In recent years, multi-channel marketing has been crowned the king of digital marketing. Today, the digital world is marked by a multi-channel approach and email marketing has risen to the occasion, becoming one of the most popular digital contact methods and a tool for converting potential customers.
However, eCommerce brands sometimes struggle to keep customers engaged after the purchase process. The good news is that email marketing can help with that problem. When it comes to marketing strategies, no other communication will keep customers engaged like post-purchase campaigns.
Due to their engaging nature, post-purchase emails are among the top email marketing trends for 2022. If you're thinking about implementing post-purchase campaigns as part of your marketing strategy, check out these five campaigns that will help boost your eCommerce sales.
1. Cross-selling and upselling emails
Also known as “product recommendation campaigns,” these are used to benin telegram data keep customers engaged in the buying cycle by giving them recommendations based on their previous purchases.
Although upselling and cross-selling are not exactly the same, both strategies are linked due to their similarities. Either way, let’s review the key differences between the two:
Upselling is a sales strategy that seeks to get customers to buy more expensive items or spend extra money on upgrades or extensions for the product. The goal is to generate more revenue. Offering premium options such as same-day shipping or high-end products are common examples of upselling techniques.
Cross-selling is the process of adding something to the main sale to increase the amount spent. Although both terms are often confused, cross-selling only occurs when an extra product is added to the purchase.
In essence, cross-selling is a specific type of upselling. Brands like Apple, for example, are famous for their upselling techniques, as they always offer extra products like chargers, headphones to the main product.
Sending follow-up emails after a purchase offering recommended products to upgrade or complement a purchase is a simple but effective post-purchase technique. However, to make the most of these techniques, it is necessary to have a deep understanding of what your company has.
The best way to know which products to recommend based on their popularity or existing quantity is to implement a good inventory management system that allows you to know the income, expenses and how to add value to each sale.
2. Purchase confirmation emails
Sometimes adding value to customers' purchases is not the best way to boost sales or make more profits. The best way to boost sales is by offering good service , a good product and a good purchasing system. To do this, you should review your ordering system.
In short, order confirmation pages are the final step of the purchasing process. These emails should be sent as soon as payment is recorded and should include essential information for the customer, letting them know:
If your order has been placed.
How to view your receipt and order confirmation code.
Who to contact in case of any payment problems.
What to expect in future communications and products.
Post-purchase email marketing is especially useful for online retailers that embrace the BOPIS (Buy Online Pick Up In Store) culture. These emails should be used as a communication channel between the store and the customer, as the customer will need to contact the store to pick up their purchase.
The BOPIS business method, also known as “click and collect,” has gained popularity during the COVID-19 pandemic, as many businesses had to close due to health measures, resulting in BOPIS saving many businesses from bankruptcy.
According to a study by Statista , click and collect sales in the United States alone amounted to $58.52 million in 2020 and the figure is expected to exceed $74 million in 2022.
It is very important for stores, regardless of their size, to maintain optimal organization of their inventory if they use the BOPIS and click and collect strategy in order to manage all shipments in a timely manner, and this can only be achieved by applying appropriate measures in order confirmation.