Post Purchase Series
Welcome them to your Fam – now your new customers aren't just one-time purchases, they're members of your tribe. Retain them with all the help they need by creating a welcoming & helpful post-purchase series.
learn more from our guide
Why you should have a post-purchase series
Customer retention is one of the best tactics for growing and increasing revenue, as loyal customers are simply more profitable than first-time buyers.
It’s 10 times more expensive to get a new customer than it is to sell something to an existing customer. Additionally, existing customers are 9x more likely to convert and spend 500% more than new customers. Ever wondered why Amazon does everything in their power to convince you to purchase Prime?
Also, transactional messages, such as post-purchase messages, are opened at twice the rate of promotional messages.
Do loyal customers appear out of thin air?
Nope, you have to work at building a relationship with your existing customers that would turn them into loyal ones, who keep coming back to buy from you again and again.
So, please do not just send an order confirmation message and/or a receipt!
When & what should you send post-purchase communication
1. The few moments right after someone makes a purchase from you are rather critical. Your first post-purchase communication should:
- Confirm the order
- Thank the customer
- Contain a detailed order summary and purchase invoice
- Contain a Track the Order CTA
You can also choose to offer a discount code for their next purchase. If you don’t want to offer a discount code, you could send a special offer or free shipping.
2. In your second communication, which you can automate to be sent a week after the previous order’s delivery, Moda will enable you to automatically recommend associated products/upsells/cross-sells to your customers based on their and their segment’s past browse and purchase history. This is also a great place to encourage customers to follow you on your DTC brands’ social media platforms.
In your second communication, you can also provide a link to FAQs, which will answer questions on your shipping process, return policy, warranty info, refund policy, etc.
3. The third communication, which you can automate to be sent a week or two after the second communication, is where you can request the customer to provide his/her product reviews and refer friends and family. You can include a link to a survey, to your review section on the site/app, or simply ask them to respond to the email.
You can also encourage your customers to share the love with their family and friends. Offering a discount code they can send to other people is a good way to accomplish this.
1. Please do not request for a product review, feedback, or testimonial before the customer has had a chance to use the product.
2. Different customers prefer different channels and mediums of communication. Some prefer SMSes, some emails, and for some, only messengers or push notifications work. But the truth is, you can never know how your customers prefer to hear from your DTC brand until you ask them and/or test it.
Offer your customers the option to sign up for marketing and updates from you on any available platform to make sure that each customer has the option to receive messages in the platform that they actually want to. It will increase your general open rates and engagement.