Efficient Put up Buy E mail Methods: Increase Engagement and Loyalty

A post-purchase e-mail is an e-mail marketing campaign despatched to a buyer after they purchase one thing from your online business. Put up-purchase e-mail campaigns are crucial 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 transferring ahead. That is very true whenever you’re coping with first-time patrons. 

If a buyer needed to contact your group to get a delivery and supply replace (as an alternative of receiving an automatic post-purchase delivery replace), that relationship has already began on the incorrect 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 the most effective practices you will need to observe to construct efficient post-purchase e-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 gadgets the client has simply purchased.

These emails are extraordinarily essential for constructing buyer belief, enhancing the client expertise, and inspiring loyalty. An order and delivery affirmation message, for instance, optimizes the client expertise by preserving 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 determine friction factors throughout the buyer journey. Addressing such points demonstrates that you simply 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 put money into post-purchase e-mail campaigns. 

They put your clients comfortable and construct belief 

A number of post-purchase emails play a vital position in preserving clients up to date about their orders. These emails are referred to as transactional emails. They embody order affirmation, delivery, and supply alert emails.

When clients place an order, they count on your retailer to inform them the order went by. Additionally they count on to get an order abstract confirming the gadgets they purchased, how a lot they paid, and once they can count on the gadgets to reach at their doorstep. 

Transactional emails, which type a part of post-purchase e-mail campaigns, serve that function. They provide clients peace of thoughts, figuring out they purchased the proper gadgets and that your retailer is already engaged on delivery the orders. 

These shut the loop and display the professionalism of your ecommerce enterprise. They eradicate nervousness and improve the client’s post-purchase expertise. This enables patrons to start out trusting your online business.

They get extremely excessive engagement charges

The common e-mail open charge is 39.64%, in line with the GetResponse e-mail advertising benchmarks. Are you aware the open charge of the order affirmation emails? 65%! 

Delivery affirmation and order supply alerts additionally obtain a lot larger open and click-through charges than commonplace emails. 

What does this imply? 

Put up-purchase emails present a singular alternative to display 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 point out clients how their order has made a distinction to the surroundings. 

However that’s just one use case. 

You may also use these emails to cross-promote different services or products. You may upsell and cross-sell different gadgets by post-purchase campaigns, for instance. You may also use them to advertise key packages like your buyer loyalty and referral program. 

These packages will seize extra eyeballs and drive signups and conversions, because of the excessive engagement charges of post-purchase campaigns.

They increase buyer lifetime worth

Put up-purchase messages encourage buyer engagement together with your model. A superb marketing campaign cultivates loyalty by displaying clients that you simply care about their experiences. 

For instance, follow-up academic emails enable you present clients how they’ll get most worth from their purchases. Additionally they mean you can acquire buyer suggestions, which reveals your current clients that you simply worth their opinions. 

These campaigns construct buyer loyalty and improve the client lifetime worth. Not solely do they enable you 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 help division

One factor it is advisable to know is that clients count on sure post-purchase communications. A buyer expects an order affirmation e-mail instantly after inserting an order. Others need a monitoring hyperlink to watch their order supply.

So, what occurs when your online business fails to ship these important communications? Prospects will flood your customer support strains asking for the knowledge. 

That is an pointless workload you don’t need your buyer help group to cope with. It additionally leaves a foul style in your buyer’s mouth. Don’t make your clients search out info that ought to be proactively shared by automated post-purchase campaigns. 

They acquire helpful buyer suggestions

Lastly, post-purchase e-mail campaigns are essential as a result of they enable you acquire helpful buyer suggestions. 

Benefit from the excessive engagement charges of those emails to be taught 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 overview. 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 throughout the checkout course of? Was the delivery time acceptable? How seemingly are they to buy from you once more? Would they suggest your model to a buddy? 

Sending these surveys in a daily e-newsletter will enable you get some insights, however not as a lot as you’ll in the event you added them in post-purchase campaigns. Apart from 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. 

