A post-purchase electronic mail is an electronic mail marketing campaign despatched to a buyer after they purchase one thing from what you are promoting. Put up-purchase electronic mail campaigns are vital if you wish to construct belief and encourage repeat purchases out of your clients.
Bear in mind, the primary few interactions after a buyer buys one thing out of your retailer can decide how they understand your model shifting ahead. That is very true if you’re coping with first-time patrons.
If a buyer needed to contact your staff to get a transport and supply replace (as a substitute of receiving an automatic post-purchase transport replace), that relationship has already began on the flawed foot. You don’t need that.
This text will cowl 9 post-purchase emails that each enterprise, particularly ecommerce shops, wants. I’ve additionally included real-life examples to encourage you and shared one of the best practices it’s essential to comply with to construct efficient post-purchase electronic mail campaigns.
What are post-purchase emails?
Put up-purchase emails are emails {that a} enterprise sends to its clients after they make a purchase order. A few of these emails are despatched instantly after the client locations their order, whereas others are despatched with a time delay.
Put up-purchase emails have completely different functions, however the theme often revolves across the buy a buyer has simply made. For instance, post-purchase emails like order affirmation emails share particulars concerning the objects the client has simply purchased.
These emails are extraordinarily necessary for constructing buyer belief, enhancing the client expertise, and inspiring loyalty. An order and transport affirmation message, for instance, optimizes the client expertise by holding your patrons up to date about their order statuses.
However you additionally produce other varieties of post-purchase emails, like suggestions request emails, that enable you to establish friction factors throughout the buyer journey. Addressing such points demonstrates that you just worth your clients’ enter. This boosts buyer loyalty and is instrumental for the expansion of your on-line retailer.
The true worth of post-purchase emails
Listed below are 5 the explanation why profitable ecommerce companies spend money on post-purchase electronic mail campaigns.
They put your clients comfy and construct belief
A number of post-purchase emails play a vital position in holding clients up to date about their orders. These emails are referred to as transactional emails. They embody order affirmation, transport, and supply alert emails.
When clients place an order, they anticipate your retailer to inform them the order went by means of. Additionally they anticipate to get an order abstract confirming the objects they purchased, how a lot they paid, and after they can anticipate the objects to reach at their doorstep.
Transactional emails, which kind a part of post-purchase electronic mail campaigns, serve that objective. They offer clients peace of thoughts, understanding they purchased the best objects and that your retailer is already engaged on transport the orders.
These shut the loop and exhibit the professionalism of your ecommerce enterprise. They get rid of anxiousness and improve the client’s post-purchase expertise. This enables patrons to begin trusting what you are promoting.
They get extremely excessive engagement charges
The common electronic mail open price is 39.64%, in line with the GetResponse electronic mail advertising and marketing benchmarks. Are you aware the open price of the order affirmation emails? 65%!
Delivery affirmation and order supply alerts additionally obtain a lot increased open and click-through charges than commonplace emails.
What does this imply?
Put up-purchase emails present a novel alternative to exhibit what your model stands for when clients are most engaged. You should utilize these emails to speak your model values and mission. For instance, some eco-friendly manufacturers use post-purchase emails to indicate clients how their order has made a distinction to the surroundings.
However that’s just one use case.
It’s also possible to use these emails to cross-promote different services or products. You may upsell and cross-sell different objects by means of post-purchase campaigns, for instance. It’s also possible to use them to advertise key applications like your buyer loyalty and referral program.
These applications will seize extra eyeballs and drive signups and conversions, due to the excessive engagement charges of post-purchase campaigns.
They increase buyer lifetime worth
Put up-purchase messages encourage buyer engagement along with your model. A wonderful marketing campaign cultivates loyalty by displaying clients that you just care about their experiences.
For instance, follow-up instructional emails enable you to present clients how they’ll get most worth from their purchases. Additionally they mean you can gather buyer suggestions, which reveals your current clients that you just worth their opinions.
These campaigns construct buyer loyalty and enhance the client lifetime worth. Not solely do they enable you to retain extra of your ecommerce clients, however they’ll additionally flip a few of these clients into model advocates.
They scale back the workload of your buyer assist division
One factor it’s essential to know is that clients anticipate sure post-purchase communications. A buyer expects an order affirmation electronic mail instantly after inserting an order. Others need a monitoring hyperlink to observe their order supply.
