April 9, 2013

Know Your Customer! 4 Methods to Drive Revenue Based on Purchase History

by Anna Pfeiffer, Marketing Strategist at Bronto

Keeping a customer can be just as much of a challenge as gaining one, if not more! Take advantage of what you know about your customers by using past purchase history to create targeted, extremely relevant messages. Providing the right information at the right time is essential. Tapping into invaluable order data is the first step. But where do you start in terms of determining content and messaging? Take a look at these four strategies for some great post-purchase inspiration.

Bounceback Messages

Sending an incentive as a reward for a recent purchase may seem a little counter-intuitive, but it really works! Consider using a strategy like this to promote a repeat purchase. Just make sure that you take the timeline into consideration. If you reference the order as if they should have already received it, make sure that's the case! Use shipping date data to segment this message appropriately. You could also try a category-specific offer for products that would compliment what was previously purchased. This example from Reeds Jewelers genuinely thanks the customer for their purchase and inspires the next by providing a strong offer.

Recommendations

Product recommendations based on purchase history are great because they make sense to promote in a variety of different message types. From promotional messages centered entirely on recommendations to sections within transactional messages, recommendations can be a great fit to entice a second purchase. Make sure that your recommendations are appropriate! Nothing is worse than seeing a recommendation for something you already bought or something that is completely irrelevant. In this example, the books suggested are directly related to the category of the first purchase you made.

Segmentation

What a customer bought in the past can help you determine products they may be interested in purchasing now or in the future. This doesn't always mean that you have to speak to the specific items but you can instead target the customer in a way that lets them know you get them! Simply altering content based on what you know about a customer can make an impact. When a customer feels like the messages they receive are tailored to them, they are more likely to find the message relevant. In the example below from REI, there are two different versions of the same message: one geared toward those who have purchased from the women's apparel category and one geared toward those that have purchased for men.

For men:

For women:

Upsell and Cross-Sell

Along the same lines as recommendations is the opportunity to upsell and/or cross-sell the customer to additional products. Whereas recommendations can vary based on different criteria, upsell / cross-sell products should specifically be complimentary to the previously purchased item. These types of recommendations are extremely valuable and can really help push the next order! In the example below, Williams-Sonoma promotes a bread knife right there in the order confirmation message for a breadbox. This is an excellent example of an appropriate cross-sell.

 

The following example by Tiny Prints masters the upsell by making the customer aware that they can complete their stationery set with an additional item.

Tiny Prints email example

Whatever you do, don't let that first purchaser slip away! Give them the customized attention they deserve by using what you know to speak to them directly. Let them know you appreciate their business and earn a repeat buyer by making them feel well taken care of. Harnessing data and putting it to use can be a challenge but it's worth the effort! Have you taken the plunge into post-purchase messaging yet? Let us know which messages you find most effective by commenting below.

Anna Pfeiffer
Marketing Strategist at Bronto

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Anna Pfeiffer, Marketing Strategist at Bronto

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