You know that feeling after splurging on a long-awaited treat for yourself? The thrill of confirming your order, the anticipation of its arrival, the joy of unboxing it and putting it to use – it‘s almost as good as the purchase itself! This "shopping high" offers brands a golden chance to cultivate customer loyalty. Here‘s how to seize the post-purchase moment with a perfectly-crafted email.
Why Post-Purchase Emails Are Essential for Customer Retention
Acquiring a new customer is a victory, but it‘s only the beginning of (hopefully) a long and fruitful relationship. What you do after the sale is just as critical as what you did to earn it in the first place. This is where post-purchase emails come in.
Consider these compelling statistics:
- Welcome emails (sent immediately after a first purchase) have an open rate of 57.8% and a click rate of 14.4%, compared to average email open and click rates of 14.6% and 2.7% respectively (Source: Experian)
- It costs 5 times more to attract a new customer than to retain an existing one (Source: Invesp)
- The probability of selling to an existing customer is 60-70%, compared to just 5-20% for a new prospect (Source: Invesp)
- Increasing customer retention by just 5% can increase profits by 25-95% (Source: Bain & Co)
Clearly, investing in customer retention pays off – and post-purchase emails are one of the most effective levers to drive repeat business. By reaching out at a time when the customer is feeling great about their recent experience with your brand, you can amplify the "shopping high" and cement their positive impression.
But what separates an exceptional post-purchase email from a lackluster one? Let‘s examine 15 examples to inspire your own campaigns.
1. The Order Confirmation Email
[Example email from Chewy with unique subject line, colorful images of purchased products, order details, and fun copy]Key takeaways:
- Reinforce the customer‘s excitement about their purchase with engaging visuals and upbeat copy
- Make it easy for them to check their order details and contact customer service with any issues
- Include personalized recommendations to encourage another purchase sooner than later
2. The Shipping Confirmation Email
[Example email from Brooklinen with playful GIF, tracking info, product care tips, and referral CTA]Key takeaways:
- Build anticipation for delivery with fun graphics and enthusiastic messaging
- Proactively address common questions or concerns (like how to care for the product)
- Promote your referral program while their "shopping high" and goodwill toward your brand are at peak levels
3. The "Quick Start" Guide Email
[Example email from Apple with simple setup instructions for a newly purchased iPhone]Key takeaways:
- Help customers get value from their purchase ASAP with easy startup tips
- Link to helpful resources like video tutorials or FAQs to aid in product adoption
- Reinforce their decision to buy from you and reduce the risk of buyer‘s remorse
4. The Product Review Request Email
[Example email from Crate & Barrel with dynamic star ratings for each item purchased and a chance to win $500 for writing a review]Key takeaways:
- Ask for reviews when the purchase is still fresh in the customer‘s mind
- Simplify the review process as much as possible with editable star ratings and a direct link to the form
- Offer an incentive that aligns with your target audience to increase completion rates
- A case study by PowerReviews found offering sweepstakes entries increased review submission rates by 411%
5. The How-To/Inspiration Email
[Example email from Michaels with craft project ideas featuring items the customer recently bought]Key takeaways:
- Help customers get more mileage out of their purchase with inspirational use cases
- Showcase your brand‘s expertise and thought leadership in your niche
- Crosslink to other relevant products that would help them complete the featured projects
6. The Social Proof Email
[Example email from Glossier highlighting glowing customer reviews and user-generated content featuring a product the recipient recently bought]Key takeaways:
- Validate the customer‘s purchase decision with authentic praise from other buyers
- Encourage them to share their own experiences with your brand on social media
- Embed positive reviews and UGC into your post-purchase campaigns to build credibility and FOMO
7. The Personalized Recommendations Email
[Example email from Spotify rounding up listener‘s most-played songs and suggesting similar new artists]Key takeaways:
- Use data from the customer‘s purchase and browsing history to curate hyper-relevant suggestions
- Frame recs as a natural complement to products they already love to increase conversion rates
