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.
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.
Here’s what the Harvard Business Review has to say about it:
“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.
The great news is it looks like it works.
A recent study of post-purchase emails found some pretty incredible stats, including:
- 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.