All ecommerce store goals are not only to convert but also to increase repeat purchases from those who are already familiar with your brand, here we’ll give you some effective ideas on how to do this. Either if you’re working on your Email Marketing in-house or with an Ecommerce Email Marketing Agency, here are some tips you should follow to succeed.
- Continue to engage with tailored post-purchase messages
Personalize as much as possible your post-purchase messaging to maintain the engagement so that your customers get a positive impression and keep your brand on top of mind when they need to make a repurchase.
You can send nurturing messages to give them ideas on how to get the most out of theri new purchase: information, tips, videos or tutorials are a good idea to keep them hooked and happy with their decision and avoid any kind of remorse.
Use an automated flow to deliver this content through email, here are 7 Post-Purchase Email Resources to Increase Customer Retention.
- Trigger in real time
Use real-time marketing automation for specific behaviours on different stages of the purchase journey. For replenishable items, time is crucial and you could trigger a specific message for those who are close to needing to repeat a purchase. This can be every week, bi-week or monthly depending on the bought product.
Send reminders to your specific segments based on their behaviour when it is time to restock.
- Optimize your Post Purchase flow emails
Take advantage of your Post Purchase flow and optimize the messages or content. You can always AB Test – Subject lines, images, angles, offers – and monitor the results to make the best decision. Here are some Email Marketing Metrics you can use to keep track of your strategies and improve your results.
- Incentivize a second purchase
Use discounts, promos and coupons to increase your repeat purchase rate. For first-time buyers, these discounts are useful to bring them back and for those who haven’t purchased in a long time will be more likely to return and re-engage.
Make sure you’re not offering promos too often, since this could diminish revenue and create a negative impact on the brand perception.
- Use loyalty programs
Last but not least, consider using loyalty programs: Discounts, early access to new products, points system – all these ways to keep customers coming back, especially for replenishable products that customers constantly need.