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WooCommerce Follow Up Emails: 5 Types of Post-Purchase Emails You Must Automate

Do you send out WooCommerce follow-up emails to your buyers?

Post-purchase emails have open rates of 40.5%+, which shows that people are more attentive to the messages from a business they’ve just bought from.

And yet, most of us stop after the transactional or fulfilment emails.

In this post, we’ll look at why you need to send out post-purchase emails and continue the engagement.

We’ll also be looking at the types of automated follow-up emails that must add to your marketing mix.

You’ll learn to set these up using Autonami, try out the free version here>>

Excited? Let’s dive in.

What are WooCommerce Follow-Up Emails

Follow-up emails are not transactional emails. Transactional emails simply inform people the whereabouts of their parcel and the final delivery of it.

Follow-up emails on the other hand:

  • Check in with them about their shopping experience
  • Educate users on how to use the product if the product needs education
  • Recommend other relevant items based on what they bought
  • Offer a discount to encourage the next purchase

Follow-up or post-purchase emails keep the engagement going and don’t let the relationship chord get cut abruptly.
More importantly, they lay the groundwork for second sale.

These are just as important for physical product sellers as for digital product sellers.

Why Send Follow-Up Emails

Apart from the well-known reasons like they encourage repeat purchase, they also train buyers to associate a good experience with your brand.

It makes them believe that there’s a real person behind the store who wants to build a relationship.

And this means they’ll get in the habit of opening your future emails.

As per stats published on Adobe.com, an existing customer is 9 times more likely to convert into a buyer than a prospect.

Also, post-purchase emails contribute a 90% higher revenue per recipient to the business as compared to regular blast campaigns.

That’s not all, Bain and Company said increasing your retention rates by mere 5% can increase your profits by between 25%-95%.

So if turning one-n-done buyers into repeat buyers & recommenders is your #1 goal for 2020, you definitely must engage with them after the purchase’s made.

This is the difference between a brand with a high recall and repeat sale rate than one with several one-time buyers.

5 Types of Post-Purchase Emails for WooCommerce Stores

Now that we’ve understood the importance of post-purchase engagement emails, let’s look at the types of automated emails you must send.

We’ll also dig deep and look at how to set them up once so that you can forget about it. For that, I’ll be using Autonami, the marketing automation engine for WordPress/WooCommerce.

Again, you can download the free version of Autonami.

Sounds good?

Alright, let’s get started.

1. Shipment Check-In Email or Satisfaction Assessment Email

It is an email that you send out to ask if the parcel was delivered as expected and if they’re satisfied with the shopping experience.

Here’s an example of a shipment check-in email from MOO:

follow-up-emails-shipment-check-in
A shipment check-in email by MOO

I absolutely love this email because it comes from a character called ‘Little Moo’ which is a print robot, and it is very conversational as well.

This email works because you’re training buyers to believe that there is a real person behind the store who cares about their satisfaction.

How to set up shipment check-in email in Autonami

In the backend of Autonami click on the ‘Add new’ button to create a new automation.

So take a look at the shipment check-in automation:

When a new order gets created, an automated email will be sent out to the buyer.

On selecting ‘order created’ as an event, you’ll be asked to select the order status:

  1. Select Completed to send the email after the order has been delivered.
  2. Choose end automation if you have more than one email in the sequence, and you’d like the automation to stop if the customer places an order during automation
  3. Validate the order status to perform a check at the time of sending the email

Next, let’s write the email using relevant merge tags for personalization:

Finally, set a delay in your email so that it goes a set number of days after the purchase.

Here we’ve set a delay of 5 days:

You can also delay it until a specific day of the week (like Friday, Saturday, Wednesday) or a specific time of the day (10:00 am, 4:00 pm).

2. Cross-sell or Product Recommendation Email

In this automated email, recommend items to your customers based on their recent purchase.

Since they’ve already bought from you, they know, like and trust you. It’s now time to leverage it.

Let’s look at an example of a product recommendation email from a fashion store called Lowellita:

follow-up-emails-cross-sell-product-recommendation
A cross-sell/product recommendation email by Lowellita

In this email, they’re acknowledging that the customer has bought from them and that they’re not just another prospect.

They also recommend items based on their recent purchase.

How to set up a product recommendation email in Autonami

So here’s simple automation for sending out a cross-sell email in Autonami.

Here’s how you can craft the email using relevant merge tags:

Notice the specific merge tags we’ve used here:

follow-up-emails-cross-sell-autonami

  1. {{customer_first_name}} – To print the first name of the customer
  2. {{order_items template=’list-comma-separated’}} – To display the items that the customer purchased in their last order
  3. {{order_cross_sells template=’product-rows’}} – To display the products you want to cross-sell or recommend in a specified layout

The cross-sell items are picked up automatically and shown in the email.

These cross-sells are picked from the linked product section as added by you under the items purchased.

Here are the cross-sells for the men’s waistcoat:

So when someone buys this waistcoat these 3 linked products will be presented as cross-sell items.

Next, set a delay in your email so that it goes a set number of days after the delivery:

There you go!

Now the cross-sell items will be picked up and the automated email will go with the items listed in it.

