Post-Purchase Marketing: Build Customer Loyalty and Drive Repeat Purchases

Contents

1. How to build customer loyalty with LINE and email
2. How to market after a purchase to build goodwill
3. When the customer completes a purchase, the business journey has only just begun

In Taiwan, the tools companies use most to talk to their members are LINE, EDM and SMS. LINE has 21 million active users in Taiwan, and people use it every day. Users who used LINE in the past seven days account for 93% of Taiwan’s population aged 12-65 (Facebook 88%; Yahoo 35%). LINE’s Taiwanese user base is evenly split between men and women and is popular with users from their teens to their 60s, broadly matching Taiwan’s population. Compared with Facebook and Yahoo!, LINE reaches more high-value users over 40, which is why every company should run a LINE Official Account.

Among the common marketing tools of SMS, LINE and EDM, email (EDM) is the cheapest. As long as the list doesn’t contain too many invalid addresses, its return on ad spend (ROAS) is usually strong. However, many email providers use strict spam filters that can wrongly classify legitimate marketing emails as spam and hurt results. Too many promotional emails can also cause fatigue, leading recipients to ignore them or unsubscribe. Email open rates are generally low, and many messages are ignored or deleted, which can reduce campaign effectiveness and ROI. Regularly removing users who never open your emails can help raise open rates.

How to build customer loyalty with LINE and email

1. Use LINE to build customer loyalty
   LINE points campaigns are a convenient and effective tool that encourages customers to collect points and raises engagement. With LINE points, companies can offer exclusive deals and rewards that further motivate repeat purchases.
   LINE can also deliver personalized remarketing messages, such as reminding customers to complete abandoned carts or recommending related products, to lift conversion rates.
   👉How to market with a LINE Official Account: 8 principles for using LINE tools to boost member engagement and conversion
2. The power of email marketing
   Email marketing is a direct, efficient way to stay in touch with customers. Post-purchase thank-you emails, occasional product recommendations and birthday greetings all build goodwill toward the brand. Automated email tools help companies send personalized content based on customer behavior and preferences, raising open and click-through rates.

In addition, by managing customer data with a CDP, companies can target audiences more precisely and design email content for different segments, further raising loyalty and repeat purchase rates.

Post-purchase marketing is an effective strategy for building loyalty and driving repeat purchases. By combining LINE, email and SMS through CDP marketing automation, companies can engage customers at different touchpoints and offer personalized service and deals, strengthening loyalty and engagement. This approach not only lifts sales but also helps companies build stable, long-term customer relationships.

How to market after a purchase to build goodwill

Post-purchase campaigns can go out at different times, for example right after delivery or a few days later. They can also be sent as marketing-automation emails or LINE messages carrying a variety of marketing messages.

After a purchase, you can send targeted messages such as order confirmations, promo codes, product manuals or review requests. When you combine these messages with the right content, timing and format, you have a post-purchase marketing automation flow. The main purpose of post-purchase messages is to provide product information and value. They are a great way to stay in touch, deliver excellent customer service and retain customers, with the goal of building recognition and loyalty and increasing sales.

When the customer completes a purchase, the business journey has only just begun

Leaving a positive impression is vital. As your customer base grows, you have more chances to retain customers with new or similar products.

Companies can also use these emails to collect feedback and learn what customers think of their products and services, which is invaluable for improving products or launching new ones. Including a survey gives deeper insight into customers’ thoughts and satisfaction, which is essential for attracting new customers.

Post-purchase communication should be part of every company’s marketing strategy. It is very effective for customer retention in retail, which matters because retaining customers is easier and more profitable than attracting new ones. In fact, according to research by Invespcro, retaining an existing customer costs five times less than acquiring a new one.

User-generated content and reviews raise online conversion rates. Good customer service is essential for keeping buyers, and post-purchase emails help companies deliver the best service and increase loyalty. Research shows that post-purchase emails have a 217% higher open rate than regular emails, which makes them a great opportunity to present the right information and marketing content.

Overall, post-purchase emails are an essential part of any e-commerce business. They help build loyalty, encourage repeat purchases and improve the overall shopping experience, and they win over new customers through a positive user experience and communication at every stage of the purchase journey.

Now you can start building data on each customer and send thoughtful, valuable marketing messages, such as product recommendations for cross-selling and upselling.

Post-purchase communication means engaging customers after they complete a purchase to make sure they are satisfied with the product or service and to resolve any issues that came up during the transaction. If there are problems with, for example, delivery times or quality control, be sure to follow up with the customer so you can resolve them quickly and effectively before they get worse.

In short, after-sales communication plays an important role in delivering excellent customer service in e-commerce. It helps businesses build strong relationships with existing customers while winning over new ones through a positive user experience and a customer journey that covers every stage of the purchase.

Every customer journey should be personalized to deliver the best satisfaction at each stage of the buying cycle. This helps build loyalty, encourages repeat purchases and gives customers a better overall shopping experience.

AIM from ESi Technology is an all-in-one LINE marketing platform. It offers solutions for running an engaging LINE presence and understanding your LINE friends, combined with in-depth data analysis, so you can gain friends more efficiently, avoid being blocked, and turn friends into paying customers.

By providing comprehensive, real-time, personalized data, a CDP helps companies adapt to the digital environment, improve operational efficiency, customer experience and competitiveness, and drive digital transformation.

Want to learn more about the customer data platform (CDP) and how to get started? Visit our website for more information: Customer data platform (CDP)

Further reading:

• Customer churn, the hidden growth killer: keep key customers and earn 5x the revenue
• How to market with a LINE Official Account: 8 principles for using LINE tools to boost conversion
• 5 common reasons for cart abandonment and 8 effective ways to raise cart conversion