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Five after-order email hacks that can boost ecommerce sales

19th Nov 2015
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It's a sad fact, but most businesses stop caring for the customer after they've made a sale.

This is a mistake, because this period actually serves as an excellent opportunity to drive further sales. How? Via after-order emails. 

By advertising to new customers and keeping old ones in the loop through emails, the business not only maintains steady operations, but leaves more room for expansion.

Having a proper follow-up email system shows that your business is operating effectively to satisfy needs of new as well as old customers. According to research, 40% of ecommerce store revenue comes from only 8% of customers, and those 8% are repeat customers. Therefore, keeping those customers loyal is of paramount importance. 

Here are some post-sale email ideas that can drive repeat business from your customers. 

1. The power of a simple “thank you, come again”

There is no denying that a simple thank you after-sale email has more power than most marketing strategies. Studies indicate that 27% customers are more likely to purchase again from the same store if they receive some sort of congratulatory after-sale email. Here is a good example of a thank you and feedback email that Amazon sends to their customers.

2. Review your experience of our services and products

Customers that complete an online purchases have experienced the site and products, so asking them for a review are a foolproof way to get honest and accurate feedback. Customers also welcome the opportunity to share their thoughts, and that their opinions will be listened to. 

An after-sale email requesting customer feedback can tick all of these boxes. Not only that, it also opens doors for third-party advertisements since customers usually share their experience online on their social media accounts such as Twitter, Facebook and Instagram. Other people readily read these reviews before purchasing from the store which makes it a very powerful advertisement tool. Local online businesses sometimes offer some extra discount or benefits for encouraging customers to post review on their local page.  

3. Specialised offer after-sale emails

Special treatment for repeat customers and those which spend more time in the store is an effective strategy to ensure these they continue to shop from you. 

Customers who receive such specialised after-sale emails have a greater tendency to purchase more as they feel a sense of privilege. These emails can contain gift cards, exclusive offers, free coupons, special discounts and in some cases even products. 

4. Reminder to purchase again

In many cases, merchandise tends to be perishable in nature, such as beauty products, consumables and services. Customers often forget to reorder or renew their subscriptions, hence it becomes imperative to monitor them and a small reminder email can suffice.  

It is not necessary that the customer purchases from the same store, but a reminder email about product renewal sends a very positive message from the business, demonstrating that it cares. 

With a link included in the email, the customer can easily access the store again to reorder, and the customer is more likely to purchase from the same store again.

5. Feel free to give your recommendation

Customers are always hunting for better bargains and more suitable products. This chase does not end even if they have purchased a satisfying product because they will still be on the lookout for better bargains and - in some cases - related products.

Take advantage of this by introducing them to appropriate products from your own business. Deliver the entire ‘recommended product’ and ‘related information’ in a concise link within the after-sale email indicating that “You might be interested in these products”.

An after-sale email goes a long way

After-sale emails are among the most widely used and successful of marketing strategies. The beauty lies in the fact that they simultaneously inform customers of promotional offers, while cementing a relationship between the brand and consumer by highlighting items that may be of interest to them. 

Brands must, however, be careful not to send too many emails, as this can have the opposite effect, creating a negative impression of the brand.  But with the right balance, after-sale emails are a proven way of driving ecommerce revenue. 

Asad Ali is a professional internet marketing expert at GO-Gulf. 

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