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Why are post-purchase email sequences important?

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Because we are convinced that e-mails can play a major role (as well as logistics, unboxing, etc.) in the post-purchase experience of your customers, we have prepared an article that reviews best practices and tips.

We will go into more detail on the two types of e-mails (and e-mail sequences) that can occur after an order, and we will try to share with you as many tips as possible so that you can increase the satisfaction, and mechanically the lifetime value, of your customers.

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Post-purchase emails: transactional vs. promotional

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While both transactional and marketing emails can be sent in response to a customer action, it is important to differentiate them.

As a general rule, a trigger-based e-mail that aims to convey essential information to the customer rather than to generate sales can be considered a transactional e-mail.

Another important distinction between marketing and transactional e-mails is that the later don’t require that a person subscribed or opted-in to receive e-mails from you.

Even if a customer has unsubscribed from marketing emails, they expect to receive transactional emails concerning their purchases or account administration activities.

For this reason, emails marked as transactional in your CRM (Klaviyo, Sendinblue, etc.) will still be sent to the deleted recipients.

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Transactional emails: post-purchase experience, order tracking

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Good to know:

Bigblue's branded tracking emails have an open rate of 75%, 3 times more than traditional marketing emails (with a 25% open rate). They are also opened 4x on average. You have the opportunity to add 4 touch-points with your customers and consequently, 4 more opportunities to create brand love.

The main goals: to increase customer loyalty with branded tracking e-mails, to increase sales by adding marketing campaigns directly in your follow-up emails, and finally, to reduce your support requests by giving contextual and accurate information on orders.

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The 3 most popular order tracking emails

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1. Purchase confirmation e-mail :

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💡  Bigblue’s tips to craft the perfect order confirmation email:

• An obvious subject: [First name] your order [Brand] #[Order number] has been confirmed
• Thank your customer for their purchase.
• Add as much context information as possible:
• The order summary
• Give the ETA of the delivery
• Add the order tracking link
• How to contact you and what to do in case of problems or questions
• Add your branding for a better experience.
  

A nice branded post-purchase email helps show the customer that their buying experience is not over. The whole process doesn't stop at once.    

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2. Shipping confirmation:

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This is a lost opportunity for many brands to do reassurance, upsell, and cross-sell by leaving the sending of follow-up emails to their carrier partners. The probability of selling to a customer who has already purchased is 60 to 70%!

💡  Bigblue tips for the perfect shipping confirmation email:

• Brand your tracking e-mails
• Give context:
• Your order has been assigned to X shipping partner
• It will be delivered to the following address
• Summary of products in the package
• Add tracking link
• Add your marketing campaigns:
• Add links to your social networks
• Add coupons on their next order.

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3. Order delivery confirmation

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The delivery experience can make you retain a customer, or it can negatively impact your brand image. As many as 28% of online consumers who have experienced an unpleasant delivery experience tell others about it.

The order confirmation email is an excellent opportunity to measure buyer satisfaction. If it goes well, you have the opportunity to talk to your customers when they are satisfied. Brands that work with Bigblue have a 94.3% customer satisfaction rate.

On the other hand, it will allow you to be responsive and show that you are willing to go out of your way to resolve issues. This is an opportunity to turn a dissatisfied customer into an ambassador, 97% of consumers are sensitive to service recovery.

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💡  Bigblue tips for the perfect package delivery confirmation e-mail :

• Provide contextual information about the delivery: "the package was delivered to your building’s doorman".
• Ask how the delivery went?
• Summary of products in the package
• Give a way to contact you in case of problems
• Add your marketing campaigns:
• Offer complementary products.
• Ask your customers to post a picture on social media

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Promotional emails: post-purchase experience

In addition to maximizing the customer experience, post-purchase sequences are designed to increase the average basket, the re-purchase rate of your customers, as well as the lifetime value of those customers.

Lifetime Value = Total spent by a customer since the beginning of the relationship.

We distinguish two types of objectives on the transactional side: to push for an immediate repeat-purchase (in the days following the first order) and to push for a re-purchase over a longer period of time.

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1. Reorder immediately (under 15 jours)

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Regarding immediate repeat purchases, upsell and cross-sell sequences will aim to increase the order value of the customer in the days following the first order.

Some e-merchants using this type of sequence have an essential asset to drive their acquisition: if you are sure that 5% of customers place a second order thanks to these flows, you can increase your acquisition budget proportionally.

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Post-purchase upsell flow: 5 to 10% more orders

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This flow is not widely used, but it is an extraordinary margin lever, customers like it!

The concept is simple: it consists in asking customers to order again under 24/48h in with a discount (additional or not, where we just say take advantage of the current offer). Having no acquisition cost to bear, or even no delivery cost in some specific cases (if the 2 orders can be joined), we will then be able to propose an attractive (and reasonable) offer to our customer, while maintaining a very interesting margin.

From the consumer's point of view, it’s a great experience: she can add products at a lower cost. This allows you to convert a part of the customers who had hesitated to place a larger order.

From the e-merchant's point of view, it is interesting because you have already "paid" your customer.

The goal is to achieve a conversion rate of between 5 and 10%. At EmailClub, we see an average of around 8%, with a margin rate of around 50% (including discount).

Below is an example of a post-purchase upsell flow on which we A/B tested two sequences. 5% conversion on the first email! A little more than 7% in total!

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Another example below of a post purchase flow over 2 days, where the winning variation (left) converts at 7%. The proposed promotion is 10% higher, which translates into a much better conversion, from the first email.

If you decide to set up such a flow, we advise you to AB test different combinations until you find the promotion / branding / margin formula that suits you best.

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Cross-sell e-mail sequences

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As its name indicates, this flow aims to present complementary products, in order to make your acquisition costs profitable as soon as possible, but also to make your customers discover as many products as possible.

For example, a food supplements brand whose best-seller is protein powder will take advantage of this flow to highlight protein bars, etc... Whether or not the customer buys in this flow, you will benefit from presenting additional products.

Be careful not to send too many e-mails. If you set up 2 flows, make sure that they are as short as possible.

If you have to choose only one, we recommend the post-purchase upsell flow, which tends to give better performance (7-8% on average compared to 4-5% for a not too intrusive cross-sell).

If you already have an upsell in place, we advise you not to put in a cross-sell, or at least to shift it to come after the post-purchase upsell flow.

Because of the nature of this flow, it can be important to prepare different paths according to the products, for the most relevant recommendations.

