Using Post-Purchase Emails to Create Loyal Customers
Getting a customer to make a first purchase with your brand is important, but the real challenge is turning a new customer into a loyal, repeat customer. As marketers, we often focus on emails that drive a sale, with less consideration for the post-purchase emails a customer receives after the purchase. This can be a huge missed opportunity!
Research from Forbes shows that a 5% increase in customer retention can increase profitability by up to 75%. Post-purchase emails — whether a transactional email (e.g., confirming a purchase or detailing shipping information), a product review email, or a survey email — are a key component of the subscriber lifecycle as they help strengthen the customer relationship and show long-term brand value.
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About Alexandra Braunstein
Alexandra has been helping world class brands grow and optimize their email marketing strategies and initiatives for over a decade. As an Email Strategist for Return Path, Alexandra uses her passion for analytical and creative thinking to help marketers refine their email programs, resulting in more emails getting delivered to the inbox, improved subscriber engagement, and increased ROI.