Customer service via email in e-commerce

Why does a business have a vast email list but cannot increase revenue? Why is email customer service still being regularly carried out but not interacted with and replied to by consumers? Do not ignore this article if your business is also facing the same situation.

Customer service requires the quality of the service and must be suitable for each object and each stage. Each stage in the buyer’s journey will have an appropriate way to convey information for the retailer to increase interaction and create conversion. Find out how to use customer service emails for each of the following specific stages:

1. Pre-purchase stage

The pre-purchase stage, also known as  attracting new consumers, is essential because it will make the first impression and help the market recognize the brand. It can be said that taking care of e-commerce customers at this stage is not simple. Typically, getting a list of email contacts is also a process of promotion efforts. So, do your best to turn these ingredients into the best source of revenue.

This phase will start when customers leave email information to receive offers and track business activities. To build relationships with customers, retailers can send them welcome messages for new followers introducing the brand and what they can expect or receive. Besides, following by emails marketing merchandise in a friendly and subtle way, such as providing useful information about the brand, announcing a sale or gift promotion, inviting customers to participate in events, offering exciting events or coupon code redemption contests… are all very effective to lead consumers to the next buying journey stage.

2. Purchase stage

As for those in the buying journey, the essential purpose of effective customer service is to make successful transactions, improve their loyalty and increase customer lifetime value. The types of emails in this stage are usually:

– Order confirmation email: This email always has the highest open rate and is also the email that businesses can take advantage of to introduce a new product smartly. At the same time, since customers are so excited about the product they’re buying, it’s a great chance to sell more products.

– Invoice email, order notification email: These emails help create consumer trust for the brand. Showing a thorough and professional way of working, through this email, retailers can also include a discount code for the next purchase to increase customer lifetime value.

3. Post-purchase stage

So the post-purchase stage is the end? Of course not, after making a sale transaction, businesses have to make more efforts to take care of customers effectively and nurture relationships with customers to create new revenue streams without spending more on marketing. Besides caring for old customers to encourage the next purchase, businesses can also take advantage of them to attract new email information by sharing and referring. For example, the customer will receive a discount code whenever referring a new subscriber. Or, businesses can send emails announcing recent posts on their blogs and set social media buttons to create a spread, thereby getting more new subscribers and higher traffic to the brand page. In addition, sending emails to surveys and asking for customers’ opinions after using the product is also a beneficial type of content, helping businesses improve service quality and taking advantage of the feedback to increase trust in your brand.

Thus, businesses to identify customer behaviour and classify customers at which stage of the buying journey. As a result, companies will have more appropriate campaigns and more effective customer service.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.