Learn how to reduce WISMO calls through your post-purchase emails

Startup Desktop

As a growing business you can process quite a few orders every month, and with these orders, come WISMO calls. ‘Where is my order?’ is the most common inquiry received by businesses. This can have a dampening effect on operations, especially if that time can be better spent tending to more critical issues, or support requests.

Even though you might have this issue addressed within your FAQ, and other places on your website —  most people aren’t satisfied with general delivery estimates, especially if you happen to go over by a day or two. This is where real-time order tracking comes in, where merchants can leverage a robust portal, using Tracktor and resolve the “what, when, and where” in a scalable fashion. Allowing customers to view their order status on your store, with or without an account.

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Although, now you can take this a step further using Spently’s integration. Spently’s primary function is to allow merchants to customize their store notifications and enhance their post-purchase experience. Note, these store notification emails are automatically sent based on shoppers interaction with your store, and Shopify. This is made possible by using the Spently builder’s drag and drop functionality — making it possible to include marketing components in your most opened emails, and leveraging them as marketing opportunities.  

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These marketing components include,

  1. Product recommendations

  2. Unique discount codes

  3. Referral codes

  4. Navigation bar

  5. Social links

In this case, a Tracktor component that you can include in your order confirmation, shipping confirmation, shipment out for delivery, or shipment delivered email. What’s interesting about this is that now you no longer have to manually insert the code within your existing email templates.

Why does this matter? I know I mentioned that your Shopify notification emails are your most opened emails, but let’s add some numbers to this claim. According to Experian, order confirmation emails have an open rate of 114.3%, and shipping confirmation emails at a 107.4% open rate, with the other emails listed above in the same range.

Although, this isn’t all that surprising since the first thing people do after placing an order is to review their email receipt or order confirmation email. To make sure the address they wrote was correct, or if that discount code was applied properly.

I know what you’re thinking, Sal this seems completely subjective, and you’re right. So I carried out a small poll at our office here in Toronto, and my hypothesis was validated with 90% accuracy. Leaving only a handful of my co-workers that aren’t as crazy about checking their order confirmation emails (and now I’m not too crazy about them.)

Nevertheless, this provides us with a captive audience, that you as the merchant can leverage to not only drive revenue, like so many of our merchants have, but also address WISMO calls.  

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How can you get started? First, you’ll need to have Spently installed, along with Tracktor. Once you're in our builder, you'll be guided by our wizard and prompted to choose one of our themes for your email templates. Each of these themes will include support for all your Shopify notification emails. We also support integrations with popular theme developers, so you’ll be able to choose a theme that matches your store’s look and feel.

After that, you’ll be prompted to create an email set where you’ll customize each of your store notification emails, and have the opportunity to include any of the five marketing components listed above, along with the Tracktor component.

Thus reducing ‘Where is my order?’ or WISMO calls.  Self serve order tracking can significantly reduce your support requests, which allows for better use of your time, tending to other issues — creating an increase in satisfaction for your existing customers, and being granted more time to nurture support requests related future sales.

While in tandem exposing your customers to consistent branding from checkout to delivery, fostering customer retention by engaging with your customers after they’ve made that first purchase through contextual, and timely updates. This goes a long way — most companies don’t realize the fact that it costs five times as much to attract a new customer versus retaining an existing customer.


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