One mistake that many businesses make is thinking that once they get a sale, their job is done. A confirmation email is defined as an email that buyers receive after completing a transaction, but it's much more than that.
Confirmation emails are another opportunity for direct communication with your customer. In this article, we’ll be looking at the best techniques to turn confirmation emails into more conversions.
Customer reviews and testimonials are precious currency in business. A good review can provide customers that are on the fence with that last push to convert. That’s because buyers value other purchaser’s opinions over the views of corporations and companies.
All businesses, big and small, want more positive reviews. For example, when it comes down to Outlook vs Gmail, both Microsoft and Google want to have the edge over the competition.
Statistics show that:
Confirmation emails are an excellent opportunity to acquire positive testimonials from recently satisfied customers. Not only do good reviews provide you with business, but research shows that a mere 50 reviews will increase your conversion rate by almost 5%.
You need to remember that your customer doesn't owe you a review – even if your product or service was amazing. That’s why it’s wise to remind them of your service and what you've provided.
Tell them precisely what you want from them and how long the questionnaire will take because there's nothing worse than something that feels like unpaid, never-ending work.
A useful technique is presenting other people's positive reviews to the customer. This provides them with a template and makes the process easier.
If the customer has purchased other products before, remind them to leave a review for those too.
Aside from persuading people to do business with your company, reviews serve as direct feedback to you. Even if the review is negative, this is an opportunity to resolve the issue and show your customer appreciation.
This allows other potential consumers to see you are a proactive company that values its purchasers.
It goes without saying that social media is one of the most important marketing tools at a business's disposal. Over half of consumers discover brands on social media feeds, and nearly 1 in 4 consumers say they’re more likely to purchase from a brand with high social media engagement. This can include followers, retweets, and likes.
Providing links and buttons on your confirmation emails that lead directly to your social media pages should be a bare minimum. This can increase your followers and help you target customers that are actually interested in purchasing from your brand.
Increasing your followers is all well and good, but a company’s main priority should be using confirmation emails to increase social media engagement. This can simply mean encouraging customers to share your products with their friends and family.
Almost half of people aged 24-39 make purchases based on recommendations from friends. But engagement is more than just sharing.
Brands that are capitalizing on social media the most are those that encourage their customers to create content for them. Confirmation emails are an excellent opportunity to ask customers to promote your company. This could include:
Cart abandonment is defined as the process of a consumer adding an item to their cart and not going through with the purchase. As we mentioned above, confirmation emails are mostly related to completed purchases.
But sending a confirmation email to the customer in this scenario confirms they were, at one point, interested in the product or service.
Cart abandonment causes eCommerce businesses to lose almost $20 billion every year. The average cart abandonment rate is around 70%. This includes everything from shoes and clothes to remote work strategy tools.
The most important thing you can hope to gain from a cart abandonment email is a conversion, but information about why the customer abandoned the product or service is also vital.
Here are six reasons for cart abandonment that should be addressed in your confirmation email survey:
If you're not already sending cart abandonment confirmation emails, you need to start. Statistics show that the average open rate is around 40%, click-through rate is almost 10%, and every email you send will earn you up to $6 per person in direct revenue.
Without a doubt, cart abandonment confirmation emails help to drive sales.
One of the most common techniques to increase conversions via confirmation emails is discounting. Statistics show that 90% of consumers have used a discount code within the last year, and almost 60% have changed their minds and purchased a product because they were presented with a code.
The main idea behind offering a discount in a confirmation email is to convince customers to purchase more of your products in the future. This email marketing technique can help you build up a loyal customer base.
Data shows that customers that feel loyal to a company will spend almost 60% more.
To create a confirmation email that produces the best results, it's important to understand your recipient. One way to do this is by segmenting your audience. This is the process of separating them into categories based on certain characteristics. For example, this can include age, location, and interests.
This allows you to send a personalized email with a specific discount that your customer will not only use, but also appreciate.
A crucial tip is not to devalue your brand. High and frequent discounts can cheapen your company if not implemented correctly. The way to avoid this is by setting a goal for your email. Here, the aim is to retain customers and increase conversions, not clear old stock. So tailor your discount in a way that encourages the customer to purchase two, three, or four times.
An excellent way to find out the right discount is by running A/B tests. A/B testing is the process of trialing two discount strategies with one variable changed. For example, one could be a 10% discount and the other 20%. This allows you to determine the lowest amount you can offer while still maintaining a high conversion rate.
Upselling and cross-selling are two methods all businesses should be using in their confirmation emails.
Upselling happens when a company persuades a consumer to purchase a higher-priced version of a product or upgrade their service.
Cross-selling involves a business recommending other products or services that are similar or complementary to what the customer has purchased. For example, Amazon's "people who bought this also bought…" section.
Research shows that upselling and cross-selling sales make up 30% of all eCommerce direct revenue. Here are a few top tips you can use:
A good confirmation email's primary aim should be to make the customer believe your company is still thinking about them. Of course, people are aware that emails are automated, but this doesn't mean you can't make them feel valued.
Customer-centric companies receive up to 60% more revenue than companies that are not.
One of the easiest ways to make confirmation emails customer-centric is by providing the correct information. Here are a few things you should include:
Confirmation emails are a useful tool that should not be treated as some sort of electronic receipt. They can be beneficial to both your customer and your overall business success.
Let's quickly recap the best ways you can use them to increase your conversions: