Think about this, your customer just received a product they’d ordered from your store.
Now there can be one of these three cases:
But most business owners do not engage with their customers after the product has been delivered.
Before the purchase, you send promotional emails, offer free shipping, run retargeting ads, send SMSs, and whatnot.
Post the sale, however, you cut the cord quite abruptly. And that right there is the problem.
Your competitive edge lies in engaging with your new customers.
And ensuring they don’t turn into one-n-done buyers.
Those who don’t circle back to buy again, instead find alternate products while you pay to keep them on your email list.
In this post, we’ll learn everything you need to know about having a solid WooCommerce follow up emails strategy in place.
Excited? Let’s dive in.
We've also shared a video tutorial of setting up WooCommerce follow up emails.
Follow up emails are not transactional emails.
Transactional emails simply inform people of the whereabouts of their parcel and the final delivery of it.
WooCommerce follow up emails on the other hand:
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.
Let’s look at some of the reasons why you don't really have a follow-up strategy in place.
I am sure you'll resonate with us.
Acquiring new customers clearly takes a bulk of your time.
Be it designing promotional emails or setting up ads or even procuring new products for sale.
These activities keep you busy.
You’re not sure what sort of engagement emails you should be sending out after the delivery.
Should these emails be from the company/ brand or you personally?
Should you ask for a review or get them to fill up a feedback form?
What tool/plugin should you use to bridge the connection between WooCommerce and your CRM?
How can you send product education emails based on the exact product they had purchased?
Or cross-sell emails with a time-bound discount code?
Not being aware of the right automation tool is also stopping you from unlocking your competitive edge.
Let's design the strategy of our WooCommerce follow up emails.
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.
Alright, let's get started with WooCommerce follow up emails.
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:
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.
Create a simple workflow such that when an order gets created, send an 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 in our WooCommerce follow up emails sequence:
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).
In this automated email, recommend items to your customers based on their recent purchases.
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 Lowxellita:
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.
So here's simple automation for sending out a cross-sell email in Autonami as a part of WooCommerce follow up emails strategy:
Notice the specific merge tags we've used here:
These cross-sell 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:
How to make product-specific recommendations in your WooCommerce follow up emails
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 to match the waistcoat:
You can create emails for a specific product(s) in your store and your recommendation emails will start bringing in more sales.
Tip: In your WooCommerce follow up emails, you can even add a coupon code, say a 10% off to encourage them to buy from the list of recommendations.
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.
I 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!
Create automation such that if it's the customer's first order then - a coupon code will be created and an email will go out, after a 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 (number of days).
Paste the coupon code in the email section here:
You can set a 3 month, 6 months, or 1-year delay in the email, based on your strategy.
So here's how the email looks:
It's a very conversational and one-on-one email and such text-based emails work so much better than image-heavy emails.
Thoughtful WooCommerce follow up emails like these increase your AOV, customer trust, and your sales.
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 WooCommerce 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:
They lead customers to an educational blog post where they explain how to hang their art pieces.
Everything's laid out step by step.
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.
If a customer hasn't bought from your store in 3 months or 6 months, you can send them a win-back campaign.
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.
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.
Let's now set this campaign as our WooCommerce follow up emails strategy:
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 for 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:
There you go! You're now ready to win back the inactive customers through an effective win-back campaign.
So are you going to now automate your post-purchase emails and set up a perfect WooCommerce follow up emails sequence?
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!