9 Post Purchase Email Examples and Tips for Ecommerce Shops (2024)

What are post-purchase emails?

Post-purchase emails are a crucial part of any ecommerce shop’s marketing strategy. They are emails that are sent to customers after they have made a purchase, with the goal of encouraging repeat purchases, increasing customer loyalty, and gathering valuable feedback.

Post-purchase email campaign benchmarks

Before diving into specific examples and tips, it’s important to understand the benchmarks for post-purchase email campaigns. According to industry data, the average open rate for post-purchase emails is around 40-50%, with a click-through rate of 10-15%. The average conversion rate for these emails is typically between 5-10%, making them a powerful tool for driving additional revenue.

9 post-purchase email examples

1. Order confirmation emails

The first post-purchase email that customers receive is usually the order confirmation email. This email should include details about the purchase, such as the items bought, the total cost, and the shipping address. It’s also a great opportunity to upsell related products or offer a discount on the next purchase.

2. Shipping confirmation

Once the order has been shipped, a shipping confirmation email should be sent to the customer. This email should include tracking information, an estimated delivery date, and possibly even a personalized message to keep the customer engaged.

3. How-to information emails

If the product purchased requires some setup or instructions, a how-to information email can be incredibly helpful for the customer. This email can include step-by-step guides, tutorial videos, or FAQs to ensure that the customer has a positive experience with their purchase.

4. Reminder emails

Reminder emails can be used to prompt customers to re-order products that are consumable or have a limited lifespan. This can be particularly effective for items like vitamins, beauty products, or pet supplies.

5. Survey emails

Gathering feedback from customers is essential for improving products and services. A survey email can be sent to customers after they have received their purchase, asking them to rate their experience and provide any additional comments or suggestions.

6. Customer information emails

Customer information emails can include a variety of content, such as new product launches, company updates, or educational resources related to the customer’s purchase. These emails help to keep the customer engaged and informed about your brand.

7. Surprise and delight emails

Surprise and delight emails are unexpected emails that aim to create a positive emotional response from the customer. This could be in the form of a special discount, a personalized thank you message, or even a gift with purchase.

8. User-generated content emails

Encouraging customers to share their experience with your products can be incredibly valuable. User-generated content emails can feature customer reviews, testimonials, or social media posts, showcasing the positive impact of your products.

9. Upsell/cross-sell

Finally, post-purchase emails can be used to upsell or cross-sell related products. For example, if a customer has purchased a camera, you could send an email promoting lenses, tripods, or other accessories.

7 post-purchase campaign tips from the pros

1. Focus on good copywriting

Compelling and engaging copy can make a big difference in the success of your post-purchase emails. Use persuasive language and create a sense of urgency to encourage action.

2. Make sure your customers are satisfied with their purchase

Customer satisfaction should be a top priority. Ensure that your post-purchase emails provide value and support to the customer, rather than just being promotional in nature.

3. Incorporate dynamic order and shipping information in emails

Utilize dynamic content to personalize each email with specific order and shipping details. This creates a more tailored and relevant experience for the customer.

4. Create special flows for international customers

If you have an international customer base, consider creating separate post-purchase email flows to account for different shipping times, language preferences, and cultural differences.

5. Consider the timing of your emails

Timing is crucial when it comes to post-purchase emails. Send order confirmation and shipping emails promptly, and strategically time reminder and upsell emails based on the customer’s purchase history.

6. Show customers what’s next

Use post-purchase emails to guide customers on what to expect next, whether it’s the arrival of their order, tips for using the product, or information about your loyalty program.

7. Segment customers based on behavior

Segmenting your customers based on their behavior and purchase history allows you to send more targeted and relevant post-purchase emails, increasing the likelihood of engagement and conversion.

Get repeat purchases from existing customers with post-purchase emails

Post-purchase emails are a powerful tool for cultivating repeat purchases from your existing customer base. By providing valuable content, personalized recommendations, and exceptional customer service, you can turn first-time buyers into loyal, long-term customers.

Post-purchase emails FAQ

What is a post-purchase email example?

An example of a post-purchase email is a shipping confirmation email that provides the customer with tracking information and an estimated delivery date.

What does post-purchase mean?

Post-purchase refers to the period after a customer has made a purchase, during which they receive follow-up communication from the ecommerce shop, such as order confirmation, shipping updates, and feedback requests.

What is a post-purchase email flow?

A post-purchase email flow is a series of automated emails that are sent to customers after they have made a purchase, with the goal of nurturing the customer relationship, encouraging additional purchases, and gathering valuable feedback.