4 Post-Sale Emails Every eCommerce Site Needs
Of all the marketing options available to you as an eCommerce business owner, the one I think worthy of most of your time and attention is: email marketing. That’s right. Not social media. Not paid ads. Not influencer marketing. Nope, the thing worth most of your attention is probably one of the most straightforward.
The funny thing is that I’ve been hearing naysayers say for… oh, I dunno, at least the last 15 YEARS that email is dead and every year they’re proven wrong again and again. According to this study even though there are lots of marketing tools available to you if you look at effectiveness, email marketing reigns supreme with an ROI of 4400%. There are lots of reasons to not bank on social media but I would say that kind of ROI really should speak for itself.
The biggest mistake eCommerce businesses make when it comes to email marketing is assuming it’s all always about the sale. But there are lots of other reasons to send emails! Here’s a quick list to get you thinking outside the box when it comes to the types of emails you have in the queue. Of course, if you use something like Squarespace Email Campaigns, you can have these all automated, making life even easier!
Thank You Emails - Go beyond a basic order confirmation email and include a heartfelt thank you! After all, you just convinced someone on the internet to type their credit card information into a form. The least you can do is not be a robot. Taking the time to customize your shop’s email notifications to inject a little of your brand’s personality into the stock layouts and content will go a long way in starting to build brand loyalty.
Delivery Notifications Emails - People expect a shipping notification to know when their orders are going to arrive at their door. Luckily Squarespace makes it easy to send these out automatically along with the shipment tracking information! I say to take this a step further than that and send another follow-up email when their order is delivered. You can easily do this with a shipping extension like EasyShip + Zapier.
Product or Service Information Emails - Don’t assume that everyone reads your site or FAQ pages word for word and send out some helpful information on how to get the most out of your products after they’ve arrived. This could include helpful things like helpful PDF downloads if your product is very technical or even just links to blogs or video content about how to use or care for their purchase. If what you’re selling isn’t a thing at all but a service or something customers experience instead, send emails reminding them about their purchase and how to get the most out of it.
Surprise & Delight Emails - Another thing I love about customer profiles on Squarespace is how easy it makes it to send super-targeted emails. Use this tool to your advantage and send special promo codes, offers, or free gifts to your VIPS. You can narrow customer groups down based on how long people have been customers, how many purchases they’ve made, or even how much they’ve spent in total with you. Since you know that these are your most loyal fans make sure they feel seen and recognized!
Bottom Line
Email marketing isn’t just about asking people to buy something -- it’s also a great way to interact with people after the purchase! Adding these 4 types of post-sale emails will help you take things from basic and automated to personal and engaging. The best part is that for the most part this can all be done using Squarespace’s built-in tools!
