The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Integrations
Connect with 100+ integrations
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
The Stats You Need To Know About Post-Purchase Emails
Every brand knows that the customer journey doesn’t end once the sale gets made. In fact, so much of how customers think about your brand, their loyalty to it and if they want to buy from you again can rest on how you do in post-purchase.
A great way to boost your brand in your customers’ eyes is to create a post-purchase email campaign. A post-purchase campaign can also help you collect all sorts of data from your customers. Find out how they liked the process, get user-generated reviews, and encourage them to join your loyalty program.
Curious about how impactful post-purchase emails can really be over the long term?
Check out some of these stats.
Staying in touch with customers matters
A lot of marketing focuses on finding new customers, and while that’s important, you don’t want to do it at the expense of the customers you already have.
Why?
Well, first, because it’s expensive.
It costs five times more to attract a new customer than retain the ones you already have. In addition to that, existing customers are easier to convert to buy again. They’ve already done it once, so convincing them to buy again is an easier lift versus getting a brand new customer to try you out. Plus, studies have shown your current customers will spend 33% more when they buy from you again over new customers.
Research from Bain found that increasing your current customers’ retention rate by just 5% can lead to an increase in profits between 25 and 95%.
Those are numbers that are hard to ignore.
Customer experience drives everything
Something else you need to pay close attention to is your customer experience. Far too many consumers say they buy something and then it’s crickets, until the brand wants them to buy again.
That’s not a great way to show you care about your customers and build trust. So you have to think of your email outreach from their point of view because customer experience can be a huge driver for your business’s success.
“What we found: after controlling for other factors that drive repeat purchases in the transaction-based business (for example, how often the customer needs the type of goods and services that the company sells), customers who had the best past experiences spend 140% more compared to those who had the poorest past experience.”
Take a look at the chart that highlights just how much you can get from improving your customer experience.
All this is to say that email is one primary area where you can make a huge impact on customer experience, and post-purchase emails are the way to do it.
A 40.5% open rate, 6.4% click rate and 0.7% conversion rate on follow-up emails.
A 65% open rate, 10.4% click rate and 1.4% conversion rate on digital (emailed) receipts.
As you can see, that means these post-purchase follow up and transactional emails have dramatically higher open rates than your standard marketing email. And, since more people are opening those emails, the chances of clicks and conversions increase, as well.
That’s a huge opportunity to create post-purchase emails to focus on customer experiences, sending them personalized content, especially with moment-of-open updates and targeted product recommendations.
Even a 0.5% lift in your conversion rate can make a significant impact on your bottom line.
On top of that, your customers want to hear from you. Nearly half of consumers say they’d like to hear from their favorite brands on a weekly basis. If you’re making those emails you send out targeted and personalized; the number actually goes up.
See what we’re getting at here?
Don’t ignore what happens after the transaction
In a world where customers are bombarded with emails and often feel like a nameless face in the crowd, you can stand out.
Focusing on your customer’s experience, building trust and giving them the information they want are all ways to beat the competition and build loyal customers for life. Your post-purchase emails are a great place to start creating that long-lasting relationship.
Liz Froment
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
The Psychology of Trust: What Are Trust Signals and Why Do They Matter
Every company wants to get a legion of customers who buy and then come back again and again. But, it can be more challenging than it seems. To get loyal customers, you need to build trust, but trust isn’t given freely by consumers.
When it comes to trust, brands need to earn it. All too often, companies assume if there’s a great product or customer service, it’s good enough. That’s not always the case, especially when the consumer can’t tell that for themselves. As a marketer, you can’t always assume that the advertising you’re doing to promote the brand is enough.
So, you have to come up with ways to signal to consumers that they should trust you. One of the best ways to do that is to promote positive trust signals in the form of user-generated content (UGC): ratings and reviews.
Here’s what you need to know about the psychology of trust signals.
What are trust signals?
A trust signal is a catch-all term for specific features you can put on your site or in your emails that signal to consumers for them to trust you. Standard trust signals can include safe check out and approved seller badges or money-back guarantee logos on your site.
But some of the best trust signals are those generated by your best users and customers. These come in the form of positive testimonials, star ratings, and reviews — all great examples of social proof.
In a recent study by Trust Pilot, their research found that positive trust signals, especially social proof, exert a strong influence on consumer behavior. And over 75% of consumers find positive star reviews and ratings and customer testimonials effective.
In other words, if a consumer goes to your site (or reads your email) and sees all sorts of these social proof trust signals, they have higher chances of buying. Trust Pilot found that 66% of consumers are more likely to buy if they see trust signals.
