The Essential Post Purchase Message: No Marketer Should Leave Home Without It
32
-
Upload
bronto-software -
Category
Business
-
view
559 -
download
1
description
This presentation will guide you through post purchase lifecycle messaging that will drive sales and generate repeat buyers. How much does it cost you to acquire new customers? Are you finding that they purchase once and then leave? You are losing customers every day, but chances are it has nothing to do with your products. It’s how you treat customers after the sale. This session will lay out proven post purchase messages that entice customers to come back and become repeat buyers along with how a post purchase series can help you stand out from the competition.
Transcript of The Essential Post Purchase Message: No Marketer Should Leave Home Without It
The Essential Post Purchase Messaging: No Marketer Should Leave Home Without It Kestrel Lemen
Marketing Strategist
@KestrelBird
Numbers to consider
71% of consumers have ended their relationship with a company due to poor
customer service
Source: Kissmetrics.com
Numbers to consider
The average value of a lost customer in the US is $289
Source: Kissmetrics.com
Numbers to consider
61% of consumers take their business to a competitor when they end a business
relationship
Source: Kissmetrics.com
Numbers to consider
68% of customers leave because of the treatment they received
BUT only 14% are leaving because they are dissatisfied with the product/service.
SERIOUSLY!?
Source: Kissmetrics.com
Standing out drives revenue
Pic of walmart vs. anthropology
Standing out drives revenue
… PeopleOfWalmart.com…
Cost of Acquisition vs. Retention
It costs 5x more to acquire a new customer then to retain one… Wait… 6x NO it’s 8x! NO that’s wrong, clearly it’s 10x
…OMG the world is ending it COSTS 20x more to acquire a new customer then to retain one… Really?
A quick reminder…..
Transactional messages
vs.
Promotional messages
Transactional messages
• 80/20 rule
Post purchase messages?
• Promotional messaging
• Lifecycle marketing, highly targeted
• Set it and forget it
• Drive future sales
• Build brand recognition and loyalty
Bounce back
• Say thanks
• Incentive
Bounce back
• When is this sent?
• Why should I send it?
Informational
• Be Clear
• Customer Service
• Cross/Upsells
Informational
• Video
Informational
• How can you help your new customer? • Helpful = Valuable
• How can this promote the next sale or your
brand image?
• Specific or general?
Review
• Feedback
• Product specific
Review
• Clear directions
• Generic
Review
• Do you currently collect reviews on your site?
• Why are Reviews useful for my marketing program?
• “Why would I want to leave a review?”
• “What if I had a terrible experience?”
Refer a friend
• Clear message
• Incentive
Refer a friend
• “What’s in it for me?”
• “Is this hard to figure out?”
Refill reminder
• Seriously?
Refill reminder
• Generic
• Clear CTA
• Lots of ideas
Refill reminder
• “How does this help me?”
• Does a refill/reorder reminder make since for your company?
• How can you use your brand voice in a message like this?
Other messages to consider
• Tips and Tricks
• Product care
• Product/Customer Service survey
• Product Recommendations (upsell/cross sell)
• Forward to a Friend
• Social introduction
Outside the box?
Who gets your post purchase series?
Testing!!!
In conclusion…
Buyers are valuable let’s keep them!
Brand recognition + the relationship you have with your customers = Repeat buyers
In conclusion…
Bounce back
Informational
Review
Refer a friend
Refill reminder Get creative!?!
Control the post purchase series
Test for timing/promotion/message
Kestrel Lemen Marketing Strategist @KestrelBird
