Why Post-purchase Marketing Must Not Be Ignored
Conversions are so satisfying. Seeing those sales come in after a campaign is what keeps many marketers in the game. But what happens next?
In this blog post, we discuss what marketers need to consider post purchase. Read on to learn how to win at post-purchase marketing and increase your bottom line.
What is post-purchase behaviour?
Post-purchase behaviour describes the way a customer thinks, feels, and acts after they have bought something.
This is when a customer is assessing whether or not they are happy with their purchase. How they feel will affect whether they make further purchases from your brand.
Post purchase is also a time when the customer can affect whether others buy from you. It’s human nature to rave (or rant) about a recent purchase, whether that’s on social media or face-to-face.
Sometimes customers feel anxious after they’ve bought something. They’ve just splashed their cash, so it’s natural for them to question if this was well spent.
Competing brands can play havoc on a customer’s anxiety levels post purchase. If they see a competitor product now, they might wish they’d bought this instead. This is called “buyer’s remorse”.
Why is post-purchase marketing important?
Post-purchase marketing is your brand’s opportunity to influence how your customer feels about their purchase.
Done well, post-purchase marketing can:
- encourage your customer to feel good about what they’ve bought
- combat buyer’s remorse
- increase the likelihood your customer will buy from you again
Post-purchase marketing also represents an opportunity to turn happy customers into brand advocates through reviews and social sharing.
Ten ways to win at post-purchase marketing
Automated email campaigns that are triggered when a person makes a purchase are a great way to communicate your post-purchase marketing messages.
But what are the key post-purchase marketing messages your emails should contain? Here are ten ideas to get you started.
1) Refund policy
Send an email to remind customers they can get a full refund if they aren’t happy with their purchase. And let them know the time limit on refunds.
This helps to reduce post-purchase anxiety. Knowing that the option for a refund is there helps the customer relax and enjoy the product.
2) Returns process
Another key message to include in your post-purchase emails is your returns process.
Sometimes the idea of returning a product can seem stressful. This adds to a customer’s anxiety and dissatisfaction, if they have decided not to keep an item.
By sending an email that clearly explains your returns policy, you remove this anxiety. This helps your customer to see your brand in a positive light.
Here’s an example of how to explain a returns policy well, from Sweet Stamp Shop:
3) How-to guides
Don’t let your customers wind up frustrated trying to work out how to use your product. A handy how-to guide reduces the chance of this and offers added value post purchase.
There are a number of ways to do this. Your email could include an infographic, an embedded how-to video, or direct them to a guide onsite.
4) Complementary product recommendations
Now your customer has bought from you, you’re in a position to curate personalised product recommendations for them.
Send an email with recommendations for complementary products so your customer can make the most out of their purchase.
This is a great one for fashion retailers as it empowers customers to “complete their look”. Styling a new item of clothes with other pieces can change the way your customer feels wearing it.
This builds positive sentiment and helps customers fall in love with your brand. Here’s an example from a furniture store, showing this tactic works across many different sectors.
5) Loyalty programme
Show your customers you value their custom by inviting them to become part of your loyalty programme.
Email them with an invitation to join that lays out how it will benefit them. Tempt them with exclusive offers, bonus points on purchases, and first looks at new lines.
6) Product satisfaction feedback
Post-purchase is the perfect time to get feedback on your products and customer service. This helps you to improve your customer experience.
But feedback doesn’t just benefit you. Offering your customers an opportunity to give you feedback shows them that you care.
Depending on the product, a customer will be ready to review it at a different point. They’ll probably try on a dress right away. But they might not have an opinion on a vacuum cleaner until they’ve used it a few times.
Make sure you time your feedback requests appropriately to maximise engagement.
Here’s an example of a post-purchase review request from M&S:
7) Product care tips
Some customers get pre-occupied with the idea that their new purchase might wear out quickly. Allay this concern with an email jam-packed with product care tips.
This shows customers you want them to get maximum value from their purchase and is a great way to build trust.
8) Refer a friend
Capitalise on positive brand sentiment post purchase, by offering your customers the chance to refer a friend.
An easy way to do this is to email a discount voucher they can forward to a friend. Make sure you offer them a discount too, to sweeten the deal.
Another option is to offer a free gift in return for a referral. You can also offer a gift to the referee when they make their first purchase, to entice them to become a customer. Here’s an example of this tactic in action:
9) Social media and user-generated content
Another way to solicit feedback is via social media. You can send an email encourage people to engage with you on relevant channels.
Running social media competitions that you promote via email is a great way to increase engagement. If you are a travel brand, offer customers the chance to be entered in a prize draw if they share their holiday snaps socially, with a relevant hashtag.
This is a smart way to build up a bank of visual user-generated content that you can repurpose in future marketing campaigns.
10) Replenishment reminder
Another way to show your customers value post purchase, is to send them a handy replenishment reminder.
This helps them re-order the product just before it runs out, ensuring they aren’t left in the lurch (and don’t buy from a competitor).
Rockin’ Wellness has its post-purchase replenishment email game down to a fine art, as this example shows:
We hope this post has helped remind you of the value of post-purchase email marketing and given you some inspiration for your campaigns.
Our ten post-purchase email automation ideas are super easy to implement if you have the right technology in place. That’s where we come in.
If you want to see our technology in action, make friends with the button below.