9 post-purchase e-mail concepts and examples

Let’s take a look at the 9 must-have post-purchase e-mail campaigns. I’ve included post-purchase e-mail circulate templates for every marketing campaign to point out you ways these emails could be automated. 

1. Order affirmation emails 

Order affirmation emails fall beneath the class of transactional emails. These emails are important in your ecommerce enterprise to execute its contractual obligations. As such, GDPR and CCPA laws enable companies to ship these emails to clients with out their express consent.

Nonetheless, it is best to know that beneath GDPR, order affirmation emails develop into promotional emails in the event you use them to advertise different merchandise or embody unrelated gives. That requires you to get the client’s consent.

A purely transactional order affirmation message incorporates essential details about the client’s order. It supplies an order abstract that reveals the order quantity, gadgets bought, amount, value per merchandise, complete value, technique of fee, supply tackle, and estimated supply time. 

Understand that order affirmation is the primary of your post-purchase e-mail sequence. You’ll must ship follow-up emails sharing delivery and supply particulars.

Your order affirmation e-mail doesn’t need to be purely transactional, although. You should utilize this in style e-mail to upsell and cross-sell merchandise, for instance. 

Take a look at this e-mail instance.

This small enterprise makes use of the order affirmation e-mail to ship a customized thank-you notice to the purchasers. The heartfelt e-mail makes the model appear extra relatable and human. This can assist clients construct an emotional connection to the model. 

Ensure to observe GDPR necessities in the event you resolve to make use of order affirmation emails for promotional functions. GetResponse makes this attainable by GDPR-compliant post-purchase circulate templates. 

The workflow builder helps cut up logic, which lets you phase clients who’ve consented to receiving advertising emails. You may goal these clients with promotional order affirmation emails.

Right here’s the post-purchase circulate template to make use of.

The template is offered throughout the GetResponse ecommerce automation platform.

2. Delivery affirmation emails 

Delivery affirmation emails are despatched after the order affirmation e-mail. This post-purchase e-mail shares further details about the order success course of. It features a delivery monitoring quantity, a monitoring hyperlink, and an estimated supply date. 

The delivery e-mail doesn’t have to remain strictly transactional. This e-mail can go away a long-lasting impression in your clients if used appropriately. 

For starters, exchange the boring, plain white delivery affirmation e-mail design with a branded e-mail to bolster your model voice and increase model recognition. You may also use these emails to upsell and cross-sell completely different merchandise. 

For instance, you may ask clients so as to add a number of further merchandise inside a sure length (e.g., one hour) to have all of the gadgets shipped collectively. This can be a intelligent solution to increase the common order worth. You may even incentivize the purchasers with free delivery and reductions to drive conversions. 

Check out what Paddywax does with this delivery affirmation e-mail.

That is an instance of a easy delivery affirmation e-mail. It shares the delivery tackle, technique, and a monitoring hyperlink the place clients can get dwell updates on the supply standing.

GetResponse helps delivery affirmation emails by way of our transactional e-mail companies. Join your ecommerce retailer to GetResponse, so our platform can monitor when clients add gadgets to their cart, full their orders, and even abandon their carts.

Use our post-purchase e-mail templates to configure the delivery affirmation e-mail circulate. GetResponse’s deep integration with ecommerce platforms like Shopify, WooCommerce, Magento, and BigCommerce will monitor when orders are marked as shipped. This may set off automated delivery alerts. 

3. Order supply alerts

Order supply is often the final e-mail within the transactional e-mail sequence. Some manufacturers ship a number of order supply alerts to present their clients full visibility into the supply course of.

They might ship the primary alert when the merchandise has left the warehouse. The final supply affirmation e-mail will verify that the cargo has been delivered. 

Though some ecommerce companies additionally use this e-mail to gather buyer suggestions, it might be value sending a separate follow-up e-mail to request suggestions. This offers clients adequate time to make use of the product to allow them to share an goal product overview. 