So, what occurs when what you are promoting fails to ship these very important communications? Prospects will flood your customer support strains asking for the data.
That is an pointless workload you don’t need your buyer assist staff to take care of. It additionally leaves a foul style in your buyer’s mouth. Don’t make your clients hunt down info that ought to be proactively shared by means of automated post-purchase campaigns.
They gather priceless buyer suggestions
Lastly, post-purchase electronic mail campaigns are necessary as a result of they enable you to gather priceless buyer suggestions.
Reap the benefits of the excessive engagement charges of those emails to study what clients take into consideration your merchandise and types. You are able to do that by incorporating surveys into essential post-purchase emails just like the order affirmation campaigns.
Use these surveys to ask for a product evaluation. You also needs to request general suggestions on the client expertise.
How simple was it to navigate and discover the merchandise they wanted? Did they encounter any points in the course of the checkout course of? Was the transport time acceptable? How seemingly are they to buy from you once more? Would they advocate your model to a good friend?
Sending these surveys in a daily e-newsletter will enable you to get some insights, however not as a lot as you’ll in case you added them in post-purchase campaigns. Moreover the excessive open charges, together with suggestions requests in post-purchase campaigns offers you extra insightful suggestions as a result of the shopping for expertise remains to be recent within the buyer’s thoughts.
Automate your post-purchase electronic mail technique with GetResponse
Remodel one-time patrons into loyal clients with automated post-purchase campaigns. Construct belief, increase engagement, and enhance lifetime worth with completely timed emails.
9 post-purchase electronic mail concepts and examples
Let’s have a look at the 9 must-have post-purchase electronic mail campaigns. I’ve included post-purchase electronic mail move templates for every marketing campaign to indicate you the way these emails might be automated.
1. Order affirmation emails
Order affirmation emails fall below the class of transactional emails. These emails are important to your ecommerce enterprise to execute its contractual obligations. As such, GDPR and CCPA rules permit companies to ship these emails to clients with out their express consent.
Nevertheless, you must know that below GDPR, order affirmation emails turn into promotional emails in case you use them to advertise different merchandise or embody unrelated presents. That requires you to get the client’s consent.
A purely transactional order affirmation message accommodates essential details about the client’s order. It supplies an order abstract that reveals the order quantity, objects bought, amount, value per merchandise, complete value, methodology of cost, supply deal with, and estimated supply time.
Remember the fact that order affirmation is the primary of your post-purchase electronic mail collection. You’ll have to ship follow-up emails sharing transport and supply particulars.
Your order affirmation electronic mail doesn’t must be purely transactional, although. You should utilize this fashionable electronic mail to upsell and cross-sell merchandise, for instance.
Try this electronic mail instance.
This small enterprise makes use of the order affirmation electronic mail to ship a personalised thank-you word to the purchasers. The heartfelt electronic mail makes the model appear extra relatable and human. This can assist clients construct an emotional connection to the model.
Ensure that to comply with GDPR necessities in case you determine to make use of order affirmation emails for promotional functions. GetResponse makes this doable by means of GDPR-compliant post-purchase move templates.
The workflow builder helps break up logic, which lets you phase clients who’ve consented to receiving advertising and marketing emails. You may goal these clients with promotional order affirmation emails.
Right here’s the post-purchase move template to make use of.
The template is out there throughout the GetResponse ecommerce automation platform.
2. Delivery affirmation emails
Delivery affirmation emails are despatched after the order affirmation electronic mail. This post-purchase electronic mail shares further details about the order success course of. It features a transport monitoring quantity, a monitoring hyperlink, and an estimated supply date.
The transport electronic mail doesn’t have to remain strictly transactional. This electronic mail can depart a long-lasting impression in your clients if used appropriately.
For starters, change the boring, plain white transport affirmation electronic mail design with a branded electronic mail to strengthen your model voice and increase model recognition. It’s also possible to use these emails to upsell and cross-sell completely different merchandise.
For instance, you possibly can ask clients so as to add a number of further merchandise inside a sure period (e.g., one hour) to have all of the objects shipped collectively. This can be a intelligent technique to increase the typical order worth. You may even incentivize the purchasers with free transport and reductions to drive conversions.
Check out what Paddywax does with this transport affirmation electronic mail.
