Consciousness – Search – Consideration – Buy
That’s how most entrepreneurs outline on-line purchasing person journeys. And this might need been one hundred percent correct a number of years in the past, however not anymore. Right this moment, the put up buy expertise you ship says way more about your model than the acquisition journey itself. Subsequently, 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 potential 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 electronic mail automation involves the rescue.
Leveraging electronic mail automation to streamline your put up buy buyer expertise is a reasonable and environment friendly approach to keep linked along with your patrons even after they’ve made a purchase order in your retailer.
On this put up, we will break down some necessary kinds of electronic mail automation that you simply completely should deploy with the intention to ace your put up buy recreation.
Oh, and have your clients coming again for extra!
Don’t get overwhelmed with this record of electronic mail automations as a result of when you’re on Shopify, you’ll be able to sort out all of it with Shopify E mail.
Should have put up buy electronic mail automations on your Shopify retailer
1. Transactional emails
Transactional emails are emails that share particulars reminiscent of order abstract, cost 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 have to be as quick and crisp as potential, highlighting the necessary particulars that ought to be a magnet for the reader.
Ensure 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 may 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 maintain consumers’ put up buy nervousness at bay and make sure that they’re usually notified of the place their order has reached and the way lengthy it’ll 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 last electronic mail as soon as the order is out for supply. You may even ship out the supply agent’s contact info for patrons to attach with them for hassle-free supply.
With every electronic mail, a very good observe 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, retaining your clients at nighttime just isn’t.
Below any unexpected circumstances that the order is delayed and can’t be delivered on the promised supply date, make it some extent 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 consumers 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 electronic mail that invitations your clients to share their trustworthy opinion on what their purchasing expertise along 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 purchasing expertise. Since they’ve simply accomplished the method, their suggestions goes to be totally contemporary and helpful – one thing you’ll be able to depend on to create an enchancment plan on your retailer.
Ensure 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 can too 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 schooling emails
Some merchandise require very particular directions on set them up or get them working, particularly within the case of electronics, furnishings, or dwelling decor gadgets.
In the event you function in any of these classes, ensure you create and automate a sequence of emails that characteristic how-to product movies or articles on getting issues in movement. This can guarantee consumers don’t should go on the lookout for an instruction handbook or video that takes them by way of the complete course of.
You may 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 admire 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 advice emails
Now that you have already got extraordinarily beneficial details about your consumers reminiscent of 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 customized product suggestions. This phase of your viewers is good 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 personalized merchandise as per their pursuits and preferences, you’ll be able to improve your probabilities of conversion. Such emails could be triggered periodically after the acquisition in order that if a buyer just isn’t fascinated about making one other buy instantly, they’re reminded to take action later.
Right here’s an instance of a traditional product advice electronic mail:
6. Thanks emails
Thanks emails are fully completely different from transactional ones. These will not be meant to be formal or to the purpose, as an alternative could be descriptive and conversational. You may speak about 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 understand that you simply worth them and care about them.
Right here’s an instance of a thanks electronic mail from Abercrombie & Fitch:
7. Product evaluation/ score request emails
Social proof is among the only drivers of buy determination making, and as an eCommerce marketer, you have to depart no stone unturned to gather social proof for all of your merchandise.
You may run automated electronic 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 prone to be genuinely trusted by your different potential consumers.
Such product or score request emails work remarkably nicely 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 evaluation/ score request electronic mail from Dr Sheth’s, a magnificence and wellness model:
8. Observe-up emails on unfavorable opinions
Everytime you get a unfavorable evaluation – be it on considered one of your merchandise or the complete purchasing expertise normally, make it some extent to run an automatic electronic mail drip focused in direction of following up on what went improper.
You may ship a heartfelt message about how your crew is sorry that the client didn’t benefit from the product or whether it is relating to the purchasing expertise, you’ll be able to spotlight the truth that you will have taken their suggestions into consideration and promise to implement the identical going ahead.
Such emails make your clients really feel necessary, valued, and appreciated – all of that are extraordinarily necessary to construct long run and lasting relationships along with your consumers.
9. Nurture emails
Automated nurture electronic mail drips are despatched out not with an intention to immediately convert clients, however slowly construct their curiosity in your merchandise by retaining them up to date about what’s new, what’s trending, what’s prone to be bought out quickly, and so forth. Such electronic mail drips could be customized for every of your important audience segments in order that they characteristic merchandise which are prone to seize and retain their consideration.
Nurture emails assist construct hype round your retailer, merchandise, and choices, whereas retaining 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 patrons will flip into repeat patrons 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 acquire a brand new buyer, run automated electronic 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 likely to 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 necessary?
Whereas we’ve gone by way of numerous automated emails to run that may improve your put up buy expertise, you would possibly query – why is it even necessary? What’s so essential concerning the put up buy expertise that it’s essential to continuously 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 far more – they count on to obtain a passable put up buy expertise if they’re even going to contemplate returning to your retailer.
Subsequently, the put up buy expertise turns into an necessary 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’ll admire your efforts and proceed to purchase from you.
Alternatively, when you fail to make sure buyer happiness after the acquisition is full, patrons are most likely not going to return – they may 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 operate 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 have the ability to flip your first time patrons into loyalists.
Folks solely wish to pledge their loyalty to manufacturers that go above and past making certain a finest in school expertise that they’ll boast about.
To extend referral purchases
In case your clients are impressed along with your put up buy expertise, they may most undoubtedly 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 a long-lasting impression within the minds of your consumers
There are solely so many issues you’ll be able to optimize in your purchasing journey that depart a long-lasting impression within the minds of your consumers. A memorable put up buy expertise is considered one of 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’ll 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 enhancing 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 keep in mind and recall your model always with out you having to forcibly accomplish that. It thus not solely makes your advertising efforts more practical but in addition complete.
The journey to development on your eCommerce enterprise – a pleasant put up buy expertise!
Now that you’ve gone over why it’s essential to take note of your put up buy expertise and likewise 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 audience 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 knowledge to dictate your subsequent steps and resolve ship a put up buy expertise that actually units your model aside.
And when you’ve got an internet retailer on Shopify, sending emails is even simpler. The Shopify E mail app lets you create, ship and observe campaigns from inside Shopify.
So you’ll be able to deal with connecting along with your clients and constructing relationships, whereas Shopify’s personal electronic mail advertising device does the arduous be just right for you. Be taught extra about Shopify E mail and the way it will help your online business develop with proactive communication and setup that takes only a few minutes to get began!
