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Post-purchase email templates

Regardless of what you sell and who to —  whether it’s a repeat customer or a first-time buyer – well-composed and well-timed automated post-purchase emails can have an immediate positive impact on your business. These types of emails can help you keep customers engaged with your brand, nurture long-term customer relationships, and generate more repeat sales. Post-purchase email campaigns are also one of the easiest and most effective tactics for improving customer loyalty and retention. And since attracting new customers typically costs five times more than retaining existing ones – these emails should definitely be a part of your email marketing strategy. 

Asos post-purchase email template
Post-purchase email template from ASOS

Why send post-purchase emails?

Post-purchase emails have the highest open and click-through rates of any email marketing campaign. In fact, according to the data by Klaviyo, post-purchase emails see a 217% higher open rate, over 500% higher click rate, and 90% higher revenue per recipient than your average email campaign. Research from Medallia (a customer experience firm) published in the Harvard Business Review also found that “Customers who had the best past experiences spend 140% more compared to those who had the poorest past experience.”

Post-purchase emails can be used to:

  • Encourage customers to come back to your website
  • Lay the groundwork for the next purchase
  • Convert new buyers into repeat customers
  • Create a better customer experience
  • Build customer relationships 
  • Attain feedback from customers

Post-purchase email subject lines

  • A token of thanks for your [Brand] purchase
  • Your order confirmation 
  • A big thanks for your purchase today
  • Thanks for having great taste! 
  • Awesome. Glad you found something you like!
  • Your order has shipped
  • Your order is on the way
  • We appreciate you as a customer – thanks for your business!
  • Can we ask you a question about your purchase?
  • How was your shopping experience with us today?
  • Did your purchase live up to your expectations?
  • Saying thanks just isn’t enough
  • Our gift to you: 10% off your next purchase
  • Let us return the favor 
  • A special thanks from us to you
  • A little treat for you to say thanks
  • Time to restock/ reorder
  • Running low? It’s time to re-up!
  • Reorder now for free delivery/ 15% Off/ Bonus gift

10 Post-purchase email templates

Post-purchase emails may serve various purposes depending on what’s most important to your business – whether it’s to make customers feel special, remind them to replenish a product, cross-sell similar products or collect feedback – when done right, post-purchase emails are incredibly powerful. Below are 10 post-purchase email templates for some of the most common scenarios you can use when creating your own post-purchase email campaigns. 

Order confirmation email

Shipping confirmation email

‘Thank you for your purchase’ email

Product recommendations email

Replenishment reminder email 

Next purchase incentives email

Product-focused email

Product survey request email

Product review request email

 SaaS onboarding email

Post-purchase emails – Frequently asked questions

What is the post-purchase experience?

The post-purchase customer experience is the communication and actions that take place after a customer makes a purchase from a business.

How do we provide post-purchase customer support?

You can provide post-purchase customer support by automatically sending a follow-up email with a link to knowledge base articles for 24/7 support.

What is post-purchase dissonance and what can companies do to reduce it?

Post-purchase dissonance is the negative feelings that occur after an individual has purchased a product or service. To reduce it, organizations should have a solid way to support their clients, including immediate problem solving and an easy way to reach support.

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