5 Ways to Convince Customers to Buy Again in Your Post-Purchase Emails
Post-purchase emails are consistently one of most frequently opened emails, with open rates often exceeding 50%. However, one of the most difficult times to convince customers to buy is after they have just made a purchase. The last thing you want to do is irritate your customers, and pressuring them to buy more products too soon after they’ve made a purchase can sometimes seem tone deaf. So, you need to ensure that your emails balance two objectives: selling products and retaining customers. Below are five tips you should keep in mind when convincing customers to buy again post-purchase.
1. Be Timely
The timing of your post-purchase emails should vary by the objective of the email. If your objective is to persuade customers to make another purchase (as opposed to review their recent purchase, for instance), make sure at least a week has elapsed since they bought from you. Any sooner, and your customers may feel like you are hounding them. Two weeks after purchase is a good rule of thumb because it is not too soon, but not so long after that customers will have forgotten recently buying from you.
2. Be Relevant
In this same vein, it’s important to reference what a customer purchased to ensure that your post-purchase email is relevant. Depending on the way you frame your email, you can reference the purchase directly by including an image or the name of the product, or you can instead display related products that customers may be interested in.
In many ways, this takes the form of a product recommendation email. Showcasing products that are related to or complement what a customer just bought is a great way to convince recent buyers to make another purchase. Use product feeds or recommendations, but restrict them to the category that a customer previously purchased from.
If a customer just bought a beach towel, for instance, they might remember after the fact that they need a beach tote, too, or a bathing suit. Displaying these products in a post-purchase email is a prime opportunity to anticipate a customer’s needs and get them to buy again without being too aggressive.
For a stronger incentive, you can even offer a discount on these products — think along the lines of “Thanks for your recent purchase! Here’s $10 off any of the below items.”
3. Be Subtle
Most of the time, marketing emails aren’t defined by their subtlety. But in post-purchase emails, it’s especially important not to come on too strong when leading your customers towards their next purchase. Don’t force products on customers by making them the sole focus of the email, and try opting for a softer CTA. Try something like “Browse the Collection” in lieu of “Buy Now.”
One way to subtly nudge your customers to purchase is by making the premise of the email a “thank you” email. If the primary objective of the email is to thank them for their recent purchase, customers won’t feel pressured if you include a few product recommendations or links back to your site at the bottom. By simply acknowledging that a customer has already purchased, you can make your post-purchase email less sales-y.
4. Be Appreciative
A little appreciation can go a long way in fostering customer loyalty. Make sure to thank your customers in any post-purchase email you send, including order and shipping confirmations. Be sure to use customers’ first names to add a personal touch — it’s just polite, after all!
5. Be Helpful
Depending on the products you sell, you can offer tips based on what a customer has purchased. Let’s say you sell furniture and a customer recently purchased an armchair that was part of a larger collection that includes a sofa, coffee table, etc. In your post-purchase email, you can recommend other furniture from this collection and offer decorating inspiration by including photos of how the customer might arrange this furniture. Furthermore, you can also include instructions and tips on how to assemble the chair they just bought. If you sell clothing, you could do something similar by showing the item a customer bought as part of an outfit. This allows you to simultaneously offer customers something exclusive and interesting and cross-sell other items.