Post-purchase marketing is a crucial part of any eCommerce marketing strategy; however, it is often overlooked. Repeat customers account for approximately 40% of a brand’s revenues, and they tend to have a higher average order value, so having a strong post-purchase strategy drives increases in revenue, customer referrals, and builds brand loyalty. The customer journey can be viewed more as an hourglass rather than a funnel, because your relationship with customers should not end at first purchase.
Here are our recommendations on how to improve your post-purchase marketing strategy to drive an increase in repeat buyers.
Personalize Your Content for a Better Customer Experience
Part of ensuring customer retention is creating a great customer experience. 82% of customers in the United States said they stopped purchasing from a company because of a bad experience. For this reason, it is vital for your brand to efficiently and effectively address customer concerns and create a good purchasing experience for them to increase the possibility of them becoming a loyal customer.
A major part of the customer experience is the content received from the company. When reaching out to customers through email, SMS, or social media, it is important to personalize your message to the customer and speak directly to them and their needs. This also gives the brand an opportunity to provide specialized promotions to loyal customers. Personalization makes the customer feel more important to the brand and increases the likelihood of a referral or repeat purchase.
Develop Purchase Incentives
Rewarding customers for their loyalty is a simple and effective step to improving your post-purchase marketing strategy. Developing a reward system for customers who demonstrate their loyalty through referrals, social media follows, re-purchases, etc. deepens brand trust and gives customers more reason to continue to engage with your brand.
Be Proactive in Re-Engaging with the Customer
The time immediately after a customer receives a purchase is a great opportunity to build rapport and develop customer trust. Since there is no way to guarantee customer satisfaction without contacting them, this is the perfect time to send follow-up emails and other communications to ensure customer satisfaction. Taking this initiative shows the customer that your brand cares about their customers and increases the likelihood of a repeat purchase.
Utilize Retargeting Campaigns to Reach Past Customers
You can utilize the customer data you have to invest in retargeting advertising campaigns. This will allow your ads to reach past customers and drive repeat purchases, potential cross-sells, and improve customer loyalty. By staying at the front of the consumer’s mind, they are more likely to purchase from you again and build more loyalty to your brand.
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