How to rock the post-purchase marketing communication to sell more and keep customer for longer? Omniconvert's International Ecommerce Day 2017, presentation from Michal Leszczynski, Content Marketing Manager at GetResponse.

1. Strike while the iron’s hot.
How to rock your post-purchase communication.
International Ecommerce Day - May 2017

2. Michal Leszczynski
Content Marketing Manager at GetResponse
mleszczynski@GetResponse.com
@mrleszczynski

3. What is it like to sell online?

4. It’s a bit like having a pet

6. …but they might just go chasing squirrels

7. Just like your customers

8. Why customers aren’t
returning to you

9. Why aren’t they returning?
1. They weren’t satisfied with the product, service, or your pricing

10. Why aren’t they returning?
1. They weren’t satisfied with the product, service, or your pricing
2. They no longer need your products

11. Why aren’t they returning?
1. They weren’t satisfied with the product, service, or your pricing
2. They no longer need your products
3. They’re already buying from your competitor

12. E-commerce goals

13. What do you want?
1. Sell more

14. What do you want?
1. Sell more
2. Sell more frequently

15. What do you want?
1. Sell more
2. Sell more frequently
3. Spend less on acquiring new customers

16. What do you want?
1. Sell more
2. Sell more frequently
3. Spend less on acquiring new customers
4. Keep existing customers for longer

17. What do you want?
1. Sell more
2. Sell more frequently
3. Spend less on acquiring new customers
4. Keep existing customers for longer
5. Increase customer lifetimevalue (CLV)

18. Post-purchase communication

19. Why though?
1. You’ve already made an investment to acquire them

20. Why though?
1. You’ve already made an investment to acquire them
2. They’ve already shown interest in your offer

21. Why though?
1. You’ve already made an investment to acquire them
2. They’ve already shown interest in your offer
3. They’ve made it through the purchase process

22. Why though?
1. You’ve already made an investment to acquire them
2. They’ve already shown interest in your offer
3. They’ve made it through the purchase process
4. It’s cheaper to retain than to acquire new customers

23. Why though?
1. You’ve already made an investment to acquire them
2. They’ve already shown interest in your offer
3. They’ve made it through the purchase process
4. It’s cheaper to retain than to acquire new customers
5. It’s your chance to repair what didn’t go well

24. Why though?
1. You’ve already made an investment to acquire them
2. They’ve already shown interest in your offer
3. They’ve made it through the purchase process
4. It’s cheaper to retain than to acquire new customers
5. It’s your chance to repair what didn’t go well
6. It’s your chance to reinforce the positive experience

25. How to rock your post-purchase
communication

26. 1. Be quick

27. How are your customers feeling?
1. Are they thrilled?

28. How are your customers feeling?
1. Are they thrilled?
2. Or maybe not so much?

29. How are your customers feeling?
1. Are they thrilled?
2. Or maybe not so much?
…whatever the case, act quick!

30. Source: Really Good Emails

32. 2. Be remembered

33. How to stay on your customers’ mind?
1. Be visible

34. How to stay on your customers’ mind?
1. Be visible
2. Make an impact

35. How to stay on your customers’ mind?
1. Be visible
2. Make an impact
3. Communicate regularly

36. How to stay on your customers’ mind?
1. Be visible
2. Make an impact
3. Communicate regularly
4. Increase the number of touchpoints

40. Source: GetResponse

41. 3. Show good manners

43. 4. Turn them into advocates

45. ”The team saw an 88% decrease
in cost per order and a 461%
relative increase in engagements.”
Source: Marketing Sherpa

46. 5. Offer help

49. 6. Accept feedback

51. 7. Befriend data

53. 8. Trust automation

55. Source: GetResponse

57. Summing up
1. Be quick
2. Be remembered
3. Show good manners
4. Offer help
5. Accept feedback
6. Befriend data
7. Turn them into advocates
8. Trust automation

58. Michal Leszczynski
Content Marketing Manager at GetResponse
Michal.leszczynski@GetResponse.com
@mrleszczynski
Thank you!