How to Unlock the Potential of Post-Purchase Nurture?

How to unlock the potential of post-purchase nurture?

Discover ways to nurture your customers after the purchase.

44% of brands focus on customer acquisition. (Source: Invespcro) And after they acquire them, they ensure their customers receive information regarding shipment and delivery. 

But, only 18% of brands focus on retention, which is what happens after the delivery.

What should you do after the product has been delivered? What emails should you send them? Why should you even send them anything?

Well, the "why" is that the post-purchase phase is crucial to nurturing your existing customers and encouraging them to buy again.

And: 

• You are 60-70% likely to sell to your existing customers but only 5-20% likely to sell to new prospects. (Source: Invespcro)
• It's also 5 times cheaper to retain an existing customer than acquire a new one. (Source: Invespcro)
• And, repeat customers also spend 67% more than normal customers. (Source: Bia)

But, post-purchase is not just about getting them to buy again though. It's also an opportunity to gather valuable feedback, build lasting relationships, and enhance your brand's reputation.

So, today, we're diving into all the things you can do in the post-purchase phase to nurture your customers after their orders have been delivered.

1. Express your gratitude

Show your appreciation by sending a heartfelt thank-you email or a personalized note with the delivered product. And, when you express your gratitude in a way that seems personal, it not only makes the customer feel valued but also strengthens the bond between them and your brand.

2. Gather feedback through interactive surveys

Understanding your customers' experiences is key to improvement. Send out post-purchase surveys to gather insights on the product, packaging, and overall shopping experience.

It can be difficult to get people to fill out these surveys, so here are a few things you could do to get more submissions:

• Keep the surveys short and focused.
• Incentivize participation with discounts or exclusive offers
• And I saved the best for last, which is to add an interactive form inside the email. 

Interactive forms in emails (like the one below) make it easier for customers to submit their feedback. They don’t have to click on a link and be redirected elsewhere. They can directly fill out the details within the email.

3. Encourage customers to provide a review

Reviews and testimonials are a type of user-generated content (UGC) that helps you gain more trust in your brand and product. Several statistics support this, one of which says that UGC will be among the most trustworthy content. This is because customers directly hear from other buyers who have used your products. 

So, ask your customers to review or rate the products they purchased a few days after the delivery. You can make it easy for them by using an interactive widget to collect the review directly within the email. Here's an example-

If you use Shopify to host your store, you can use Mailmodo’s Shopify review widget to collect reviews from post-purchase emails. You can also automatically import the reviews into Shopify admin and display them on your store using third-party tools like Judge.me. You can check out how it works here.

4. Collect videos/photos from your customers

Review reviews are good, but you can go one step further and ask customers to take photos or videos of your product and share them on their social media. These types of visual UGC help people see how your product looks or works in real life and thus gain their trust. 

However, this can have some friction, so you can incentivize them with loyalty points or exclusive offers. You can then repost the UGC on your social media and add some to your website with the creators' consent.

5. Offer exclusive post-purchase discounts

Giving customers an exclusive discount after their purchase is one of those classic post-purchase strategies that every e-commerce brand does. It has become a basic expectation at this point.

And, it does work pretty well as it encourages your existing customers to buy again from you and keep coming back as they know they are getting a good deal from you. Thus helping build a sense of brand loyalty while also increasing the revenue.

But you can take it up a notch and elevate your basic offer emails by adding an engaging widget like the one below to provide the discount.

6. Segment and send targeted follow-ups

You can use data on what products customers have purchased and are interested in to segment them. And then you can send them targeted emails depending on their interests. 

You can recommend complementary products, provide usage tips, or share relevant content. Sending such personalized emails makes the customers feel special and enhances their customer experience, thus keeping your brand at the top of their minds.

Remember, the journey doesn't end with a delivered package. By implementing these post-purchase strategies, you nurture your customers and lay the foundation for a loyal and enthusiastic customer base. 

If you need a ready-to-use solution for implementing these post-purchase strategies in your emails, check out this email flow we created. 👇 

It contains information on exactly what emails to send and when and tips to make the most of them.

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That's all, folks! I'll see you next month with more tips and ideas. If there is something we can do better for you, please let me know by replying to this email.

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