’d genuinely wish to introduce your on-line retailer to their family members.
An unparalleled put up buy expertise could be that one issue that units you aside out of your opponents and motivates your patrons to unfold the phrase.
Helps you allow an enduring impression within the minds of your buyers
There are solely so many issues you possibly can optimize in your purchasing journey that depart an enduring impression within the minds of your buyers. A memorable put up buy expertise is one among them.
By caring about what the expertise of your buyers is like after they’ve made a purchase order, you possibly can win their hearts. The subsequent time a purchaser is considering making a purchase order, their consideration parameters will go a lot past reductions or offers. They may select your retailer only for how handy and fulfilling their put up buy journey is.
To enhance your model’s prime of thoughts consciousness
A complete lot of your advertising efforts most likely go into bettering your model’s prime of thoughts consciousness amongst your clients and potential clients. The put up buy expertise you ship determines how your viewers perceives and positions you as a model.
If it exceeds their expectations and impresses them, they’ll keep in mind and recall your model always with out you having to forcibly achieve this. It thus not solely makes your advertising efforts more practical but additionally complete.
The journey to development on your eCommerce enterprise – a pleasant put up buy expertise!
Now that you’ve got gone over why it’s good to take note of your put up buy expertise and likewise how e mail automation may also help you ace it, it’s lastly time to place your learnings into motion. The one factor to recollect is that no two shops are the identical and no units of goal audiences are the identical.
You will have to check and determine what works greatest in delighting your distinctive group of audience after which double down on it.
Don’t hesitate to A/B take a look at your e mail automation campaigns so you possibly can depend on concrete knowledge to dictate your subsequent steps and determine how you can ship a put up buy expertise that actually units your model aside.
And when you have a web-based retailer on Shopify, sending emails is even simpler. The Shopify E-mail app allows you to create, ship and observe campaigns from inside Shopify.
So you possibly can deal with connecting together with your clients and constructing relationships, whereas Shopify’s personal e mail advertising device does the exhausting be just right for you. Be taught extra about Shopify E-mail and the way it may also help your corporation develop with proactive communication and setup that takes just some minutes to get began!