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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

[email protected]

@WhatsGregDoing

[email protected]

+61 2 8030 7070

Blogs.Bronto.com/Commerce-Marketing