That is an instance of a easy transport affirmation electronic mail. It shares the transport deal with, methodology, and a monitoring hyperlink the place clients can get stay updates on the supply standing.
GetResponse helps transport affirmation emails by way of our transactional electronic mail companies. Join your ecommerce retailer to GetResponse, so our platform can monitor when clients add objects to their cart, full their orders, and even abandon their carts.
Use our post-purchase electronic mail templates to configure the transport affirmation electronic mail move. GetResponse’s deep integration with ecommerce platforms like Shopify, WooCommerce, Magento, and BigCommerce will monitor when orders are marked as shipped. It will set off automated transport alerts.
3. Order supply alerts
Order supply is often the final electronic mail within the transactional electronic mail collection. Some manufacturers ship a number of order supply alerts to present their clients full visibility into the supply course of.
They could ship the primary alert when the merchandise has left the warehouse. The final supply affirmation electronic mail will verify that the cargo has been delivered.
Though some ecommerce companies additionally use this electronic mail to gather buyer suggestions, it could be value sending a separate follow-up electronic mail to request suggestions. This provides clients enough time to make use of the product to allow them to share an goal product evaluation.
Here’s a supply affirmation electronic mail instance to encourage you.
Vuori’s model character shines all through this order supply electronic mail. The e-mail additionally does extra than simply verify the delivered objects. They take the chance to cross-sell different objects. The e-mail additionally shares helpful hyperlinks to the returns coverage, FAQ web page, and the referral program.
Like the 2 transactional emails above, you possibly can automate order supply alerts utilizing GetResponse transactional electronic mail companies. This lets you ship order affirmation emails instantly after an order is positioned and supply alerts when an order is out for supply.
4. Upsell and cross-sell emails
You may embody upsell and cross-sell emails throughout the three transactional emails I’ve mentioned above. This ensures that your promotions will seize extra eyeballs.
Nevertheless, you can too decide to ship standalone post-purchase upsell and cross-sell emails. The fantastic thing about these campaigns is that you just already know what the client is fascinated with based mostly on their buy. This lets you ship tailor-made upsell and cross-sell emails which might be extra prone to convert.
For instance, if a buyer purchases an merchandise that requires common replenishment, you possibly can upsell them to a subscription service when you have one. Give them a reduction to encourage the improve and clarify the worth of your subscription service.
For instance, they’ll spend much less and benefit from the comfort of auto-shipping. They’ll additionally turn into VIPs and revel in further perks, corresponding to early entry to new merchandise and free samples, by committing to a long-term subscription.
Cross-sells also can work rather well in post-purchase campaigns. Inform the customer what different clients are shopping for along with the objects they simply purchased. This leverages social proof to make your clients extra receptive to your cross-selling presents. Incentives corresponding to free transport and unique reductions also can assist push clients over the conversion line.
This straightforward cross-selling electronic mail begins by appreciating the client for the earlier buy. It then proceeds to spotlight handpicked merchandise that the client will love.
Use the next template to ship automated upselling emails to your clients, seven days after they make a purchase order in your retailer.
Here’s a temporary information displaying how you can arrange this workflow.
5. Evaluation request emails
Evaluation or suggestions request emails invite clients to share their suggestions on interacting along with your model. This request might be despatched as a standalone post-purchase electronic mail, as a substitute of (or along with) together with it in transactional emails.
The very best evaluation request emails use a time delay to make sure they’re deployed after the client has acquired their order and had an opportunity to make use of the merchandise. The e-mail might be deployed two days after the order supply affirmation electronic mail, for instance.
An efficient post-purchase evaluation electronic mail additionally makes use of incentives to encourage extra clients to take part. Incentives also can encourage clients to share extra detailed critiques. This provides you a goldmine of insights and user-generated content material that you need to use to enhance and market your model.
Check out this evaluation request electronic mail from Evergreen Juices.
What I discover attention-grabbing about this electronic mail is that the model has not wasted the chance to cross-promote different merchandise. After requesting the evaluation and together with a transparent, unmistakable CTA, they embody one other part on their subscription service.
That part supplies simply sufficient info to indicate the person that they’ll commit to raised well being by means of a subscription. Subscriptions are a good way to extend buyer retention and repeat gross sales. On the identical time, they haven’t made it so promotional to distract customers from the first objective of the e-mail, which is to gather a evaluation.
