How to plan and set out your post-purchase program

Post-purchase communication is an essential part of any retailer’s marketing and customer retention strategy. Understanding the psychology behind customer behavior can reveal important opportunities within the customer journey. Marketers can use this information to increase the levels of customer retention, leading to a growth in brand advocates and ROI. With a little thought and the dotdigital platform, you can implement a post-purchase program that improves your customer experience.

The key time to improve your customer experience and relationship is immediately after his or her first purchase – while the brand is at the forefront of their mind. To encourage this relationship, it’s important to communicate with customers regularly. Curate messages that have a personalized tone, prompting them to engage with you.

There’s no better time to talk to and engage with a customer than after they’ve demonstrated they’re willing to trust you. Here are our top tips!

Don’t forget your manners and show that you care

Say ‘thank you’. These two little words can really make an impact on your customer’s post-purchase experience.

How-to guides

You want to ensure that your customer enjoys their purchase; a simple ‘how-to’ guide can realize this and reduces the risk of returns from frustrated customers. This can be done in a variety of ways: you could provide an infographic in your email, embed a video tutorial, or include a link which will take them to a dedicated page on your website.

Product care tips

Like the above, the intention here is to ensure your customer is getting value from the product they’ve ordered and to encourage them to engage with their purchase. Help them maximize the product lifecycle with an email containing lots of product care tips.

Product feedback

A successful way to improve customer experience is to ask for feedback from your customers on the products they’ve purchased. Bear in mind that the time frame around reviews will differ according to what type of product they’ve purchased. Telling your recipients how their feedback will influence the products or services you offer will help to increase your response rates. Using dotdigital’s survey tool will help you achieve a quick, effective, and sophisticated feedback form. All responses will be automatically matched and appended to your existing database records.

Replenishment reminders

Replenishment emails are automated emails that are sent to customers when their product is about to run out, so they can re-order. They’re useful for all sorts of products; makeup, pet food, skincare, food and health products. It doesn’t take much effort to create a replenishment reminder and they can be sent automatically with little management. This simple attention to detail can really improve the customer experience. As a brand that offers expediency, your customers will view you as both dependable and trustworthy.

Bring back lapsed customers

Another excellent example of post-purchase engagement is the win-back email. You might, for example, send to someone who’s made a certain number of purchases in the past, yet hasn’t placed an order in the last six months. This will enable you to target these customers with an email containing a voucher or discount code.

More engagement ideas

Keep your customers engaged, but be careful not to make your post-purchase emails too pushy – customers may not be ready to buy from you again just yet. Instead, look for ways to keep them engaged. Here are our most effective ways to guarantee engagement:

  • Invite them to follow you on social media
  • Tempt them with tailored product recommendations email – use this feature in Engagement Cloud to insert dynamic products into your campaigns
  • Invite these contacts to sign up to receive your email newsletter for special offers
  • Set up a loyalty program and invite them to join
  • Offer an incentive to ask them to share your brand with their friends
  • Send a discount code for their next purchase

Consider SMS

You might think SMS marketing is just a great way to get those sales in. It’s also a proven way to follow up and communicate with your customers after their purchase. Delivering relevant content is exactly how you get them to repeat their custom.

It’s this personal, friendly, and yet professional service which builds relationships and keeps customers from lapsing.

If you would like to understand how SMS can help your business, please feel free to give your account manager a call.

Post-purchase programs in dotdigital Engagement Cloud

Choose from a blank template or, if you’re looking for a helping hand, select one of our pre-built templates. They’ve been designed for a range of different purposes, so you should find one that’s right for you.

You only need two
things to get started with a post-purchase program in your dotdigital
Engagement Cloud:

  1. Two triggered campaigns (containing external dynamic content blocks with links to your bestsellers)
  2. Order Insight data (synced from your ecommerce store)

Your ultimate goal is to make sure your customers have a great experience with your product and service. Ideally, the experience will stick. They’ll keep an eye out for your communications and return to purchase again. Never forget that a well-conceived post-purchase strategy can win you customers for life!

For more inspiration on post-purchase marketing, download our whitepaper.

The post How to plan and set out your post-purchase program appeared first on dotdigital blog.

Reblogged 2 months ago from blog.dotdigital.com

Leverage your brand heritage to power post-purchase automation: how Grenson got it right

For many businesses, heritage and background are what make them a firm favorite in consumers’ hearts. Legacy builds the foundations for brand identity, personality and trust; these qualities are fundamental for retailers in a crowded market. Today, brands need to resonate emotionally with their customers to remain competitive, meaning heritage is a powerful advantage.

For traditional offline retailers such as Grenson, the surge in ecommerce has brought with it a need to establish an online presence that marries perfectly to the in-store customer experience; personalized and relevant communication is key. This is particularly important for brands who are keen to strike the right balance between broadening their email reach and upholding their brand values.