Here’s a supply affirmation e-mail instance to encourage you.

Vuori’s model character shines all through this order supply e-mail. The e-mail additionally does extra than simply verify the delivered gadgets. They take the chance to cross-sell different gadgets. 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 may automate order supply alerts utilizing GetResponse transactional e-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. 

Nonetheless, you too can decide to ship standalone post-purchase upsell and cross-sell emails. The fantastic thing about these campaigns is that you simply already know what the client is fascinated by primarily based on their buy. This lets you ship tailor-made upsell and cross-sell emails which can be extra prone to convert.

For instance, if a buyer purchases an merchandise that requires common replenishment, you may 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 develop into VIPs and revel in further perks, reminiscent of early entry to new merchandise and free samples, by committing to a long-term subscription.

Cross-sells may also work rather well in post-purchase campaigns. Inform the customer what different clients are shopping for along with the gadgets they only purchased. This leverages social proof to make your clients extra receptive to your cross-selling gives. Incentives reminiscent of free delivery and unique reductions may also assist push clients over the conversion line.  

This straightforward cross-selling e-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 the right way to arrange this workflow.

5. Assessment request emails

Assessment or suggestions request emails invite clients to share their suggestions on interacting together with your model. This request could be despatched as a standalone post-purchase e-mail, as an alternative of (or along with) together with it in transactional emails. 

The perfect overview 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 could be deployed two days after the order supply affirmation e-mail, for instance. 

An efficient post-purchase overview e-mail additionally makes use of incentives to encourage extra clients to take part. Incentives may also encourage clients to share extra detailed opinions. This offers you a goldmine of insights and user-generated content material that you need to use to enhance and market your model.

Check out this overview request e-mail from Evergreen Juices.

What I discover fascinating about this e-mail is that the model has not wasted the chance to cross-promote different merchandise. After requesting the overview and together with a transparent, unmistakable CTA, they embody one other part on their subscription service. 

That part supplies simply sufficient info to point out the person that they’ll commit to higher well being by a subscription. Subscriptions are an effective 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 function of the e-mail, which is to gather a overview.

You may construct your suggestions request e-mail workflow from scratch utilizing the GetResponse visible workflow builder.

6. Thanks emails 

A post-purchase thanks e-mail ought to be a part of your e-mail advertising technique if you wish to present your clients that you simply admire and worth their enterprise. This e-mail is distributed individually from the order affirmation e-mail, and that presents a number of benefits.

For starters, it reveals your current clients that you simply’re fascinated by greater than only a transactional relationship. Your model really took the time to craft a separate thank-you e-mail. This works particularly effectively in the event you create a heat e-mail that focuses purely on appreciating the client. 

Additionally, the e-mail can go away a long-lasting impression if it comes from an government or the enterprise founder. 

Sending a separate thank-you e-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 might they do to make a distinction? 

Ilia’s thank-you e-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 e-mail sequence. 

7. Product information emails

To construct long-lasting buyer relationships, you will need to look past transactional and promotional post-purchase e-mail campaigns. Your technique should embody academic sources that assist your clients tackle their ache factors and wishes. That’s why post-purchase product guides and how-to emails are essential.

Use these campaigns to point out clients how they’ll extract most worth from the merchandise they only purchased. You may obtain that by together with hyperlinks to useful tutorials and guides printed 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 ‘the right way to 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 a much bigger neighborhood. This could promote loyalty and encourage them to supply related UGC in your model.

Examine this out.

This straightforward e-mail from Ilia informs a buyer on the right way to 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 e-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 a branded Instagram hashtag. This can be a intelligent trick to encourage UGC manufacturing in 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. Nonetheless, you’ll must be strategic to make these campaigns work.

First, use your buy analytics to find out the common reorder interval. This may seemingly fluctuate relying on the completely different product classes you will have. 

