A key moment of delight in referral marketing happens when a friend responds to the recommendations of an advocate. Creating more of these moments is the purpose of the email we discussed in our last post. But the idea of key referral moments also applies to program marketing, the basic activity of making sure your customers know about their ability to send recommendations and can easily refer when they want to.
The value of every response is incredibly high – higher than any post-purchase activity – making mail after purchase highly effective is a central focus of Extole’s platform and our Customer Success team.
A well-timed marketing email dedicated to refer-a-friend will prompt the sharing that leads friends to visit your site. If you combine this fact with knowledge that the most meaningful moment is when someone experiences your product or service, then a well-timed post-purchase email to everyone who has recently purchased can have a big impact.
Using online or in-store purchase to trigger an email asking customers not to rate or review a product but to recommend it through a referral is one of the top performing calls-to-action in any referral program. The value of every response is incredibly high – higher than any post-purchase activity – so making mail after purchase highly effective is a central focus of Extole’s platform and our Customer Success team.
Part 5: Mail After Purchase
From: your brand
To: every recent purchaser
When: triggered by and scheduled after conversion
Purpose: to build on the excitement and experience every customer has after she’s purchased
Not surprisingly, the subject line of a post-purchase email needs to be great. Why? Because after her purchase, your customer gets a lot of email and not all transactional emails get read. So a punchy email subject line helps cut through the noise. My favorite subject line for this email was StitchFix’s “Want Free Clothes?”. It’s catchy. It’s short. It’s unique. And, as you can see in this video, it works!
Part of the success of the Stitch Fix email and any post-transaction request for referrals is the timing. Extole’s platform let’s you schedule the email to go out a specified number of days after the purchase. Retailers tend to allow enough time for products to be shipped, experienced in real-life, and loved. So their settings are usually a couple of weeks after purchase. In some cases, it may make sense for the interval to be even longer. But don’t wait too long to inform your recent customers of their ability to refer. It’s a big benefit and one they are likely keenly interested.
Finally, we recommend that the tone of this email be celebratory. Favor language that conveys enthusiasm, sharing, friendship – the foundations of advocacy and the fuel of your referral program. So thank them for their transaction, celebrate their loyalty, encourage referrals by returning to your site. And don’t forget to include their personalized share link so that they can distribute it directly!