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This is exactly what overdelivery is all about: delivering more than promised to add value to the product and thus surprise the customer during their shopping experience. With this strategy, you attract the customer's attention and, therefore, contribute to increasing their satisfaction.
Content
How does overdelivery work in practice?
Overdelivery with email marketing
Regular feedback
Maintain engagement
Testimonials to build credibility
4 tips to optimize overdelivery
1. Know your customers
2. Ensure good service is provided
3. Think beyond freebies and discounts
4. Be consistent
What do customers want from e-commerce delivery?
Different delivery options
What should a good delivery experience look like?
How does overdelivery work in practice?
The main goal of adopting overdelivery in your business goes beyond just attracting new customers, but also keeping your brand in the preference of those who already consume your product. In practice, you can use the following tactics to impress customers:
Free shipping offer;
Gifts;
Discount coupons;
Loyalty plans;
Custom packaging;
Free samples.
But remember: it is not enough to adopt these practices in isolation, but to know how to exceed customer expectations with a set of actions. And overdelivery with email marketing is the best way to inform the customer about the benefits you can offer, beyond simply delivering the purchase. The truth is that the way you will put overdelivery into practice may vary, the important thing is to communicate well and show that you care and are committed to maintaining a good relationship with your customer.
Overdelivery with email marketing
Although it is far from being a new strategy, overdelivery has gained momentum with the expansion of the digital market. This is because, as there is no experience with the physical product before purchase, only the content about that product available online, people research more and demand more arguments to close the purchase.
In this context, overdelivery has come into play as a way to show these consumers that it is not only safe to buy online but that they can also obtain other advantages. Unlike conventional markets, on the internet, it is still possible to expand the frontiers of sales, reaching more users with your product.
But how do you communicate with customers who are physically so far away? The communication barrier between consumers and companies is increasingly decreasing, as customers understand that email can be an effective channel for exchanging information, asking questions and making requests.
But of course, companies need to do their part too. It’s important to continually look for ways to improve how they communicate with their customers, responding quickly and offering the best solutions to problems that arise.
Although many alternative platforms – from social media to WhatsApp to chat solutions – have gained popularity in the digital age, email marketing remains essential in the relationship between companies and consumers. Not only because it is the channel with one of the best ROIs , but also because it is among the most efficient communication channels, both for B2B and B2C businesses.
Thinking about reinforcing the importance of overdelivery with email marketing , we have gathered some advantages of having email as an ally when putting this strategy into practice. Check it out!
Regular feedback
Follow-up emails, especially after the sale, add a lot of value to your customers’ experience with your brand. They ensure that consumers are satisfied with the service you provide and that they feel valued enough to have their opinions heard.
Collecting customer feedback allows you to review your communication strategy and identify potential flaws in the sales process. And if you have a segmented base, it becomes even easier to send the right email at the right time. After all, you can get to know the different profiles of your audience better to achieve higher open and click rates.
Maintain engagement
And speaking of opening and click rates, overdelivery with email marketing is the ideal strategy to generate greater consumer engagement with your messages, offers, promotions and rewards. After all, informing about the advantages of overdelivery through your campaigns brings important triggers , such as exclusivity and urgency. So, you can not only produce positive results with a specific customer, but also turn them into promoters of your brand to acquire new prospects.
Testimonials to build credibility
One of the most critical aspects of a relationship president email lists between brands and customers is trust. Therefore, making testimonials from other customers available on your website is an excellent way to demonstrate the transparency of your brand.
And, of course, it is also essential to implement emails to promote internal customer support to resolve issues that require more attention. If you have a Customer Support team, this team can collaborate in this context, promoting initiatives to increase the satisfaction of your base, boosting loyalty rates.
4 tips to optimize overdelivery
It’s quite possible that you’ve already put this concept into practice at some point when you were trying to close a sale. After all, as we’ve already said, overdelivery isn’t a new strategy, but it wasn’t that well-known – or maybe not under that name.
In any case, the focus here is on how to improve the consumer's shopping experience. Therefore, we have put together 4 tips for you to use overdelivery to your business's advantage. See below:
1. Know your customers
To please your customer, you need to know them and know if you are delivering something they want or really need. That's why it's important to always be close by.
So, do more research into their preferences and value the feedback they leave on your contact channels. By listening to your customers, you will be able to please them more precisely, without going overboard and in line with your goals.
What problems does your audience face every day? What type of content do they consume? This information influences not only the creation of your product, but also the promotion and availability of it on your website.
2. Ensure good service is provided
There is no point in offering free shipping if your product is poorly packaged and arrives defective. You must be sure that you are successfully delivering what you promise to ensure customer satisfaction.
3. Think beyond freebies and discounts
Overdelivery should be thought of strategically and in a complementary way to add value and make the customer's experience with the brand memorable. Therefore, be careful not to just throw the benefits at the customer's lap. You need to plan everything from how you will communicate these advantages to after-sales, monitoring how the overdelivery was received by the consumer and how it was useful in their daily lives.
4. Be consistent
If the description of your products is not consistent with the images available on the website, for example, the customer will not even be able to identify how to buy the products and may not even complete the purchase. Therefore, before thinking about overdelivery, it is essential to think one step ahead, about how you are offering the goods on your website.
Make sure that all elements are aligned with each other and, most importantly, aligned with the interests of your audience. Only then will your message be relevant content for them. And only then should you focus on planning how to add value to your deliveries.
What do customers want from e-commerce delivery?
When it comes to sales, the customer always comes first. This is true from the moment a user first searches for a product to the moment they make a purchase decision.
It is true that there are several strategies that you can implement to provide the best shopping experience for your target audience. In this article, we are talking more specifically about overdelivery.
The concept defines the act of “delivering more than is asked for or expected”, that is, “exceeding expectations” and even “delighting”. Delivery is a key factor in customers’ decision to buy online, so make sure you are meeting your consumers’ expectations.
