- The Weekly Scoop w/ Chronos
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- #14 - New Customer Nurture Flow
#14 - New Customer Nurture Flow
Congratulations on purchasing your first product from us! Are you ready for many more?…
…Is how I typically imagine customers who purchase from the brands we manage - game over mate, get ready to be right hooked, uppercut, and smashed in the jaw with promotions every waking hour (I’m kidding, you know we don’t do this).
Today, we’re going to be talking about the New Customer Nurture Flow.
New Customer Nurture (NCN) Flow
Not to be confused with the ‘New Customer Acquisition’ (NCA) flow, this flow goes out to your first time purchasers.
This is where your customers are the hottest, and where you can do a variety of things, from sharing product shipment updates (building good will), testimonials/how-to guides (reaffirming their purchase), to upselling products that might make sense with their purchase (for that additional cha-ching).
Here’s a couple of guides that might be useful:
Key Considerations When Building This Flow
Similar to our previous few newsletters
Your goals for email marketing (whilst a large majority might be to increase top line revenue, there are also brands that want to focus on increasing engagement, or customer retention)
Common FAQs/your shipping timing (to notify customers)
Do you have any shipping apps (eg: Malomo, Aftership) already integrated w/ Klaviyo for more detailed shipping updates?
What your repeat purchase rate looks like
Best Practices / Examples
Our first email is typically transactional - confirming their order/giving them the deets + FAQ links to site
You can also add quick copy to have them whitelist your emails, or leave this for email 2
IMPORTANT: make sure you exclude those who cancelled your orders so they don’t continue to get your post-purchase emails (easiest way to piss people off and get you marked as spam)
Tactical discount giving - sometimes offering too big a discount after the first purchase will lead to issues like the customer asking if the discount could be applied to their current order
Email Pillar 1: Transactional
If you have any apps currently integrated with Klaviyo on shipping updates, even better. This is how we build trust, reduce angry tickets, and cut out any uncertainty from our customers with order details and notifications on where their order is.
Email Pillar 2: Educational/Engagement
About their item/our company - another way we reduce buyer’s remorse and get them excited. Show them raving reviews, UGC, and thoughts from customers who purchased before them.
You wanna drive engagement here because there are your most engaged subs. Get them to whitelist your emails, share about your brand so that deliverability for this flow is solid
Additional tip - if you donate to a cause/are eco-friendly/animal cruelty free.etc, stroke their ego by highlighting that as well as how they’re supporting a good cause
Email Pillar 3: Upselling Complimentary Products
They’re the hottest right now, test out different angles to make them make another purchase
If shipping permits (on your end), you can setup an email to have them add another product to their current order before it’s shipped, so they ‘save’ on shipping. Leverage urgency here (your product’s gonna be shipped soon!).
Showcasing complimentary products is also another angle you can take
BONUS: Some Subject Lines You Can Test Out:
[Order Confirmation] ((first_name)), welcome to ((your_brand)) fam
Your Order Confirmation 🎉
Yes! We got your order.
RE: Your order confirmation
Here’s a thank-you 🎁 for your support, (( first_name|default:'fam' ))
And that’s a wrap!
I’m writing this in advance, and am probably slightly incredibly tipsy from all the alcohol I’ve drank over Chinese New Years.
For my Asian brothers/sisters out there, I hope you’ve had a great Chinese New Year, with loads of goodies and red packets.
For everyone else, wishing you a restful weekend :)
Joshua Foo