Here’s an example of the email that’ll be sent out:

follow-up-emails-cross-sell-product-recommendation-autonami

It’s simple, conversational and personalized – you can easily expect a high open and clickthrough rate.

Here’s an article by Neil Patel where you’ll find 5 interesting email campaign tactics for your online store.

How to make product-specific recommendations

Let’s say you want to be able to recommend specific items based on the exact item(s) they bought.

Then set an ‘if’ condition i.e. if the item(s) in order match the waistcoat:

 

You can create emails for specific product(s) in your store and your recommendation emails will starting bringing in more sales.

The power is in timing and relevant of the pitch.

Tip: In your follow-up emails you can even add a coupon code, say a 10% off to encourage them to buy from the list of recommendations. 

3. Purchase Anniversary Email

This email can be sent 3 months, 6 months or 1 year after they’ve made the purchase. You can choose the time when to send it out based on your strategy.

Here’s a mind-boggling stat:

Open rates for anniversary campaigns are nearly 34.4% which is 3x higher than that of mass-promotion emails.

Take a look at an email from Zappos.

follow-up-emails-purchase-anniversaryI love this email because it is brimming with personality.

In this email, they’re simply wishing the customer and reminding them of the brand. Again, you can go a step further and offer an anniversary discount!

How to set up a purchase anniversary email in Autonami

This is a purchase anniversary automation:

As per this automation, when a new order gets created and if it’s the customer’s first order then – a coupon code will be created and an email will go out, after set number of days.,

Create the coupon using WooCommerce settings, then come back to Autonami and personalize it.

You can even set the expiry here in minutes, hours or days.

Give them 2 or 3 days to unlock the savings through the coupon or keep the validity to strict 24 hours. It depends on your strategy:

Paste the coupon code in the email section here:

You can set a 3 month, 6 months or a 1-year delay in the email, based on your strategy.

So here’s how the email looks:

follow-up-emails-purchase-anniversary-autonami
A purchase anniversary email sent using Autonami

It’s a very conversational and one-on-one email and such text-based emails work so much better than image-heavy emails.

Thoughtful follow-up emails like these increase your AOV, customer trust, and your sales.

4. Product Education Email

The educational emails guide users on how to get the most out of the products they’ve just bought.

As a store owner, you must send out follow-up emails like these to help them at every step of the way.

It also leads to them having a memorable experience and makes them believe that you’re not leaving them in the lurch.

Create a hands-on tutorial, a step-by-step plan to help them get started with your product.

Here’s a wonderful example from a company called Framebridge that sells arts and frames:

follow-up-emails-product-education
A product education email sent by Framebridge

They lead customers to an educational blog post where they explain how to hang their art pieces.

Everything’s laid out step by step.

How to set up a product education email in Autonami

The set up of this email automation is very similar to cross-sell or product recommendation email.

Here you can create different emails for different products that need education.

Alternatively, you can add a tag in your CRM for the item purchased.

By doing this you’ll be able to segment your list and communicate with the buyers of a specific item separately:

Autonami integrates with Active Campaign, Drip, and ConvertKit to provide you the flexibility to handle your campaigns from the CRM you prefer using.

5. Customer Win-Back Campaign

If a customer hasn’t bought from your store in 3 months or 6 months, you can send them a win-back campaign.

A series of emails that are designed to bring the customer back to shop with you again.

Most store owners don’t acknowledge that the customer hasn’t shopped in a while and continue to send blast emails.

You can set yourself apart by making an attempt to woo them back!

As per a stat published by MarketingLand.com, 45% of the customers who get a win back will open your future emails too.

Here’s a detailed guide on some of the other types of post-purchase emails to get more conversions.

And that’s because a win-back email gets their attention and starts a conversation.

Take a look at win-back email:

follow-up-emails-winback-email

It’s nice, witty and to-the-point.

There’s also a coupon code worth 15% off that they’re offering to bring the customer back to the shop.

Now let’s see how you can send out win-back emails using Autonami.

How to set up a win-back campaign in Autonami

Here’s the win-back automation:

When you select this event, you’ll need to specify the time period for which the customer has been inactive.

Take a look:

‘Over 45 days’ and ‘Under 90 days’, means that the customers who haven’t bought since 45 days but they bought 90 days back – so they are lapsed but not lost & forgotten.

The next thing you can do is share a personalized and time-bound coupon code in the email.

Here’s how your email looks:

follow-up-emails-winback-autonami

There you go! You’re now ready to win back the inactive customers through an effective win-back campaign.

Ready to Set Up WooCommerce Follow-Up Emails?

So are you going to now automate your post-purchase emails?

You definitely should not end the relationship with your buyers after sending the fulfillment emails.

It will only take you a few hours to set up the post-purchase engagement emails and you can reap the benefits for a long time!

So go ahead and use Autonami to create your automated follow-up emails in WooCommerce.

By the way, did you read our last post on how to abandoned carts using a Smart Revenue Recovery System?

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Tavleen Kaur

Tavleen Kaur

Do you know after Amazon implemented the 1-click buy system, their sales shot up year-on-year hitting $88.9 Billion mark in 2014? Jeff Bezos attributed it to a friction-free & streamlined buying process. At BuildWooFunnels, we're determined to give you the tools you need to do the same in your business. I am Tavleen and I help you get there faster.

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