Contacting Customer after purchase with Discount Code
Hi,
I like the idea of collecting customer's email id by showing a Pop Up and sending a welcome message with 10% discount code. But it makes their shoping experience more difficult especially if they are ordering from a mobile phone.
So, what we are thinking of doing is attract the customer by giving 15% OFF on their first order on the check out, they don't need a code and then after the purchase email them the code for a further 10% discount on the second purchase.
After the purcahse do we need to show them a Sign Up form to collect their email id and make an agreement between the customer and us?
Are we allowed to email customer directly without making them to sign up after the purchase as they are already our customer?
We can show a preselected "Email me with news and offers" tick box on the cart page, will that be enough?
Thanks,
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@Paulson
yes, it will make their customer journey more difficult if you plan to show the form just as they are about to make a purchase.
If you have a pre-selected checkbox labeled ‘Email me with news and offers,’ then you’re all set. The email will automatically sync in Klaviyo from Shopify, allowing you to target them through Klaviyo’s post-purchase flow to offer a discount on their next purchase.
Lets see what other champions share about this : )
Great questions! Your idea of offering 15% off at checkout and a 10% discount for a second purchase via email sounds like a smart way to incentivise repeat customers while simplifying their first shopping experience.
Here’s how you can handle this process and ensure you're compliant:
1. Do You Need a Sign-Up Form After Purchase?
If the customer has already provided their email address during checkout, you don’t necessarily need a separate sign-up form to email them. However, you do need clear consent to send them marketing emails, below gets a bit more into this:
2. Are You Allowed to Email Customers Without Explicit Signup?
Yes, you can email customers transactional emails (e.g., order confirmation, shipping updates) without additional sign-up, as these are necessary for completing the purchase. You can do these via klaviyo or dependent on your website provider they also offer this service.
For marketing emails (like the post purchase 10% discount for a second purchase), you’ll need to ensure you’ve obtained their explicit consent to receive marketing communications. Without consent, sending promotional emails could violate email marketing laws (like GDPR in the UK/EU or CAN-SPAM in the US). The customer may be left wondering how they gave their consent and is not a good experience with the brand/business.
3. Is a Preselected Tick Box Enough?
If you’re in the UK or EU (under GDPR), a preselected “Email me with news and offers” tick box is not sufficient. Consent must be actively given, so the box must be unchecked by default, and the customer needs to manually opt-in. You should also include clear language explaining what they’re signing up for (e.g., “Subscribe to receive news, offers, and discounts”). Depending on your website platform and checkout this user interface differs. Unfortunately all these great tools can make it easy to do this insufficiently very easily so be sure to double check.
Here’s what I’d suggest but make sure to check all your own local requirements yourself:
You can have your welcome pop up show the coupon on success after submitting, this way the customer does not have to leave your site/app to get their code and get distracted. This however can affect that first email open so maybe incentivise that again somehow else e.g. you could mention in the success message to check their inbox for more upcoming news and offers. Even better if you include a birthday in your form you can set up a birthday flow to reward your customers with a special gift/offer/message on their birthday.
Add an optional opt-in during checkout (e.g., “Tick this box to receive 10% off your next purchase and stay updated on offers”).
Send the 10% discount for the second purchase only to those who opt-in for marketing emails. For those who don’t opt-in, you can still send transactional emails with some lovely copy.
This way, you stay compliant and build a list of engaged subscribers without complicating the checkout experience.
Since you’re on Shopify, you can use the “Coupon Block” on the success step of your Signup Form so that they can quickly copy/apply the Coupon Code straight from the Popup. So if they’re on the mobile phone, they can just tap it once and it will be copied for them to use.
However, if you have a way to discount their first purchase without a coupon code, that would be even less friction - but I’m leaving this to you as an option. I find that sometimes, some people don’t even use coupon codes and don’t mind paying full price so giving them the option is worth considering.
Also, using Coupon codes instead of automatic discounts gives you the ability to try different promotional offers (10% vs 15% vs Free Shipping vs Gift With Purchase, etc) or messaging for A/B testing. So that might be worth considering too.
As for sending email after a customer purchases without marketing consent, this depends on your region/regulations. I would always try to get marketing consent before emailing anything beyond expected transactional emails (e.g. Confirmation of Order, Shipping Notifications, etc).
If you have the checkbox for people to opt-in for marketing consent, that is typically enough for you to be able to send the follow-up email via a Post Purchase Flow for first time customers. Check with your local rules/regulations about the checkbox being pre-selected as it can vary by region.
For example, I believe GDPR (in the EU) stipulates that consent can’t be pre-checked or pre-selected, they have to be opt-in (as opposed to opt-out).
