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.