Investment Opportunity for Thailand's Automotive & EV Industries
Email Look post purchase campaigns (Listrak) -Feb12
1. February 24, 2012
Megan Ouellet, Director of Marketing
Travis Buck, Creative Director
LISTRAK
EMAIL
LOOK BOOK
POST PURCHASE
CAMPAIGNS
Post purchase email campaigns have many We recently released a whitepaper “Building a
benefits. They keep your brand top of mind with Repeat Customer Base through Post Purchase
your customers. They give you an opportunity to Email Campaigns,” which may be found here.
upsell and cross-sell merchandise in a targeted As a companion to that whitepaper, Travis Buck,
fashion. And, most importantly, they significantly Creative Director, and Megan Ouellet, Director
prolong the customer lifecycle and increase of Marketing for Listrak, critiqued 15 post
customer lifetime value. purchase email campaigns. The campaigns
differ in scope, strategy, and design, but all of
Online retailers spend a lot of time, money, and
them deliver critical information that engages the
resources acquiring new customers but many
customers and drives additional purchases.
aren’t focusing on customer retention efforts.
We’ve found that one time customers can make As you implement your post purchase email
up 80% of all purchases, and recent studies have campaigns or tweak your strategies, this guide
shown that only five percent of new customers will help you identify trends and best practices.
will return to a site and only three percent will However, it is important to test these campaigns
make a second purchase. However, the same to find what works best for your customers.
study found that new customers are twice as
likely to return to a website if they receive a
remarketing campaign.
2. TALBOTS
THANK YOU MESSAGE
THINGS WE LOVE
Timing – received the day after purchases were
made in the store
Engagement – used email to reach customers
who shopped in store, not just online
Messaging – simple and straightforward, makes
customer feel appreciated
Design – website navigation and hero shot
make it tempting and easy to shop online
Personalization – use of customer’s name and
store location
Subject line – “It was great to see you at
Talbots!”
THINGS WE’D TEST
Links – larger links to “Shop New Arrivals, Web
Exclusives, and More”
Add an offer or incentive to purchase again
Information – adding product care information
or the exchange policy could make the email
more useful to recipients
3. NFL SHOP
THANK YOU MESSAGE
THINGS WE LOVE
Offer – the 15% off discount is a great incentive
for customers to make a second purchase
Links – the product shots make it easy to
navigate and the secondary navigation links
provide easy access to popular pages, such as
Facebook and Twitter, gift cards, outlet, etc.
THINGS WE’D TEST
Design – there is a lot of team logos and
information crammed into a small area and
the offer almost gets lost. Add more padding
between elements of the email
Fine print - could link to information to keep the
email cleaner and shorter
Add recommended products possibly based on
the merchandise of the team(s) they chose
4. WEST ELM
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Recommended products – great addition to any
post purchase campaign, especially an order
confirmation message because of the high open
rates
Website navigation – makes it easy to return to
the site
Prominent order number – customers need
this if they have questions about the order so it
should be easy to find
THINGS WE’D TEST
Merchandising – adding images of the
merchandise ordered instead of just the text
description could entice shoppers to buy the
recommended and related products
Customer service contact information – this
information seems hidden in the message
Exchange policy information – could be helpful
to include a link to the exchange/return policy in
this message
5. THINK GEEK
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Link to the order management page
Link to easily cancel the order
Layout – even though the message lacks design
elements, it is easy to read and provides the
information customers need
THINGS WE’D TEST
Design – Think Geek’s promotional and
shopping cart abandonment emails are creative
and hilarious…this text email falls short of the
expectations set by the other campaigns
Add recommended products
6. ZAPPOS
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Merchandise – including the image of the
ordered item and price
Prominent order number, customer service
phone number, and social links
Return policy and shipping – clearly stated
and customer friendly links at the top of the
message and statements at the bottom
Messaging – personable and laid back, “We
think Zappos should be the most awesome
experience you can have online!”
