Post Purchase Email: 5 Examples for Ecommerce Email Marketing
Ryan Kodzik Post purchase emails are a cruial element of e-commerce email marketing, enhancing the customer lifecycle and enriching the post purchase experience.
While many brands concentrate on driving the initial purchase, the true value lies in transforming one-time buyers into loyal, repeat customers. This is where post purchase email flows become essential.
Let’s walk through the basics and finer details of post purchase email automation, and show you how to create your own Klaviyo post purchase flow.
In this post:
-
-
- The Role of Email Marketing Flows in Ecommerce Success
- What Is a Post Purchase Flow in Email Marketing?
- Why Post Purchase Emails Are Essential for Ecommerce
- The Two Types of Post Purchase Emails You Should Send
- 5 Best Post Purchase Email Examples for Ecommerce Brands
- How to Implement Automated Klaviyo Post Purchase Flows
- Tips for Effective Post Purchase Email Campaigns
- Conclusion
-
The Role of Email Marketing Flows in Ecommerce Success
In ecommerce, understanding why email marketing is important can significantly enhance your strategy.
An email flow is like an ongoing conversation with your customers, driven by a series of automated emails. These emails are triggered by specific actions your customers take or specific timelines after they make a purchase. This sequence engages customers at pivotal moments—from the moment they buy emails to when they receive their post email updates.
What Is a Post Purchase Flow in Email Marketing?
A post purchase flow is an automated series of emails that are triggered after a customer makes a purchase.
These email flows allow ecommerce brands to send post-loyalty messages that build relationships and ensure customers receive important updates.
You can use tools like Klaviyo to set up flow triggers that send these emails at key moments, enhancing the post purchase behavior and keeping customers informed and engaged.
Key Elements of a Successful Post Purchase Flow
Here’s what you need to make sure your post purchase emails are hitting the mark:
1. Timing
Immediate confirmation emails, timely shipping updates, and well-timed follow-ups like post purchase surveys ensure continuous engagement.
2. Triggers
Triggers are the actions that automatically set off your email flow. Set triggers for actions like order confirmation or a post purchase survey to automate the email flow efficiently.
3. Automation
You can automate the entire process, meaning your customers always receive the right email at the right time—without you having to lift a finger.
Why Post Purchase Email Is Essential for Ecommerce
Leveraging ecommerce automation can create a seamless customer experience from the first interaction to the post purchase journey.
Automation ensures that emails like welcome messages, order confirmations, and personalized product recommendations are sent at exactly the right time.
This has several key benefits:
- Time-saving: Automation reduces the need for manual input, freeing you to focus on scaling your business.
- Consistency: Every customer receives a uniform, timely experience with crucial updates and tailored offers, ensuring no one is left behind.
- Enhanced Personalization: Use customer data to send targeted emails, like product recommendations based on previous purchases or personalized discounts on special occasions.
These emails also play a pivotal role in reducing customer anxiety, building trust, and encouraging repeat business.
Well-timed, thoughtful communication shows you care about the customer experience beyond the sale, boosting your brand’s credibility and fostering long-term loyalty.
The Two Types of Post Purchase Emails You Should Send
To maximize the effectiveness of your flows for ecommerce emails, you need two key types of emails
1. Transactional Emails
These handle critical updates, like order confirmations and shipping details. Klaviyo can help you automate these and exclude shipping products that don’t require follow-up.
2. Promotional Emails
Once the transaction is complete, invite customers to join loyalty programs, share post purchase upsell pages examples, or recommend related products based on their order.
5 Best Post Purchase Email Examples for E-Commerce Brands
Below are five best post purchase emails that every e-commerce brand should implement, along with actionable tips to maximize their effectiveness.
1. The Purchase Confirmation Email
Upon completion of a purchase, it’s crucial to send a post purchase thank you email immediately. This email acts not only as a receipt but also expresses gratitude, reinforcing the customer’s decision to choose your brand.
This email is crucial in ensuring that the customer feels informed and appreciated right from the start, setting a positive tone for all subsequent communications.
What to Include:
- Order Number & Details: Clearly display the order number, product summary, quantity, and price.
- Expected Delivery Date: Let customers know when they can expect their order to arrive.
- Customer Support Contact Info: Provide an easy way for customers to contact support if they have any questions.
- Personalization: Greet the customer by name and express gratitude for their purchase. Consider adding a personalized note or recommendation, such as “We can’t wait for you to experience [Product Name]! Here’s what other customers love about it…”
📝 Pro Tip: Add a “next steps” section where you give the customer something to look forward to, like setting delivery expectations or offering product care tips.
Example:
Subject Line: Your Order is Confirmed! Thank You for Choosing [Brand Name]
Email Body:
Hi Sarah,
Thank you for your purchase of [Product Name]! We’re excited to have you as a customer and want to ensure you have all the information you need:
Order Number: #123456
Items Ordered: [Product Name, Quantity, Price]
Expected Delivery: September 25 – September 28
If you have any questions, feel free to reach out to us at support@brandname.com.