You may construct your suggestions request electronic mail workflow from scratch utilizing the GetResponse visible workflow builder.
6. Thanks emails
A post-purchase thanks electronic mail ought to be a part of your electronic mail advertising and marketing technique if you wish to present your clients that you just respect and worth their enterprise. This electronic mail is distributed individually from the order affirmation electronic mail, and that presents a number of benefits.
For starters, it reveals your current clients that you just’re fascinated with greater than only a transactional relationship. Your model really took the time to craft a separate thank-you electronic mail. This works particularly nicely in case you create a heat electronic mail that focuses purely on appreciating the client.
Additionally, the e-mail can depart a long-lasting impression if it comes from an govt or the enterprise founder.
Sending a separate thank-you electronic mail additionally offers you a chance to inform your clients extra about your model. Inform them about your values and mission. How has the client’s buy helped drive your mission ahead? What else may they do to make a distinction?
Ilia’s thank-you electronic mail does precisely that. The e-mail is written and signed by the founder. She explains how the merchandise are made and why they’re particular.
Automate your thank-you emails to be deployed as a part of a transactional electronic mail collection.
Construct buyer loyalty with automated post-purchase workflows
From thank-you emails to evaluation requests, create seamless post-purchase experiences that flip first-time patrons into repeat clients. Arrange your automated workflows in minutes.
7. Product information emails
To construct long-lasting buyer relationships, it’s essential to look past transactional and promotional post-purchase electronic mail campaigns. Your technique should embody instructional sources that assist your clients deal with their ache factors and desires. That’s why post-purchase product guides and how-to emails are essential.
Use these campaigns to indicate clients how they’ll extract most worth from the merchandise they simply purchased. You may obtain that by together with hyperlinks to useful tutorials and guides revealed in your web site.
You’re additionally free to incorporate user-generated content material produced by fellow clients. For instance, an attire retailer can share hyperlinks to a few of their high creators who’ve produced ‘prepare with me’ (GRWM) or ‘how you can fashion’ movies that includes the merchandise a buyer has simply purchased.
That sort of content material reveals clients that they’re in good firm. It makes them really feel like they’re a part of an even bigger group. This will promote loyalty and encourage them to provide related UGC to your model.
Examine this out.
This straightforward electronic mail from Ilia informs a buyer on how you can get began utilizing their newly bought clear magnificence merchandise. Additionally they embody a number of helpful hyperlinks, together with one going to different merchandise out there on the shop.
Pulp & Press is one other model that sends some actually insightful tricks to its clients. Examine this out.
This electronic mail is distributed earlier than the orders are even delivered. That helps in constructing anticipation and pleasure. Additionally they invite clients to share their expertise as soon as they’ve used the merchandise by means of a branded Instagram hashtag. This can be a intelligent trick to encourage UGC manufacturing to your model.
8. Replenishment reminder emails
Replenishment emails are a no brainer for any ecommerce enterprise that sells consumables. Good examples are nutritional vitamins, pet provides, family necessities, and wonder merchandise.
A well timed replenishment reminder helps ecommerce buyer retention. They be certain that your clients by no means run out of their provides. Nevertheless, you’ll must be strategic to make these campaigns work.
First, use your buy analytics to find out the typical reorder interval. It will seemingly range relying on the completely different product classes you have got.
You might also want to trace every buyer’s buy conduct. Some clients replenish on objects in giant portions. It might be unprofessional to ship them a reminder for an merchandise they nonetheless have available.
Timing is one other necessary issue. Don’t wait till the objects have run out to ship them a reminder. By that point, they might have already positioned an order with a competitor. You additionally don’t wish to ship this reminder too quickly. The shopper can merely ignore and overlook all about it.
Right here is a straightforward replenishment reminder you possibly can copy from the dietary supplements model Fullscript.
Ideally, you must ship two replenishment reminder emails. Ship the primary electronic mail 5 days earlier than the merchandise is predicted to be depleted. Then ship a follow-up electronic mail one or two days after depletion in case they don’t reorder the merchandise.
Use incentives corresponding to reductions or free transport to encourage clients to reorder their provides. It’s also possible to present a one-click “Reorder Now” CTA that results in a cart containing the objects the client buys often. This supplies a extra handy and seamless checkout course of.
