Product Specific Email Addenda

Wednesday, March 18th, 2015
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As you probably know by now, we at Nexternal are very big on the types, the frequency, and the kind of content sent via email to your customers. In the past, we’ve covered topics on email ranging from order confirmation to those of the re-marketing variety and almost everything in between…almost. Another area worth considering is email content that is determined by the product(s) the customer has purchased.

Order confirmation emails are nothing new, of course. However, many merchants fall short in this area by sending the same blanket email to all customers regardless of what was purchased: A brief ‘thank you’, followed by the products, shipping, and tax in the order. But did you know that you are able to supplement the content in your order confirmation, order shipped, and order update emails? What this allows you to do is enter specific information item by item, to ensure that when a particular product is purchased, the confirmation email one receives will be unique. 

Ideas for customization include but are not limited to: Upselling/Cross Selling product content to attract interest in related items, Nutritional Information for those in the food industry, User manuals, Care instructions, Driving Directions for event registrations or in store pickup, or a link to a product survey. Some may elect to include additional language on how one’s recent subscription will work going forward.


You may even consider embedding a coupon at the product level for savings on future orders of that item.


With this idea, the options are limitless and you’re able to truly tailor the email experience on a customer by customer basis based on their purchase behavior. While it’s always import to thank customers and include order contents, each email is not just a mechanism to confirm order info, but also an opportunity to re-engage buyers, extend your brand, and demonstrate your commitment to customer service.

Nexternal users can enter product specific email addenda on page two of product’s detail page.

Chris is a Senior Account Executive at Nexternal and has been with the company since 2005. Before joining Nexternal he worked in the cloud-based educational software industry. Chris enjoys establishing new relationships with online merchants and working closely with those clients as they grow.