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Below is an example of a flow to set-up:

The example of a purchase of a protein powder box:

• Trigger condition according to the products purchased, identify the 2-3 best-sellers and make a dedicated flow very relevant to them, then put the rest in a general flow.
• In the case of our protein seller, we will segment according to the presence or not of proteins, or complementary products to avoid redundancy.
• D+7: cross-sell 1: the most complementary product with the one purchased (protein bars)
• D+14 : cross-sell 2 : the "additional" product most appreciated by your customers (the protein spread)
• D +21 : cross-sell 3 : the technical product, to go further (vitamins x and y)

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2. Buy again in the long-term

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The classic repeat purchase flow

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Warning: this flow looks very different if you sell vacuum cleaners or solid shampoo.

In the case of a solid shampoo, we adopt a strategy of repeat business and therefore we find it abnormal that the customer does not come back. We will do everything we can to satisfy them and make them come back.

It is important to send emails at the right time: if a shampoo runs-out after 30 days, we advise you to send a repurchase email three weeks after the purchase and not the next day. The difficulty lies in finding harmony between the functioning of a sequence and its product.

The idea is to do everything possible to get it right, because we know that this will mechanically increase our chances of having a satisfied customer who will repurchase and/or talk about it around him.

Never underestimate the positive consequences of customer satisfaction.

This is the time to be creative, to take risks to create a memorable and positive experience.

Example of a simple, non-intrusive post-purchase flow (Thanks Ubac for letting us share this flow with you. Go check out their shoes they are amazing ❤️).

2 days (onboarding): why and how (if the product can be maintained, how to do it)

Example: how to maintain your shoes:    

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7 days: follow-up and invitation to join social networks.

Example: invitation to follow on Instagram

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21 days: cross sell with promo code

Example: thank you promo code following the order (one of the only ways to get a code for the first order)

28 days : Reminder of the promo code (valid for 7 days, so last day)

60 days: a backstage e-mail, a mission e-mail

Example : focus association

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90 days : Taking feedback

Example : invitation to google review following the late creation of the page (90d)

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The reactivation flow

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Concerning this flow, it is important to ask yourself a question regarding your product typology, and its natural recurrence: whether you sell televisions or a solid soap, you will have very different recurrence needs.

So build your strategy according to your product, so as not to disturb your customer, and bring him a maximum of value!

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Note: if you are using Klaviyo, using the "experts date of next order" trigger may be a good choice once you have accumulated enough data on your customers' recurrence behavior!

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To set up this flow, nothing could be simpler: this flow must start from a date when you consider it abnormal that the customer has not placed an order, and its purpose is to convert all the customers who were about to disappear from our active base.

This flow is particularly adapted to personalized promo codes: if your customer has not placed an order for X amount of time, you are ready to make a gesture to win him back.

Regarding its structure, you can make a single simple flow, which will be received by your customers each time they enter the scenario (hasn't ordered for X days). If you have more time to devote to it, we advise you to create several different versions, so that your customer does not receive the same email twice.

The number of emails will vary from several factors: if you send many weekly campaigns, 1 to 3 emails will be enough. If you don't do campaigns, you can increase this number.

Below is an example of a 5 email reactivation flow, where we alternate 5 paths:

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Bonus: the birthday purchase flow

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At EmailClub, we believe that contacting a customer for his birthday is a bit outdated... Indeed: not only does your customer not necessarily want to tell you his birthday, but you can agree that it is not very original. You will then find yourself between an e-mail from his bank, his insurance, and the loyalty card he doesn't use all year...

On the other hand, a birthday that we really like is the anniversary of their first order! Indeed, it is a unique moment, which links you both!

It's an opportunity to remind your customer of good memories, and all the pleasure he had with your products. As a bonus, it's the perfect time to offer a coupon code, to encourage him to order again! (see according to the life of the product).

Example of a first order anniversary email (Thanks Ubac).

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Installing an order anniversary sequence will allow you to stand out, but also to build an intimate relationship with your customer, showing them how important they are to you!

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Post-purchase e-mail sequences in summary

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As you can see, post-purchase emails have a considerable impact on your buying experience (and your recurrence).

When developing your strategy, take into account your product type, which will greatly influence it.

This article is part of a series of articles co-authored with EmailClub. Q4 has taken its toll on our weekly rhythm but here we are again.

See you next week for the last episode of this series of articles dedicated to e-mail marketing.

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We have the privilege to work with some of the nicest brands and help them deliver an extraordinary post-purchase experience to their customers at Bigblue and meet the founders behind them at the Digital Native Club. 

As we are getting ready to do our Christmas shopping this week, we decided to share our gift guide and our analysis of some of the most ingenious conversion-oriented e-commerce tips we have come across. 

Did you know that over 47% of French consumers wait until ten days before Christmas to buy their gifts? And that more than 89% of them have the intention of purchasing them online? Hence the demand for same-day shipping has more than doubled between 2020 and 2021.

At Bigblue, we have prepared to make sure that your gifts will arrive in time for when you need them. Nevertheless, we suggest shopping as early as possible and double-check the retailers’ websites for shipping information. 

Recap of our best tips to boost the end of year sales  on your e-commerce:

• Knowing that 44% of shopping carts are abandoned due to excessive delivery fees, offer free shipping.
• Consumers are extremely sensitive to delivery times, so we advise you always to have an express delivery option. And this year, requests for express delivery have increased 2X! 
• In the same logic, announce on your website your Christmas cut-offs, that is, the last date to order to be delivered in time for Christmas.
• Be flexible with returns, as 67% of buyers read your returns policy before ordering. Holiday shopping is often a gift, so give your customers' loved ones time to try the products and make returns and exchanges easy. It doesn't cost anything to share and try!
• Display the exact delivery date on your check-out page. This simple action can increase your conversions by 9%!  
• Offer your customers the opportunity to write a personalised note for their gifts.
• Offer gift wrapping options to enhance the gift unboxing experience. Over half of shoppers say branded packaging makes them more excited to receive/open the package.
• Adding samples to orders is a way to reward your customers for choosing you and invite them to test another product line that they might like and trigger a new purchase. 81% of French consumers want to receive samples in their packages. 
• Add flyers with a discount for their first purchase on your e-commerce. 

Unbottled

What if it was the time to convert your loved ones to solid beauty products (that melt like butter)? For a zero-waste Christmas, prepare your gift boxes and let them discover solid shampoos, facial cleansers, shower gels, and soaps for a spa day at home! 

💡Bigblue's tips:

We like the Christmas shopping experience at Unbottled! For starters, they offer a gamified and smart experience to increase their shopping cart value with:

• Free shipping with a minimum ticket of purchases. This allows them to sell one more complimentary product to get free shipping.
• Transparent shipping costs on the product page.
• Gift wrapping proposal, boxes, and bags, for a great unboxing experience! 
• The option to add a note with your gift. A great way to simplify your customers' lives.

Caval

Asymmetrical and original sneakers. Their production and materials are 100% European! 

