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Greg Zakowicz, Marketing Strategist
March 26, 2015
Keys to Creating Customer Loyalty with Effective Post Purchase Messaging
Today’s Customers Are…
Smart
Savvy
Disloyal
76% of retailers do not customize campaigns to purchasers beyond the order and shipping
confirmation emails
Opportunity
alert!
Customer Lifecycle
Story of two people
Carly & Nicole
Customer Lifecycle
Nicole
Visit the website
Carly
Signs up for emails at checkout
Browse products
Makes a purchase
Signs up for emails on the homepage
Does not make a purchase
Customer Lifecycle
Do you differentiate between these two people?
3 of 4 companies don’t!
Post Purchase Messages
• Are lifecycle messages
• Targeted: focused on actual customers
• Sets you apart from the crowd
• Help build loyalty
Post Purchase ApproachKeys to Building Your Series
The Post Purchase Approach
Your goal should be to enhance the customer experience
The Post Purchase Approach
To enhance the customer experience you must first be
Introspective about your brand
Your Messages Should
• Be engaging
• Be helpful
• Speak to the customer’s needs and wants
Example Lifecycle
Carly opts-in at checkout. She likely gets…
• Order confirmation
• Welcome message
• Account creation confirmation?
• Welcome series
• Shipping confirmation
• Marketing emails
Example Lifecycle
How do we optimize/improve this user experience?
Types of Messages
• Checkout Welcome
• Thank You bounce back
• Customer service reinforcement
• Product care/Insider tips
• Cross sell/recommendations
• Shoppers club/loyalty card signup
• Product rating & review message
• Facebook review message
• Site resources
• Social intro
• Preference center (preferences are not always reflected in purchase)
• Offer reminder
• Gift giving messages
• Refer a friend
• Reorder reminder
• Loyalty Messages:
• Welcome to the club
• Benefits message
• Spend tier incentives
Transactional Messages
Customize order and shipping confirmations
• Include cross-sell/upsells in the rail or below content
• Include email signup links
• Invite to join rewards programs
Transactional Messages
Post Purchase Welcome
Create a unique checkout welcome message
• Remove the incentive, if applicable
• Acknowledge the purchase• Customize the CTA to
provide value, not drive a conversion
Post Purchase Thank You
Customize a “bounceback” thank you message
• Thank the customer
• Offer an incentive if possible• If offering an incentive, I recommend creating a
second, non-incentivized message
• Include upsells or cross-sells if possible
• Reinforce customer service
• Especially if you don’t offer an incentive
Thank You Incentivized
Thank You Non-Incentivized
Alternate Thank You Messages
First purchase Throttled over time. Qualify again after X period of time
Subsequent purchases
Post Purchase Thank You
• Start simple – don’t overload your message
• Develop the message as you go along
• Cross-sells, product recommendations
• Consider differing incentives based on previous order value, lifetime customer value or AOV
Product Review
Create a product review message
• Again, thank the customer
• Why they should provide a review
• Use your brand’s voice
• Remind the customer about their thank you offer (if applicable)
Product Review
Product Review
OK
Product Care Message
How about a product care message?
• Reinforce your customer service
• Show people how to care for their products
• Builds in inherent value of the product purchased
• Cross-sells – do you sell fashionable umbrellas, wash powders, wash bags, waterproofing or other accessories?
Product Care Message
Registers a product – creates long-term product knowledge
Cross-sell products
Resource center – provides value to the customer
Re-order/Reminder Message
Re-order and/or reminder messages
• Think of where this is applicable
• Offer product bundles for re-orders
• Re-order series (like abandoned basket)
• Optimize and show cross-sells or customer favorites
• Use order history to determine incentives?
• E.g. Incentive, or different incentive, based on AOV or order total
Re-order/Reminder Message
Post Purchase Messages
Email Sent
Order Confirmation Immediately
Custom Welcome 1 – 4 Hours
Shipping Confirmation Day 3
Bounceback/Thank You Day 7
Product Care Day 10
Manage Preference/Bday Invite Day 14
Cross-Sell Email Day 18
Product Review Day 21
Coupon Reminder/Offer Day 26
Transactional
Customer Service
Data/Content
Promotional
* Build this out even further – next purchase coupon remail at 60 days, lapsed purchaser, surveys, etc.
