The success of your post purchase emails depends on many different factors, including the content, design and incentives. But another factor that can make or break the success of your post purchase emails is timing.
So, when’s the best time to send a post purchase email? In general, Wednesdays and Saturdays have the highest conversion rate for reviews. But how long should you wait to send a post purchase email? The short answer is, “it depends.” The ideal timing depends on the type of product the consumer purchased.
Read on to learn when you should send post purchase emails for hard, soft, perishable and seasonal goods.
Hard goods are items that are durable and don’t wear out quickly. They’re used over a long period of time, rather than in a few uses. Some examples include:
- Washing machines
Wait 21 days before sending a post purchase email. Why so long? Let’s say a customer purchases a new washing machine. If you send a post purchase email too quickly after the purchase, the customer has probably only used the machine a few times. But if you wait 21 days, he’ll have enough time to get a good feel for the washing machine so he can write a well-informed, thorough review.
Soft goods are items that are immediately consumed or have a lifespan of three years or less. Some examples include:
Wait 14 days to send post-purchase emails to customers who purchase soft goods. As with hard goods, you’ll want to give customers the opportunity to try out the product before writing a review. But don’t wait too long, since the lifespan of soft goods is much shorter than hard goods and the purchase won’t be top of mind for long.
Perishables are products that decay quickly if they’re not refrigerated or preserved in some way. Examples include:
- Cut flowers
- Fresh fruits and vegetables
Wait 14 days to send post purchase emails for perishable items. Though you want to give customers the opportunity to experience the product, if you wait too long, the product will be out of sight and out of mind.
In general, there’s a pretty short window when folks will purchase seasonal goods, such as school supplies or holiday decorations. Since we know that reviews drive sales, you’ll want to get reviews for seasonal products as quickly as possible so you don’t miss the season. Send post purchase emails for seasonal goods within seven days.
If shoppers don’t open your first post purchase email, don’t give up! Send a follow up email around 7 days after the initial email to those who didn’t open your first one.
Want to learn more best practices for post purchase emails? Check out this on-demand webinar.