Capturing Crucial Post-Purchase Opportunities
You finally converted that customer into a purchase — now the real fun begins. Many marketers believe once the path-to-purchase is complete, their job is over; however, they are missing crucial revenue opportunities by failing to engage in post-purchase communications.
Engaging customers immediately after they make a purchase creates an opportunity for product add-on recommendations, as well as brand experience surveys. In this crucial time period, marketers can essentially translate that first purchase into repeat purchases and additional revenue opportunities. In addition, marketers can gather data via surveys to personalize future marketing efforts and to build brand loyalty via enabling more relevant messages and offers.
It is also important to think about the "welcome" email or communication series that customers will receive if they opted in while making a purchase.
Here are three primary tactics for effective, easy to implement post-purchase communications:
1. Timely Communications
After customers make a purchase, marketers can follow up with personalized suggestions for products they may be interested in based on that purchase. By sending out a timely “Thank you for your purchase” email, marketers can suggest products that would complement the recently purchased item, or products that other customers frequently bought with it. For example, a customer who just bought a navy blue dress can be sent a "thank you" email and receive an email offer for complementary jewelry or free-shipping on the next purchase.
Additionally, marketers can identify first-time buyers or customers who signed up for newsletters. These two customer segments provide marketers with the opportunity to build first-time buyers into brand advocates, and continue to nurture their already loyal customer-base. Remember, it is easier to sell to a current, satisfied customer, than acquire a new one. So this is a critical time to engage with your customers – while they are happy.
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