• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

Can Data Enhance Customer Experiences?

How to Send A Cold Email That’s Bound to Convert

7 Steps to Revitalise Those Lapsed Website Visitors Through Email

Time to Get Those Shopping Carts Ringing!

Website Product Recommendations That’ll Keep ‘Em Coming Back!

The Use of Personalisation in Social Media

How to integrate email and social media

5 ways to personalise your website to improve the customer experience

Lessons from ABTA’s Travel Marketing Conference 2022

Bye-bye FLoC, Hello Topics

MENU
Pure360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Website Personalisation
        • Marketing Automation
        • Email Personalisation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo

💪 How strong is your email game? Find out how to stack up against your industry peers by taking the Pure360 Bench Test

The anatomy of a 5 part Post-Purchase email marketing journey

Published June 25, 2020 4 mins read

Why is a post purchase journey important in email marketing?

Any successful automation journey is based on purchase intent. Purchase intent goes hand in hand with engagement. And one of the times a customer is most engaged with you is after a purchase.

This means that, compared to a bulk email newsletter, a post purchase journey is likely to have higher opens, clicks, conversions and revenue per email.

Creating Habit

As Charles Duhigg, author of the multimillion selling book The Power of Habit, says “Habits aren’t destiny. They can be created.” Habits are formed through repetition of small tasks. Once formed, a habit is something you do without giving it too much thought. In fact, much of our lives are governed by our habits.

To drive an individual from a first time purchaser to a loyal regular customer takes time and effort on the part of the marketer. It is down to the marketing team to create the right paths to drive the regularity of purchase, so that habit is formed. One of the best ways to do this is to create regular nurture campaigns that nudge the customer to the next purchase.

Some considerations…

To get started with a post purchase journey automation you need to know the last purchase date, however the more you know about the recipient the better you can personalise their messages.  These could include:-

  • Persona
  • Purchases they have made before
  • Relevant demographic data
  • How much they’ve spent with you previously
  • What they have browsed in the past

It’s really important to also set the campaign some objectives – this will help you formulate the content and calls to action.

Meet Aneeta

We know that Aneeta has only made one purchase. We would like her to make a second purchase. We also know that she is female, aged 29 and has previously bought a dress from our online store.  Because we understand our product set, we know we would like her to complete the look and purchase the accessories. So we send her on a nurture journey straight after her first purchase.

The 5 parts of a post purchase journey

Email 1 – Thank you/ Feedback

Content – Thank the customer for the purchase. Reiterate your brand message.

Email 2 – You may also like

Content – Deliver targeted product recommendations based on the buying history of the customer. If there are items that complete the look, or accessories to the original item bought, feature them now.

Email 3 – Offer an incentive

Content – Apply an incentive if margin allows. Remember that we are enticing the customer to form habitual purchasing from your brand, so weigh this up against lifetime value

Email 4 – Social proof and remind

Content – Buyer apathy often happens for many after a first purchase, this could be for a wide range of reasons. In this fourth email, make the customer feel they are in good company with social posts of other happy customers. Also, remind them of the additional items to purchase!

Email 5 – Re-engage

Content – If they still haven’t made a second purchase, this is the time to ask for feedback. These insights will help you to optimise not only your marketing strategy but feed into your product team as well.

 

Test, Test and Test again

Every business is different so therefore one size doesn’t fit all. We highly recommend you test different scenarios, days between your sends and the number of emails you see fit for your brand.

 

 

Meet the author

Jack Clay

Principal Solutions Consultant & Account Director

Email Automation Email Campaign Ideas Email Strategy

See our Email Marketing Platform in Action

Book a Demo

More articles

Rabia Saeed 22/07/22

Time to Get Those Shopping Carts Ringing!

Let’s begin with what cart abandonment is. This is an eCommerce term that describes the act of a shopper adding…

Read more
Replenishment Email Campaigns

Komal Helyer 01/03/22

5 Useful Replenishment Email Marketing Examples

Replenishment email marketing automations are a powerful way to increase revenues for your eCommerce business. They’re the useful campaigns reminding…

Read more

Komal Helyer 24/11/21

7 ways to ensure your email is accessible to all

Email accessibility. That’s not a phrase we hear too often, is it? That’s because email accessibility is often an afterthought….

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrate
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Spotler Group
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2022 · Cookie Policy · Privacy Policy · Licence Agreement