The ghost is commonplace in dating, as it is a short cut, albeit unpleasant, to breaking up with someone.

However, it has inevitably become popular in the e-commerce industry, as some retailers do not have the decency to communicate with their customers after a purchase.

Disappearing on someone, be it a date or a client, is never a good thing, but it has more serious repercussions on one’s business than on their personal affairs.

The reason is that you can lose everything you have worked hard for (profits and customer trust) with the ghost effect.

Whether intentionally or not, ignoring a customer after they’ve placed an order from your store is an act in e-commerce that is synonymous with mortal sin.

A survey by Narvar and YouGov of 3,000 online shoppers in the UK, aged 21-65, revealed that 61% of them expect follow-up communication after making a purchase.

While 10% of respondents said they would appreciate guidance on the different uses of the item they purchased, 20% said a short thank you message would be nice.

Did you know, however, the number one thing that infuriates 25% of online shoppers? It is not hearing a single word about the delivery status of your order.

Sending a post-purchase email to your customers after they purchase something from your store is an unwritten rule that you must take seriously to earn customer loyalty.

Non-compliance makes your dream of generating repeat sales relatively remote.

The implications of ghost images

There is no unfortunate business unless its owner wants it.

You can make up for products that don’t exactly stand out or slow delivery service, but not for ghost customers. In fact, it is the easiest way to wreck your business.

When asked if they would ever buy from a retailer who didn’t email them after a purchase, 65% of online shoppers said that is highly unlikely to happen.

Now, don’t be too quick to consider acquiring new customers, as it is estimated to cost five times more than to retain an existing one, says Narvar.

There is no other way to be successful than by emailing valuable content to your customers.

Once they click the Buy button, that should prompt you to send them something worth reading if it’s not useful.

Use email marketing to provide a pleasant post-purchase experience for online shoppers. Once you have mastered this tool, only then can you earn the loyalty of your customers.

How are you treating them so far after they make a purchase from your store?