Actionable Optimisation

Actionable Optimisation #50 – The Check-In Email

 June 7, 2021

By  Will

Enhance the Customer Experience and Build Brand Loyalty with Purchase Check-In Emails

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No, we’re not talking hotels or airlines here.

But the check-in email is something every business that sells something should be doing.

Checking in on your customers.

How many times have you purchased something online, and the first thing you hear from the retailer after you receive it is ‘how would you rate your purchase?’ With a link to a review platform.

It’s almost like they don’t really care, and to be honest, a lot of businesses don’t.

But you can stand out and immediately start to build on that customer relationship.

The moment your customer opens their package should be an exciting moment, as whatever they order should be about to solve a problem for them.

The last thing they want is to be asked to do something.

But a company just checking in on them?

Not only is it quite a novel experience, but it makes the customer feel like the company is there for them.

Ask them if everything is ok with the order, was anything missing or not as expected, do they have any questions about the products? Maybe around how to install or set it up.

The whole purpose of this email is to make it sound like the company is there for the customer, and is taking the time to check in with them, proactive customer support you might say.

You’ll make the customer happier, it builds engagement and loyalty to a brand, and if something has actually gone wrong, you’ve got the chance to fix it before that review request does come through

As a transactional email, and if you make this clear with the subject line, engagement rates will be higher than with marketing messages, so it’s a great opportunity to make sure that the emails your customers read make them happy to hear from you.

It's also worth noting that this doesn't have to just be soon after delivery, depending on what the product is it's definitely worth checking in with a customer.

If they've bought a new sound system, a computer, or even some kitchen appliances, check in after a week or so to see how they're actually getting along with it, and whether they're actually getting full value from it yet.

Check-in email


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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