Creating Customer Loyalty: Hooray, you made a sale! Now what?

So you made a sale! Congrats! It's time to break out the champagne, sit back, and bask in your newfound wealth... right?

Keeping your customers engaged is how you create repeat purchases, and repeat purchases are the name of the game. But how, exactly, do you keep your customers engaged long-term?

Send a loyalty message to your biggest fans
Simply saying “thank you” is an extremely effective way to show your customers how much you care, and by showing them you care, your customers will feel appreciated and come back for more lovin’.

Use purchase data to figure out who your best customers are. This could be based upon total spend, how often they purchase, or whether or not they buy certain high-end products or brands. 

In the message itself, include some copy that really shows your appreciation. “We think you’re great” or “Thanks for being so amazing” will demonstrate your love. You can even take it a step further and give them an exclusive gift or discount, just for being so darn special.

Hint: we normally send loyalty or "thank you" messages three days after a purchase, as long as you're also immediately sending an e-receipt or order confirmation email.

Send a win-back message to those who may have forgotten you
Saying “I miss you” always makes people feel cherished. If you find yourself losing customers after a period of time, then a win-back campaign is a good tactic to reel them back in before it’s too late.

Take a look at your customer life-cycle metrics to determine when your customers usually drop off. You'll want to send your win-back campaign before that point. Hint: if you're not sure where your drop-off point is, we normally default to somewhere between 90- and 180-days of lapsed purchase activity. 
When it comes to content, let your customers know how much you miss them with some sweet and caring language. Lead them back to your site to show them what they’ve been missing with a call-to-action to see what's new, and display new arrivals with personalized product recommendations.

And the best way to get them back? Offer a promotion that’s better than the norm. If a 10% off sale is regular fare for your brand, test out 15 or 20% with your win-back campaign to see if you get a lift. If you offer free shipping every day, offer free 2-day. Remember: it's cheaper and easier to sell to current customers than to find new ones, so do what it takes to keep them buying.

Send a review request message if you love feedback
Decision-making is hard, and buyer's remorse stinks. That’s why we rely on our peers’ advice before we take a leap and make a purchase decision.

After your customer has had some time to enjoy their most recent purchase, drop them a message encouraging them to leave a review. Hint: we normally send review request messages 7-14 days after your customer’s order has shipped, but you should customize this for your products and your shipping speed. 

In the message, make sure the copy thanks the customer for purchasing in the first place and hopes that they’re enjoying their item. Then encourage them to leave a review of their purchase in order to help their peers make a decision.

Test, test, test!
On my Listrak Professional Services team, we rely on best-practice data to help us make campaign recommendations. For your brand, however, take the initiative to run split-tests (for 90-days on automated campaigns, minimum!) to determine what content, timing, and discounting works best for your audience.

Which post-purchase campaign do you think you’ll try next? Sound off below!

By Alicia Morrissey, Listrak Professional Services Copywriter

Email Content Tips: The #1 Reason You Should Push the Copy Envelope

Picture this: it's a lazy Sunday afternoon, you’re laying on your couch in your pajamas re-watching Stranger Things with your cat finding a comfy spot in your lap. Your phone pings and you see a new email from your favorite nerdy t-shirt store.

“Where’d you go?” they ask. 
You open the message and it shows you some tees you added to your cart earlier that day but didn’t buy. 
They ask if you still want them. 
They tell you to “Grab Your Baggins.” 
You laugh... and you buy.

So the #1 reason to push the copy envelope is...?
Your audience. That person lazing on the couch watching Netflix who needs something disruptive enough to distract them from the upside-down.
May I have your attention, please?
Your customers get a ton of emails every day, so you need to stand out. You only have 3 seconds to grab their attention, so you better do it right!

Craft a noticeable subject line that gets them to open your message – something that just screams, “Hey! I'm different than those other emails! Open me!” Don’t use those exact words, obviously (or go ahead and try it, you never know).

Ditch the khakis for some tie-dye
After you get your customer to open your email, you need them to actually read it, so have fun with it! Don’t be plain and boring – your customer gets enough of that. Stand out by being more engaging, witty, fun, or quirky than everyone else. Whatever "being different" means for your brand in your industry – do it!

Be the email they actually look forward to getting in their inbox every day. 

Relationship status: shopping
$20 says your customers don't just want black-tie you. They want old-pajamas-with-pizza-stains you, too! They want a brand they know they can trust and return to time and time again. Give your audience the opportunity to emotionally engage with your brand and build a long-term, multi-faceted relationship with you. 

Think you’ll give it a try? Let us know in the comments!

By Alicia Morrissey, Listrak Professional Services Copywriter

Facebook Releases a Powerful Tool for Advertisers

If you’re a Facebook advertiser, you may have recently noticed a new feature in Facebook Ads Manager. When modifying a Campaign, Ad Set or Ad, you can easily set up rules to automatically monitor the performance of your campaigns. This is incredibly useful for both new advertisers and seasoned power advertisers because you can be alerted as soon as performance increases or decreases.

Here’s How it Works
After logging into your Facebook Ads Manager, select any active Campaign. In the Campaign Preview window, you will see a new feature with a “Create Rule” call to action.

After clicking the “Create Rule” call to action, a window will open where you can define the specific performance criteria that Facebook will watch for. You also define what actions are taken when those rules and criteria are met. The example below is configured to send me an email notification when the Cost per Acquisition on my Lead Ad campaign breaches $0.75 per lead.

Why is This Important?

If there is one thing that cross-channel marketers agree on, it’s that we don’t have enough hours in the day to optimize every tactic. However, by taking a few minutes to leverage new functionality like this, we rest assured that we’ll know as soon as our campaigns’ performance begins to drop off or improve. At that point, we can make timely, informed decisions on how to modify our campaigns to reach our goals.

Matt Vollmer
Listrak's Product Manager