The moment after someone makes a purchase from your brand is pivotal.
A new customer has already made the leap to buy from you, so how you handle that post-purchase moment will define whether your brand becomes a trusted go-to or just another email they ignore in their inbox.
Want to create better customer experiences after purchase? Read on to learn exactly what post-purchase emails are and how they can delight your customers.
What are post-purchase emails?
First things first, what are post-purchase emails? They’re exactly what you’d expect—emails that you send after a customer makes a purchase.
Typically, these are automated emails and the message varies based on how long it’s been since your customer made their purchase. For example, you might send an order confirmation email immediately after a customer buys something but wait ten business days before you send another email to request a product review from someone who recently bought from your brand. Together, these messages make up your post-purchase email flow.
Post-purchase emails can provide your customers with important information about their orders while confirming their details, which is especially important if they’ve ordered the wrong product or used an incorrect delivery address, for example.
But your post-purchase emails have another purpose beyond confirming order details.
You can also use them to tell your customers more about your brand and products, and why they’ve made the right decision to buy from you, which can help to increase brand awareness and customer loyalty.
When done right, post-purchase emails will help you:
• Tempt people to come back to your site
• Lay the groundwork for a second purchase
• Collect feedback from your customers
• Create an exceptional customer experience
Did I mention they’re one of the most valuable emails you can send? According to Klaviyo data, post-purchase emails see a 217 percent higher open rate, over 500 percent higher click rate, and 90 percent higher revenue per recipient (RPR) than your average email campaign, according to Klaviyo’s data.
But creating a successful post-purchase email flow is easier said than done. That’s why I’ve created a comprehensive list of the top resources you can use to create a killer post-purchase email series.
How to delight your customers with your post-purchase emails
Now that you have a thorough understanding of post-purchase emails, how do you integrate them into your marketing strategy?
There are all kinds of emails that you might want to include in your post-purchase customer journey. Rather than explain everything about them, I’ve collected several resources that you can use to dive into what you may want to learn about next.
Use these seven resources to develop strategies and messages that will resonate with your customers.
1. Learn the transactional email basics
Transactional emails such as shipping, order, and delivery confirmations are highly informative emails you send after a customer takes a particular action—like placing an order.
Check out this order confirmation email from Fenty Beauty. It’s clear and to the point about what a customer cares about immediately after making a purchase.
Besides notifying your customers of their recent activity, transactional post-purchase emails are a fantastic opportunity to build brand awareness and customer loyalty.
But they operate under a unique set of rules for how frequently you can send them and how to stay compliant against anti-spam laws.
2. Go above and beyond with your order confirmation emails
Order confirmation emails do more than just confirm product details; they’re an extension of your brand and they’re often the first post-purchase emails your customers receive from you.
Sending these emails gives new customers peace of mind about their purchase, and helps you build trust and begin developing a new and hopefully long-lasting relationship.
Pasta Evangelists uses their order confirmation email to proactively answer questions about pasta freezing and even encourage customers to share their purchase with friends—while still highlighting the order details.
3. Spice up your shipping confirmation emails
Shipping confirmations and other transactional emails traditionally don’t get a lot of attention from marketing teams.
But by including a few basic components and adding a little creativity, these emails can help you build customer loyalty, improve the post-purchase experience, and establish a unique voice for your brand.
For example, Ritual includes social media images and information about their refer-a-friend incentive to encourage customers to socially engage with their community.
4. Communicate shipping delays to your customers
If the past year has taught us anything, it’s that supply chains can be impacted at any time—and often at great surprise and concern to everyone involved.
But that doesn’t mean the rockstar service your customers usually receive from you should also be impacted.
Chewy gets it right by keeping their customers updated during delays.
5. Drive revenue with thank you emails
Thank you emails are one of the most engaging emails you can send.
According to Klaviyo data, they can have a 352 percent higher open rate than a traditional email campaign and a 329 percent higher click-through rate (CTR) because customers are expecting emails after paying for their orders.
Sending a thank you email can help you improve customer retention, which ultimately leads to a customer making more purchases with you over time.
6. Consider these anniversary email strategies
Everyone loves having a reason to celebrate. That’s why we recognize unofficial holidays like National Ice Cream Day, National Puppy Day, and National Margarita Day.
But how can you give your customers a celebratory reason to shop with you beyond their first purchase? The answer is an anniversary email.
Nadaam uses a birthday email to remind their customers to treat themselves with a special discount.
7. Predict when your customers will buy from you again
Data drives the most powerful post-purchase email flows. You’ve likely heard all about segmenting your email content by gender, age, location, and other demographics.
And you might even know behavioral triggers are an excellent way to segment your email list.
But here’s an option you may not have considered: segmenting based on when you expect a customer to buy from you again.
The sale isn’t the finish line
What happens when sprinters win a race at the Olympics? They stop at the finish line, right? Wrong. They often run their lap of honor, pose for photos, and start prepping for their next event.
Just like Olympians, your job doesn’t end once you cross the finish line (i.e., you’ve made a sale). Your next “event” is to deliver exceptional customer service and convince your customers to come back for more—ideally through a winning post-purchase email series.
After all, it costs five times less to keep existing customers than to gain new ones, which is a considerable amount of money you could put towards growing your business and launching new and exciting products instead.