Consciousness – Search – Consideration – Buy
That’s how most entrepreneurs outline on-line buying person journeys. And this may need been one hundred percent correct a couple of years in the past, however not anymore. Immediately, the put up buy expertise you ship says much more about your model than the acquisition journey itself. Subsequently, to stage an general pleasant buying 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 communicate 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 electronic mail automation involves the rescue.
Leveraging electronic mail automation to streamline your put up buy buyer expertise is an affordable and environment friendly solution to keep linked together with your consumers even after they’ve made a purchase order in your retailer.
On this put up, we will break down some vital kinds of electronic mail automation that you just completely should deploy to be able to ace your put up buy sport.
Oh, and have your clients coming again for extra!
Don’t get overwhelmed with this checklist of electronic mail automations as a result of if you happen to’re on Shopify, you’ll be able to deal with all of it with Shopify Electronic mail.
Will need to have put up buy electronic mail automations in 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 anticipate to obtain after inserting an order on any on-line retailer. These aren’t meant to be lengthy, descriptive, or flashy. As an alternative, transactional emails have to be as brief and crisp as attainable, highlighting the vital particulars that ought to be a magnet for the reader.
Make sure that 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 consumers’ inboxes earlier than they should ask for updates.
Right here’s an instance of an automatic transactional electronic 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 consumers’ put up buy anxiousness at bay and make sure that they’re frequently 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 electronic mail as soon as the order has been shipped, one other one as soon as the order has reached the arrival metropolis, and a closing electronic mail as soon as the order is out for supply. You’ll be able to even ship out the supply agent’s contact info for consumers to attach with them for hassle-free supply.
With every electronic mail, an excellent apply is to additionally embody the merchandise within the cargo like a reminder.
Right here’s an instance of an automatic order notification electronic mail from iHerb:
Equally, order delays are inevitable. Nevertheless, conserving your clients at the hours of darkness shouldn’t be.
Below 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 in addition provide a provision for consumers to cancel their orders and avail refunds. By no means go away 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 with out a suggestions electronic mail that invitations your clients to share their sincere opinion on what their buying expertise together with your on-line retailer was like.
Such emails work remarkably nicely in providing you with unmatchable insights on how one can enhance your retailer’s buying expertise. Since they’ve simply accomplished the method, their suggestions goes to be completely recent and helpful – one thing you’ll be able to depend on to create an enchancment plan in your retailer.
Make sure that such suggestions emails are triggered inside one week of order supply in order that consumers nonetheless have excessive intent and curiosity in sharing their views. You may also 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 electronic mail beneath:
4. Product training emails
Some merchandise require very particular directions on easy methods to set them up or get them working, particularly within the case of electronics, furnishings, or residence decor objects.
In case you function in any of these classes, be sure to create and automate a collection of emails that characteristic how-to product movies or articles on getting issues in movement. This can guarantee consumers don’t should go in search of an instruction guide or video that takes them by your entire course of.
You’ll be able to even ship a comply with up electronic mail whereby you ask if any extra assist is required and the way clients can attain out to your assist crew if want be. Your clients will extremely respect 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 worthwhile details about your consumers corresponding to their buy historical past, their search historical past in your retailer, merchandise wishlisted, and so forth, be sure to make the most of this info to ship them customized product suggestions. This section of your viewers is right for cross promoting and upselling as they’ve already positioned their belief in your model and are possible to take action once more.
Furthermore, by presenting them with personalized merchandise as per their pursuits and preferences, you’ll be able to enhance your possibilities of conversion. Such emails will be triggered periodically after the acquisition in order that if a buyer shouldn’t be focused on making one other buy immediately, they’re reminded to take action later.
Right here’s an instance of a traditional product suggestion electronic mail:
6. Thanks emails
Thanks emails are fully completely different from transactional ones. These aren’t meant to be formal or to the purpose, as an alternative will be descriptive and conversational. You’ll be able to 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 electronic mail drips. It additionally makes your clients notice that you just worth them and care about them.
Right here’s an instance of a thanks electronic mail from Abercrombie & Fitch:
7. Product evaluate/ ranking request emails
Social proof is without doubt one of the handiest drivers of buy determination making, and as an eCommerce marketer, you have to go away no stone unturned to gather social proof for all of your merchandise.
You’ll be able to run automated electronic mail drips to gather opinions and rankings for merchandise that clients have not too long ago purchased. Since these are coming instantly from first hand customers of the product, they’re more likely to be genuinely trusted by your different potential consumers.
Such product or ranking request emails work remarkably nicely if they’re despatched out inside a sure timeframe of product supply so consumers can share their first impressions.
