A well-crafted second order email to improve customer retention

Yesterday I placed a second order from a Shopify store.

After the order went through and I got my confirmation email, they sent me another email.

Subject: Wow, Thanks Again.


You're into us, and it shows. Your support means a lot and we can't thank you enough. If you have any feedback, we're here to listen.

That content came with a cute gif, a way to contact their customer service, and three customer service-y links (e.g. about warranty, where the products are made, product quality control).

This was an ultra simple email too. Nothing too fancy (the gif was even a line sketch). No complex copywriting. Nothing to hard to create. It could have even been just plain text and had the same impact.

As a customer, it clearly put me into the "I'm a special customer because I came back" crowd. That's the special feeling you should strive for. That's how customer retention works.

Every Shopify store could do something like this in a week. Larger stores could automate it. Smaller stores just need to watch their orders and send one-off emails as 2nd orders come in (especially powerful if it comes from the owner/CEO).

You won't be able to easily measure the impact of it for awhile (you'll have to wait for the 3rd order for that) but I'd expect it'd have long-term impacts.

If you want to know how your 2nd order customers are behaving, Repeat Customer Insights comes with a report that highlights how you're performing at the stage. It's a critical stage that sets up your retention for the future

Eric Davis

Get a complete view of your customer behavior

The cohort analysis in Repeat Customer Insights will automatically build cohorts for all of your customers. It has the ability to go back through your entire store history so you can get a complete view of your customer behavior.

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