You may additionally want to trace every buyer’s buy conduct. Some clients fill up on gadgets in giant portions. It will be unprofessional to ship them a reminder for an merchandise they nonetheless have readily available. 

Timing is one other essential issue. Don’t wait till the gadgets have run out to ship them a reminder. By that point, they could have already positioned an order with a competitor. You additionally don’t need to ship this reminder too quickly. The client can merely ignore and neglect all about it.

Right here is an easy replenishment reminder you may copy from the dietary supplements model Fullscript.

Ideally, it is best to ship two replenishment reminder emails. Ship the primary e-mail 5 days earlier than the merchandise is anticipated to be depleted. Then ship a follow-up e-mail one or two days after depletion in case they don’t reorder the merchandise. 

Use incentives reminiscent of reductions or free delivery to encourage clients to reorder their provides. You may also present a one-click “Reorder Now” CTA that results in a cart containing the gadgets the client buys incessantly. This supplies a extra handy and seamless checkout course of. 

9. Referral and loyalty program invitation emails

Put up-purchase campaigns are a few of the finest locations to advertise your buyer referral and loyalty packages. These emails tackle 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 packages is prone to drive signups. 

Right here’s a compelling post-purchase e-mail instance selling a referral program. 

I like how simple this post-purchase referral e-mail is. It tells the readers fairly clearly what steps they need to take to win a free pair of socks. And each buddy 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 the most effective practices they observe. 

Automate your post-purchase emails

Put up-purchase e-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 shouldn’t be sensible. That’s why you will need to automate these campaigns. 

Automating post-purchase campaigns makes positive that every one your emails are delivered in a well timed vogue. For instance, a suggestions request e-mail can be delivered simply in time to make sure the customer has had sufficient expertise to share their opinion. Equally, a thank-you e-mail can be delivered on time to thank the client for his or her buy.

Well timed buyer interactions enable you ship a customized expertise, which in flip builds buyer loyalty. 

Automation can also be the one method you may ship customized post-purchase campaigns at scale. In case your on-line retailer processes tons of and even 1000’s 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 help e-mail segmentation, so every group of shoppers receives related emails. 

Finally, it is best to automate these campaigns to boost the effectivity of your advertising technique. Your advertising group doesn’t must waste sources sending these emails. They’ll create the workflows, configure the messages, and deal with extra strategic duties because the post-purchase campaigns run on autopilot within the background. 

Phase your post-purchase emails

Buyer segmentation is essential in post-purchase campaigns if you need your emails to get excessive engagement. 

Begin by separating new clients from returning clients. These two teams would require several types of content material. For instance, new clients are nonetheless not very conversant in your model. In order that they’ll require some trust-building content material. You’ll must nurture buyer relationships with these patrons by a welcome sequence 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. 

Alternatively, returning clients are already conversant in your model. This group will admire content material that acknowledges their loyalty. Respect them for coming again and reward them with particular loyalty perks. 

One other group you will need to determine and goal individually are your VIP or high-value clients. These loyal clients generate essentially the most income for your online business. They deserve particular consideration, with content material that focuses on an unique VIP rewards program, reminiscent of 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 selected aim. For instance, the target of an order affirmation e-mail is to share an order abstract and replace the customer on delivery particulars.

However as we’ve seen above, these emails can be utilized to realize a number of objectives on the identical time. The order affirmation e-mail can be utilized to cross-sell merchandise, for instance. A supply alert e-mail can be utilized to solicit suggestions. And so forth.

Right here is the factor, although. When a buyer receives an order affirmation e-mail, they solely count on to see the order abstract. So if that e-mail focuses on cross-selling, as an alternative of the essential buy particulars, chances are high they’ll get pissed off. It hurts their expertise and reduces the probability of them making future purchases.