Let’s check out an automatic product evaluate/ ranking request electronic mail from Dr Sheth’s, a magnificence and wellness model:
8. Comply with-up emails on adverse opinions
Everytime you get a adverse evaluate – be it on one among your merchandise or your entire buying expertise basically, make it a degree to run an automatic electronic mail drip focused in the direction of following up on what went unsuitable.
You’ll be able to ship a heartfelt message about how your crew is sorry that the client didn’t benefit from the product or whether it is concerning the buying expertise, you’ll be able to spotlight the truth that you have got 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 consumers.
9. Nurture emails
Automated nurture electronic mail drips are despatched out not with an intention to instantly 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 offered out quickly, and so forth. Such electronic mail drips will be customized for every of your crucial target market segments in order that they characteristic merchandise which are more likely to seize and retain their consideration.
Nurture emails assist construct hype round your retailer, merchandise, and choices, whereas conserving your common consumers 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 consumers will flip into repeat consumers by themselves, you’ll need to focus on the unparalleled advantages your retailer has to supply in the event that they buy from you repeatedly. Subsequently, as and once you achieve a brand new buyer, run automated electronic mail drips that nudge them to think about signing up in your loyalty program.
Be sure you clearly spotlight what the advantages are and what they may be lacking out on. Bundle the identical as an irresistible deal and set off these emails after the client has efficiently obtained their order supply.
Check out such an automatic electronic mail:
Why is the post-purchase expertise vital?
Whereas we’ve gone by numerous automated emails to run that may improve your put up buy expertise, you may query – why is it even vital? What’s so essential in regards to the put up buy expertise that you should continuously try to enhance it to outdo your key enterprise metrics? Let’s deep dive into a few of these causes:
To retain clients
Immediately, clients aren’t simply impressed by their shopping for journey in your on-line retailer. They demand far more – they anticipate to obtain a passable put up buy expertise if they’re even going to think about returning to your retailer.
Subsequently, 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 consumers are delighted even lengthy after they’ve bought from you, they will respect your efforts and proceed to purchase from you.
Then again, if you happen to fail to make sure buyer happiness after the acquisition is full, consumers are in all probability not going to return – they may simply discover alternate options that promise to supply a a lot better holistically pleasant buying expertise.
To spice up buyer loyalty
Buyer loyalty is a direct operate of buyer expertise and nothing else. If the put up buy expertise doesn’t dwell as much as your clients’ expectations or the guarantees you made, you’ll by no means be capable of flip your first time consumers into loyalists.
Individuals solely wish to pledge their loyalty to manufacturers that go above and past making certain a finest at 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 may most positively refer your retailer to their family and friends. You wouldn’t have to explicitly incentivize them to take action as they might genuinely wish to introduce your on-line retailer to their family members.
An unparalleled put up buy expertise will be that one issue that units you aside out of your rivals and motivates your consumers to unfold the phrase.
Helps you permit an enduring impression within the minds of your consumers
There are solely so many issues you’ll be able to optimize in your buying journey that go away an enduring impression within the minds of your consumers. A memorable put up buy expertise is one among them.
By caring about what the expertise of your consumers is like after they’ve made a purchase order, you’ll be able to win their hearts. The following time a purchaser is considering making a purchase order, their consideration parameters will go a lot past reductions or offers. They are going to select your retailer only for how handy and satisfying their put up buy journey is.
To enhance your model’s prime of thoughts consciousness
An entire lot of your advertising and marketing efforts in all probability 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 may bear in mind and recall your model always with out you having to forcibly achieve this. It thus not solely makes your advertising and marketing efforts simpler but additionally complete.
The journey to development in your eCommerce enterprise – a pleasant put up buy expertise!
Now that you’ve gone over why you should take note of your put up buy expertise and in addition how electronic mail automation will 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 want to check and work out what works finest in delighting your distinctive group of target market after which double down on it.
Don’t hesitate to A/B check your electronic mail automation campaigns so you’ll be able to depend on concrete information to dictate your subsequent steps and resolve easy methods to ship a put up buy expertise that really units your model aside.
And if in case you have an internet retailer on Shopify, sending emails is even simpler. The Shopify Electronic mail app lets you create, ship and observe campaigns from inside Shopify.
So you’ll be able to deal with connecting together with your clients and constructing relationships, whereas Shopify’s personal electronic mail advertising and marketing software does the arduous be just right for you. Be taught extra about Shopify Electronic mail and the way it will help your small business develop with proactive communication and setup that takes just some minutes to get began!