Types of Messages
• Checkout Welcome
• Thank You bounce back
• Customer service reinforcement
• Product care/Insider tips
• Cross sell/recommendations
• Shoppers club/loyalty card signup
• Product rating & review message
• Facebook review message
• Site resources
• Social intro
• Preference center (preferences are not always reflected in purchase)
• Offer reminder
• Gift giving messages
• Refer a friend
• Reorder reminder
• Loyalty Messages:
• Welcome to the club
• Benefits message
• Spend tier incentives
Audience Exercise
Here’s another way to determine which messages to build
Let’s play, “Know Your Customer”
Who’s Your Customer?
She lives in Sydney
This is Carly!
This is her average weather
Who’s Your Customer?
Carly bought this dress!
Did you know…
But not
Who’s Your Carly?
You know where she lives
You know what her weather is going to be throughout the year
You know what she bought
What messages would you craft for Carly?
Who’s Your Customer?
She lives in Melbourne
This is Valerie!This is her average weather
Who’s Your Customer?
Valerie bought thisand this!
Did you know…
But not
Thank You Message Metrics
Clothing/lifestyle brand retailer
What: 15% off Thank You messageWhen: 7 days after purchase
Lift over promo messages:• Open Rate: +372%• Click Rate: +123%• Conv Rate: +662%• RPE: +8,220%• Message has generated
5% of email revenue while accounting for only 0.6% of email sends
Household goods retailer
What: Customer Service Thank You messageWhen: 7 days after purchase
Lift over promo messages:• Open Rate: +166%• Click Rate: +7%• Conv Rate: +215%• RPE: +895%• Message accounts for
2.7% in revenue while accounting for only 0.3% of email sends
Post Purchase Series Metrics
Personal printing retailer
What: 4 message post purchase seriesMessages: 10% Thank You, Product Care, Product Review, Satisfaction Survey
Lift over promo messages:• Open Rate: +68%
• Click Rate: +65%
• Conv Rate: +20%
• RPE: +367%
• Series has generated 11.6% of email revenue
Auto parts retailer
What: 3 message post purchase seriesMessages: CS Thank You, Website Resources, Club Invitation/Blog Resources
Lift over promo messages:• Open Rate: +152%
• Conv Rate: +126%
• RPE: +489%
• Series has generated 4.6% of email revenue while accounting for only 0.8% of email sends
Customer LifecycleKey Considerations
Post Purchase Considerations
• Remove all recent purchasers from promotional message scheduling
• Remove these contacts from receiving your standard welcome series
Post Purchase Considerations
• Balance your messages• Product review, Facebook review, survey &
rate us all benefit the company
• Does your series help build the relationship?
Post Purchase Considerations
• Use your brand’s voice
• Use data where applicable • Upsell, cross-sell, prod recommendations
(including in transactional messages), using AOV or purchase total for determining incentives, etc.
Leveraging Data for Loyalty Simple Loyalty “Program” Opportunities
Loyalty Marketing
• Loyalty programs area great way to show value and keep customers coming back for more
• These can be simplistic or advanced, based on your capabilities. Work within your means and build from there.
Loyalty Marketing
Basic type of loyalty program:• Spend between $300-$499, get X• Spend between $500-$999, get X+1• Spend over $1000, get lifetime X
• Info needed: Lifetime spend
• You can automate messages when contacts gets close to their threshold in order to push them over
Loyalty Marketing
In Review
Post Purchase Breakdown
A few key points:
• Prevent new contacts from receiving a welcome series
• Remove an incentive from your welcome message for newly opted-in contacts
• Exclude contacts from receiving standard promotional messages
• Include a purchase check prior to sending welcome series messages
Post Purchase Breakdown
Elements of a great post-purchase series:
• Utilizes order data
• Drives revenue
• Helps you ‘stand out from the pack’
• Increases your brand awareness
• Continues engagement with the consumer
Post Purchase Breakdown
Resolve to know your customer better
Be engaging, helpful, and speak to the customers’ needs and wants
Think of these emails as a customer service vehicle
Enhance your customer’s experience
Questions!
Greg Zakowicz
Marketing Strategist
@WhatsGregDoing
+61 2 8030 7070
Blogs.Bronto.com/Commerce-Marketing
