You have a fantastic source of revenue that you may not be aware of sitting right in front of you.
No really, it’s true. Your current customers are also your best customers, and should be a key area of focus for your marketing efforts. For example, Marketing Metrics asserts that businesses have a 60 to 70% chance of selling to an existing customer. The prospects for selling to a new customer? Only 5% to 20%.
People that have already purchased from you are more likely to purchase in the future. You can take advantage of this fact by making the most of your communication with these customers and either offering upsells or promotions to encourage them to purchase again. This increases the LTV of your customers with minimal effort.
This is the driving principle behind Receiptful, a new product for WooCommerce. Receiptful is built by WooThemes co-founder and former CEO Adii Pienaar, and it’s geared towards effectively marketing to your existing customers via one of the most read but under-utilized communications between your store and customers: order received emails.
Oh, and you can use Receiptful to drive revenue for free. No fake – the service is free to use and currently supports WooCommerce with other integrations on the roadmap.
Receiptful was inspired by this post on email receipts from Jimmy Daly at Vero. Most email receipts give customers the basic information about their order – a receipt for their records, what was purchased and the shipping method chosen, and perhaps includes some order status or tracking information.
However, Daly writes that this email is vastly undervalued by stores, as customers have just purchased and given you explicit permission to email them. Receiptful is designed to turn this email into a selling opportunity and a way to turn customers into repeat purchasers.
So why emails receipts? Because almost everyone opens them. Receiptful studies open rates, and came to this conclusion:
During beta, we have tracked open rates on receipts to be in excess of 80%. No other form of e-mail marketing can regularly get close to that kind of attention (and opportunity).
Receiptful combines the attention that order received emails get with promotions or upsell / cross-sell opportunities, which are incredibly effective. For example, as far back as 2006 Amazon, reported that 35% of its revenues were as a direct result of its cross sales and upselling efforts (Source).
Receiptful founder Adii Pienaar has seen this already with the first merchants to use Receiptful:
Data in our first month shows that our customers have experienced an increase of up to 5% (i.e. additional revenue directly related to an upsell in a receipt) in their overall revenue since implementing Receiptful.
Receiptful is designed to deliver attractive and effective emails for your WooCommerce store, increase revenue from existing customers, and you can get started with $0 and about 10 minutes.
You’ll need to setup a Receiptful account and install a connector plugin to get up and running, which took me about 10 minutes total. Once you’ve signed up for your free account, you’ll get an API key to connect your store.
Install the Receiptful for WooCommerce plugin, and this will add a settings page to add your API key. This is all you need to do for setup!
The only other thing the plugin adds is a new option under WooCommerce > Settings > Emails to disable your Receiptful emails if desired. Once you’ve set up your account and connected it to your store, you can then create your emails.
Your Receiptful dashboard includes an option for creating your email template. You can add your logo and adjust colors as needed. You can also add your store information and a standard email message that will be included in all order received emails.
There are some merge tags that you can use in your email templates, which are available in a slide-out menu. No HTML can be accepted in the template, but you can insert customer names, dates, and receipt info via these merge tags.
Once you’ve created your message and template layout options, you’ve created the bulk of your email. You can now add upsells.
Upsells will be added to your email after the message, and can be before or after order details. There are a few types of Upsells included: Custom, Discount Coupon, Shipping Coupon, and Similar Products.
The custom type will let you create a customized call to action section with a title, message, and call to action button (with link). This can be used to drive traffic to a particular product, page, promotion, survey, or any custom link.
The coupon upsells can be used to automatically generate a coupon for the customer upon purchase. Receiptful uses the WooCommerce REST API to create the coupons, so you won’t have to do any creation or management to use this upsell. Add your title and description, as well as an expiration date and your discount:
Once you do, this upsell will create a new, one-time use coupon for each customer and include the unique, random code in the email receipt.
The product upsell type will recommend similar products for customers based on the product tags and categories (though the development team is continuing to work on this to make sure the algorithm provides the most relevant recommendations).
The product titles an a description excerpt will be shown in the email if this is active.
Once you have some upsells created, you’ll need to choose which campaign can be active, as only one upsell can be added into your email at a time. You can simply click “Activate” to swap between upsells in order to create upsell campaigns. As you can note the date you switch and pay attention to conversion rate, this can help determine which upsell is most effective for your store.
As all of the interaction with your store is done in the background, you don’t need to worry about tracking coupons or changing options. The coupons created by Receiptful will have unique codes when created, and will reflect your expiration date and discount options.
They’ll also be limited to one-time use so that they can’t be shared with friends or on coupon sites.
Receiptful also interacts with a couple areas of your WooCommerce site. Once it’s been activated, it will replace the “Processing Order” and “Completed Order” emails in your shop so that only one receipt is sent when the order is paid. These emails will be disabled from your WooCommerce settings.
The order details for customers when viewing their accounts in your store are also changed. Rather than a “View” link to see order details, they’ll be able to view the detailed receipt generated by Receiptful.
You’ll also see an order note in your admin to let you know that the email was dispatched successfully.
My favorite part about Receiptful are the reporting options. You won’t have to guess at how successful your order received campaigns are; everything is tracked. You can view sent emails, opens, and clicks from your Dashboard:
This lets you see conversion rates for your emails, and you can also view the statistics by day in the detailed view below the reporting graph.
Coupled with the upsells, this can be a great way to test what kind of upsells lead to new sales at the highest conversion rate for your store. The detailed breakdown can also let you view customers to see customer data, how many emails have been sent, opened, and resulted in clicks, as well as the customer value. The sent receipts view will provide metrics on which receipts resulted in opens and clicks.
The best part of all of this is that these are sales for which you paid no customer acquisition costs. You’ve successfully begun to improve your customer LTV. 🙂
Receiptful is designed to automate and track your Order Receipt emails, and I found it very easy to use and set up. I really liked the ability to automate upsells as part of the receipt emails and activating them to create “campaigns” is pretty neat. I’d like to see more integration between the active upsell and the reporting options (i.e., knowing conversion rate of an upsell) in the future as the app grows (which is in the plans for the development team).
Expanding and tightening this WooCommerce integration is next up on the roadmap for Receiptful, which is good news for WooCommerce store owners. As Receiptful is using the WooCommerce REST API to automate a lot of functionality for you and interact with your site externally, you’ll need to be running at least WooCommerce 2.1 to use it, so keep this in mind.
As for users of other eCommerce plugins, there are also plans to eventually integrate with some of the other WordPress eCommerce plugins as well, then perhaps integrate with non-WordPress eCommerce platforms.
In the meantime, if you’re a WooCommerce store owner, you can check out Receiptful now for free. While there are premium features coming, the current version of the service is precisely $0, so you can start driving sales from existing customers immediately.