Email marketing automation is the go-to tactic to achieve 1:1 communication between brands and customers, however retailers still aren’t embracing it en masse. According to this year’s Hitting the Mark benchmark report, around 60% of retailers are missing out on the lucrative revenue opportunities that are the bread and butter of email marketing automation.

It’s easy to see why heritage retailers may shy away from increased email frequency, however email marketing shouldn’t be categorised into an aggressive sales tactic. One brand that realized this and has used automation to enhance its customer experience is Grenson.

Grenson’s story

Grenson prides itself in the quality of its shoemaking through astute attention to detail; since 1866 the brand has respected best-of-breed techniques and processes which have ultimately earnt the brand its heritage status. Grenson’s reputation as a champion shoemaker is the overriding message that needs to be relayed through every online channel, with email marketing at the forefront. Therefore, rather than undermine the value of the brand through a sales-heavy tactic, Grenson’s email marketing strategy focuses 100% on brand quality, craftsmanship and customer care.

The road towards customer-first post-purchase automation

Grenson’s objective was to adopt email marketing automation without compromising its well-respected heritage status; this encouraged a conversation with the dotmailer team to talk through the options available to complement its communication strategy.

Having traditionally focused on newsletters, Grenson recognized the benefits of sending triggered messaging off the back of customer behaviors (i.e. an online purchase). According to Epsilon*, the standard ‘batch and blast mentality doesn’t help with relevance’, as it damages long-term engagement and runs the risk of churn. eMarketer* argues that data-driven automation is increasingly being adopted by brands as a consequence.

The RFM model (recency, frequency, monetary) is widely embraced by ecommerce retailers. This segmentation method allows brands to pool customers together based on their purchase behavior and spend, providing the perfect conditions for highly targeted email automation. What’s more, segmenting on this basis helps maximize the relevancy of the message which incentivizes the engagement of recipients. Examples include: ‘thank you for your purchase’, or ‘you’re an all-star customer!’.

In adopting the RFM methodology, it’s important to have the right technology set-up. Grenson takes advantage of the dotmailer and Magento integration; with the syncing of order data, the team can easily segment customers based on recent purchases (excluding in-progress orders and cancellations), and subsequently target the right people with a timely and relevant post-purchase email. With Grenson’s email and ecommerce platform talking to each other, the foundations were in place for its ecommerce team to explore email automation in depth.

Collaborative implementation

Collaborative implementation was the best option for Grenson to kickstart its automation journey. The team initially scoped the project with their dotmailer Account Manager and Digital Program Manager (DPM), during which the data framework, program structure, and campaign body were outlined. Upon completion of the scope the automation was built during a collaborative, face-to-face session, and then quality-tested and activated by dotmailer.

The value of the collaborative session for Grenson was twofold: being trained on how to build an automation program (i.e. understand the logic to build more in the future), and the deliverable of a tried-and-tested automation program, built by experts.

Throughout the project, the Account Manager and DPM provided strategic advice to the Grenson team on how to get the post-purchase approach just right. To avoid giving the impression of upselling, the method had to be soft, product-focused and with the spotlight on brand legacy.

Ashley Hubbard, eCommerce Manager at Grenson:

The automation workshop with dotmailer was a great process … it enabled us to talk to the team about our brand and customer experience desires. The team made sure that they knew our goals and key metrics on this task. At the end of our session, we had a clear plan for implementation.

The results

Sending a ‘thank you’ email after an online purchase is best practice and should emulate the customer service that is experienced in store. Customers also expect this to be the norm, and unsurprisingly are highly likely to engage with post-purchase emails. For instance, Grenson enjoyed an average open rate of 70% from this email program.

Grenson’s ‘thank you’ email

Within the campaign body itself, the customer is invited to learn more about how to look after their new shoes. This brings the focus back to the product itself, rather than pushing for another sale. This customer-care approach drives brand value and loyalty, both important objectives for Grenson.

Being able to build on informative brand stories rather than direct sales messages from an early stage in the customer relationship has been fantastic.

The email’s call-to-action draws the customer to a dotmailer survey to provide feedback on the shopping experience; the results have been great so far, with the response-to-click rate totalling 60%. This is an important aspect of the post-purchase journey for Grenson, as it provides valuable insight into customer satisfaction which can be used to further optimize the UX and service offering.

What’s next?

The focus for Grenson moving forward is to drive more personalized communications, with the aim of bringing the offline experience online. Data enrichment will play a key part in its email marketing strategy.

Having already implemented a welcome program, Grenson has incorporated a preference center to collect subscribers’ shoe sizes. Moving forward the team plans to use this data to segment and target customers – for example, a relevant and well-timed ‘your shoe size is now in stock!’ email can boost conversions significantly.

For more automation inspiration, visit our Customer Success portal or speak to your dotmailer Account Manager.

 

*Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility. Jillian Ryan, eMarketer | September 6, 2016. Contributors: Lauren Fisher, Corey McNair.

The post Leverage your brand heritage to power post-purchase automation: how Grenson got it right appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com