This article was written by eCommerce expert Thyla-Claire O’Neill at leading delivery management provider Scurri. To streamline your delivery management and perfect your post-purchase emails, get in touch with Scurri today!
Post-purchase emails are crucial in eCommerce for building customer loyalty, driving repeat purchases, and enhancing the overall customer experience by keeping customers informed, offering support, and provisioning opportunities for further engagement.
There are many reasons why post-purchase emails are so important, they can boost revenue and improve the customer experience among other things. Upselling and cross-selling can be essential strategies for post-purchase emails, as they offer opportunities to increase revenue and enhance customer satisfaction by recommending related or upgraded products.
1. Why post-purchase emails matter
By providing customers with engaging content and timely shipping updates, post-purchase emails can help to build an ongoing customer relationship that leads to repeat purchases and increased customer loyalty and retention. These emails ultimately aim to transform first-time buyers into repeat customers and brand advocates.
According to the Getting personal in the last mile and beyond report by Scurri, 81% of the 1,000 UK consumers surveyed said they would always open delivery updates from a retailer or brand, while less than a fifth (38%) always open unbranded updates detailing the progress of their delivery.
Scurri improves tracking and delivery updates by providing a centralised platform for managing carrier data, allowing retailers to offer branded tracking emails and timelines, and reduces order anxiety with estimated delivery dates, ultimately enhancing the customer experience
2. The best approach for post-purchase emails
There are many variables to consider when trying to decide the best approach for post-purchase emails. These different variables all play a role in what makes an effective post-purchase email. 60% of shoppers track their orders daily, while 17% check more than once daily. These percentages show that post-purchase emails, when done correctly, can be the perfect opportunity to catch a customer’s attention and ultimately turn them into repeat buyers and brand advocates.
Personalisation
Personalisation is crucial for building customer loyalty and driving repeat business, by demonstrating an understanding of the customers needs and preferences this could lead to higher engagement and potential for increased revenue.
Timing
Timing is also a crucial factor when constructing a post-purchase email. This will need to keep customers informed, engaged, and build anticipation, ultimately leading to repeat purchases and brand advocacy. Sending emails at the right time, whether for order confirmations, shipping updates, or follow-ups, is essential for a positive customer experience.
Clear calls to action (CTAs)
Clear CTAs in post-purchase emails are crucial for guiding customers through the next steps in the customer journey, whether it’s tracking their order, providing feedback, or making future purchases, ultimately boosting engagement and conversations.
How Scurri ensures smooth integration:
Scurri ensures smooth communication with carriers through a delivery management software (Scurri Connect) that integrates with various carrier services and eCommerce platforms, allowing for automated carrier selection and efficient label generation, all through a single API integration. Overall, Scurri reduces delivery anxiety as well as constantly working to improve customer satisfaction.
3. Upselling strategies in post-purchase emails
There are many ways to effectively upsell in post-purchase emails. This can be an important marketing strategy to increase revenue and turn first time customers into returning customers. In fact, upselling can boost a customer’s lifetime value by 20% – 40%. According to Launchtip, 72% of sales professionals saw a boost in growth in their revenues due to upselling and cross-selling strategies.
Recommend premium versions
This is a strategic way to increase revenue and enhance the customer experience by capitalising on existing engagement and purchase intent. Customers are already engaged and have shown a willingness to buy, making them more receptive to upgrade to premium options. For example, a customer who bought a basic version of a software could be offered a premium version with additional features or a higher storage capacity.
Offer bundles
Offering product bundles in post-purchase emails can boost customer loyalty, encourage repeat purchases, and increase average order value by providing value beyond the initial transaction and prompting customers to explore related products. 56% of online shoppers are more likely to return to a site that recommends products.
Limited-time discounts
Using limited-time discounts in post-purchase emails can boost customer engagement and drive repeat purchases by creating a sense of urgency and exclusivity, potentially increasing revenue per recipient. In a recent study it was shown that flash sales generate a 35% lift in transaction rates.
Upsell through post-purchase software like Scurri Track Plus
Scurri, through its platform Scurri Track Plus helps with upselling by enabling businesses to leverage the post-purchase experience to highlight other products and offer personalised recommendations within tracking emails and branded tracking timelines, ultimately boosting revenue and customer loyalty.
4. Cross-selling strategies in post-purchase emails
Cross-selling in post-purchase emails is important because it allows businesses to subtly suggest related products to customers who have already made a purchase, potentially increasing revenue and building customer relationships without coming across as overly pushy. There are studies that show that cross-selling can increase sales by 20% and profit by 30%.
Suggesting complementary products
Suggesting complementary products in post-purchase emails can be a good cross-selling strategy which will ultimately be beneficial because it increases sales, enhances the customer experience, and boosts customer retention by offering relevant and valuable recommendations. By suggesting products that complement the initial purchase, you encourage customers to add more items to their cart, increasing the overall value of their transaction.
Using social proof
Using social proof in post-purchase emails can be a method of cross-selling. This builds trust and encourages further purchases by showcasing positive customer experiences, like reviews or testimonials, which can lead to increased sales of related products. It was shown in a recent study that 61% of customers read online reviews before making a purchase decision. This emphasises the importance of showcasing reviews and testimonials, it could be the deciding factor in the decision between buying or abandoning the cart.
Post-delivery follow up
A post-delivery follow up, especially through post-purchase emails, is crucial for boosting customer satisfaction, driving repeat purchases, and ultimately, increasing revenue through cross-selling and upsell opportunities. A well-timed follow up demonstrates care and attention to detail, leaving a positive impression and building trust. This could be an opportunity to suggest new products based on the customer’s order history.
How does Scurri support cross-selling
Scurri enables businesses to engage customers with personalised, branded tracking emails and notifications, promoting new products and encouraging additional purchases during the post-purchase phase. Seamless carrier management ensures happy customers, increasing the likelihood of repeat purchases.
Why choose Scurri?
Post-purchase emails are more than just transactional updates – they’re a strategic touchpoint that can significantly boost customer satisfaction, loyalty and revenue.
By incorporating upselling and cross-selling tactics into your post-purchase communication, you can turn a single sale into a long-term relationship. Personalised recommendations, timely follow ups, and clear calls to action can make all the difference.
With Scurri, retailers can elevate their post-purchase experience through branded, data-driven delivery updates and seamless integrations, creating new opportunities for engagement and growth at every stage of the customer journey.
Examples of branded post-purchase emails
Here’s an example of a Delivered email using Scurri Track Plus, featuring Scurri’s demo brand, Le Mark. The layout is clear and engaging, with a strong focus on brand consistency and customer satisfaction.
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