How do you gamify emails to generate more website traffic?

As an e-commerce brand, you naturally want to seize every opportunity to connect with potential customers. In this blog, I’ll give you tips on how to generate more traffic by “gamifying” transactional emails. This strategy works best within the first 30 days after a purchase, as repeat purchases are highest during this period.

The 30-day period

It’s essential to understand your customers. One of the most noticeable trends we’ve observed is that the likelihood of a customer making a purchase drops significantly after 30 days from their first purchase. This shows that the initial post-purchase phase greatly influences customer behavior and loyalty.

What does this mean for you?

The first 30 days after a customer makes a purchase should not be neglected. This is your best opportunity to guide them towards a second purchase. During this period, customers are more open to communication from your brand.

However, don’t overwhelm your customers with messages. This is often perceived as annoying. The quality and relevance of your emails matter. Information that adds value to the experience can make the difference between a one-time customer and a loyal one.
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Gamify the post-purchase flow

By gamifying your post-purchase flow, you can enhance the customer experience and generate more traffic. Here’s how to do it effectively:
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Be proactive

Establish contact points right after the purchase. During the period between ordering and receiving, the customer is most excited about their decision. This makes the customer feel appreciated.
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Make it a game

Quiz questions are a fantastic tool. Sending a fun quiz question to customers allows you to achieve two goals simultaneously:

• Engagement: You keep them involved with your brand, making it more likely they’ll return to your website.
• Education: You inform them about your product, which reduces the chances of returns or dissatisfied customers.
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Engaging content works

The goal of the post-purchase flow is to drive customers back to your website and encourage additional purchases. Offer engaging content such as blogs, videos, or tutorials. This content should be easy to find—perhaps via a special category on your website or through emails in the post-purchase flow.

Gamifying the post-purchase flow is about more than just games. It’s a way to create engagement, loyalty, and repeat purchases.
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Don’t neglect transactional emails

Transactional emails are a goldmine for improving the customer experience and driving traffic back to your website. But why?

• Building trust: Customers expect transactional communication. By providing timely and accurate information, you can build trust and credibility.
• High open rates: Compared to promotional emails, transactional emails have much higher open rates. This is an opportunity to engage customers when their attention is there.
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Real-time updates and communication

Customers appreciate real-time updates about their orders. It reduces anxiety about whether an order will arrive. Proactively provide information about the status of the ordered product. This lowers the number of customer service inquiries about order status.
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Custom tracking pages

Instead of directing customers to external courier websites, you can create custom tracking pages. This not only offers a better experience but also provides an opportunity for cross-selling or upselling. If you use Shopify, you can integrate Wonderment to incorporate such a tracking page into your customer journey.

Add product recommendations, tutorials, or even user-generated content to these pages. This way, you keep the customer as engaged as possible with your brand while they track their order.

Transactional touchpoints do more than just inform the customer. They are opportunities to engage, surprise, and add extra value. Utilize them and turn customer interactions into a better customer experience.

Additional tactics for more traffic

Contests

Everyone loves to win. With a contest, you generate excitement, engagement, and more traffic. You can set up a simple game like “Spot the Differences” or “Guess the New Product.” Combine the contest with exclusive offers for participants, and you’ll gain more engagement.

Better deliverability through engagement

You don’t want your emails to end up in the spam folder. High engagement helps prevent that. Focus on these 4 points for more engagement in your emails:

• Regularly clean up your email lists to stay relevant.
• Use catchy subject lines (Read here 7 secrets for great subject lines).
• Create personalized product feeds.
• Add interactive elements like GIFs or videos.

Remember, an opened email is a chance for a click to your website.

Quiz on the website

A quiz is a great tool for education and promotion. For example, a skincare brand could offer a “Find Your Skin Type” quiz. This leads to tailored product recommendations for the user. Not only does it drive more traffic, but it also adds value to the customer, increasing the likelihood of a purchase.

You need creativity, timing, and an understanding of your customers to set this up properly. Ultimately, loyal customers are inevitable if you experiment with all the strategies in this blog.

Do you have any questions after reading this article on how to generate more traffic with emails? Get in touch for further advice!