- Infuse copy with your distinct brand voice – aim to sound like a helpful friend, not a pushy salesperson
8. The Loyalty Program Invitation Email
[Example email from Sephora outlining the benefits of their Beauty Insider rewards program]Key takeaways:
- Highlight the exclusive perks of membership, like birthday gifts, early access to sales, and points multipliers
- Use a clear, compelling CTA to encourage sign-ups (Sephora‘s is "Join Now to Start Earning Rewards")
- Consider including a welcome offer, like bonus points on their first purchase as a member
9. The Loyalty Perk Reminder Email
[Example email from Starbucks inviting recipient to enjoy a free drink on their birthday as a Rewards member]Key takeaways:
- Make loyalty perk reminders feel like a personalized gift from your brand
- Include any limitations on the offer (like expiration date) to create urgency
- Use the opportunity to promote other relevant products that can be redeemed with points
10. The Replenishment Reminder Email
[Example email from Quip alerting a customer that it‘s time to replace their electric toothbrush head]Key takeaways:
- Use purchase data to estimate when a customer will run out of a consumable product
- Allow them to easily reorder with just a click or two
- Consider offering a subscribe & save option for an extra discount and guaranteed recurring revenue
11. The Back In Stock Alert Email
[Example email from Everlane announcing a restocked item and giving waitlist subscribers first dibs]Key takeaways:
- Build suspense with a waitlist so customers feel they‘re getting VIP treatment
- Include clear images of the restocked product and a prominent CTA
- Be transparent about the quantity available to increase FOMO
- Back-in-stock emails have an average open rate of 65.32% (Source: Klaviyo)
12. The "You Left Something Behind" Promo Email
[Example email from Ulta reminding the customer about items in their online cart and offering a 20% discount]Key takeaways:
- Nudge the customer to return and complete their purchase without shaming them for abandoning their cart
- Overcome objections with a time-sensitive incentive (free shipping, discount, bonus gift, etc.)
- Keep copy lighthearted and on-brand – Ulta‘s subject line plays on FOMO: "Forget Something? Get 20% Off Items in Your Cart"
13. The Download Follow-Up Email
[Example email from Teachable checking in to ensure customer‘s ebook download was successful]Key takeaways:
- Confirm digital products were delivered as promised and the customer knows how to access them
- Ask if they have any questions or issues accessing their purchase
- Recommend other relevant digital products to help them accomplish their goals
14. The Upsell Offer Email
[Example email from Dollar Shave Club offering a customer the chance to upgrade their razor to a fancier model]Key takeaways:
- Explain key features of the higher-priced model and why it‘s worth the extra investment
- Offer a one-click upgrade path to eliminate friction and boost conversions
- Highlight money-back guarantee to overcome hesitations about pricier purchase
15. The Product Care Follow-Up Email
[Example email from Allbirds educating recent shoe purchasers about its "Lighter Footprint" return program for recycling old sneakers]Key takeaways:
- Demonstrate your commitment to sustainability and reducing waste
- Make it easy for customers to participate in your product care/recycling initiatives
- Reflect your brand values consistently across your post-purchase communications
Tying It All Together
As these examples show, post-purchase emails serve a variety of important functions:
- Informing the customer about their order and delivery status
- Educating them on how to use and care for their purchase
- Gathering feedback and social proof
- Recommending complementary products/services
- Enrolling them in a loyalty program
- Driving repeat purchases through discounts and reminders
- Reflecting your unique brand identity and values
Most importantly, post-purchase emails make the customer feel seen, appreciated, and excited to continue engaging with your brand. Remember, it costs 5 times more to acquire a new customer than to retain an existing one, and the probability of selling to an existing customer is 60-70% (vs. 5-20% for a new prospect). By investing in post-purchase communication, you can turn a one-time buyer into a loyal brand advocate.
So seize the "shopping high" and bring customers from that first thrilling transaction to a rewarding long-term relationship. Want to learn more about crafting high-converting post-purchase email campaigns? Check out these additional resources:
