Building a strong customer relationship doesn’t end with a sale—it starts there. Using a thoughtful post-purchase email campaign strategy can help nurture customer loyalty, drive repeat sales, and even reduce support inquiries. Here, we’ll look at how to create a compelling post-purchase email flow, including post-purchase email templates, subject lines, and examples to maximize engagement and growth.
Why Are Post-Purchase Emails Important?
Post-purchase emails aren’t just transactional; they’re opportunities to elevate your customer’s experience. By setting up an effective post-purchase email sequence, you can continue to engage your customers, ensure a smooth order process, and increase their likelihood of buying again.
Types of Post-Purchase Emails to Include in Your Flow
An effective post-purchase email flow combines various types of emails, each designed to address different aspects of the customer journey. Here are the key post-purchase email examples to consider for a normal tracking experience (we'll go into delays/problem orders below):
- Order Confirmation Email
- This first post-purchase email assures the customer their order was received and provides essential order details.
- Subject Line Example: “Order Confirmed! Here’s What’s Next”
- Template Tip: Include the order summary, estimated delivery date, and customer service contact info.
- Shipping Emails
- Keep customers in the loop with shipping confirmations and tracking information.
- Subject Line Example: “Your Order Is on Its Way! Track Here”
- Template Tip: Use real-time tracking tools like Malomo to help customers monitor their order tracking. Display helpful educational content and other products while your customer is waiting for their package to arrive on a branded tracking page.
- Tell customers their package is almost at their home and when they can expect it to be delivered.
- Subject Line Example: “Your Order is Out for Delivery! Track Here”
- Template Tip: Include estimated delivery dates and times. Continue displaying helpful educational content and other products on your order tracking page to educate and generate additional revenue.
- Tell customers their package has arrived. YAY!
- Subject Line Example: “Your Order has been Delivered! Hooray!”
- Template Tip: Include delivery dates and times of when the package was dropped off.
Types of Post-Purchase Emails to Include in Your Flow When There's A Shipping Issue
Issues, delays, lost packages, and a plethora of other problems with shipping will occur. But you can help mitigate customer confusion and frustration by enabling automated emails to trigger when there are problem orders.
- Shipping/Delivery Delay Email Update
- Educate customers on the delay to their order either shipping or delivering on time. Customers will be confused if you don't share this information with them, and they will get frustrated, so it's better to get ahead of the issue before your customer is lost and upset.
- Subject Line Example: “Your shipment is delayed but we've got it covered”
- Template Tip: If you know the reason as to why a customer's order has been delayed, share it with them. Customers appreciate transparency and are less likely to be upset if they are proactively notified of an issue rather than having to discover it themselves. You may want to offer an incentive or gift for their next purchase.
- Returned to Sender
- Inform your customer that a delivery attempt was made and that it has been returned to the sender. Add additional details about next steps for the customer.
- Subject Line Example: “We tried to deliver your package but you weren't there”
- Template Tip: Likewise, if you know why the delivery failed, include that information in the body of the email and provide next steps. You may want to offer an incentive or gift for their next purchase when this scenario unfolds.
- Available for Pickup
- Let your customer know that their package is close and that they can pick it up. Share any additional details they might need, as to location and times they can pick it up at.
- Subject Line Example: “Your package is ready for pickup”
- Template Tip: Encourage your customer to go get their order by providing details around when it arrived and when they can get it.
Best Practices for Crafting Your Post-Purchase Email Templates
A successful post-purchase email sequence hinges on personalization, timing, and value. Here are key tips to make sure your emails engage and delight your customers.
- Personalize Each Email
Personalization goes beyond using the customer’s name. Mention their specific purchase and any relevant details to make the email feel personal and relevant. - Time Your Sequence Thoughtfully
Send post-purchase emails in a timely manner. For instance, an order confirmation email should be immediate, shipping updates should arrive as the status changes, and an order with delays/issues should be sent as soon as a problem arises. - Use Eye-Catching Visuals
High-quality visuals can make your emails more engaging and enjoyable. Consider including product images, instructional videos, or GIFs to add visual interest. - Create Clear, Compelling Subject Lines
A strong subject line is key to ensuring your email gets opened. Here are some post-purchase email subject lines to consider:- “Order Confirmed! Here’s What’s Next”
- “Thank You for Your Purchase! Let’s Get Started”
- “Your Order Is on Its Way! Track Here”
- Optimize for Mobile
Many customers check email on mobile devices, so make sure your templates are responsive and look great on any screen size. - Include a Clear Call-to-Action (CTA)
Every post-purchase email template should have a specific CTA to track an order. Clear CTAs guide customers on what to do next. - Test and Refine
A/B testing different subject lines, visuals, and content can reveal what resonates best with your audience. Track metrics like open rates and click-through rates to continually improve your email flow.
Post-Purchase Email Automation Tools
Together, the right email platform with the right branded order tracking platform can simplify the process of setting up and managing your post-purchase email flows with accurate triggers you can depend on.
Many leading ecommerce merchants on Shopify choose to pair Malomo order tracking with one of these ESPs:
- Klaviyo: Known for its integration with e-commerce platforms, Klaviyo makes it easy to set up personalized, data-driven post-purchase email sequences.
- Attentive: Attentive empowers brands to connect with customers through highly personalized, automated messages. Attentive integrates well, making it easy to create coordinated, cross-channel post-purchase messaging that reaches customers at the right time with real-time data.
- Yotpo: Yotpo is a robust marketing platform with a focus on loyalty and customer retention. With its email and SMS marketing features, Yotpo enables brands to create impactful post-purchase email sequences and drive customer engagement. It also seamlessly integrates user-generated content, reviews, and rewards to boost social proof and brand loyalty.
- Sendlane: Sendlane is an intuitive email and SMS marketing platform designed for e-commerce. Its powerful automation tools help brands set up data-driven, segmented post-purchase flows that keep customers engaged and informed. With an easy-to-use drag-and-drop builder and deep integrations, Sendlane enables personalized post-purchase experiences that increase customer retention.
Conclusion
A strategic post-purchase email flow can transform a one-time buyer into a loyal customer. By incorporating various post-purchase email examples and templates, businesses can foster engagement, reduce customer service inquiries, and drive repeat purchases. Focus on personalization, timing, and value in each post-purchase email to ensure customers feel valued, informed, and excited to come back for more.
Want to keep learning? Check out these related resources...
- 6 Shipping Notification Best Practices to Reduce Costs and Increase Sales
- How SMS shipping updates improve the customer experience
- Eight Creative Ideas to Beef Up Your Transactional Emails
- How To Communicate Delivery Delays To Customers
- 9 Best Practices for Ecommerce Order Confirmation Emails
- 6 Revenue-Generating Order Status Emails You May be Missing
- Create Order Confirmation Email Klaviyo
- Take your SMS strategy up a notch with Klaviyo & Malomo