Where social proof can make an impact
The thing about social proof through user-generated content that makes it stand out to consumers is it’s authentic. That’s something really hard for brands to capture and effectively communicate. Consumers know that brands are trying to sell them something, and more often than not, they will tune all your marketing efforts out.
Using UGC like positive reviews, ratings, and testimonials can help break through that stalemate. Consumers are far more likely to look at unbiased reviews and see them as trustworthy and authentic — and that makes them more likely to buy.
So what you need to do is start inserting positive reviews, ratings, and testimonials into your emails.
As you can see from the study in the image above, using ratings, reviews, and testimonials in your emails can directly motivate consumers.
Using trust signals in email
Something else the Trust Pilot highlighted is it can take time to build trust between consumers and a brand, and a big part of that is the brand needs to understand where the consumer is in the buying process.
So keep that in mind as you start creating campaigns that feature more trust signals. A the start of your relationship, when the consumer is just browsing, simple star ratings on products and services, tucked into the email in a content block, can begin to build trust.
However, later, as consumers are really investigating and researching particular products or services, you can take it a step further. Insert case studies and positive testimonials tied to a specific product or service into your emails; that can elevate trust levels even further.
Not to mention, tieing your positive trust signals to your user behavior and interests is a great way to keep your emails personalized. Giving users content that matters to them and speaks to their needs shows that you understand them, and you’re working on building a relationship from your side of things.
That, coupled with your strategically placed trust signals, can go a long way toward getting that next level of trust that every brand wants.
Start incorporating trust signals in your emails
Want to start building more trust? There’s no better time than the present. Start collecting your positive reviews, ratings, and testimonials and build them into your emails.
Liz Froment
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
4 ways to incorporate reviews into your product recommendations
Customer reviews are among the very best tools in your marketing tool bag. Reviews do a couple of great things; they highlight how much people love your stuff, and they are a great way to let other potential customers see that too.
So, it shouldn’t come as any surprise that more marketers want to add customer reviews, and other types of user-generated content, to emails. Customer reviews, in particular, are great examples of social proof. Reviews help other consumers see what people who are just like them think about a product.
Not to mention, more often than not, those reviews matter to other consumers, making them more likely to buy. Research has shown consumers give reviews and testimonials from other customers a lot more weight than the marketing a brand does.
Now, you know customer reviews are important, so the next step is getting more of them in your emails. Here, we’re going to highlight a few ways you can incorporate reviews into your product recommendation emails.
Personalize
The benefit of having data at your fingertips means you have all sorts of information on your customer’s past behavior. Through your customer relationship management tool (CRM) and your e-commerce data, you can see what they’ve bought and browsed on your site, as well as, the emails they are more likely to respond to.
Use that information to create segmented emails with specific products tied to what they’ve already bought or have left in their cart. You can add in more in-depth reviews for these products, too, since you might only need to feature 2-3 closely related products to what your customer has bought.
Consumers love getting content personalized to them. When you send emails that feature product recommendations based on their interests and needs, that can make them more likely to buy.
Keep it simple
Something else important to remember is you don’t have to get fancy with your reviews. A lot of simple customer reviews are just as effective as some that are more in-depth.
Check out this email from Adidas.
At the top of the email was a promotion for Stan Smith sneakers, but they offered a few more recommended products as you scroll down. First, the slides, but then a whole series of products with their star reviews.
Using just good images and stars is a simple yet effective way to highlight product reviews. Your customer can see what other people just like them think about these products in a quick glance.
Plus, Adidas adds another level of personalization by highlighting other products that tie into the main featured recommendation.
Social proof
Remember how we mentioned user-generated content as a valuable tool at the start of this post? Here’s where that comes into play. User-generated content is a marketer’s dream, and you should use it more in all your emails, but especially for product recommendations.
If you look all over social media, from Instagram to TikTok, you’ll find customers singing your praises. So why not highlight some of those product reviews in your emails?
You can even take it a step further and create a contest or campaign that encourages your readers to create reviews and other fun stuff.
West Elm used a hashtag campaign on Instagram and then tied it into featured products. This sort of thing can give you a ton of content to work with and share across all your marketing channels, especially your emails.
Dedicated testimonials
Another way to use reviews with product recommendations is to get super specific about one product. Even better if you can tie this into something your customer has already been interested in buying.
Say your customer has left a sweater in their shopping cart. You can send an abandoned cart email campaign and do two very important things. First, remind your customer about the sweater, and second, add some customer testimonials about that particular product.
This type of email gets targeted and personalized at the same time. You’re reminding customers about something in their cart, and you’re also showing them all sorts of other people just like them who love the product. Those very specific reviews can help push your customer over the edge and get them to buy.
Are you starting to see how you can incorporate reviews into your product recommendation emails? Good, now go forth and give it a try!
Liz Froment
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