Due to this fact, be certain that every post-purchase e-mail focuses on its main goal. The primary sections of those emails ought to deal with that. We’ve seen this clearly in all of the examples we shared above. You may then embody further content material, like your customized product suggestions, in a separate part in direction of the underside of the emails. 

A/B take a look at your campaigns

Intestine instincts can solely take you up to now. A/B testing is the one solution to decide whether or not a 20% off low cost is a simpler incentive than free delivery when upselling clients in your post-purchase campaigns. 

So, use cut up checks to optimize your post-purchase emails. You can begin by testing the incentives you employ within the completely different emails. For instance, take a look at the motivation you employ to cross-sell and encourage product opinions. A slight adjustment within the incentive can result in a considerably larger uptake. 

Timing is the opposite aspect you will need to A/B take a look at. What’s the distinction between sending a suggestions request e-mail a day after order supply vs 3 days after supply? You may solely get an correct reply to that query by A/B testing. 

You may even go so far as testing whether or not sending a separate referral and loyalty program e-mail is the proper transfer in your distinctive viewers. Maybe extra of your clients will join if these packages are talked about throughout the transactional emails, fairly than in a separate e-mail. 

Check every of those parts at a time. That helps you already know what adjustments are literally affecting the outcomes. 

Automate your post-purchase e-mail campaigns with GetResponse

An efficient post-purchase e-mail marketing campaign will preserve your clients completely satisfied and coming again. The 9 campaigns I’ve mentioned on this article have interaction clients at essential factors of the client journey. They assist construct belief, improve buyer satisfaction, and drive long-term loyalty.

GetResponse supplies a advertising automation platform that helps ecommerce enterprise homeowners automate all their post-purchase e-mail advertising campaigns. We even have a particular transactional e-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 e-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 motive in your on-line retailer to not see related outcomes. Check the GetResponse automation instruments without spending a dime at the moment. No bank card required.

Often Requested Questions

What’s a post-purchase e-mail?

A post-purchase e-mail is any message despatched after a buyer buys—reminiscent of order, delivery, or supply updates, plus useful follow-ups that improve satisfaction and repeat purchases.

Why are post-purchase emails essential?

They set expectations, scale back “the place is my order?” tickets, construct belief, and open pure moments to ask for opinions or recommend complementary merchandise.

Which post-purchase emails ought to each retailer ship?

At minimal: order affirmation, delivery affirmation with monitoring, and supply affirmation—plus value-adds like thank-you, overview request, product ideas, cross-sell, replenishment reminder, and loyalty/referral invite.

When ought to I ship post-purchase emails?

Ship order affirmation instantly, delivery when the parcel leaves, supply on the day it arrives, ideas inside 2–3 days after supply, overview request in 3–7 days, and replenishment reminders primarily based on typical utilization.

Do I want consent to ship them?

Transactional updates (order, delivery, supply) often don’t require advertising consent. Promotional content material usually does beneath legal guidelines like GDPR, so acquire and retailer consent and phase accordingly.

Can I promote merchandise in transactional emails?

Sure, however preserve promotions under the important order particulars and observe native laws. If consent is lacking, preserve the message strictly transactional and ship promos individually.

What ought to an order affirmation embody?

Order quantity, gadgets and costs, billing and delivery particulars, fee technique, estimated supply date, and hyperlinks to order standing, returns, and help—plus any suggestions positioned after the core information.

When ought to I ask for a overview?

After supply, as soon as the client has used the product. For easy gadgets ask in 2–3 days; for advanced 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, delivery, and supply occasions in your automation platform, then department by consent standing, new vs. returning clients, product class, and buyer worth.

How can I improve engagement?

Lead with the data clients count on, preserve copy skimmable and mobile-friendly, personalize suggestions, add quick setup ideas, and A/B take a look at timing and incentives (e.g., free delivery vs. % off).

Which metrics ought to I monitor?

Open charge, click-through, conversion and income per e-mail, supply/bounce, overview response charge, repeat buy charge, 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 growth alternatives.