Someone just bought from you. Congrats. Now what?
Most businesses send an order confirmation and... that's it. Maybe a shipping notification. Maybe a review request 47 days later that makes no sense. Meanwhile, your email marketing funnel has a gaping hole where post-purchase revenue should be. Good post-purchase flows are a core part of any ecommerce email automation strategy. And your customer lifecycle marketing doesn't stop at the sale.
The post-purchase window is when your customer is most engaged with your brand. They just gave you money. They're excited about their purchase. They're paying attention.
And you're going to waste that on a transactional email and silence? Weird.
Why Post-Purchase Emails Are Underrated
The numbers don't lie.
Acquiring a new customer costs 5-7x more than retaining an existing one. Recent data shows repeat customers spend 67% more than first-time buyers. And post-purchase emails get 40%+ open rates on average.
So your best opportunity to generate more revenue is right after someone already bought. Not before. After.
The fact that most marketing budgets obsess over acquisition while ignoring the customer you already have is kind of backwards when you think about it.
The Core Post-Purchase Sequence
Here's what every ecommerce business should be sending. At minimum.
Email 1: Order Confirmation (Immediate)
This one's obvious. But most order confirmations are terrible.
They include the order details and nothing else. A robot could write it. Actually, a robot probably did.
Your order confirmation should:
- Confirm what they bought (duh)
- Reinforce they made a good decision
- Tell them what happens next
- Give them a reason to open your future emails
That last part matters. "We'll send you shipping updates and some tips for getting the most out of your [product]" sets the expectation for more emails.
| Include | Skip |
|---|---|
| Order details | Upsell attempts (too soon) |
| Delivery estimate | Walls of legal text |
| Contact for issues | Multiple competing CTAs |
| What's coming next | Generic "thanks for ordering" |
This isn't the email to try to sell them something else. They just bought. Let them feel good about it for a minute.
Email 2: Shipping Confirmation + Anticipation Builder (When It Ships)
Standard shipping confirmation: "Your order shipped. Here's the tracking number."
Better shipping confirmation: "Your order shipped. Here's the tracking number. Plus, here's what to expect when it arrives."
Build anticipation. What should they do when the package arrives? Any setup tips? First-time usage suggestions?
For physical products, you can include:
- Unboxing tips (if relevant)
- Quick-start guide
- What other customers loved about first use
You're turning a transactional email into an experience. It's the same information delivered differently.
Email 3: Delivery Check-In (1-2 Days After Delivery)
Did they get it? Does it work? Any issues?
This email does two things:
Catches problems early. If something's wrong, they contact you instead of leaving a 1-star review. You can fix it before they're frustrated.
Reinforces the positive. If everything's great, you've reminded them how good they feel about the purchase. Primes them for the review request.
Keep it simple. "Did your [product] arrive okay? Any questions?"
Most people won't reply. But the ones with issues will. And that's what you want.
Email 4: Value/Usage Tips (3-5 Days After Delivery)
Now they've had the product for a few days. Time to help them get more out of it.
Ideas for this email:
- How other customers use the product
- Tips they might not have discovered
- Common mistakes to avoid
- Content that makes the product more useful
If you sell skincare, show them the optimal routine. If you sell software, show them features they haven't tried. If you sell workout equipment, share a quick workout.
This email isn't selling anything. It's making their purchase more valuable. Which makes them like you more. Which makes them buy again.
Long game.
Email 5: Review Request (7-14 Days After Delivery)
Now. Now you ask for the review.
Not 2 days after purchase when they haven't even opened the box. Not 45 days later when they've forgotten you exist.
7-14 days is the sweet spot. Long enough to have used the product. Recent enough to remember the experience.
Make it easy:
- One click to leave a review
- Don't ask for a novel, just a rating
- Thank them regardless of what they rate
Some platforms let you ask for a star rating right in the email. Worth testing. Lower friction = more reviews.
Email 6: Cross-Sell/Replenishment (14-30 Days After Purchase)
Okay, NOW you can try to sell them something else.
If they bought Product A, what do customers who bought Product A typically buy next? That's your cross-sell.
If they bought something that runs out (supplements, skincare, coffee, whatever), you know roughly when they'll need more. That's your replenishment email.