Positioning and playful treatment of social
media links in the header
Vans :)
THINGS WE’D TEST
Adding recommended or related products
7. BOSTON PROPER
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Prominent order number and date
Design – email is well organized and presents
the important information clearly and succinctly
Links to new arrivals, website navigation,
and the bottom navigation to the guarantee,
shipping and returns, contact, and account
information
THINGS WE’D TEST
Making the Order Status and My Account links
larger and more prominent
Making the customer service contact
information larger and more prominent
Add recommended products
Offer/incentive for next purchase
8. KEURIG
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Layout – very clear and concise
Content – short and to the point
Branding – front and center
THINGS WE’D TEST
Adding navigation to make it easy to shop from
this message
Including links to the customer’s account,
number of loyalty points, and online rewards
catalog
9. NFL SHOP
ORDER CONFIRMATION MESSAGE
THINGS WE LOVE
Product images – keeps customer engaged
Prominent order number – easy to identify and
find if needed
Website navigation and wish list/gift finder
images – easy to shop
Order status button – easy to review
Email sign up – great addition to post purchase
emails as the recipients might not have opted-in
to the email marketing list
THINGS WE’D TEST
Including related/recommended products
Moving email sign up to the header
10. AMAZON
SHIPMENT CONFIRMATION MESSAGE
THINGS WE LOVE
Inclusion of the delivery date, tracking number,
and tracking link
Product images – keeps customer engaged
Link to the online return center and customer
service makes it easy to manage and return the
product
Brief statement at the top of the message
THINGS WE’D TEST
Adding related products or website navigation
so customers return to the site to shop
11. LANDS’ END
SHIPMENT CONFIRMATION MESSAGE
THINGS WE LOVE
Prominent shipping date and order tracking
number
Recommended merchandise
Free shipping offer on next purchase
THINGS WE’D TEST
Moving the free shipping offer up and making it
more noticeable in the message
Add some spacing between elements in the
navigation or possibly a color treatment to
increase its visual presence
12. OMAHA STEAK
SHIPMENT CONFIRMATION MESSAGE
THINGS WE LOVE
Layout – the email is well organized and the
important information is easy to scan and find
quickly
Recommended products, complete with sale
price, entices additional purchase
$20 offer to refer friends – a very nice incentive
Clearly stated product guarantee
THINGS WE’D TEST
Shortening the text at the top of the message
Making the tracking link a button instead of a full
URL
13. CRATE & BARREL
PRODUCT CARE MESSAGE
THINGS WE LOVE
The purpose of this message – great follow up
that provides important product information
customers need and adds a nice personal
touch.
Links to additional products
Website navigation
THINGS WE’D TEST
Including specific items that are related to the
purchased ones
Adding social links that allow recipients to share
the information on Facebook and Twitter
Add offer/incentive to promote additional
purchase
14. HOME DEPOT
REQUEST REVIEW MESSAGE
THINGS WE LOVE
Incentive for customers to write a review –
chance to win $1000 gift card
Product image and link to review form
Link to sign up for email marketing list
THINGS WE’D TEST
Making the Review Product button larger,
orange in color, or more prominent as the gray
button blends in to the message
15. SEPHORA
REQUEST REVIEW MESSAGE
THINGS WE LOVE
Hero shot that includes sample product review
Personal touch via the font treatments
Inclusion of products purchased and links to
review form
Link to review the in-store experience, not just
the products
Website navigation links and large link to sale
items – makes it easy to shop again
THINGS WE’D TEST
Layout – the image takes up a lot of prime
space, pushing the products and review links
below the fold
Add recommended products
16. BEST BUY
RELATED PRODUCTS MESSAGE
THINGS WE LOVE
Image of purchased product and all of the
recommended products and services that go
with the camera
Header link “Explore our camera resources”
Inclusion of loyalty points and link to the reward
section of the website
The address of the nearest local store
THINGS WE’D TEST
Content contains unwanted text and characters
Product review request
ABOUT LISTRAK
Listrak is a full-service email provider that
helps online retailers capture and analyze
click-stream data and order history to inform
email marketing. This understanding of
customers’ interest, intent and order history is
combined with a suite of solutions designed to
automate email marketing including acquisition
campaigns, welcome series, shopping cart
abandonment remarketing, re-engagement
and post purchase campaigns. The result
is more efficient, cost effective and better
performing email marketing. Listrak works with
leading online retailers including Waterford, Ten
Thousand Villages, Swell, Vintage Tub, and La-
Z-Boy. For more information please visit
www.Listrak.com.