Post-Sale Messaging Approaches
If you've shopped online, you've received transactional messages. If you're an email marketer that shops online, you've likely critiqued the email you have received and wondered, is this all there is?
E-commerce merchants must make the most of their post-sale messaging activities. These transactional emails can do much more than just provide order confirmation notifications, but also include details on shipping and delivery, as well as a means to get the shopper-recipient back into the funnel with a follow-up message.
Let's consider a few different ways to make the most of your post-sale messaging:
+ The order confirmation. This lets the shopper know that the order was properly placed, and can include links to related products — like batteries or accessories.
+ The shipping notification. Informs the shopper when a product has shipped, offers an estimated delivery time, and includes tracking numbers and links. This email might also promote additional products, a subscription to future email marketing messages, or links to useful content.
+ The delivery notification. Tells the shopper that the carrier has successfully delivered the order. This message can be a good time to ask the shopper to review the product ordered.
+ The follow-up message. This email comes a week or so after the order has been delivered, and has three purposes: (a) giving the customer an opportunity to express concerns or report problems; (b) encourage a product review; and (c) offer a discount or incentive for making a follow-up purchase.