Perfecting the Post Purchase Experience & 3 Brands Who Are Winning

Written in collaboration with Malomo

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If you’ve landed here, we’re guessing that you’re wondering what exactly the post purchase experience is? The post purchase experience begins right after your customer clicks the buy button. Every touchpoint you have with your customer influences how they see your brand and their experience with your product. Beyond the checkout process, you can directly affect customer retention rates, customer churn, and customer lifetime value.

With transactional emails that your customers are being sent after they purchase from you, how are you sharing more about your brand? Are you letting customers know where their package is? Are you providing educational content around how to use your product or your brand story? Are you cross and upselling other products when customers are most excited about their package? 

There’s an expansive list of possibilities you can share with your customers during post purchase that will elevate their experience. That could include emails, personalized tracking pages, product recommendations, customer service tickets, or loyalty and rewards programs. All of these things are typically part of a larger retention strategy.

As a brand, you want the shipping experience to be as flawless as possible–84% of consumers won’t come back after just one bad shipping experience. All it takes is one bad encounter to lose a customer forever. That’s why focusing on the post purchase experience is vital to your brand’s success.

After consumers make a purchase, they are super excited about getting their order and tend to be really engaged with these communications. They are so excited that they check tracking information an average of 4.6 times per order!

When you focus on post purchase, you’re not only focusing on customer retention, but you’re also securing data points that are vital for your marketing strategies going forward. How many times are customers checking their tracking link? Are they interested in browsing more products while they wait? Do they check out your social media channels? With data privacy changes making it even more difficult to reach consumers, you need as much first party and zero party data as possible to continue to create relationships with customers. 

More often than not, brands are so focused on acquiring customers and growing their customer base that they can lose sight of the customers they already have. Customer retention and customer acquisition efforts can and should live in harmony with each other. While having a lot of customers is great, if they only purchase once, you’re not creating brand loyalty. Acquiring a new customer is actually up to 20 times more expensive than retaining an existing one. 

Growing your customer base is incredibly important—you can’t grow if you just have the same set of customers for forever—but finding a balance between retention and acquisition efforts will be most cost-effective in the long run. 

Think about it this way. The probability of selling to an existing customer is between 60% and 70% while the probability of selling to a new customer is only between 5% and 20%. If you had to choose, which would you pick? The answer is pretty obvious. 

It’s all about creating a strong foundation and nurturing customers to become loyal brand advocates. When customers become brand advocates, their lifetime value increases. It’s all connected in the post purchase experience.

This is just the tip of the iceberg when it comes to post purchase. And luckily for you, we have the perfect tool recommendation: Malomo. Malomo is all about the post purchase experience and loves helping brands grow their customer journey through branded shipment tracking. If you’d like to learn 3 key things you need to focus on and 10 tips on how to get you there, you can download Malomo’s free ebook. 

For now, we want to showcase a few of Malomo’s stellar brands and the incredible results they’ve seen with branded tracking pages.

BrüMate, one of the fastest growing insulated drinkware brands, strives to provide the best drinking experience possible for their customers by designing innovative products to keep drinks (and customers) perfectly chilled. To hear more about their story and how they got started, listen to Episode 45: From Fights to New Heights, with Dylan Jacob, Founder & CEO of BrüMate on the Stairway to CEO podcast.

With Malomo’s branded tracking pages, BrüMate was able to generate 51.8x ROI while simultaneously optimizing their post purchase experience for their customers. With Malomo’s Klaviyo integration, BrüMate was able to customize their customer communications to send additional status updates such as ‘just shipped’, ‘available for pickup’, and ‘return to sender’ which saw open rates of 60.8%, 59.4%, and 77%, respectively. 

Not only was BrüMate able to see some impressive engagement in the post purchase area, but ILIA Beauty was able to create fully customized tracking pages to increase customer engagement and loyalty. But don’t take our word for it, the proof is in the numbers: returning traffic from ILIA’s Malomo tracking page converts 25% higher than their site average. Their open rates on transactional shipping emails was 65% with a click through rate of 17%. These branded emails and tracking pages captivate your customers when they are most excited for their package to arrive. 

Focusing on the post purchase experience helps brands not only clearly communicate with your customers but it also has its perks for the brand itself. Bokksu, a subscription-based ecommerce company that delivers Japanese snacks, candies, and teas, was able to solve carrier issues with automated workflows through Klaviyo’s flow builder and Malomo’s shipping data. Bokksu saw an open rate of 90% with a click through rate of 45.7% with these emails that would be triggered based on the shipment status update. Bokksu also tracked their revenue per email per recipient, which was $0.39. The impact of these emails is two fold. Your customers are satisfied because they are being updated every step of the way and your customer support team is freed up to assist with more urgent matters. More communication means less WISMO support tickets—it's a win-win for your customers and support team.

If you’re curious and want to learn more about what a personalized and custom branded post purchase experience can do for your brand, enjoy a special discount for Stairway to CEO listeners! 

Written in collaboration with Malomo, a shipment tracking platform that helps ecommerce brands turn order tracking from a cost center into a profitable marketing channel. To hear more about Malomo and their story, listen to Episode 91 with Yaw Aning, the Co-Founder and CEO of Malomo.