Why Post-Purchase Communication Is Vital For Online Brand Success

My early online shopping experience taught me the importance of post-purchase communication. I once ordered a gift for my mother’s birthday, and the lack of communication left me feeling frustrated and unvalued. 

I vowed to change that, and committed myself to helping other customers avoid the same experience. Have also helped multiple brands improve their NPS to over 40 and also improved RTO to under 20% from 80%+ (for then early stage D2C brands).

Every year, thousands of new ecommerce sites are created. This increased competition drives up acquisition costs, making it more important than ever for brands to build strong relationships with their customers and maximise retention. Follow-up emails are a powerful tool for achieving this, with an average open rate of 70%.

In this article, I will show you how to create the perfect follow-up email in 7 steps.

Crafting a Personal Touch Just For You 

It’s important to make the post-purchase experience to be as unique as your consumer is. The follow-up emails are more than just automated messages; they’re a way to continue the personalised experience of the customer so carefully choose every element of the emails, from logo to brand colours to the cover image.

Close The Loop 

Set a process that makes sure that stakeholders are connected and transfer right information to each other. Have experienced a delivery partner marking a customer as “Not Available” while he was at home waiting for his delivery. Why delivery partner would do it? Because they earn 2X on returns.

Your Feedback Transforms Us 

Did you know that a single negative delivery experience can prevent 15% of customers from buying from you again? That’s why customer’s feedback is so important . It helps to improve the delivery process and show other customers the great experiences your brands community has had.

Your Order, Transparent And Clear 

It is important to make sure the customer has all the information they need about their order, so include all the details in every follow-up email. This includes the order number, product names, quantities, and estimated delivery date.

Stay In The Loop, Effortlessly 

Order tracking is important , so it gets easy to follow the order from the warehouse to customers ‘ doorstep. It is important to find the carrier name, tracking number, and a direct link to the tracking page in the order confirmation email and on the account page.

Elevating Your Next Experience 

Follow-up emails, with their stellar 70% open rate, are a little way of saying thank you, by offering consumers something extra for their next purchase – perhaps a discount coupon or a special referral link is  good way to do that.

Let’s Get Social

Ask people to connect with you on social media to stay informed about the latest news and updates, and to learn more about the company and the people behind it. Be excited to build a relationship with them that goes beyond just business.

Here For You, Always 

Whether it’s about making a return, having a question about FAQs, or needing to review the privacy policy, you should make it easy for the customer to find the information they need. That way, they can get back to enjoying their experience with you.

Customer feedback and experiences are essential to help you improve their ecommerce experience. You should create an experience that exceeds their expectations, and this can only be done by listening and understanding their needs. 

Here’s to more seamless shopping, transparent communication, and a relationship that goes beyond transactions.

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