Strategies for Improving Post-Purchase Customer Experience

Most online stores stop talking to their customers after they buy something. Big mistake. The best brands don’t just get customers. They keep them. Here’s a simple, effective post purchase email flow that actually works: • Day of purchase → "You're in!" (Welcome them, confirm they made a great choice, and let them know what to expect) • 1 days after purchase → "How to get the most out of [product]" (Help them avoid buyer’s remorse by showing how to use it properly) • 2 days after purchase → "How others are enjoying the [product]" (Help them spark ideas on how to best use the product) • 4 days after purchase → "Quick tip to make [product] work better" (Solve common friction points before they happen) • 6 days after purchase → "Here's what most people miss about [product]" (Share an insider tip that makes them feel special) • 8 days after purchase → "The results you should see by now" (Set expectations + build confidence) • 10 days after purchase → "Ready to level up your [product] game?" (Introduce complementary products naturally) • 12 days after purchase → "Did you discover this [product] feature yet?" (Keep them engaged + showcase advanced uses) • 14 days after purchase → "Are you loving it?" (Check in. If they’re happy, ask for a review. If not, offer help) • 16 days after purchase →"A quick note from our founder" (Build connection + share your mission) • 18 days after purchase → "Join the [brand] community" (Invite them to your social channels or VIP group) • 21 days after purchase → "You're part of the 1% who..." (Make them feel special + introduce loyalty program) • 24 days after purchase → "Your next favorite thing is waiting..." (Recommend something they’ll love based on what they bought) Most brands forget about their customers after the sale. The best brands don’t. The key? Each email solves a problem or adds value. No random "check out our sale" messages. They focus on them, nurture them, and work towards the 2nd sale. Because the 2nd sale is where you profit. That’s why they win.

Stop making customers follow your schedule. Too many Klaviyo flows look like this: ➡️ Wait 3 days ➡️ Send next email ➡️ Wait 3 more days ➡️ Send another one That might feel “strategic,” but it’s really just rigid. Customers don’t convert on a timer. They convert based on interest, intent, and urgency. Here’s a smarter tactic we implement for clients: ⏱ Pair time delays with behavior-based conditional splits. Example from a post-purchase flow: Wait 2 days → If customer opened the first email AND viewed the site again, skip straight to a “Complete Your Experience” cross-sell. If not, wait another day and send a softer check-in or social proof message. This adaptive structure boosts flow revenue without adding complexity and respects how real people actually behave. Flows should respond to customers. Not the other way around.

Ever had a purchase that made you feel like you were stuck in a sitcom? Imagine that you’re excited about your new purchase, counting down the days until it arrives. Then … "We'll be there between 1-5 PM," they said. At 4:59 PM, my phone buzzed. Cancellation #3. Who knew an accent cabinet could become the star of its own customer experience comedy special? Spoiler alert: I wasn’t laughing. As a marketer deeply versed in customer experience, I found myself living a textbook case of "what not to do." It was like watching a sitcom where I was the unsuspecting main character. → Three scheduled appointments → Three last-minute cancellations → One very frustrated customer (yours truly) I had a front-row seat to the impact of poor post-purchase care. This comedic saga reinforced a crucial principle: ↳ The customer's journey doesn't end at checkout. ↳ If anything, that's where the real show (and relationship) begins. For those of you directing the customer experience sitcom, here are some script notes to consider: 1.     Communication is Key Keep your audience (customers) engaged. Don’t leave them hanging during commercial breaks! Implement a robust system for regular updates. Whether it’s order status, appointment confirmations, or delay notifications, keep customers in the loop. An informed customer is a happy customer. 2.     Empower your Service Team Give them the best lines and let them improvise when needed. Provide your frontline staff with the authority and tools to resolve issues on the spot. When a customer service rep can say, “Yes, I can fix that for you” instead of, “Let me check with my manager,” it’s a game changer. 3.     Anticipate Needs Be the writer who knows the plot twist before it happens. Use data and customer feedback to predict common issues or requests. Then, proactively address them. It’s like offering an umbrella before it starts raining. 4.     Follow Up Every good episode needs a “previously on …” recap. Implement post-purchase check-ins. A simple, “How’s everything working out?” can catch issues early and show customers you care beyond the sale. 5.     Learn and Adapt Use the audience reactions to refine your next season. Regularly analyze customer feedback and complaints. Use this data to make tangible improvements to your products, services, and processes. It’s continuous improvement in action. We often put so much focus on casting new customers, but what if we gave our recurring cast members (existing customers) the star treatment? It’s not just about a one-episode cameo. It’s about creating fans who’ll tune in season after season. In today's world, the customer experience isn’t just part of the show – it IS the show! Now, for some audience participation: ↳ What's your “customer experience gone wrong” sitcom story? We’ve all got at least one! CFW Marketing #CustomerExperience

Improving 2nd purchase conversion by 5% can boost LTV by 20-35%. But most brands don't focus on this. Some tips to increase re-purchase (#5 is my fav) 👇 I looked at data for 100+ of our retail brands. On average: - First-time buyers have a 15-30% chance of returning - After a second purchase, that jumps to 60-70% Because of this snowball effect, little improvements to 2nd purchase conversion (+5%) can mean significant LTV jumps (+20-35%) Here's a handful of tactical things we've seen work. ----- 1. Focus on a shorter window than you think. Run your retention curves. Chart % of customers making 2nd purchase by month. You want to find where the cumulative repeat rate flattens out. - Most brands will be ~90 days. - Consumable brands (supps, food/bev, beauty) will be shorter (30 days). - Products w/ longer usage cycles may by 180 days or more. It all depends. Many brands make the mistake of using a 12-month window to look at churn. You've almost certainly lost that customer by then. Focus on a shorter window than you think. 2. Cross-category has a higher propensity of longterm retention ----- Cross-category buyers (almost always) have a higher LTV than single-cat buyers. - If they bought jeans, offer tops or accessories - If they bought skincare, suggest adjacent skus, not refills - If they bought a core product, introduce them to your specialty items Ps, you can segment your CRM and split test this. Just remember to tag your customers when measuring long-term LTV performance. ----- 3. Micro-commitments + Add Value! Before asking for a 2nd purchase, squeeze out small/easy commits: - Request product feedback/review (one question) - Offer style or usage guidance (post-purchase series) - Provide value-added content related to their purchase - Solve common problems w/ the products - Show how other customers use it Each small activity builds more engagment (and goodwill) w/ your brand. ----- 4. Implement a "Last Chance" campaign If your 2nd purchase window is 90 days, maybe that's Day 60. Deploy a specialized "almost lost" campaign. - Use language w/ mild urgency (avoid depsparation) - Include an unexpected benefit or small gift/gwp/ The offer MUST be better than what you'd give a first-time customer. ----- 5. Make the product better That's it. Just improve the product quality, and you'll see a natural jump in repurchase. It helps acquisition too (referral/WOM). By shifting a little focus from acquisition to that crucial second-purchase moment. What's your 2nd purchase "window"? 30, 60, 90 days? What are you doing to shrink that window? #ecommerce #customeranalytics #ltv