💡Bigblue's tips:

The conversion-oriented elements of Caval's e-commerce experience that we love:

• A straightforward, seasonally appropriate returns and exchanges policy. They offer returns and exchanges throughout Europe until mid-January. 
• Precise delivery dates like Amazon does. "Order within 10h and 14min to be delivered on Thursday." 
• Caval offers free shipping.
• They offer additional products, including a cleaning kit to maintain your sneakers on the check-out page to increase their cart.

Dermalogica

Products that allow everyone to achieve healthy skin thanks to a high concentration of highly effective active ingredients for visible and lasting results. And all this without harmful or controversial ingredients (no lanolin, denatured alcohol, mineral oil, perfume, or artificial colorants...)

💡Bigblue's tips:

• Dermalogica offers free delivery at a minimum purchase.
• They offer 3 free samples chosen by the customer to discover new products.
• From a minimum purchase, they offer a gift, full-size product, to choose from! Great to make a gift for a loved one and a gift for yourself.
• They display the exact delivery date, ETA: "Estimated delivery on December 8"

Big Moustache

Beard and shaving products and even a beard kit with glitter, of course, biodegradable!

💡Bigblue's tips:

• Big Moustache offers a 15% discount on all gift boxes.
• Free delivery from a minimum purchase in France.
• And free delivery in a relay point with no minimum purchase.

From Future

100% cashmere sweaters and hats, with a range of colours that really stand out! 

💡Bigblue's tips:

• From Future offers a streamlined returns experience from their website. And flexible returns.
• The option to add free gift packaging at check-out.
• Multiple delivery methods to suit customer expectations.

Cabaïa

Customised backpacks and hats made of 100% recycled materials!  

💡Bigblue's tips:

• Free delivery in a relay point.
• Small gestures, each photo posted on Instagram with the hashtag #MartyChallenge represents a donation of 1€ to the SPA.
• Cabaïa offers free returns and a lifetime warranty on its products. There is no risk!
• A gift is offered for purchases of 85€ or more to push the basket up.
• They also offer a gift wrapping option for 1,50€.

Diego Alary

In the kitchen with Diego Alary, the signed edition! 40 recipes in less than 30 minutes.

💡Bigblue's tips:

• The little extra for Diego’s fans, the signed limited edition of his first book.
• Multiple delivery options are available.
• Precise information on delivery times.

La Petite Étoile

💡Bigblue's tips:

• Flexibility on returns, up to 28 days for purchases made in December
• Free shipping on orders over a minimum ticket.
• Precision on Christmas cutoffs: order before December 15th to be delivered before Christmas.

Omy Maison

Illustrations, artsy and playful items!

Soi Paris

💡Bigblue's tips:

• A gamified experience to win either a discount, free shipping, or a 150€ gift!
• Gift envelopes for €1.
• Delivery before Christmas is guaranteed for all standard colissimo orders placed before December 19th.
• Several delivery methods are available.
• Free delivery with a minimum purchase.

One of the biggest advantages of e-commerce is that we have the contact information of most of our customers and several prospects.

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Some filled out a form and consented to marketing messages before abandoning the shopping cart at check-out.

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Naturally, you will try to convert these prospects, making the shopping cart abandonment flow one of the most important flows for your e-commerce site.

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Anything is possible on this flow: from the least intrusive in 1 or 2 emails to the longest flow.

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As is often the case in e-mail marketing, what counts is above all what your customer thinks of it, given the context. To clarify this point, a customer will be more inclined to receive reminders of abandoned carts during sales periods / on a product available in limited quantities, than systematically throughout the year.

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Everything is possible depending on your brand and the relationship you want to establish with your customers. The idea is to maximise conversion without impacting your brand image to reconcile conversion and lifetime value (= customer lifetime value = average amount spent by a customer throughout his relationship with the brand.

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This article will first cover some general points to help you better understand the shopping cart abandonment flow. Then we will go into detail with 2 examples that oppose each other.

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General set-up of an abandoned shopping cart e-mail sequence

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Note: we work at EmailClub mostly with a Klaviyo-SMS Bump tandem, but be aware that most of the features are available on other tools, if they are well configured with your site.

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We will use the following setup:

• Trigger: Checkout started
• Filter #1: Prospect accepts marketing
• Filter #2: Has placed 2 orders in the last few days

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In terms of email preparation, a few essentials are worth mentioning again:

• Be careful not to send anything at night. Calculate your filters carefully or set up a basic sending time.
• Think business: how could I convert more today? What tests should I run?
• If possible, the product should be visible as soon as you open the e-mail, whose content should be clear and sober.
• If you use codes, think of links that send to the shopping cart and contain seals.

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Some ideas for you to implement:

What are the key attributes of your product?

• Reviews and social proof
• Reassurance elements
• Clear and concise message
• Real urgency
• Thank you very much for reading!

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Targeted performance: 15 to 20% recovery of abandoned shopping carts (attribution 2 days)

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Example 1. Goal: Branding

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Let's take a brand that is cautious about sending emails, that doesn't want to appear very commercial, and rarely offers discounts.

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We would advise them to set up a flow of 2 e-mails, at 1 hour and 1 day, and to work on the personalisation of the message as much as possible.

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In the absence of promotions to take action, we will build a flow architecture based on the product(s) in the basket to propose a personalised message.

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An idea that you can test in this perspective, 2 emails that answer two different questions:

• Email #1 (1h): why you should order from us (values, quality, etc). The customer has the product in mind and may be hesitant about the brand or the price. We try to reassure them and encourage them to take action during the day.
• Email #2 (1 day vs. 2 days): why you should order this product (nice images, product attributes, testimonials, etc.). You're doing distance selling, it's time to convince 😉

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For fear of being intrusive, many brands ignore sms. Well done, it is, however an excellent way to fight against spam, and to push the customer to come back to your site.

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Example 2. Goal: Performance 

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On the other side of the scope, we find e-commerce who aim to convert at all costs to make their advertising expenses profitable (and/or thanks to higher margins than the previous example).

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In a pure conversion objective (while minimising dissatisfaction and loss of brand image), we recommend a flow of 3 e-mails and 2 SMS.

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The principle of this flow is that the customer was about to convert but was distracted. Therefore, we will try to give them reasons to convert today rather than going into a product sales pitch.

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Imagine a salesperson who would call you at the store’s exit (15mn), send you an e-mail when you get home (1 to 2 hours), and call you back the next day to check up on you. The customer who was convinced but had other things on his mind will inevitably take action.

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On the other hand, some may find this sequence too insistent.

