A lot of email marketing tips seem to focus on gaining new subscribers and converting them into paying customers. But, what about your existing customers? It’s actually easier and costs less to retain a customer than it is to gain a new one. In fact, some studies have show that attracting a new customer can cost up to 10 times more to attract a new customer than it costs to keep one. Clearly, it pays to give your customers a good aftersales experience. Here are a few ways you can do that with your emails:
Send a Confirmation Email
OK, so this is hardly a ground-breaking tip. All good ecommerce companies should send a confirmation email after a customer has made an order. But, are you making the most of the engagement opportunities the confirmation email offers?
First and foremost, the customer wants to feel reassured. Let them know that their order has been received and remind them of what they’ve ordered and how much it cost. It should also look good on whatever device they’re viewing it on. But, your confirmation doesn’t have to just be functional. ASOS have used their confirmation emails as a way to build relationships with their customers:
The email then goes on to detail everything that a confirmation email needs. But, by adding a little bit of personality into their message, they are helping to build their brand’s identity and engage with their customers. This may make a customer more likely to order from them in the future.
Send a Delivery Confirmation
Again, not exactly groundbreaking! But, it’s amazing how many ecommerce companies overlook this. In today’s fast paced world, customers want to know, as accurately as possible, when they will receive their order. Saying that it will arrive ‘within 3 to 5 days’ is good, but if you can let them know the day, or even the time, that their order will arrive, that’s even better! If possible, give your customers the option to receive a text message to let them know their order has been dispatched.
Zooplus send particularly detailed dispatch confirmations:
This email tells the customer everything they might need to know: how many parcels to expect, how to track the delivery and how to get in touch if necessary. Nothing they include in the email is particularly revolutionary, but it all works to reassure the customer and make them feel like they are being taken care of.
Show Them Other Things They Might Be Interested In
Once your customer has made and order, you can start guiding them towards their next purchase. You don’t even have to wait until they’ve received their purchase. eBay includes some related products at the bottom of their order confirmation emails:
You don’t always have to suggest related products this soon after your customer has made a purchase, but you shouldn’t leave it too late. The purchase should still be fresh in your customer’s mind, otherwise they may no longer be interested in similar products.
As you can see, giving your customers a good aftersales experience doesn’t have to be complicated. But, by taking a few steps to ensure that your current customers feel reassured and valued, you can increase the likelihood of them ordering from you again in the future.