Next Steps:
While you wait, check out our [Product Care Guide] to get the most out of your purchase. We can’t wait for you to experience [Product Name]!
Best regards,
The [Brand Name] Team
2. The Shipping Tracker Email
The Shipping Tracker Email is a vital component of the post purchase email flow, designed to keep the customer informed about the status of their order as it moves through the shipping process.
Utilizing Klaviyo flow triggers, this email is sent automatically once the order is dispatched.
This proactive communication helps mitigate uncertainty and builds trust, enhancing the customer’s post purchase experience by keeping them connected and informed.
What to Include:
- Tracking Information: Provide tracking numbers and a link to track the shipment.
- Shipping Carrier Information: Mention the carrier, such as FedEx or UPS.
- Delivery Progress: Real-time updates of the package’s location and estimated delivery date.
📝 Pro Tip: Make this email visually engaging by using a progress bar or delivery countdown timer. Adding a call to action to check out related products while they wait for delivery can also encourage additional sales.
Example:
Subject Line: Your Order is on the Way! Track It Here 🚚
Email Body: Hi Sarah,
Your order is on its way and we know you’re excited! Here’s how you can keep track of your shipment:
Tracking Number: 123ABC456
Carrier: UPS
Estimated Delivery: September 28
[Track My Order Button]
While you wait, explore our [Product Pairings] that go perfectly with your recent purchase. Add them to your cart now and get free shipping!
Best,
The [Brand Name] Team
3. The Product Tutorial Email
A Product Tutorial Email enhances the customer’s experience by providing valuable information on how to use or assemble the purchased product.
This email not only helps in reducing returns by ensuring customers know how to use the product but also enhances their overall satisfaction and likelihood to recommend the brand.
What to Include:
- Setup Instructions: Provide step-by-step setup guides.
- Usage Tips: Offer practical tips or best practices for product use.
- Video Tutorials: Embed or link to a video tutorial demonstrating how to use the product effectively.
📝 Pro Tip: Include customer testimonials or user-generated content (UGC) that shows how other customers are enjoying the product. This not only increases satisfaction but can also encourage customers to follow suit.
Example:
Subject Line: Get the Most Out of Your [Product Name]! Tips & Tutorials Inside
Email Body: Hi Sarah,
We want you to have the best experience with your new [Product Name]. Here’s how to get started:
-
-
-
-
- Step-by-Step Setup Guide: [Link to guide or include steps]
- Usage Tips: Learn how to maximize your product’s life and performance.
- Watch Our Video Tutorial: [Watch Now]
-
-
-
Need some inspiration? See how others are using [Product Name] on Instagram: #ProductHashtag.
Share your experience with us!
Happy [Product Name] using,
The [Brand Name] Team
4. The Review Request Email
Sent a few days after the product has been delivered, the Review Request Email is an integral part of the post purchase email sequence. It is designed to solicit customer feedback, an essential component of the best post purchase emails.
What to Include:
- Feedback Request: Politely ask for feedback on the purchased product or the shopping experience.
- Easy-to-Access Links: Provide links to review platforms, whether it’s your website or third-party sites like Google or Yelp.
- Incentives: Offer a small discount or entry into a contest as an incentive to leave a review.
- Example Templates: Include examples of what other customers have said to guide their responses.
📝 Pro Tip: Timing is key. Send this email a few days after delivery when customers have had time to use the product but not so long that the excitement wears off.
Example:
Subject Line: We Value Your Opinion! Leave a Review & Get 10% Off
Email Body: Hi Sarah,
We hope you’re enjoying your new [Product Name]. We’d love to hear your thoughts!
Leave a review and as a thank you, enjoy 10% off your next purchase. It’ll only take a minute and helps us continue to improve.
[Review Now Button]
Here’s what others are saying:
“[Customer Review Snippet]”
“[Customer Review Snippet]”
Thanks for being a part of our community!
The [Brand Name] Team
5. The Loyalty Program Invitation
The Loyalty Program Invitation is an effective post purchase marketing tool, sent within 24 hours post purchase to capitalize on the initial excitement of the new purchase. This email encourages customers to deepen their relationship with the brand.
This email not only rewards loyal customers but also incentivizes further engagement, enhancing the lifetime value of each customer.
What to Include:
- Loyalty Program Benefits: Explain the perks, like exclusive discounts, early access to sales, or points for every purchase.
- Incentive to Join: Sweeten the deal by offering a special discount or free shipping on their next order if they sign up.
📝 Pro Tip: Send this email after the customer has had a chance to experience their product, perhaps 1-2 weeks post purchase, when they are likely to be considering future purchases.
Example:
Subject Line: Unlock Exclusive Perks! Join the [Brand Name] Loyalty Program
Email Body: Hi Sarah,
We’re thrilled to invite you to join the [Brand Name] Loyalty Program! Enjoy these exclusive benefits:
-
-
- Earn Points: Get rewards for every purchase.