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Coupled with sms, you could set up the following sequence:

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Email #1 (15mn)

• #1 - Attention span, no discount, including, if possible, a notion of real urgency, as well as gifs or photos of products in action.
• SMS #1 (30mn)
• Short SMS with no promo that links to the cart

Email #2 (1h-2h)

• A reminder of benefits, missions, testimonials.
• Often the right time to introduce a 1st promo (5€, 10% to 30% depending on strategy, prices, and margins)
• SMS #2 (1 day)
• Short SMS with the same promo code (if existing) as Email #2

Email #3 (1 day)

• Last email (specify).
• Attractive discount, in the same format as the 1st, but better (% with %, € with )
• It might be interesting to AB test a text email, which often performs very well at this stage.

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Who doesn't need a little inspiration to grow their business? Whether you're launching your e-commerce website or looking for new hacks to increase your sales, it's always useful to get inspiration from experienced entrepreneurs in your field. 

E-commerce podcasts are an excellent way to learn from the source. They are an opportunity to discover interviews of emblematic personalities of online sales, or more generally of entrepreneurship.

The cherry on top of the cake! Thanks to the practical and asynchronous format of the podcast, you can listen to valuable advice, best practices, and even failure stories they experienced before becoming successful whenever you want: during your commute, in the gym, or even while polishing your product descriptions! 

We asked our clients and Digital Native Club members what their favorite podcasts were to stay on top of new trends in e-commerce, marketing... Or simply the ones that inspire them the most in their entrepreneurial journey! The list below is a compilation of their top 10.

For each podcast, you will discover the pitch and the reasons to listen to it, as well as our favorite episode.... We hope this list will help you find inspiration and new ideas! 

1. Le Panier : the most famous e-commerce podcast in France

Let's begin with the most listened e-commerce podcast in France. Launched by the digital agency Cosa Vostra, Le Panier is hosted Laurent Ketz. After several personal experiences in e-commerce, he makes us discover wonderful brand stories. The interview format is both feel good and inspiring. A real source of good practices for French e-commerce founders.

Our favorite episode -> The episode with Edouard Caraco from "The Bradery", in which he explains how he generated a turnover of €10 million in 2 years on social media. 

2. Génération do it yourself

Another podcast powered by Cosa Vostra, this time with a slightly broader scope than e-commerce. Created in 2017 by Matthieu Stefani, Generation Do It Yourself focuses, on those who have built “themselves” from the scratch. Experts in their field, be it business, sports, culture or even politics. 

Its long format (each podcast runs for an average of 2 hours) requires a little more time on your hands. But the valuable advice they share is worth it!

Our favorite episode

The interview with Sacha Poignonnec from Jumia. An ultra inspiring episode, in which Sacha shares the keys to his success, starting with his determination and audacity. 

3. Entreprendre dans la mode

This e-commerce podcast is specifically made for fashion entrepreneurs. Adrien Garcia, designer and co-founder of his own brand, welcomes fashion makers. Designers, journalists, but above all entrepreneurs and retailers who share their experiences and their strategies to innovate and grow their brand. 

Our favorite episode

The episode with Domitille & Angélique, co-founders of the brand Soeur. They explain how they went from a teenage clothing store to a premium and international brand!

4. Serial entrepreneurs

Created in December 2017 by François Allet, Serial Entrepreneurs, hosts doers, and makers. Its intimate conversation format is particularly pleasant to listen to. It allows us to discover different sides of well-known personalities from the business and e-commerce ecosystem. 

Our favorite episode

Episode #35 with Reynald Naulleau of Vite Mon Marché. The founder shares his inspiring journey from growing up in a farm in the Vendée region to creating his online store. He also reveals how he reached over 3.5 million in sales in 2020, and discusses the importance of excellent service to boost sales. 

5. Nouvel œil

An inspirational podcast in which Victoria, 22 years old, meets well-known personalities to share their advice for millenials. Discovering what we are not taught in school results in very educational conversations full of best practices. 

Our favorite episode

The interview with Pauline Laigneau, founder of Gemmyo. She shares her first failures, and how she turned them into strengths to launch her own jewelry brand. 

6.  Les Digital Doers: an in-depth e-commerce podcast

Hosted by Cyril du Plessis, The Digital Doers collects the experiences of entrepreneurs and service providers in e-commerce. The topics covered are often very specific, ranging from the execution of their operations to the acquisition of new customers, logistics, customer service, CRM ... A very specific e-commerce podcast, but highly recommended for entrepreneurs who seek actionable advice in their field. 

Our favorite episode

The one recorded during the 7th edition of Lengow Day with representatives from Pinterest, Facebook, but also Joom, Alibaba or Cdiscount. A real anthology of e-commerce stars!

7. Le Gratin

The ambition of this podcast is to make you discover success stories to build your own. In the classic interview format, its creator, Pauline Laigneau, invites listeners to discover the failures, successes, tips, and even philosophies of personalities with extraordinary careers. All this with the primary objective of taking action! Listen without moderation, regardless of your profile...

Our favorite episode

The interview with Karine Schrenzel, the entrepreneur and investor at the head of the ShopInvest fund (which includes a dozen pure players) and CEO of 3 Suisses.

8. The Storyline

To boost sales in e-commerce, you have to make your brand desirable and tell a story that speaks to consumers. Noémie Kempf introduces us to the subtle art of storytelling. In each episode, she talks to entrepreneurs to unravel the secrets of a good content strategy and the creation of a powerful brand universe. 

Our favorite episode

The episode dedicated to the cosmetics brand Nidé.co. An inspiring example, which reveals the best practices of product co-creation. Simon, CEO of Nidé.co, tells how he made his customers the best ambassadors of his brand. 

9. Ecommerce Fuel: the e-commerce podcast for English speakers

If you are an English speaker, Ecommerce Fuel is a great resource for all entrepreneurs in the online business industry. Its host, Andrew Youderian, is himself a big name in this field. He and his guests discuss the trends in online sales and the most effective levers for growth.

Our favorite episode

The annual episode that shares Andrew's predictions for the coming year. The 2021 episode recorded with Bill D'Alessandro of ElementsBrands.com. 

10. 2X Ecommerce

Hosted by Kunle Campbell, this e-commerce podcast is a conversation with successful entrepreneurs and marketers. Each guest on the podcast shares their secrets for getting their business off the ground, as well as strategies for growth, in simple, digestible steps. An ideal source of information for intermediate to advanced levels (the jargon can be a bit technical). 

Our favorite episode

Episode 4 of season 3, in which Kunle shares the fundamental pillars for generating rapid growth for DTC (Direct to Consumer) brands.

If you are an e-merchant, you know it: e-mail is one of the cheapest tools to build loyalty and communicate with your customers. But how do you set up an e-mail marketing strategy on your site? How do you acquire, leverage, and clean up your e-mail base?

In this series of EmailClub and Bigblue articles, we'll go over the essentials of e-mail marketing, so that you too can maximize this channel.

