Customer Retention Emails: 6 Ways to Keep Shoppers Coming Back

The first email marketing campaign was sent out in 1978. Since then, email campaigns continue to be one of the most prevalent and successful ways to market to a target audience.

There are many types of emails you can send to your current and potential customers. When it comes to retaining existing customers, business owners should focus on sending personalized emails based on specific segmentations of their email list. It’s cost-effective (high return on investment) and a relatively low lift when you use email automation solutions. 

Customer retention emails play an integral role in your retention strategy. If you want shoppers to come back to your ecommerce store, you need to develop a robust retention email marketing strategy. 

Let’s get into six popular retention emails to boost your strategy.

Order Confirmation Emails

An order confirmation email is a transaction record that includes information relevant to your customer’s recent purchase. This digital receipt is sent to the customer right after they’ve made a purchase. It typically includes order details, shipping and delivery information, and customer service contact info.  

This type of email reassures the customer that the order was received and is being processed. It helps build trust between you and your customers, a key component of increasing retention. 

✍️ Tips to delight your customers in your order confirmation emails: 

• Address the customer by name. Compliment their taste to make them feel good about their purchase.  
• Add an emotional touch. Share a story or interesting facts about the product(s), like how it was made or how the idea for it came about. 
• Include an interactive feature. A quiz or online game can be entertaining and provide useful information. 

Product Recommendation Emails

In product recommendation emails, businesses suggest items that the customer might be interested in based on their previous purchases and behavior. Using data and machine learning algorithms, these emails automatically include recommendations that align with customer preferences.

By sharing products you think the customer will like, you personalize the shopping experience and make it a more pleasurable and valuable experience. Like cross-selling or upselling in other parts of the customer journey, these emails not only help re-engage the shopper with your business, but they can also help to increase the average order value (AOV). In fact, nearly 40% of shoppers who click on a link in an email end up making a purchase.

Order Confirmation Email with personalized product recommendations included.

A product recommendation email can also enhance the post-purchase experience by suggesting a product that pairs well with a recent purchase or by offering to upgrade their order to a bundle of products that saves them money in the long run.

✍️ Tips to delight your customers in product recommendation emails: 

• Invite them to a webinar or live social media event. Learn more about a new product launch. 
• Don’t just try to sell them on something new. Explain how it will benefit them or pair well with a previously purchased product.

Requests for Product Reviews

A request for a product review is sent after a customer makes a purchase. It encourages the customer to provide feedback about the product(s) and/or their experience with your brand. It includes a direct link to the review page or an embedded form in the email to rate and review the product. In some cases, it also includes an incentive for the customer to take the time to leave a review, like a reward or discount on their next purchase. 

Requesting product reviews shows your customers that you value their opinions and prioritize customer satisfaction. This can help strengthen the relationship and increase trust. It also helps keep your business top of mind with your customers. Plus, the feedback you receive can be used to improve your customer experience, product, website, or other areas.

Additionally, displaying these reviews on your website helps with social proof, which demonstrates transparency and a commitment to quality. As a result, it increases the credibility of your brand for new customers and helps retain existing ones. 

✍️ Tips to delight your customers when requesting product reviews: 

• Offer incentives. Consider a special gift to show appreciation for their participation.
• Provide evidence. Explain how past customer feedback emails have helped shape your latest product line.

Reorder Reminders

Reorder reminder emails are sent to remind current customers that it’s time to replenish products they are likely running low on. These emails are typically sent to customers who are subscribers or purchase products on a regular basis. This includes items that have a usage cycle, like health supplements, beauty products, groceries, or other consumables. 

The ideal email cadence is based on the time it takes to consume the products. For example, if it usually takes about a month, the reminder can be sent about a week before that month is up to give the customer time to repurchase. The easiest way to retain these customers is to create a reorder landing page and link to it in the email.    

Reorder reminder emails are a convenient way to make sure the customer doesn’t run out of a product they regularly use. The direct link to the reorder landing page makes the transaction relatively effortless for the customer. Plus, a reminder from your business means the customer can rely on you to keep track. It’s one less thing for them to remember and one more way you can encourage repeat purchases.  

✍️ Tips to delight your customers in reorder reminder emails: 

• Offer customers flexibility. Give them the option to edit or customize this repeating order (e.g., change quantity, change frequency, delay the reminder email, etc.).
• Provide bundling opportunities. Bundling is one of many highly sought-after promotional strategies you can use to reduce navigation fatigue, enhance product discovery, and encourage larger orders.

Sales and Special Offers

Sales and special offer emails are sent to customers to inform them of ongoing or upcoming sales, discounts, or promotions. Typically, the emails advertise specific sales events like seasonal promotions, flash sales with unique pricing, or exclusive discount codes. They often use urgency in their call to action (CTA), like “while supplies last” or “only two more days to get this special offer.” 

The exclusivity of a special offer makes customers feel – well – special! Using urgency also makes it hard to resist. BOGO (buy-one-get-one-free) deals, limited-time discounts, exclusive bundles, or member-only promotions all lead to increasing sales. 

Aviator Nation sends sales and special offers to customers via email.

Like other emails, promotional emails also keep your business at the forefront of the customers’ minds. They might not purchase this time, but they now know you’re a company that periodically has sales — which people love. Plus, some might forward the email to friends and family.  

✍️ Tips to delight your customers with sales and special offer emails: 

• Gamify the sale. Include a "spin the wheel" feature where customers can win different levels of discounts or gift products.
• Reward customers with a referral program. Encourage them to share this sale with friends and family.

Abandoned Cart Emails

Abandoned cart emails are another type of re-engagement email that reminds the customer of the product(s) that have been left behind in their shopping cart. According to SaleCycle, it’s best to send an abandoned cart email an hour after they’ve left your website without completing their purchase.

An abandoned cart email will typically include images and descriptions of the items still left in the cart. It will also include the customer service contact information that the shopper can use for assistance. In some cases, businesses might include an incentive like a discount or free shipping if they purchase the items in the cart within a certain time frame.

Win-back emails have been proven to reduce cart abandonment and increase the retention rate. If a customer left because of a distraction or because they were undecided, this reminder email can be the nudge to win them back.

✍️ Tips to delight your customers with abandoned cart emails: 

• Offer augmented reality (AR) options. Allow customers to virtually try on items or “place” the item in their home.
• Include a recommendation for a similar product. This is a good approach in case the reason they abandoned the cart is because they couldn’t find exactly what they’re looking for.

Solving the Retention Puzzle

Emails are just one piece of the customer retention puzzle. If you want to gain and maintain loyal customers, there are many other tactics and channels you can implement. From a loyalty program to top-notch customer service and a modern shopping cart, it’s crucial to keep experimenting and testing out various methods.

Keep track of your efforts to figure out what increases customer acquisition, engagement, and conversion. Plus, use tools and automation to help you along the way. A personalization platform like Rebuy uses AI and automation to create intelligent shopping experiences.

As you play around to see what fits best, you’ll find the winning strategy to piece that retention puzzle together!

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