- Free Shipping: On your next order as a welcome gift.
- Early Access: Be the first to know about sales and promotions.
-
[Join Now Button]
Join today and start enjoying your rewards! We appreciate your support and look forward to seeing you as a loyal member.
Best,
The [Brand Name] Team
How to Implement Automated Klaviyo Post Purchase Flows
1. Create a New Flow in Klaviyo
Log in to your Klaviyo account and go to the “Flows” section. Click on “Create Flow” and choose a pre-built post purchase template or start from scratch.
📌 Give your flow a name like “Post Purchase Email Sequence” for easy identification.
2. Set Up Trigger Events
Select the trigger that will start your flow. For a post purchase sequence, choose “Placed Order” under “Trigger Setup”. This will ensure the flow starts whenever a customer completes a purchase.
You can refine this trigger with additional conditions, like excluding customers who have already received the sequence.
📌 Use trigger splits to customize emails based on customer behavior, such as first-time buyers versus repeat customers.
3. Design Your Email Sequence
Add emails to the flow by clicking “Add Action” and selecting “Email”. For each email, you can choose a template or create a new one. Start with an order confirmation email, then add emails like shipping updates, product tutorials, and review requests. Drag and drop the emails in the sequence to arrange the order.
📌 Use Klaviyo’s “Dynamic Blocks” to personalize emails with customer details like their name, product purchased, and estimated delivery date.
4. Set the Timing Between Emails
Click on each email in the flow to set the delay between messages.
For example, set the first email to go out immediately after purchase, the shipping update when the order ships, and the product tutorial a few days after delivery. Adjust the timing to suit your product’s delivery schedule.
📌 Use time delays and conditional splits to ensure emails are sent at the optimal time and only to the right recipients.
5. Add Conditions and Splits
Use conditional splits to customize your flow. For example, you can create a split based on whether the customer has purchased more than once. This allows you to send different follow-ups to first-time buyers versus loyal customers.
📌 Implement a “Has Placed Order” condition to exclude customers who have already received a review request email in the past 30 days.
6. Review and Test Your Flow
Before making the flow live, review each email to ensure it’s personalized and relevant. Use Klaviyo’s preview and testing tools to see how the emails look in different inboxes. Send test emails to yourself to catch any errors.
📌 Test different scenarios with varying customer data to make sure all conditions and splits work correctly.
7. Turn on the Flow and Monitor Performance
Once you’re satisfied with your setup, turn the flow to “Live.” Monitor the flow’s performance through Klaviyo’s analytics. Check metrics like open rates, click-through rates, and conversions to see how each email is performing.
📌 Set up automated reports in Klaviyo to receive performance updates directly in your inbox and make data-driven adjustments as needed.
Tips for Effective Post Purchase Email Campaigns
1. Best Post Notification Email Design
Focus on clean, mobile-friendly layouts with clear calls to action (CTAs). Make sure to include your brand’s logo and maintain consistent color schemes to reinforce brand recognition and build trust.
- Use a single-column format and large buttons
- Use your brand’s colors, logo, and fonts across all emails
- Position CTAs prominently, preferably above the fold
- Use whitespace to make the design clean
- Address customers by their name and refer to their recent purchase for a personal touch
2. Post Purchase Upsell Pages
Incorporating upsell opportunities into post purchase emails can drive additional revenue without being pushy. Here’s how you can do it:
- Suggest complementary items based on the customer’s previous purchase. For example, if they bought a laptop, recommend accessories like a mouse or laptop bag
- Create urgency by offering time-sensitive discounts, such as “Get 10% off your next purchase within 48 hours.
- Offer bundle deals or upsell higher-end versions of the purchased product
- Include high-quality product images to capture the customer’s attention and entice them to purchase
3. New vs. Returning Customer Strategies in Klaviyo
New Customers:
- Provide tutorials, guides, or tips on how to use their purchased product
- Offer a discount or loyalty points for first-time buyers to encourage a repeat purchase
- Share your brand’s story, mission, or values to build a stronger connection
Returning Customers:
- Invite returning customers to join your loyalty program, highlighting the rewards and benefits
- Reward repeat customers with personalized discounts, such as “As a valued customer, enjoy 20% off your next order.”
- Offer products based on their purchase history, emphasizing how they complement their past purchases
These tips will help you design effective post purchase email campaigns that drive customer loyalty and increase sales.
Conclusion
Post purchase email flows are a vital part of any e-commerce strategy. They provide timely information, encourage repeat purchases, and build long-term customer relationships.
Beyond emails, consider every interaction—from customer service to shipping—as a chance to strengthen those connections.
Post purchase emails can drive loyalty and boost repeat purchases when done right. Use the examples and tips here to refine your strategy, and don’t be afraid to experiment with new approaches.
For expert help in crafting post purchase flows that truly convert, contact Future Holidays today.
Related Articles