For the next 5 weeks, we'll be bringing you an article every week. At the end of this series of articles, we will compile all these tips in a white paper called "Everything you should know if you have one day to spend on e-mail marketing". 

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1. Back to basics: the principles of e-mail marketing for e-commerce

Setup and attribution

Whether you're using Klaviyo, Omnisend, Sendinblue, it's important to understand and set your attribution window.

You want to make sure to control the attributions so that you can be confident in the accuracy of your performance, and draw conclusions based on data.

What is the attribution window? It is the period of time during which a conversion will be attributed to one of your emails.

For example,  the default Klaviyo attribution is set to 5 days opens or clicks: a conversion will be recorded if the recipient of an email places an order within 5 days after the email was sent, as long as they have interacted with the email in the meantime.

We strongly advise you to set this to two days. For example, if you send an e-mail on Saturday morning, a conversion that takes place on Sunday afternoon will be attributed to it. On the other hand, a conversion taking place on the following Tuesday will not be attributed to this e-mail.

Mobile first

‍As with your website, you obviously need to think mobile when preparing your e-mail marketing. With almost 50% of the French consumers shopping online on their mobile, you can't afford to miss out on a mobile-optimized email marketing experience.

We recommend you start on mobile, then make sure your emails are compatible on desktop (by optimizing creatives for example) rather than the other way around. This way you will get a smoother result on mobile.

No lies

As with all of your communication channels, your customers will appreciate an authentic approach and truthful communication, especially when it comes to email promotions.

If you use a CMS that has an integration with your CRM tool (for example the Shopify Klaviyo couple), you have the possibility to automatically generate limited-time discount codes, which will allow you to offer limited-time offers without deceiving the consumer.

Imagine a customer who finds out the day after a limited time offer that the code is still working, you risk losing their trust. On the contrary, a customer who would not be able to use an expired discount code will be all the more reactive to your future promotions.

Be rigorous

Once your messages have been sent, you will not be able to modify them.

Remember to make sure that your links work, that your messages are coherent and without mistakes or typos...

Your brand image is at stake: prevent errors before sending your message.

A little tip: a cold reading often allows you to detect errors that you might have missed. Also, remember to systematically click on all the links in your e-mails.

2. E-mail acquisition

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In general, you have 3 main ways to collect emails on your site:

• During a cart abandonment
• With a form in the footer of your site
• With a Pop-Up, displayed during the navigation on your site

In Europe, the acquisition of e-mails must be done in accordance with the European Data Protection Regulation in force. This includes ensuring that you collect (and respect) users' consent to e-mail marketing messages.

In exchange for subscribing to the newsletter, it is often recommended to offer a discount on the first order.  

We will come back to this subject in more detail next week in a special PopUp and welcome series article, as well as in our white paper that will be released at the end of this series. You can pre-register here to receive it as soon as it is released.

3. Marketing automation

Marketing automation concerns all the messages that will be sent following the action of a prospect or customer on your website.

Whether it's about converting your prospects or retaining your customers, a good marketing automation strategy will help you boost the performance of your marketing strategy, and at a lower cost.

 In general, and in order not to make your subscribers regret having taken an action on your site, we recommend relatively short sequences of 2 to 4 emails. The exception to this rule is post-purchase flows such as customer onboarding or order anniversaries, which can involve a larger number of e-mails.

Sequences that must be put in place to maximize your performance:

A. Welcome Series: 2 to 3 welcome emails following the registration to your newsletter. Do not forget :

• Welcome promo code if you have one
• Remind the vocation of your site (to propose quality cat food)
• Present your entire range (with an integrated product feed)

B. Shopping-cart abandonment: 2 to 3 emails following a cart abandonment on your site

• 15mn/2h/1day is a good sequence (right after, a few hours after, the next day)
• No promo code on the first email
• If code afterwards, keep the same format (%vs€) and propose a better one on the last one
• Think of specifying on the last e-mail that it is the last one, to reassure your prospect that he will not be contacted indefinitely, and increase the urgency effect of your last offer
• Think about personalized coupon codes: unique and limited in time, they will have a positive impact on the conversion and will reinforce your authentic speech
• Couple this sequence with 2 sms (30mn - 2 days for example) if you send sms.

C. Post-purchase: repeat

• 2 to 5 in the first few weeks after ordering to maximize the customer experience and increase repeat business
• If you have a maintenance product, send an email about maintenance
• In general, the objective of this sequence is to bring value to your customers and to offer them complementary products and/or a discount on their next order at the end of the sequence

From newsletter registration, through shopping cart abandonment, to more advanced strategies such as loyalty programs, there is an infinite possibility of sequences to set up on your site.

We will come back to automation in more detail in dedicated articles, as well as in our white paper. You can pre-register here.

4. Newsletters

Newsletters are the ideal opportunity to communicate with your base at a lower cost.

Informative or transactional, they allow you to maintain your relationship with your customers, and to maximize the lifetime value of your customers.

Newsletters will be discussed in more detail in the last article of our series (as well as in our white paper ndr).

Find below your checklist to maximize this channel:

A. Anticipate
Prepare your editorial calendar 1 month in advance to be sure not to miss anything: commercial events, product launches, etc.
B. Segment
Select an active segment:

• Include: opened an email in the last X days (depending on your sending frequency)
• Exclude: bought in the last X days (the time to receive his order, very little thanks to Bigblue...!)
• Exclude: is in an automation sequence (so as not to confuse the performance of those)

C. Test
As always in e-mail marketing, tests will allow you to maximize your performance.

Tests to plan: day and time of sending, objects, formats, type of CTA, etc.
D. Alternate
Consider rotating content and promotion to ensure that you continue to provide value to your customers, and thus maintain their interest in your emails.

To sum up!

As you can see, there are many ways to maximize this exciting channel.

If you are an e-merchant and you are starting to do some volume, consider contacting a specialist to help you maximize this channel.

This article was co-written with EmailClub, an e-mail marketing agency for 7 and 8 figure e-merchants, you can contact them here.

Since 2020, e-commerce has consistently broken all growth records. Last year, more than 42 million French consumers bought online. This means that 4 million packages are delivered every day! And online sales account for 13.4% of retail. Good news, partially, for the environment. Indeed, ordering from an e-retailer is an efficient way to reduce car travel. 

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Storing products in warehouses also limits the energy consumption of physical stores. But the growth of e-commerce raises legitimate questions about its impact on the environment. The GHG (greenhouse gas) emissions of FedEx, UPS, and USPS carriers are equivalent to the pollution generated by 7 million cars in one year. That is why it is essential to work towards a greener approach to logistics and environmentally sustainable brands.

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And to meet tomorrow's logistics challenges, we have implemented tangible actions that we hold close to our hearts! In this article, we would like to share with you our commitments to sustainable logistics and green fulfilment.