Timing matters. Too early feels pushy. Too late and they've already bought from someone else.
| Product Type | Suggested Timing |
|---|---|
| Consumables | 2-3 weeks before they run out |
| Accessories | 2-4 weeks after main purchase |
| Upgrades | 30-60 days after purchase |
| Related categories | 14-30 days after purchase |
Advanced Post-Purchase Tactics
Once you've got the basics running, level up.
Segmentation by Purchase Type
Not all buyers are the same. Your post-purchase sequence shouldn't treat them the same.
First-time buyers need more hand-holding. Who are you? Why should they trust you? How does this product work?
Repeat buyers already know you. They don't need the introduction. Skip ahead to value and cross-sells.
High-value buyers (big orders) deserve special treatment. Maybe a personal thank-you from the founder. Maybe exclusive access to something.
Segment by:
- First purchase vs. repeat
- Order value
- Product category
- Customer lifetime value
Different segments, different sequences.
Product-Specific Sequences
Selling a fitness tracker and a yoga mat? Different products need different follow-ups.
The fitness tracker buyer needs setup guides, app tutorials, feature walkthroughs.
The yoga mat buyer needs yoga sequences, care instructions, maybe a link to your best yoga content.
One generic post-purchase sequence doesn't work when you sell diverse products. Build product-specific flows.
VIP Treatment for Big Spenders
Someone just dropped $500 on your store? Don't send them the same emails as the $30 buyer.
VIP touches:
- Personal thank-you (from a real person, not a template)
- Early access to new products
- Exclusive discounts for future purchases
- Direct line to support
Make them feel valued. They spent real money. Acknowledge it.
What NOT to Do After Purchase
Some mistakes I see constantly.
Immediate upsells. They just bought. Let them breathe. Trying to sell more in the order confirmation is desperate.
Radio silence. One confirmation email and nothing for 3 weeks? You missed the entire window of engagement.
Generic everything. Same sequence for every product, every customer type, every order size. Lazy. And it shows.
Review request on day 2. They haven't even used the product. How can they review it? Wait until they've actually experienced what they bought.
Ignoring delivery issues. If tracking shows delivered but they haven't engaged since, check in. Stolen packages happen. Address issues proactively.
Measuring Post-Purchase Performance
Track these numbers:
Open rates by email. Which post-purchase emails get opened? Which don't? Optimize from there.
Repeat purchase rate. The ultimate metric. Are post-purchase emails driving second orders? Compare customers who engage with the sequence vs. those who don't.
Time to second purchase. Are you accelerating the repeat purchase cycle? This number should improve as your sequence improves.
Review conversion. Of people who get your review request, how many actually leave a review?
Unsubscribe rate. If people are unsubscribing from post-purchase emails, you're sending too many or they're not valuable enough.
Building Your First Sequence
Don't try to build all of this at once. Start with the essentials.
Week 1: Set up emails 1-3 (confirmation, shipping, delivery check-in). These are table stakes.
Week 2: Add email 4 (value/usage tips). Write one version that works for most products.
Week 3: Add email 5 (review request). Time it right. Make it easy.
Week 4: Add email 6 (cross-sell/replenishment). Start simple, optimize later.
That's your foundation. Once it's running, add segmentation and product-specific flows.
Done is better than perfect. Get something live, then iterate.
FAQ
How many post-purchase emails is too many?
Depends on your product and customer expectations. For most businesses, 5-7 emails over 30 days is reasonable. If people are unsubscribing at high rates, scale back. If engagement stays high, you might be able to do more.
Should post-purchase emails come from a different sender?
Not necessarily. Consistency matters. If your marketing emails come from "Sarah at [Brand]," your post-purchase emails should too. Builds recognition.
What if they don't open the post-purchase emails?
Don't panic. Some people just buy and move on. Focus on the ones who do engage. If open rates are below 30% for post-purchase emails, look at your subject lines and timing.
Can I skip the value email and just ask for a review?
You can. But the value email builds goodwill that makes the review request more likely to convert. Think of it as warming them up.
Should I include tracking info in every email?
No. Order confirmation and shipping notification, yes. After that, they can check tracking themselves. Every email doesn't need to repeat it.
What about returns and refunds?
That's a separate flow. If someone initiates a return, pause the normal post-purchase sequence. Don't send them "tips for getting the most out of your product" when they're returning the product. Weird.