15 Post-Purchase Email Examples to Inspire Your Next Campaign

I not too long ago ordered a swimsuit on-line to prepare for a seashore trip. Selecting between a whole bunch of swimsuit types after months in sweats is overwhelming, so I breathed an audible sigh of reduction after I noticed the order affirmation in my inbox.

I might nearly scent the ocean and really feel the sand beneath my toes in that second.

That “buying excessive” is a sense of instantaneous gratification and anticipation after an order. You’ll be able to leverage this worthwhile window to spice up buyer loyalty and retention as a model. To realize this, you want the post-purchase electronic mail.

  • How Submit-Buy Emails Drive Buyer Retention
  • The Finest Submit-Buy Emails
  • Finest Practices for Submit-Buy Emails

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How Submit-Buy Emails Drive Buyer Retention

Within the retail and e-commerce trade, electronic mail drives a whopping 45x ROI. Angie Jones, fractional CMO and creator of the e-commerce publication The Model Love Brigade explains why post-purchase emails are a robust instrument for buyer retention.

“I’ve seen that the influence for manufacturers who nail post-purchase campaigns is the next retention price and, finally, larger buyer lifetime worth (LTV),” Jones says. “The hardest leap to make is from the primary order to the second, and post-purchase campaigns assist try this.” 

The Finest Submit-Buy Emails

Able to construct on the model momentum you’ve already constructed? Learn on for my favourite post-purchase emails, why they work, and easy methods to make them your individual.

Order Affirmation (Man Crates)

At the beginning, your buyer must know that their order is right and has been acquired. Share the important order particulars along with your buyer earlier than the rest in an order affirmation electronic mail.

What we like: The celebratory picture and saucy copy are precisely on-brand for Man Crates. Nonetheless, it’s the icon development that makes this order affirmation efficient. Clients can inform from a look the place their order is within the course of.

Beneath this, Man Crates follows a greatest follow of together with the order and customer support contact particulars.

Transport Affirmation (Etsy)

The next important data you must share is a transport affirmation when the package deal arrives.

What we like: I like how clear and efficient Etsy’s transport affirmation electronic mail is. The content material is conversational and clear, reminding me of what I ordered with images of my en-route gadgets.

Etsy additionally makes use of worthwhile one-click order monitoring to see the place my package deal is — no copy/pasting a monitoring quantity right into a separate web site.

Onboarding (Audible)

If a buyer would not perceive a product or doesn’t use it, they’re unlikely to proceed paying for it. Enhance product engagement and buyer retention with an onboarding electronic mail sequence.

What we like: Audible provides step-by-step, scannable directions to assist new subscribers use the app for the primary time and uncover content material.

Technical Onboarding (Descript)

Onboarding is important while you promote a posh or technical product like software program. Arrange onboarding sequences that information your clients by adoption and supply assist.

What we like: This onboarding electronic mail from podcast and video modifying software program Descript is an ideal instance of an accessible approach to assist new customers undertake the product.

Word the pleasant design, 5 steps, video tutorials, and the invitation to hitch Descript’s consumer group.

Cross-Promoting (Unusual Items)

Cross-selling is a standard commerce technique recommending related or complementary merchandise to current clients.

This may be very efficient since earlier consumers have already got expertise with you and usually tend to purchase once more. Cross-selling can happen in a separate electronic mail or beneath your order affirmation (at all times place your order particulars first!).

What we like: This “You may additionally like” part from Unusual Items got here in my order affirmation beneath my order particulars. The unique order contained puzzles and video games, so this advice tracks completely.

As a bonus, the e-mail options different model messaging, like their sustainability initiatives.

Loyalty Applications (Nani)

A loyalty or rewards program is the easiest way to construct a loyal viewers. Enrolling clients means you’ll have extra information to investigate and may drive extra orders by sending unique emails and incentives. However how do you persuade them to hitch?

What we like: This rewards program electronic mail from Nani begins with gratitude and shares why you must enroll, with incentives like 100 reward factors and unique provides.

The design pops, and the CTA is partaking (“Begin Incomes” versus “Signal Up”).

Advantages Reminder (Kohl’s)

It prices 5 occasions as a lot to accumulate a brand new buyer than to retain an current one. That’s why you must work onerous to construct loyalty packages and present your members some love.

This may embrace sending particular provides and promotions, however it must also embrace value-added content material and fostering a way of belonging.

What we like: Kohl’s is legendary for its rewards program. This advantages electronic mail reminds members of the worth they’ve entry to without spending a dime, which builds model loyalty and nudges them to return quickly.

