5 Post-Purchase Emails You Need to Send Your Customers

There is nothing better than the feeling of making your first online sale. All the hard work you put into running your store pays off. Once you’ve acquired leads and converted them into sales, you might think the job is done. But from the customer’s POV, clicking purchase it is not the end. The customer journey (and experience) follows after the purchase.

How a customer feels after purchasing something from your website is part of the customer loyalty journey. A buyback is also your opportunity as a business owner to nurture those relationships and focus on retention. This is where post-purchase emails come in to help you retain customers, build loyalty and build a brand community.


We’ve analyzed our data at Smile.io, and after one purchase, a customer has a 27% chance of returning to your store. 49% after the second purchase, and 62% after the third purchase.

With repurchase emails, you can easily nurture customers with an automated repurchase email campaign. All you have to do is set up an email once.

Here are five emails every e-commerce business should include in their follow-up series.

Mail 1: Order confirmation

The first email you should send to a customer immediately after a purchase is an order confirmation.

Immediately after completing a transaction, customers will go straight to their inbox to make sure everything went smoothly. To give them peace of mind and reduce the number of people contacting you, be sure to automatically send an order confirmation email.

Fortunately, this transactional email. emails are easy to connect to whichever e-commerce platform you’ve built your store on, such as Shopify, Wix, and BigCommerce. In your confirmation email template, you should make sure you include the following details:

  • Order number.
  • Time of purchase:
  • Description of the item purchased (ideally with product images).
  • Payment summary including installment, total amount paid and tax.
  • Shipping details including:
  • When is the order expected to arrive?
  • The address it will be delivered to.
  • A link to track their order (or details when they will receive a tracking link).

This Burst example is a great example that proactively provides your customer with all the information they need about their order.

Buyback emails - Explode - order confirmation screenshot
Blast email confirmation

At the end of the email is a clear call-to-action (CTA) to view the order details. This is one you’ll want to repeat. Although there are no shipping details, email the post clearly explains that they will be ready when the order ships. This is absolutely fine if you don’t have the information right away.

Building a brand community through email marketing

Have you ever become so obsessed with a brand that you feel a sense of loyalty to it because of your experience?

Mail 2: “Thank you for your purchase” email

The second email you should send to customers is a “thank you” email to thank customers for their order.

It shows your customer that they are not just buying from a faceless website, but that there are people behind your brand who care about their experience. It adds a personal touch to the shopping experience and is a step towards earning repeat purchases from that customer.

When setting up a “thank you” email, it’s a good idea to separate first-time buyers and returning customers. If it’s someone’s first purchase, in addition to thanking them, create a CTA (call to action) such as including details of your loyalty or rewards program, a link for customers to view their order, and a way to contact you on social media or offline. with a physical brick.

Hush Blankets’ “thank you” email is perfectly branded and speaks to why the customer bought from Hush in the first place. Additionally, it has a CTA for customers to view their recent purchases.

After purchase e-mail  Emails - Quiet Thanks email screenshot
Thank you letter from Hush

For repeat customers, you don’t want to send the same message after every purchase. Especially if you decide to include a voucher or coupon code as a thank you, you’ll only do it once or twice, otherwise you’ll get an expectation after every purchase.

Instead, as the customer’s order volume increases, you should consider a more general “thank you for your support” email. This example of Hush feels personal and mentions how we are a repeat customer who chooses to return. Hush makes customers feel valued with this email.

post purchase email  Emails - Screenshot of Quiet Second Purchase Email
Second purchase email from Hush

Mail 3: Product review request

According to Insights, “nearly 49% of all consumers say they trust reviews they read online as much as personal recommendations.” Encouraging customers to leave product reviews is essential to growing and acquiring more customers in e-commerce. After your customer receives their purchase, it’s a good idea to check in with them to see how their experience is going, such as what Bellroy is doing with their email after the purchase.

Repurchase letters - Bellroy - order review
Bellroy product review email

By asking for an honest review, you can uncover any issues with your product or sales experience from your customer’s POV. Proactively reaching out and fixing any issues or asking your customer for a review will open the conversation between you and your customer base. This is a proactive step to promote customer loyalty.

Few things will dispel a potential customer’s doubts more than seeing lots of positive reviews from other buyers.

Post 4: Product Recommendations

Once you acquire a customer, you can start collecting first-party data such as their purchases, average order value (AOV), and which items were abandoned in the cart. One of the reasons existing customers are more profitable is because you have an idea of ​​what your customer cares about.

10 of the best loyalty program email examples we’ve seen

E-commerce email marketing is a great strategy to promote your loyalty program to build customer relationships. These are the 10 best loyalty program examples we’ve seen.

You can start by creating a product offer campaign and introduce products that you think your customer would be interested in. Product recommendation emails can take two forms: personalized recommendations from machine learning or automated cross-selling based on the product originally purchased.

With personalized offers, your email application (if it supports product offers) will automatically select products for you.

Alternatively, you can choose your own cross-sell email streams, where you manually choose what to offer based on the product you purchased. This can be especially useful when you have a small catalog of items where the recommendation algorithms don’t have the data they need to make reliable predictions.

Galen Leather does a fantastic job of cross-selling, offering products similar to the last purchase. They are a variety or a different color of a particular item.

Repurchase email  Emails - Galen Leather - email screenshot to sell
Galen Leather offers additional products on their e

Obviously, creating a custom cross-sell email automation for every product in your store isn’t practical if you have even a moderately sized catalog.

Another option is to set only a few cross-sell offers for your top sellers and use personalized product recommendations for buyers of other products. BrüMate does a good job of offering products that pair well with the customer’s recent purchases. This cross-selling campaign can increase the customer’s AOV and keep them coming back for repeat purchases. Not only is the email branded, but it works hard to keep customers coming back for more.

Mail 5: Loyalty and points reminder

If you have a loyalty program, one of the easiest ways to remind customers about your program is in your post-purchase email. With these emails, you can improve retention by letting customers know the points they earned from their last purchase and their total points balance. This actively encourages customers to return and redeem their rewards on subsequent purchases.

This BrüMate example is great for showing the customer how many points they have, how many points they earned on their last purchase, and most importantly, how many points they need before they can redeem their next reward.

Repurchase Email - BrüMate Loyalty Points Email
BrüMate shows how many points a customer has in their account

Your own opt-in email series

These five emails are the foundation for a great post-purchase sequence to retain customers and ensure a great experience. But that doesn’t mean you have to stick to just this particular email. Indeed, building a community will allow you to get to know your customers on a deeper level. This will allow you to create campaigns that are tailored to them and speak to what they want from the business they support.

Your store is unique, and as such, you’ll need to modify your buyback campaign to match your unique brand and messaging style. Whatever you decide to send, as long as it’s engaging and relevant, you’ll improve your customer retention rate and get more repeat purchases.

Editor’s Note: This post was originally published on April 21, 2020 and was updated on February 21, 2023 for accuracy and comprehensiveness.

Engage your customers

Create a brand loyalty program

Source link