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Launched the Collectif for Sustainable Logistics

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Bigblue teamed up with Hipli, Lizee, PickMe, and Coursier.fr to launch the Collectif pour une Logistique Responsable (Collective for Responsible Logistics) is a community of logistics professionals who are committed to working towards a smarter and more sustainable logistics industry in their respective fields. They have a shared vision, which they have articulated in their Manifesto.

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Through this collective, they aim to facilitate dialogue between different stakeholders in the industry and collaborate to rethink the logistics chain in order to make it more responsible.

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Green certification for our warehouses 

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With the boom of mega warehouses, storage spaces are often under the scrutiny of environmentalists. The buildings themselves are responsible for air pollution from increased truck traffic and loss of farmland.

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To transition towards greener logistics, Bigblue's warehouse in Tigery was audited and obtained the Ecocert certification. By doing so, we comply with the European regulation for reception, storage, preparation of orders (picking), and shipping. The Ecocert organisation, which operates in more than 80 countries, validated our operations based on the strictest ecological requirements to obtain the certification. 

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A strong commitment that allows us to offer sustainable brands working with Bigblue, environmentally friendly logistics!

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Plastic-free packaging for greener logistics!

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Consumers are increasingly becoming more exigent when it comes to environmental impact. More and more buyers are also choosing eco-friendly brands that privilege plastic-free packaging. More than half of them now say that recyclability, durability, and biodegradability of packaging are important factors in their purchasing decisions.

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To meet buyer expectations, we work to eliminate plastic from our parcels. We are replacing it with recyclable materials, with an eco-design approach: minimising energy consumption, transportation and favouring sustainable materials. Our wish is not to "eliminate" a source of pollution and generate a new one - by choosing an alternative that consumes a lot of water or does not meet the hygiene and safety requirements, for example-, but to transform the delivery chain positively.

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Logistics: 100% of our servers powered by green energy

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Data servers (or data centres) are essential in the network infrastructure, but they are also the Achilles heel of green logistics. They remain large consumers of energy... To reduce their impact on the environment, we have been thinking about solutions that consume less power.

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Among the solutions available to us: making our equipment consume less energy by limiting their need for air conditioning, which represents one-third of a data centre's consumption. For example, "free cooling" allows us to cool them from existing sources (outside air or heat removal at night). 

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100% of our servers are powered by renewable energies, which reduce the impact on the environment. A photovoltaic power plant or heat generated by horticultural greenhouses are among the avenues we will explore to achieve this goal very soon! 

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Teaming up with sustainable partners

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Our commitment to green logistics also includes the companies we work with. Among the partners who push us to the top in terms of ecological impact, we wanted to introduce you to: 

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• Hipli: a company that offers eco-responsible packaging, for an additional cost of only 2 euros. Fully reusable, your customers simply cut the seal, pick up their order, fold the package and slip it into any mailbox for free so that it can be picked up and sent to a new address;
  

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An algorithm to avoid delivery errors and optimise packaging

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We have developed a packaging optimisation algorithm. Bigblue calculates the ideal packaging to reduce the size of the parcel. Therefore, reducing the shipping costs and the carbon footprint of your deliveries. On average, the algorithm allows you to reduce the packaging volume of your orders by 22%.

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And to avoid delivery failures due to errors in the customer's address (autocorrect, typos, wrong postcode). We have created an algorithm that will warn you, with notifications or emails, if there are any problems with the address to avoid unnecessary return trips. 

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Highlight the environmental commitment of your brand with Bigblue

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More than ever, French consumers choose merchants who are committed to the environment. Indeed, more than 60% of them are concerned about the environmental impact of their online purchases. 

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To attract and retain these consumers, you need to highlight the sustainability of your brand, and communicate the efforts you are making to transition to green logistics. Bigblue will help you in this endeavour by sharing this commitment.

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Choosing us as your logistics partner is also joining our mission to work towards a more sustainable e-commerce.

E-commerce logistics are a real challenge for most brands. The goal is to wow consumers with an outstanding delivery experience at every touchpoint: the promise of a fast delivery, real-time tracking of their package, an unforgettable unboxing experience, and simple product returns in case they are not satisfied with their purchase.

As an e-commerce seller, you know it is easier said than done. So, what are the 7 most common mistakes to avoid in e-commerce logistics? How can you turn shipping into a delightful customer experience that increases your revenue? 

1. Poor stock management, a challenge for e-commerce logistics

Proper stock management is a critical success factor for e-tailers. Estimates vary, but inventory can represent between 30% and 40% of total assets for e-commerce brands. Whereas stock management errors accounted for over €255 billion in losses in revenue for e-tailers, representing 12% of their total sales.

A good organization must be in place to avoid : 

• Overstocking: keeping too many products generates costs of immobilization and returns to suppliers;
  

• Under-stocking: running on a just-in-time basis is a good bet as long as you are sure you won’t run out of stock. Nothing is more disturbing for buyers than not being able to buy something they want during Black Friday or Christmas because it is out of stock. 
  

The key to finding the right balance is to study the ratio between the customer acquisition efforts for each product and the sales volume. Your goal? Identify your best-selling products to avoid running out of stock, and exclude underperforming items.

2. Order processing errors

A diminished customer experience

When a customer orders an item from your e-shop and receives the wrong product, their first physical interaction with your brand is disappointing. On top of it, they need to put on additional work:

• notify you of the mistake;
• return the products;
• wait for the right product to arrive or getting reimbursed.

Depending on the situation, the customer has to reschedule the delivery with the carrier or go back to a relay point. This can undermine the trust between the customer and your brand. They will remember the quality of the product but mainly the fact that the delivery was painful.

Order processing errors are a waste of time not only for the customer but also for the brand.

The impact on revenue

As you can imagine, order processing errors impact your business. Delivery issues cost e-tailers more than €250 million during the holiday season and over €1.2 billion in potential lost revenue from shoppers who will not return after a poor experience.

One WMS company estimates that the average error rate is between 1 and 3%. With an average error rate of 2%, the estimate takes into account several factors:

• The cost of order fulfillment - whether done correctly or not it requires human work;
• Order mistakes dissatisfy customers, and it may impact retention;
• The cost of returning the products is your responsibility, which cuts into your margin. 
• The cost of shipping the correct item ordered necessarily adds extra logistics cost;
• The packaging costs double because you two products to be packaged (one for the wrong product shipped and another for the new product shipped);
• The commercial gesture to apologize for the mistake is sometimes necessary to keep the customer's trust.

E-commerce logistics comprehends several stages, each of which involves difficulty. It is up to you to monitor the quality of the delivery which is ultimately as important as the product itself.

