RAAK_Blog-Header_Sending e-receipts all the do’s and don’ts

Sending e-receipts: all the do’s and don’ts

Today, receipts are frequently sent out via e-mail. And that’s interesting, not only for ecological reasons, but from a marketing point of view as well. That’s why we want to give you some insights on how to keep a good balance between the primary purpose of your e-mail, sending an e-receipt, and the added marketing value you can tap into.

Many brands are already sending digital receipts, and this doesn’t apply to e-stores only. A sales assistant in a brick-and-mortar store can also ask you if you want your receipt emailed to you – which often happens just minutes after you’ve bought your item. Brands couldn’t ask for a better opportunity to gather customer data. But be careful about how you use that data: there are some rules to keep in mind when sending out your e-receipts…

Receipt content vs marketing content
Keep in mind that the main reason of your email is to get a receipt to your customer. Put the receipt content at the top of the email, and keep marketing content second plan. Also make sure there’s a good balance between the two and that you don’t overdo the marketing content. Less is still more!

A clear subject line
It’s important to keep your subject line clear and functional. “Your receipt from …” helps your recipient understand what the email is about. If the customer doesn’t immediately see that your email contains his e-receipt, he might ditch it as spam.

Personalize the e-receipts you’re sending. Include for example information like last refund/exchange date, store location, the sales assistant’s first name, etc.

Send out your e-receipts as quickly as possible, so customers can check their email before they’ve left the shop.

Thank you
Thank your customer for his purchase. A customer who feels appreciated is more likely to shop at your store again.

Seize the opportunity to cross-sell. Show your customer products that he may be interested in, or suggest other products from the same brand.

Be social
Consider adding social share buttons or links in your e-receipt. Doing so, your customer can easily share their purchases on Facebook, Pinterest and/or Instagram. Meaning: more visibility for your brand or store. 

Security and Privacy
Customers may be concerned about their privacy and security, because they know that digital documents are more easily manipulated than paper documents. To protect your customers, use unique barcodes or QR-codes to minimize the risk. Also communicate in your privacy policy that you take security and privacy seriously and mention the measures you are taking to protect your customer’s privacy.

Terms and Conditions
On the back of a paper receipt you will almost always find details concerning return and exchange policies. Customers should be able to consult this info via their digital receipt as well. Include a link to your terms and conditions for more info about your policies.

Mobile optimization
Make sure your e-receipts are optimized for mobile. If a customer is out shopping, they will probably read your email on their smartphone. If they want to exchange or return an item, they will also want to consult the e-receipt via their mobile.

Accuracy of email addresses
You don’t want to send an e-receipt to the wrong email address. Always check and double check if the address was typed correctly to avoid deliverability issues and/or complaints. This will ensure you get less frustrated customers that didn’t receive the e-receipt they were promised. 

Interest in marketing content
Don’t assume that customers who wanted to get an e-receipt by definition agree to receive additional marketing content. For example, if you send them your weekly newsletters or promotions without their permission your email(s) will likely end up in the spam folder. Plus you will have to deal with annoyed customers. If you want to send marketing content to those customers, it’s better to use a separate opt-in
when they’re paying for their purchase. 

No more paper?
Don’t go completely paperless just yet. Some customers still prefer a paper receipt. Or they prefer to receive both, just in case. So keep the paper option available for the time being.


E-receipts are often seen as a way to save paper, and that's certainly a plus. But they have even more advantages, if you use them correctly. They are a true convenience for customers: easy to find when they want to exchange an item or make a warranty claim. And for brands or stores, e-receipts are a great opportunity to collect customer data and provide customers with some extra marketing content.

Posted on
Aug 4, 2016