The Three Most Important Elements of Post Purchase Marketing

Develop your post purchase marketing strategy with these three pillars

Shipping Notifications2

The Three Most Important Elements of Post Purchase Marketing

Post-purchase marketing is like the grand finale of a spectacular show—it’s where the magic happens and the audience leaves with a smile. Imagine your customers have just made a purchase; now’s your chance to dazzle them with top-notch customer support, sprinkle in some personalized recommendations, and keep the excitement alive with engaging follow-ups. Think of it as a friendship where you continue to check in, share valuable tips, and celebrate their milestones with loyalty rewards. By turning each purchase into a memorable experience, you not only win their hearts but also their loyalty, ensuring they come back for an encore and bring their friends along for the show!

Here are the three most important things to focus on:

  • Customer Support and Follow-up
  • Engagement and Relationship-building
  • Feedback and Improvement

1. Customer Support and Follow-Up

E-commerce support and follow-up are like the trusty sidekick and epic post-credits scene in a superhero movie—they ensure your customers feel valued and eager for the next adventure with your brand! Without them, the story feels incomplete, and you miss out on turning one-time buyers into lifelong fans. What's most important?

  • Immediate Follow-Up: Send a thank-you email or message acknowledging the purchase. This reassures the customer that their order is being processed. When order confirmation notifications don’t trigger, expect support tickets! At a minimum update the Shopify settings to incorporate your branded colors. If you’re on Shopify Plus, consider fully customized order confirmation emails.

  • Customer Support: Provide accessible and responsive customer support. Address any issues or questions promptly to ensure a positive post-purchase experience. Smile while you type and always consider how you’d want your situation resolved if roles were reversed!

  • Order Updates: Keep the customer informed about the status of their order through notifications (e.g., shipping updates, delivery confirmations). One of the most important ways to improve your post purchase experience is with branded order tracking. Take control of this incredibly valuable marketing real estate in your delivery status emails and tracking pages!


2. Engagement and Relationship Building

Boost engagement and relationship-building by suggesting products customers will love, rewarding their loyalty with awesome perks, and sharing handy tips and tricks to keep them engaged! Turn every delivery update and order check into a chance to surprise and delight your customers, making them eager for more. Here's how:

  • Personalized Recommendations: Use data from the customer’s purchase to suggest related or complementary products. This can increase the likelihood of repeat purchases. Send recommendations via email, use tools to surface them on your website, or–the easiest place to incorporate recommendations is on your order tracking page! Customers are checking their latest order, pique their interest with a cross/up sell!

  • Loyalty Programs: Implement loyalty programs that reward customers for repeat purchases, referrals, or other engagements with the brand. We’ve seen loyalty program adoption go way up during that crucial time when they’re awaiting a re-order or just received it. Tie this into your delivery status updates!

  • Content Marketing: Send useful content related to the product, such as how-to guides, tips for usage, or maintenance advice. This helps customers get the most out of their purchase and keeps them engaged with your brand. Education is crucial for many brands in reducing return rates!


3. Feedback and Improvement


Turn your customers into your best critics by asking for feedback, using surveys to gather juicy details, and then showing off the awesome changes you’ve made based on their input! It's like giving them a backstage pass to your brand's evolution, making them feel like VIPs.

  • Solicit Feedback: Ask for reviews or feedback on the purchase experience. This not only provides valuable insights for improvement but also makes customers feel valued and heard.

  • Surveys and Questionnaires: Conduct post-purchase surveys to gather detailed feedback. Use this information to refine your products and services.

  • Act on Feedback: Show customers that their feedback leads to tangible changes. Communicate any improvements or updates made as a result of their input.


Bonus Idea! Get Ahead of Problematic Orders

Get ahead of carrier issues by sharing shipping details in the most key post purchase experience touch points–especially when things go wrong.

This play is a great way to ensure your customers are not blindsided by delivery issues after they buy. One way to do this is to leverage delivery exception data and send problem order notifications as part of your post purchase email flows.


By focusing on each of these areas, businesses can create a positive post-purchase experience that fosters loyalty, encourages repeat business, and generates word-of-mouth referrals.


Plus, here's our list of post purchase emails you can include in your marketing strategy:

Order Confirmation Email: This is the standard post-purchase email, providing customers with a detailed summary of their order, including items purchased, order number, and shipping information.

Thank You Email to Customer
:
Express gratitude to your customers for choosing your store. You can use this opportunity to reinforce your brand's values and provide contact information for customer support.

Shipping Confirmation Email
:
Notify customers when their order is shipped, including tracking information. This reassures them and keeps them informed about their delivery. You can find more details on the recommended email flows that Malomo recommends to all of its branded order tracking customers in our "Best Practices for Klaviyo Flows" article.

Shopify out for delivery notification:
This alert signifies that the ordered package has reached its final stage before delivery and is currently en route to the customer's location. This is arguably the most exciting notification a customer recieves.

Review Request Email:
Encourage customers to leave reviews or respond to a shopify post purchase survey on the products they purchased. This can help build trust with potential customers and improve your products or services.

Cross-Sell/Up-Sell Email
:
Recommend related products or accessories based on the customer's recent purchase. For example, if they bought a camera, suggest camera bags or lenses.

Reorder Reminder Email:
Send reminders for products that may need replenishing, such as consumables or items with a limited lifespan. Offer a convenient way to reorder.

Loyalty Program Invitation Email:
Invite customers to join your loyalty program, where they can earn rewards or discounts for repeat purchases.

Referral Program Email:
Encourage customers to refer friends and family to your store by offering incentives like discounts or referral bonuses.

Product Usage Tips Email:
Provide tips and tricks on how to use the products they've purchased. This adds value and enhances their experience.

Re-engagement Email:
If a customer hasn't made a purchase in a while, send a re-engagement email with incentives to encourage them to come back and shop.


Malomo provides free Klaviyo email flow examples and anyone can access our Knowledge Base for Best Practices for Klaviyo Flows which includes all of our recommended flows.


Want to keep learning? Check out these related resources...

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