3. Scalability: a real challenge for e-commerce logistics

The challenge of scalability for an e-tailer 

Scalability is your ability to handle the sudden peaks of growth of your business.

This means that when faced with growing demand, such as for holiday periods or sales, you must be able to put in place the appropriate e-commerce logistics to deliver, in time, a large number of goods. 

Therefore, the volume of requests also means the risk of additional errors: out of stock, wrong orders, missed deliveries, etc. All these elements are costly for your company.

E-commerce logistics facing scalability: some thoughts

First of all, with experience, you already know the periods of more intense purchases. Similarly, if you are developing a brand with a media spotlight on you, you should also be prepared for an order boom.

Then, as a business owner, it is up to you to make strategic choices to save time. For example, hiring a logistician is an excellent way to optimize order taking, packaging, and shipping. You can also hire temporary workers to whom you will have to devote enough time to train them properly.

Finally, if everything is done on the web, pay attention to your hosting. It's essential that your site can handle a lot of traffic during busy times. There is nothing more harmful to you than losing ordered baskets or having your website down because your traffic exploded.

4. Lack of real-time visibility: an opportunity for improvement

The importance of visibility for the end customer

For the consumer, having a "sense of control" over their purchase is reassuring. This requires letting track their package in real-time.

Thus, provide a place in his personal space that informs him of the progress of the order: the success of the purchase, preparation of the package, the shipment, the delivery etc. 

You can also do this via a mailing that informs him about the preparation of his order and its delivery.

Real-time visibility: an effective lever for e-commerce logistics

The real-time vision of your company allows you to optimize your logistic operations. It is clear that you can do it in-house but working with a logistics partner specialized in e-commerce, gives you global visibility on :

• the stocks ;
• the best-sellers ;
• the immobilized products ;
• the orders placed ;
• the status of delivery ;
• delivered orders;
• delivery failures and complaints;
• the generated turnover.
  

A well-built dashboard is a real way to identify the gaps and strengths of your organization and make strategic decisions based on them.

5. Hidden costs: the downside of e-commerce logistics

A lack of transparency on shipping costs weakens your brand's image. When you order a product, what could be worse than to find yourself with a bill that you didn't expect.

You then have the double mission to be precise on the delivery costs and to minimize their amount. High shipping costs discourage people from buying. 

Your goal? Find a balance between efficient delivery and reasonable shipping costs. The most important thing is to offer customers an informed choice. It's even more important because 59% of online buyers abandon their orders because of delivery options that are deemed unsatisfactory. 

Therefore, offering several options to your customer is a good solution:

• fast delivery ;
• standard delivery;
• delivery in relay points and lockers.

In each case, clearly indicate the price to be paid in black and white.

From a commercial point of view, free delivery costs, for standard and relay points, are highly appreciated by the consumer. But this is only possible if you can afford it and depend on the product ordered.

Dans chacun des cas, indiquez bien noir sur blanc le prix à payer.

6. The choice of a logistics partner: an objective analysis of existing solutions is required

If you've decided that "in-house" logistics management is becoming too messy, it may be time to professionalize your e-commerce logistics. Spending your time dispatching orders is not your core business. And, it would be more useful to devote your time to developing your business!

The first thing to do is to benchmark the logistics providers on the market. At Bigblue, we are here to help you grow your e-commerce with an outstanding delivery experience. 

Laure Babin, founder of Zèta Shoes, spends 20 minutes in the morning, and 20 minutes at night to manage her logistics through Bigblue’s platform. We have helped her scale from 100 monthly orders to 10 000 with automated logistics.

Ready to turn your logistics into a growth lever? Let’s talk!

7. Returns management errors

Let’s start with the bad news: you will not be able to avoid reshipment. However, they can become an opportunity! If correctly implemented, a returns policy for e-commerce offers you the chance to prove to your future clients that you care about their needs and address their concerns. This is particularly important, knowing that most e-tailers don’t meet the expectations of their customers.

A well-thought product returns weigh in more heavily than we could imagine in the success of a brand. Even more so, knowing that 92% of buyers indicated they would buy again on the same e-shop if the returns processes are simple. 

Being slow to meet customer’s demands concerning returns can negatively impact your revenue. Buyer dissatisfaction will quickly show on client’s ratings and reviews about your e-commerce. This will also be the case for negative comments on your social media. 

f left unattended, your brand image will suffer, and you’ll struggle even more to convince new clients to trust you. A vicious circle to avoid…

Operationally, an inefficient e-commerce returns policy will make you waste a lot of time. And thus, it will distract you from growing your business. In this blog article, we tell you how to build an effective returns policy.

Black Friday and Cyber Monday (BFCM) have become consumer staples, with 51% of UK adults planning to spend during the Black Friday weekend.

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In 2022, consumers set a record, spending $9.12 billion online, as reported by Adobe Analytics. For e-commerce companies, it's the most favourable and profitable period, especially for shoes, fashion, and accessories.

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Due to the high demand, be prepared to optimize this period. Here are some logistical tips for managing peak periods.

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With an average budget of £190 for Black Friday, UK consumers intend to make the most of it! At Bigblue, we've seen some brands multiply their sales by 4X during this period. 

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1. Anticipate stock shortages

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Your challenge? Identify your best-selling products and make sure you have enough available units in stock. There's nothing more frustrating for a customer than to search for the right product, only to find that it's not available. 

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For brands, stock-outs mean lost customers and lost sales. According to Veeqo, 70% of consumers would buy from a competitor if the product they are looking for is out of stock in your shop.

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1.1 If you manage your logistics in-house, prepare to pack a high number of parcels.

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Faced with a peak of orders and shipments, define an optimal organisation to avoid errors and delays in delivery. Indeed, it is very likely that you will spend your days preparing the packages and shipping them via Royal Mail or your carrier partner.

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Remember that 84% of buyers say they are unlikely to buy from a company again after a bad delivery experience.

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1.2 Externalised logistics in peak periods: communicate with your logistics partner

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Outsourcing your omnichannel logistics is an effective strategy. It frees up your time to focus your efforts on your business, customer acquisition, and loyalty.

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But during peak periods such as Black Friday Cyber Monday period, you should provide a precise brief to your logistics provider so that he is, in turn, armed to face the rush. 

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<sub>Bigblue Tips

Gain full control of your inventory with Bigblue: receive proactive alerts to prevent stock shortages during BFCM, and monitor orders, returns, and inbound shipments in real-time for efficient problem-solving. Start with Bigblue today!</sub>

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1.2.1 Make sure your logistics partner is ready

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Make sure that your logistics partner can manage the peak periods and alert him on the arrival of your goods at the warehouse, your promotions, and the avalanche of orders he will receive. 

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Allow an extra month for the arrival of your products at the warehouse and make sure that the merchandise is in stock.

