June 21, 2010

Time to Reorder: How to leverage the automated repurchase reminder

by Kelly Lorenz, Marketing Strategist at Bronto

All during the month of May (extended into June due to the volume of tips), Shop.org has featured "Marketing Tip of the Day" - a daily video post, less than 45 seconds in length. The tips covered all facets of marketing curriculum including search, mobile, social and of course, email. I contributed a video on the topic of automated repurchase reminders that was featured, view the video now:

If you have trouble viewing the video, check it out on YouTube.

What are the key takeaways?

  • Estimate the average lifetime of your products and, if you have a consumable product with an expiration date or specified usage period (think contacts, perishables, medications, seasonal products, lighting, etc), use this data to send extremely profitable repurchase reminders. These reminders can not only boost immediate sales, but increase the customer's lifetime value.
  • Win over customers by sending these reminders. People have busy lives and anything you can do to be helpful and save them time will produce a boon for your business. They also gives credence to the idea that you're not the only one benefiting from the relationship.
  • First and foremost, it's all about building the relationship. Think of yourself as a dutiful dad ("When was the last time you had your oil changed?") first and the money-hungry corporation second. The key to continued success for businesses these days is to cultivate your current customer base and build upon the relationship with the purchase as the foundation.
  • Consider including helpful tips. Perhaps the customer is not utilizing the product to the full potential or could use further edification. This could be something as simple as a "Did you know that you should take this vitamin twice a day with food?"
  • Test including and not including an incentive. The biggest driver and benefit is the reorder reminder, not necessarily the discount. They need the product (hopefully) and you are providing that helpful reminder. On the other hand, an incentive may drive them to purchase more or convert those 'unsure' about purchasing.

When sending out an automate repurchase message, there are several best practices to achieve maximum ROI:

  1. Create a clear subject line: Time to reorder your contacts?
  2. Personalize with order details. If the customer purchased Acuvue Oasys contacts, as shown in the example, include a one-click call to action to reorder the same product.
  3. Provide clear path and call to action to reorder: Don't wait until it's too late: Reorder Today
  4. Don't forget to add in a pinch of urgency: You have one pack of contacts left, order now before you run out!
  5. Reinforce reasons to buy from you (ie. your value proposition): Ease of reordering process, incentives, user experience, etc.
  6. Incorporate cross-sells in case the customer would like to switch and to potentially increase the order value.
  7. Finally, remember to get permission. This is not a transactional message, so requesting permission to send these types of reminders, no matter how helpful they are, is vital.

Ultimately, automated repurchase reminder triggers can provide a healthy boost in your bottom line. Unlike many trigger messages, they don't take too much effort to set up, so get going today! Kelly Lorenz Email Marketing Strategist at Bronto @KNLorenz

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Kelly Lorenz, Marketing Strategist at Bronto

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