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Customer feedback: what qualifies as a good post-purchase email for stores?
We know: post-purchase emails can be a bit of a maze for marketing teams. While often used to summarise orders or to encourage future purchases through discount vouchers, cross-selling, etc., emails are seldom sent after in-store purchases. Meanwhile, the customer is still mulling over their purchase—this is the time to ask them for their feedback! Finding out what they thought about their experience will be invaluable to you.
HOT ON THE TRAIL
As Stephen leaves the store “Vélo” in Brighton, shopping bags in hand, he’s just had a very involved customer experience. He’s made the journey to the store, searched for the products in the aisles and maybe got some sales advice. It’s imperative to find out what he thought about it all. This year, it’s all about customer feedback when making any strategic decision. You should know that by now!
Not only is getting Stephen’s opinion important, so is the way you go about it. You need to engage with him once he leaves the store while he’s still thinking about his experience. It’s likely he’ll give more accurate feedback at this juncture concerning his experience. If you don’t engage with him right away, he could forget some details about his visit to “Vélo” after a few days. The idea is to send him a follow-up email as soon as he leaves the store.
To make this happen, an email could be sent automatically after scanning Stephen’s loyalty card, for example. With increased email usage on mobile devices—47% of French people read their emails on a mobile device according to a study by NP6—there’s a good chance that Stephen will open the email a few minutes or hours after his visit to “Vélo.”
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AN EMAIL OPTIMISED FOR CONVERSION
The objective is for Stephen to respond to this follow-up. A post-purchase email must be well-executed to ensure maximum customer feedback. At Critizr, we’ve pinpointed the techniques that will generate conversion rates that are well above average.
Email-opening rates depend primarily on one element: the subject. It must be simple, direct and personalised. After making his purchase, our dear customer could receive an email entitled: “Stephen, tell us what you thought about your last visit to “Vélo.” Having just left “Vélo,” Stephen is sure to be surprised by this rapid follow-up.
In terms of email content, it must be straight to the point. If you want to get the customer’s opinion, above all, you must ensure they understand the message. The email should solely contain the important information and the design should highlight it clearly. A streamlined email with plenty of blank space is important. The information should feature in order of importance so that the customer immediately understands what to do.
At Critizr, we advise including the first question of your feedback survey in the email. With this initial question, Stephen will see that it’s very simple and is more likely to take the survey. Use arrows or contrasting colours to encourage him to answer the question.
A SIMPLE AND EFFECTIVE SURVEY
It worked! Stephen has clicked on the first question in the body of the email. This click will redirect him to the “Vélo” website, not a third-party site. Why? By surrounding Stephen in the brand’s environment once again, he can recall his purchasing experience. His visit may also make him decide to buy something else there in the future, or even straight away.
Stephen has already answered the first question—now make sure to hold on to his reply. It would be a pity to lose this information if he doesn’t complete the rest of the survey. For the other questions to follow, it’s up to you to decide on what information you’d like from Stephen.
At Critizr, we advise asking no more than five questions. If the survey is too long, you risk Stephen not completing it. Finishing with just one open-ended question will give the customer a chance to freely express their opinion: an invaluable testimonial that could be put to good use after semantic analysis.
Optimise the survey interface by making it as simple as possible. Maybe present one question per slide for example. Carefully design the question layout and make it mobile-friendly. Remember what we said earlier: more and more customers are using their smartphones to check emails. Offering a fun and simple experience suited to all devices will increase response rates significantly.
Although seldom used after in-store purchases, post-purchase emails can be a gateway to gathering very useful feedback. This tool should be at the core of your customer feedback approach. You could push this approach even further by gathering feedback from non-buyers, too. Do this by introducing random customer feedback channels in-store. Explore these solutions further in the video!