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With accurate data, your logistics partner will be able to anticipate his needs in staffing, storage, and transportation.

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1.2.2 Share your stock planning forecasts.

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In the end, it's all about organisation and passing on information.

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We advise you to share your schedule with your logistician. He will be better prepared to organise receipts and stock entries. Above all, he will inform you as soon as possible of any possible gaps in quantities and delivery delays.

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2. Delivery options

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Customers have a lot of expectations about delivery speed. Since Amazon Prime started offering express delivery, consumers have become very demanding. 

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To meet customers' demands, we advise you to offer several delivery options: express delivery, free delivery, pick up point delivery, and standard delivery.

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2.1 Master the delivery time

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BFCM periods are known for longer delivery times.

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To avoid unpleasant surprises for the customer, be transparent on your cutoffs. Inform them about shipping times as soon as they place their order.

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Also establish a scrupulous tracking of the parcel and indicate the status of their purchase in their client space or by e-mail:

• preparation of the parcel;
• delivery of the package to the carrier;
• last-mile delivery tracking.

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This way, the customer will have a real-time view of the package, and above all, good communication will take away the stress of the delivery.

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2.2 Offer multiple delivery options

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2.2.1 Express delivery

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Part of Amazon Prime's success is their fast 1-business day delivery on about 2 million items. Consider offering your customers at least an express delivery option.

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During Black Friday, play the game. You can take a cue from CAVAL, which offers several options:

• delivery in a pickup point: free, 3 days delivery
• home delivery: 6 euros, 2 to 3 days
• express: 12 euros, 24 hours

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What do consumers appreciate the most? The choice on the delivery time and the transparency on the prices.

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2.2.1 Opt for an environmentally friendly approach for your express deliveries

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You have the option of choosing less polluting transportation. 

At Bigblue, we partnered with different carbon neutral carriers like Colissimo for their carbon-free option with their electric fleet.

Working with this type of company is good for the planet but also for your brand image. You gently sensitise your customers without falling into greenwashing.

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2.2.2 Standard delivery

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Express delivery, although much appreciated by customers, pollutes 30% more than standard delivery.

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To limit the craze for express delivery, propose alternatives by explaining the benefits for the consumer:

• standard delivery, which is the least expensive for the customer;
• delivery in pickup points is free and allows the customer to pick up his parcel whenever he wants.‍

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2.2.3 Free shipping

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We don't recommend passing on the cost of shipping to your customer. In fact, according to the Baymard Institute, 53% of consumers abandon their shopping carts because of high shipping costs.

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Most of your customers will expect free shipping. So it's part of the norm... 

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We can say that it is an essential lever to sell your items. But, don't lose out either! You can encourage spending a certain amount before offering free shipping.

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_{Bigblue Tip
The most important variable to take into account is the ratio between your expedition costs and your revenue. We advise our clients to offer free shipping for purchases equivalent to 10 to 15% superior to the average shopping cart.}

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3. Limit waste and promote eco-friendly packaging

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The packaging, and the phenomenon of over-packaging that results from it, are polluting.  Unfortunately, Black Friday and the holidays accentuate this phenomenon. What can you do to reduce your impact?

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3.1 Opt for eco-friendly packaging

According to Hipli, Bigblue's eco-friendly packaging partner, delivery represents 218 million tons of delivery package waste per year. In response to this, Hipli proposes to use the same packaging several times.

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It’s pretty simple:

• You buy reusable packages on their platform;
• You send the order to your customer;
• Your customer sends the empty parcel by post, free of charge for him, to the Hipli centre, which will reuse the packaging.

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^{At Bigblue, we do not use bubble wrap or polystyrene. To achieve zero plastic, we choose suppliers who pay attention to the composition of the packaging and its recyclability.}

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Moreover, consumers are increasingly sensitive to the ecological cause. Favour a customer experience that takes this new value into account.

In 2022, approximately 80% of UK consumers expressed a preference for eco-friendly packaging materials. Additionally, the same proportion of shoppers, 80%, perceived that online deliveries included excessive amounts of packaging.

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3.2 Customise your packaging

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Personalisation is an essential element if you want to offer an optimal and very differentiating experience to your e-commerce customers. Therefore, it is crucial to find a logistics provider who can help you personalise your packages with your brand's image to anchor it in the minds of your consumers! 

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Think about adding a thank you letter in your packages, small gifts, and promo codes for the upcoming activity peaks. This will help you create the best unboxing experience possible and encourage your customers to come back to your site for more purchases in the future. This way, you will build loyalty and create a long-term relationship with your buyers. 

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Customers well perceive this approach. Companies like Sézane or Lush have understood this since they integrate the quality of the packaging in their marketing strategy.

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3.3 A commercial gesture: Gift notes!

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Peak shopping times like Black Friday and Cyber Monday often align with gift-buying occasions, particularly Christmas. These purchases are more than just items, they represent feelings of affection and care.

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_{Bigblue Tip
The little extra: allow your customers to add a personalised note for their gifts purchased in your e-commerce. If you wish to offer them this option, book a demo with our team.} 

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4. Returns management: Black Friday’s hangover!

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4.1 Managing product returns

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Mass promotions during Black Friday make consumers particularly euphoric. 72% of them want to get "good deals" for their Christmas shopping, which leads people to buy products they don't want.

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This is even more true for ready-to-wear, as the return rate for clothes and shoes is 18.8%.

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We can therefore say that order returns are now an integral part of the user journey.

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4.2 Peak Periods: how to manage returns?

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4.2.1 An efficient customer support

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The 2022 Zendesk Customer Experience Trends report reveals that 93% of consumers are inclined to spend more with companies that avoid making them repeat information. One of the most substantial frustrations is the difficulty of reaching customer service.

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One of the keys to getting through Black Friday is to plan for more robust customer service. But, there are other tricks to avoid e-mails and phone calls explaining the return policy:

• Prepare a FAQ with all the most basic questions: how do I return my package? What is the return period? In how many days will I be reimbursed? The objective here is to anticipate the customer's pain points and to relieve you of an information service.
• Use personalised tracking e-mails to reassure your customers. 60% of brands do not inform customers of the status of the package during the return. Yet, returning packages is always a stressful moment for the consumer.
• Describe your products in detail and take realistic photos of your products. For example, for clothing, it is crucial to be precise about the sizing. It is the same for the colour. 

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4.2.2 Be prepared for the avalanche of returns

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Package returns are an integral part of the shopping experience. And, there's nothing more unpleasant than being stuck with an item that doesn't fit and that you can’t return.

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During peak periods, strengthen your teams and make the return experience easy for customers by implementing :

• free of charge;
• the already prepared shipping label ;
• return from a pickup point which is the preferred way of return;
• extension of the return date.