Post-purchase Engagement is Essential… and Overlooked


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Imagine my wife’s surprise when she received this email after a purchase:

Thank you for your recent Apple purchase. We can help you get the most out of your new device right in the comfort of your own home with Personal Setup. In this interactive online session, an Apple Specialist will walk you through some key features and answer your questions. They’ll also point out some great apps, and help you personalize your device.

Post-purchase engagement drives brand loyalty and subsequent sales because it reinforces confidence in buying decisions. From an emotional standpoint, it demonstrates that the consumer is valued for more than their transaction.

Results of 15,000+ hours of VoC research indicate that it’s not enough to just take note of purchases. Marketers need to act on many facets of the human experience with the brand. Post-sale personalized communications and experiences are especially effective in driving ongoing engagement and thereby increasing sales, referrals and…decreasing email unsubscribe rates.

Having an post sale engagement strategy pays off because research has shown that;

  • An average online store gets 43% of their revenue from repeat purchases with top companies getting approximately 75% of their revenue from repeat purchases.
  • Experian reports that Welcome emails generate more than 3X the transactions and revenue per email over regular promotional mailings.

Online Pet retailer, knows just how effective the human touch can be. They havea dedicated staff of customer service reps who write handwritten thank you postcards after new purchases. It must be working because the company has reported significant staff growth over the last four years. also has a staff of 20 artists who create paintings of dogs and cats based on the pictures sent in by customers. In addition to their lively social media, the company’s legion of dedicated fans has started a blog for loyalists to share their great Chewey experiences.

Establishing a solid brand connection from the beginning is simply essential. According to a Netcall survey: Satisfied customers that have a good relationship are more loyal and therefore more inclined to make repeat purchases – culminating in better turnover, success and growth for the business.

3 TakeAways

1. Customers want to feel confident in their purchase decisions. Sending a follow up email, thank you note, or even making a post-purchase check-in call demonstrates that you are acknowledging them as a person and not just a transaction.

2. Consumers also want to establish a relationship with brands. Action plans that include non-sales follow-ups such as product help let consumers know that you are with them for the long haul.

3. In our ERDM research, consumers have told us repeatedly that they do not want to be marketed to. They want deeper levels of brand engagement that offer personalization and information to aid decisions.

Since customers have so many channels through which they can voice their brand favor or unhappiness, it only makes sense to establish brand loyalty with something as simple as a follow-up. This is a logical, human way of demonstrating long tern care and value. Customers will more than reciprocate with loyalty and purchases.

Ernan Roman
Ernan Roman (@ernanroman) is president of ERDM Corp. and author of Voice of the Customer Marketing. He was inducted into the DMA Marketing Hall of Fame due to the results his VoC research-based CX strategies achieve for clients such as IBM, Microsoft, QVC, Gilt and HP. ERDM conducts deep qualitative research to help companies understand how customers articulate their feelings and expectations for high value CX and personalization. Named one of the Top 40 Digital Luminaries and one of the 100 Most Influential People in Business Marketing.


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