How to Combat Buyers Remorse with Emails: Twenty One Toys

Imagine this...

You've been browsing online looking for a new pair of shoes. Unsure of which one to choose, you start doing your research, narrowing down your options, ultimately choosing one (because you can't buy all 5 pairs), and you click purchase.

Shopping Gif

Everything feels good, right? That is until... buyers' remorse sets in.

"Did I pick the right one?"

"The other one was cheaper."

"I feel like this wasn't worth it."

In a world where options are plentiful and businesses are fighting for your audience's attention, anxiety, remorse, and regret often follow after making a purchase—especially big ones. In fact, a recent survey reported that "50% of respondents often or sometimes feel guilty about purchases."

Combating Buyer’s Remorse

So, how can you compete with your competitors and help your customers overcome buyers' remorse after buying from you?

You make them feel GREAT about what they just bought.

The Role of Email Marketing in Overcoming Buyers Remorse

Your marketing doesn't have to stop after someone buys. Continue building that relationship, nurturing that trust, and reminding your customers why YOU are still the best option through targeted email marketing.

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Case Study: Twenty One Toys Confirmation & Cart Abandonment Email Sequence 

Who is Twenty One Toys? 

Twenty-One Toys believes that soft-skills such as empathy and overcoming failure are essential to the 21st century workplace. But the roadblock was: how do we teach these essential skills, when the current education system prioritizes systemized learning? 

Their answer: To bring the fun, joy, and play back into learning. 

USP 

Creating innovative toys that teach complex skills

The Problem

I pictured the journey buyers would go through when purchasing an order for Twenty One Toys. It quickly became apparent that there isn't just one path. Buyers could either abandon their cart or make a purchase.

But the relationship with prospects doesn't end at "buy from me" or "don't buy from me". So, I thought about ways to continue nurturing those relationships.

Flow cart of cart abandonment/ confirmation email

The Goal

To create an abandoned cart email sequence and a confirmation of purchase email sequence that nurtured the relationship and built trust with our audience beyond the abandoned cart and purchase.

The Solution 

I mapped out every stage that I imagined the prospects would go through and wrote emails that would overcome those fears or doubts.

By speaking to the prospects' values and leveraging Twenty One Toys' powerful, heart-centered mission, I prioritized mission-driven messaging to empathize with the prospects and ease their worries.

Before and After email of Twenty One Toys' Welcome email

Want access to the full 8-part email sequence? You can find it here. 

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I was not contracted to write these assets. I created them as part of my portfolio. This was a partial re-write of her email sequence. All reviews and graphics are taken from Twenty One Toys.