Giving a Return Incentive (Dwell Nation)

You’ll be able to enhance your LTV by giving clients a purpose to wander again in (or go to your web site). Should you’re like me, the language you reply to greatest is cash. Strive both a reduction, in-store credit score, or additional loyalty factors to encourage one other go to.

What we like: Final yr, I noticed one in all my favourite bands in live performance. It was an ideal night, and some days later, this electronic mail with $20 live performance money landed in my inbox.

Concert events aren’t low-cost, so I fortunately flagged this electronic mail in my inbox as I scoped out my subsequent live performance.

Upsell (Audible)

Upon getting a contented buyer, your subsequent objective is to extend their CLV. An effective way to do that is to supply an improve, also called an upsell, from the product they’re at present utilizing.

What we like: Audible’s upsell electronic mail is a grasp class in electronic mail design and messaging. First, it’s all targeted on the worth to the consumer (value financial savings, entry bestsellers, and so forth.).

Subsequent, the comparability chart structure makes it simple to see the variations at a look. With an attractive CTA above the fold and the promise of “Cancel anytime,” I believe it’s a slam dunk.

Order Pickup (Goal)

When an merchandise isn’t being shipped, you may have to ship pickup directions. Don’t underestimate this step — it’s all part of your consumer expertise.

What we like: Bullseye will convey a smile to my face any day, however what has me smiling extra is the clear steps on easy methods to decide up my order and hyperlinks to click on if I would like to increase my pickup window or contact the shop.

Refer a Buddy (MeUndies)

After a purchase order, you wish to give your clients a purpose to share about it with their buddies. A referral program is one strategy to incentivize your new clients to unfold the phrase.

What we like: This referral electronic mail from MeUndies is enjoyable and kaleidoscopic. There’s an incentive for each the referrer and their pal — driving the client again to a return buy.


Survey Request (Warby Parker)

One large purpose you might wish to ship a post-purchase electronic mail is to gather suggestions. This helps you enhance, and it additionally helps you observe up with clients who could also be lower than happy.

I personally don’t like clicking by to a survey after I do not know how lengthy it’s going to be, so brief post-purchase electronic mail surveys are greatest.

What we like: This Web Promoter Rating® survey from Warby Parker is brief (only one query) and exhibits respect for the client’s time and opinion.

Survey Incentive (Specific)

Should you want extra intensive suggestions, take into account providing your buyer an incentive to take part. Provide a freebie, a worthwhile low cost, or a charitable donation in alternate for his or her suggestions.

What we like: Specific’s survey electronic mail is daring and visible and focuses on the profit to the buyer.

Asking for a Overview (World Market)

Evaluations can drive future gross sales and provide you with worthwhile insights into your product strains. However what’s the easiest way to immediate evaluations with out pestering clients?

What we like: It’s simple. It’s useful. It’s enjoyable. Relatively than a generic ask, this World Market electronic mail exhibits me images of each merchandise in my current buy.

That visible evokes an emotional response (Sure, I beloved that sesame seed shaker!), and I’m extra more likely to depart a assessment.

Shopping for Once more (Starbucks)

Not solely must you immediate individuals to return, however you may immediate them to purchase the very same merchandise they’ve bought earlier than.

Should you promote a skincare product and know that the common buy frequency is each two months, for instance, then you may immediate them to replenish after they’re operating out.

With merchandise like meals and beverage, you may incentivize return purchases, constructing common habits.

What we like: Should you’re a Starbucks lover like me, you’re seemingly used to emails like this one. Not solely are these post-purchase emails efficient as a result of they gamify incomes factors, however they’re customized.

Clients are 80% extra seemingly to purchase from a customized expertise, so lean into personalization. You will have the information. You simply have to leverage it the proper approach.

Finest Practices for Submit-Buy Emails

As some ways as there are to have interaction clients after a purchase order, there are much more methods to frustrate your clients while you get it unsuitable. Discover the stability between overwhelming them and including worth with the following pointers.

  • Make the important data simple to search out. Maintain order particulars, dates, and monitoring codes on the prime of emails, not buried in textual content.
  • Get the timing proper. Don’t ship a assessment or survey request earlier than an merchandise has arrived or earlier than the individual has had an opportunity to make use of the product.
  • Don’t ask for the subsequent sale too quickly. Deal with product adoption and model loyalty earlier than asking for an additional buy.
  • Check, check, and check once more. Use A/B testing to search out the proper messaging and timing.
  • Use automation for fulfillment. Use an electronic mail advertising hub with a CRM like HubSpot to automate buyer journeys and electronic mail sequences based mostly on buyer actions.

Getting Began

Wish to encourage that buying excessive in clients? If you get post-purchase emails proper, you flip that buying excessive into long-lasting model loyalty. You’ll be able to construct an viewers of loyal model advocates who return to purchase repeatedly.

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