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Why retailers should personalise customer communication during shipping

Retailers spend so much time, effort and money getting prospects to the point of purchase, only to go quiet once they've done so. These companies are missing a huge opportunity to turn a one-off purchase into a lifetime customer.

Think about it: isn’t it backwards that when a customer spends money on your site, you stop talking to them? It’s no surprise that a growing number of retailers are now working with parcelLab to redefine their sales journey by owning all communications with their customers. For the best results, our team recommend highly-personalised messaging at every touchpoint. Here’s why.

Engagement

Here’s the thing: emails only work if people read them. It’s no secret that personalisation can make this happen. According to eConsultancy, 74% of marketers say targeted personalisation increases their customer engagement. In fact, Campaign Monitor reports that emails that have personalised subject lines are 26% more likely to be opened. Aberdeen states that emails with personalised content can expect an average of 14% higher click-through rates and a 10% boost in conversion. As a result, make sure you make the most of personalisation.

Up-selling

Unlike other post-sales communication platforms, parcelLab offers a white label integration. This means that when customers interact with their emails, the traffic will be driven back to the retailer. This unlocks huge revenue potential. Retailers can use their algorithm to add items that the customer may like to their post-sales emails. This will create more revenue and traffic. In fact, Experi found that highly personalised emails deliver 6x higher transaction rates. So, personalisation adds value to the retailer and the customer alike.

Lifetime customer value

DemandGen reports that 53% of marketers say ongoing, personalised communication with existing customers results in ‘moderate to significant’ revenue impact. Proactive communication post-purchase will help achieve a positive overall sales experience that will leave customers confident to reuse your online shop, again and again. Customers will be more likely to champion your brand with their friends and colleagues, driving fresh customers to your site.

In conclusion, proactive communication post-sales can enable retailers to increase basket size, drive traffic and improve brand loyalty. Adding personalisation to customer touch points can maximise performance and engagement.

Working with parcelLab, retailers can choose how and when they communicate with their customers to add the most value. Contact us now to get started.


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Laura About the Author

Laura

Laura is a Content Marketing Writer in parcelLab's UK team. She's here to create clear, forward-thinking content that adds value to retailers. When she's not working, you can usually find Laura reading books, watching plays or tending to plants.

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