Retail Branded Emails Key to Driving Engagement

Retailers and brands that outsource post-purchase updates to third-party courier or fulfillment companies could be missing out on valuable customer engagement opportunities. This is according to the latest research from delivery management platform Scurri.

In its 'Getting personal in the last mile and beyond' In the report, research among 1,000 UK consumers showed that 81% always open delivery updates from a retailer or brand, while only 38% always open non-branded updates detailing the progress of their delivery.

There is a lot of anecdotal evidence about consumers being frustrated by receiving a delivery update from a courier company without mentioning the retailer or the product, leading to confusion about what exactly is being delivered.

In this study, 53% of respondents said they find it confusing to receive unbranded updates from a carrier or courier company…as they don't always know which order it refers to,” rising to 65% of Gen Z and Millennials “indicating lost opportunities among prolific and online-first buyers.”

And the report highlights that “unbranded delivery upgrades risk eroding trust among shoppers who are increasingly intolerant of poor customer experience,” with 69% of respondents indicating they distrust the upgrades. of third-party delivery because they believe they could be scams, increasing to 76% of Generation Z buyers.

Once opened, delivery update emails “offer brands and retailers the opportunity to further engage with shoppers based on their personal preferences; 55% of respondents say they are happy to receive personalized offers on updates and shipping, but only if they can opt out. Brand communications once the item is delivered. Meanwhile, another 42% of shoppers said receiving personalized offers in delivery updates “is a benefit that makes them more likely to make a repeat purchase.”

Rory O'Connor, founder and CEO of Scurri, said: “The most notable finding is that customers will open emails if they are from the retailer or brand, as opposed to a third-party courier or carrier. And while fulfillment companies can also start customizing updates, there still seems to be no better or more impactful solution than direct communications from the retailer.

“At a time when it is increasingly expensive to acquire and retain shoppers, and even more difficult to get customers to convert for both structural and economic reasons, a well-orchestrated and personalized post-purchase strategy gives retailers the opportunity to get closer to your clients. shoppers and delight them with an excellent experience that strengthens direct relationships with customers and encourages repeat purchases.”