Grow Your Customer Lifetime Value (CLV) with these Two Post-Purchase Emails

 

Driving repeat purchases increases your CLV and grows your overall business. One of the easiest ways to do this is to make sure you are making the most of your post-purchase journey. Many brands will make the mistake of using the same post-purchase journey for the third purchase as they do for the first purchase. A customer who has come back to your store not once but twice needs to be spoken to in a different way than a first-time customer. This is especially important because customers are more likely to be come loyal customers after they make their third purchase, so you’ll want to do everything to get them to that milestone. Here are two ways you can improve your post-purchase email series today:

  1. The (Even More) Personal Thank You. You may already have a thank you message queued up after a customer makes their first purchase, but the message you send after their second or third purchase warrants different verbiage. At this point you should recognize that they’ve come back again by telling them how much it means to you. I like this example from Shen Beauty, a luxury beauty store in Brooklyn Heights.

    This moment is also a unique opportunity to get the customer to engage with your other channels. You could create a unique email for VIPs to access for higher-touch customer service, or you could invite them to close friends group on Instagram if you have one.

  2. (Truly) Personalized Recommendations. At this point the customer will have a purchase history that tells a story. Depending on your product catalog and how frequently it changes, automated product recommendations won’t be sufficient in suggesting personalized products to up-sell. For luxury stores, there’s nothing better than personalized recommendations from a human. Have your styling team or customer service team review the purchase history of top-spenders and email them personally, introducing themselves and asking the customer specifically how they can help. Some examples may be:

    • What events do you have coming up that you might need styling advice for?

    • Are there any loved ones with birthdays we can help you find gifts for?

 
Email and SMSMegan Maquera