Using Email to improve Repeat Purchases for the eCommerce Store

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

Getting prospects to convert to customers is a very important factor. But, how can you get customers to get over and over following the first purchase? It’s a lot more than just ‘nice to have’, consistent repeat purchases could possibly be the difference between success and failure. That’s where attentive, behavior based emails become important.

At Kissmetrics, we’ve a product that’s built round the capability to powerfully segment your visitors predicated on their behaviors so that you can deliver the proper engagement (ad, email, etc.) at the proper time to the proper customer and drive more repeat (and first-time!) purchases. The higher you align your messaging with actions your visitors took, the more success you’ll have. This post targets email engagement, but have a look at our Connections feature which allows you to send Populations (segments) right to Facebook and much more.

So what types of emails in the event you send? How often in the event you send them, and what as long as they contain? Below are a few of the greatest types of eCommerce follow-up emails and just why they work so well.

One more thing – that is only a start. What exactly are a few of your most successful campaigns? Tell us below.

The Repurchase Reminder

Oftentimes, once you create a purchase on an internet site, they email you soon after encouraging one to buy again. This online marketing strategy is rooted in the theory that customers will probably come back and buy while your brand continues to be fresh within their mind. But oftentimes, companies send emails out immediately so when the client (naturally) doesn’t respond, they no more follow-up.

If your repeat purchase numbers are flat-lining as well as your emails are stale, you will want to wait until additional time has passed (based on how usually the customer uses the merchandise) to remind them? Here’s an excellent example from Sephora, which reminds the client to restock predicated on just how much time has passed since their first purchase:

Sephora reminds an individual to restock predicated on their past purchase. (Image Source)

Another creative spin on the restock email originates from Clinique. Since their data likely implies that women have a tendency to shop online for cosmetics a lot more than men, they wouldn’t have just as much luck sending a shaving gel refill reminder to men — so that they advertised a refill reminder for him, to her. Observe how they achieved it:

An advertisement for men’s shaving gel — geared to women, that are likely the people shopping for cosmetics. (Image Source)

We Miss You!

One alternative on the restock/repurchase follow-up email is tailored to the bargain hunter, such as this email from Starbucks. There’s no better solution to stay top-of-mind than with a coupon, and several customers actively wait to get until they get yourself a deal. Knowing this, you will want to touch base with a discount?

This reminder from the Starbucks Store gets to the idea with a discount for customers that haven’t shopped in awhile. (Image Source)

Going Beyond “How Did We Do?”

For the client who doesn’t have time and energy to write up an enormous review, however the company still needs their feedback data to utilize, I show you the Amazon 1-click review:

Amazon encourages busy customers to click on to review how big is garments they’ve purchased online. (Image Source)

Of course, you’ve likely received a lot of emails requesting your feedback, and also some that go the excess mile giving you a discount coupon, entering you right into a contest plus much more. But that one is noted because of its pure simplicity plus its unobtrusive style. It doesn’t block the way — one click and you’re done.

And talking about Amazon, you know that they’re the e-commerce leader due to just how much they test, monitor, tweak and track everything about their site. One of the most famous changes was adding in the “Customers who bought X, also bought Y” feature. Now a lot more commonplace on e-commerce sites, this “Frequently purchased together” option often encourages greater purchase volume per customer.

But what goes on if they don’t purchase all the items together? Is emailing them about any of it a lost cause? Not exactly…

Frequently Purchased Together

Not all “Frequently Purchased Together” emails need to be a sales page. And if the client didn’t get them if they were originally presented, there will need to have been grounds.

Of course, why customers choose never to buy is actually a whole other post alone, but knowing everything you know, you will want to steer the client more toward educating them concerning the product add-ons or accessories instead of simply presenting them?

An exemplory case of a MANY THANKS follow-up email from BabyFirst. (Image Source)

Since, in the example above, the client is searching for baby-friendly Television shows, the business naturally recommends a few DVDs a baby or toddler might like, in addition to a coupon and directions on how best to get it free of charge.

The Window Shopper

With all the email examples showcased up to now, you’d need the correct data predicated on what the client bought previously. But imagine if they haven’t bought yet, and so are only looking? Are you currently out of luck? Never. Provided you have the prospect’s email (a pop-up that provides a discount emailed in their mind is a good solution to collect more emails), it is possible to still send them reminders, even though they haven’t added something with their cart:

Recommendations on shirts and a reminder predicated on shirts and slacks previously viewed, from Calvin Klein. (Image Source)

Here’s another example that reminds an individual of the merchandise they browsed in the event they would like to take another look and don’t want to dig through their browser history:

An email reminding an individual of the merchandise they viewed. (Image Source)

*Major Tip*: Kissmetrics ties anonymous users to identified ones (aka: once you collect their email), so that you can gauge the average amount of visits before someone decides to buy something and factor that into once you send them emails, serve them ads, etc.!

Use Demographics to Sell

As against quite a few other examples, these emails usually do not depend on previous purchases. They start fresh with new product recommendations in line with the demographics.
For instance – has it been raining in Minnesota for recent days? Find all of your prospects situated in Minnesota and send them a contact showcasing your umbrellas.

Many of one’s prospects tend either looking for one just because a) they don’t have one or b) the main one they will have is old, has holes, etc.

This is a undertake what we said earlier – good marketing may be the right message at the proper time to the proper person.

This is really a tactic utilized by a few of Kissmetrics’ most successful customers – it could seem simple, but people in various regions shop differently and putting just a little effort into making that obvious in your email promotions will go quite a distance.

New Product Recommendations Predicated on Past Purchases

Finally, we’ve the “new product recommendations” email. Instead of always notifying customers each time you have new items in stock (and hoping they could like many of them), you will want to segment the brand new product announcement emails predicated on what the client has purchased previously? They’re more likely to get, and they’ll welcome the added personalized attention!

Despite the various products and industries, most of these emails have one major part of common — which is a separate — almost fanatical focus on customer orders, browsing habits and preferences. And even though you might be doing a lot of e-commerce by email, you may still find, as these emails demonstrate, new ideas and approaches which can be capitalized on.

About Kissmetrics

Kissmetrics is really a data-driven segmentation and engagement solution created to provide marketers with deep behavioral insights to power more targeted emails and ads. If you’re an eCommerce brand seeking to turn more window shoppers into repeat purchasers through better customer engagement, request a demo here.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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