9. Referral and loyalty program invitation emails
Put up-purchase campaigns are a number of the finest locations to advertise your buyer referral and loyalty applications. These emails deal with clients who’ve simply purchased an merchandise out of your retailer. Telling them concerning the further perks they’ll unlock by becoming a member of your loyalty and referral applications is prone to drive signups.
Right here’s a compelling post-purchase electronic mail instance selling a referral program.
I like how simple this post-purchase referral electronic mail is. It tells the readers fairly clearly what steps they need to take to win a free pair of socks. And each good friend they refer will even get a reduction on their first order. And the decision to motion button couldn’t be any extra apparent.
Put up-purchase emails finest practices
Profitable ecommerce shops use post-purchase emails to extend buyer retention and common order worth. Listed below are one of the best practices they comply with.
Automate your post-purchase emails
Put up-purchase electronic mail campaigns are extremely demanding in nature. Campaigns like transactional emails have to be deployed instantly after a buyer makes a purchase order. Doing this manually will not be sensible. That’s why it’s essential to automate these campaigns.
Automating post-purchase campaigns makes certain that each one your emails are delivered in a well timed vogue. For instance, a suggestions request electronic mail can be delivered simply in time to make sure the customer has had sufficient expertise to share their opinion. Equally, a thank-you electronic mail can be delivered on time to thank the client for his or her buy.
Well timed buyer interactions enable you to ship a personalised expertise, which in flip builds buyer loyalty.
Automation can be the one means you possibly can ship personalised post-purchase campaigns at scale. In case your on-line retailer processes a whole lot and even hundreds of orders per thirty days, automation platforms like GetResponse mean you can use dynamic content material to tailor these emails to every recipient.
These platforms additionally assist electronic mail segmentation, so every group of shoppers receives related emails.
Finally, you must automate these campaigns to reinforce the effectivity of your advertising and marketing technique. Your advertising and marketing staff doesn’t have to waste sources sending these emails. They’ll create the workflows, configure the messages, and give attention to extra strategic duties because the post-purchase campaigns run on autopilot within the background.
Section your post-purchase emails
Buyer segmentation is essential in post-purchase campaigns in order for you your emails to get excessive engagement.
Begin by separating new clients from returning clients. These two teams would require various kinds of content material. For instance, new clients are nonetheless not very accustomed to your model. In order that they’ll require some trust-building content material. You’ll have to nurture buyer relationships with these patrons by means of a welcome collection to make sure they arrive to your retailer for his or her subsequent buy. Inform these clients all about your model and what makes you so distinctive.
However, returning clients are already accustomed to your model. This group will respect content material that acknowledges their loyalty. Admire them for coming again and reward them with particular loyalty perks.
One other group it’s essential to establish and goal individually are your VIP or high-value clients. These loyal clients generate essentially the most income for what you are promoting. They deserve particular consideration, with content material that focuses on an unique VIP rewards program, corresponding to early entry to new merchandise, invites to in-person product launch occasions, entry to limited-edition merchandise, and extra.
Lead with the essential info
Every of the post-purchase emails we’ve mentioned above goals to realize a particular aim. For instance, the target of an order affirmation electronic mail is to share an order abstract and replace the customer on transport particulars.
However as we’ve seen above, these emails can be utilized to realize a number of targets on the identical time. The order affirmation electronic mail can be utilized to cross-sell merchandise, for instance. A supply alert electronic mail can be utilized to solicit suggestions. And so forth.
Right here is the factor, although. When a buyer receives an order affirmation electronic mail, they solely anticipate to see the order abstract. So if that electronic mail focuses on cross-selling, as a substitute of the essential buy particulars, likelihood is they’ll get pissed off. It hurts their expertise and reduces the chance of them making future purchases.
Due to this fact, be certain that every post-purchase electronic mail focuses on its main goal. The primary sections of those emails ought to give attention to that. We’ve seen this clearly in all of the examples we shared above. You may then embody further content material, like your personalised product suggestions, in a separate part in direction of the underside of the emails.
A/B check your campaigns
Intestine instincts can solely take you to this point. A/B testing is the one technique to decide whether or not a 20% off low cost is a simpler incentive than free transport when upselling clients in your post-purchase campaigns.
