Move customers from their first to second order using email marketing platforms such as Klaviyo
It’s a great way to increase customer loyalty and encourage repeat purchases. Here’s a step-by-step guide on how to achieve this:
- Segment your customers: Divide your customer base into different segments based on their purchase history, preferences, or any other relevant factors. This will allow you to tailor your email blogs to specific groups, increasing their relevance and effectiveness.
- Welcome email: After a customer completes their first purchase, send them a personalised welcome email expressing your appreciation for their business. Include details about their order and any necessary information or instructions.
- Post-purchase follow-up: Shortly after the first purchase, send a follow-up email to check in with the customer. Ask for their feedback on the product/service they received and inquire about their overall experience. Make it easy for them to provide feedback by including a link to a survey or review platform.
- Provide value-added content: In your email blog, include valuable and engaging content that relates to the customer’s purchase or interests. For example, if they purchased a specific product, provide tips on how to get the most out of it or share related product recommendations. This helps to establish your brand as an authority and encourages customers to engage with your emails.
- Exclusive offers and discounts: To entice customers to make a second purchase, offer exclusive discounts or incentives. Make these offers time-limited to create a sense of urgency. You can provide personalised discounts based on their previous purchase or offer general promotions that apply to all customers.
- Personalisation and recommendations: Use customer data to personalise future emails. Recommend products or services based on their purchase history or browsing behaviour. Highlight items that complement their previous purchase or offer cross-selling suggestions.
- Social proof and testimonials: Include customer reviews, testimonials, or case studies (Check out the latest PAASE case studies – here) in your email. Social proof can help build trust and confidence in your brand, increasing the likelihood of a repeat purchase.
- Clear call-to-action (CTA): Clearly state the desired action you want the customer to take in your email. Whether it’s making a second purchase, exploring new products, or signing up for a loyalty program, the CTA should be prominent, compelling, and easy to follow.
- Automated email: Set up an automated email flow in Klaviyo to engage customers over time. This could include a series of follow-up emails with relevant content, personalised recommendations, and exclusive offers. Ensure that the intervals between emails are appropriate, not too frequent to avoid overwhelming the customer but not too infrequent to maintain engagement.
- Monitor and optimise: Track the performance of your email campaigns using analytics and metrics such as open rates, click-through rates, and conversion rates. Analyse the data to identify areas for improvement and optimise your email strategy accordingly.
Remember, building customer loyalty takes time and consistent effort. By providing value, personalisation, and incentives, you can effectively move customers from their first order to a second order and beyond.