So, use break up assessments to optimize your post-purchase emails. You can begin by testing the incentives you utilize within the completely different emails. For instance, check the motivation you utilize to cross-sell and encourage product critiques. A slight adjustment within the incentive can result in a considerably increased uptake.
Timing is the opposite factor it’s essential to A/B check. What’s the distinction between sending a suggestions request electronic mail a day after order supply vs 3 days after supply? You may solely get an correct reply to that query by means of A/B testing.
You may even go so far as testing whether or not sending a separate referral and loyalty program electronic mail is the best transfer to your distinctive viewers. Maybe extra of your clients will enroll if these applications are talked about throughout the transactional emails, slightly than in a separate electronic mail.
Check every of those components at a time. That helps you understand what modifications are literally affecting the outcomes.
Grasp post-purchase electronic mail advertising and marketing with GetResponse
From automation to segmentation to A/B testing, get all of the instruments it’s essential to create high-converting post-purchase campaigns. Begin constructing buyer loyalty in the present day.
Automate your post-purchase electronic mail campaigns with GetResponse
An efficient post-purchase electronic mail marketing campaign will hold your clients blissful and coming again. The 9 campaigns I’ve mentioned on this article interact clients at essential factors of the client journey. They assist construct belief, improve buyer satisfaction, and drive long-term loyalty.
GetResponse supplies a advertising and marketing automation platform that helps ecommerce enterprise homeowners automate all their post-purchase electronic mail advertising and marketing campaigns. We even have a particular transactional electronic mail service that ensures 99% deliverability.
On-line shops like Eveline Cosmetics have used these ecommerce instruments to generate $13,000 in month-to-month gross sales from a single electronic mail marketing campaign. In the meantime, the European model Wurth MODYF elevated its turnover by 72% and generated 46% extra orders with the assistance of GetResponse automation instruments.
There’s no cause to your on-line retailer to not see related outcomes. Check the GetResponse automation instruments without cost in the present day. No bank card required.
Often Requested Questions
What’s a post-purchase electronic mail?
A post-purchase electronic mail is any message despatched after a buyer buys—corresponding to order, transport, or supply updates, plus useful follow-ups that enhance satisfaction and repeat purchases.
Why are post-purchase emails necessary?
They set expectations, scale back “the place is my order?” tickets, construct belief, and open pure moments to ask for critiques or counsel complementary merchandise.
Which post-purchase emails ought to each retailer ship?
At minimal: order affirmation, transport affirmation with monitoring, and supply affirmation—plus value-adds like thank-you, evaluation request, product ideas, cross-sell, replenishment reminder, and loyalty/referral invite.
When ought to I ship post-purchase emails?
Ship order affirmation instantly, transport when the parcel leaves, supply on the day it arrives, ideas inside 2–3 days after supply, evaluation request in 3–7 days, and replenishment reminders based mostly on typical utilization.
Do I want consent to ship them?
Transactional updates (order, transport, supply) often don’t require advertising and marketing consent. Promotional content material usually does below legal guidelines like GDPR, so gather and retailer consent and phase accordingly.
Can I promote merchandise in transactional emails?
Sure, however hold promotions under the important order particulars and comply with native rules. If consent is lacking, hold the message strictly transactional and ship promos individually.
What ought to an order affirmation embody?
Order quantity, objects and costs, billing and transport particulars, cost methodology, estimated supply date, and hyperlinks to order standing, returns, and assist—plus any suggestions positioned after the core information.
When ought to I ask for a evaluation?
After supply, as soon as the client has used the product. For easy objects ask in 2–3 days; for complicated merchandise, 7–14 days. Use a single clear CTA to cut back friction.
How do I automate post-purchase emails?
Set off emails from order, transport, and supply occasions in your automation platform, then department by consent standing, new vs. returning clients, product class, and buyer worth.
How can I enhance engagement?
Lead with the data clients anticipate, hold copy skimmable and mobile-friendly, personalize suggestions, add brief setup ideas, and A/B check timing and incentives (e.g., free transport vs. % off).
Which metrics ought to I monitor?
Open price, click-through, conversion and income per electronic mail, supply/bounce, evaluation response price, repeat buy price, and buyer lifetime worth.
Do post-purchase emails work for B2B or non-ecommerce?
Sure. Exchange order particulars with next-step onboarding: setup guides, coaching invitations, success sources, account contacts, and renewal or enlargement alternatives.
