15 Post-Purchase Email Examples to Inspire Your Next Campaig…

I recently ordered a swimsuit online to get ready for a beach vacation. It's overwhelming having to choose between hundreds of swimsuit styles after months of sweating, so I breathed a sigh of relief when I saw the order confirmation in my inbox.

I could almost smell the ocean at that moment and feel the sand beneath my feet.

That “buy high” is the feeling of immediate gratification and anticipation after an order. You as a brand can take advantage of this valuable window to boost customer loyalty and retention. To achieve this, you will need a post-purchase email.

• How post-purchase emails drive customer retention
• Best post-purchase emails
• Best practices for post-purchase emails

How post-purchase emails drive customer retention

In the retail and e-commerce industry, email increases ROI by 45x. Angie Jones, Fractional CMO and author of the e-commerce newsletter The Brand Love Brigade, explains why post-purchase emails are a powerful tool for customer retention.

“I’ve seen that for brands that run post-purchase campaigns, the impact is higher retention rates and, ultimately, higher customer lifetime value (LTV),” says Jones. Second, and post-purchase campaigns help do this.”

Best post-purchase emails

Are you ready to build on the brand momentum you've already built? Read on to learn my favorite post-purchase emails, why they work, and how to make them your own.

Order Confirmation (Man Crate)

First and foremost, your customer needs to know that their order is correct and has been received. Share important order details with your customer before anything else in the order confirmation email.

what we like:The celebratory imagery and eye-catching copy are right on brand for Man Crates. However, it is the progress icon that makes this command confirmation effective. Customers can tell at a glance where their order is in the process.

Below this, Man Crate follows the best practice of including order and customer service contact details.

Shipping Confirmation (Etsy)

The following important information that you should share is the shipping confirmation when the package arrives.

what we like: I love how clean and efficient Etsy's shipping confirmation email is. The content is interactive and clear, reminding me of what I ordered with photos of the items on the way.

Etsy also uses valuable one-click order tracking to see where my package is – no need to copy/paste the tracking number to a different website.

Onboarding (Audible)

If a customer does not understand or use a product, he or she is unlikely to continue paying for it. Boost product engagement and customer retention with an onboarding email sequence.

what we like: Audible provides step-by-step, scannable instructions to help new customers use the app for the first time and find content.

Technical Onboarding (Description)

Onboarding is important when you sell a complex or technical product like software. Establish onboarding sequences that guide your customers through adoption and provide support.

what we like: This onboarding email from Podcast and Video Editing Software Descript is a perfect example of an accessible way to help new users adopt the product.

Note the friendly design, five steps, video tutorials, and invitation to join Descript's user community.

Cross-selling (unusual goods)

Cross-selling is a common commerce strategy that recommends similar or complementary products to recent customers.

This can be very effective because previous buyers already have experience with you and are more likely to buy again. Cross-selling can happen in a separate email or at the bottom of your order confirmation (always put your order details first!).

what we like:This “You May Also Like” section of Uncommon Goods came in my order confirmation below my order description. The original order included puzzles and games, so this recommendation tracks perfectly.

As a bonus, the emails feature other brand messaging, like their sustainability initiatives.

Loyalty Program (Nani)

A loyalty or rewards program is the best way to build a loyal audience. Enrolling customers means you'll have more data to analyze and you can drive more orders by sending special emails and promotions. But how do you convince them to join?

what we like: This rewards program from Nanny starts with an email gratitude and explaining why you should sign up, with incentives like 100 reward points and special offers.

The design is attractive, and the CTA is catchy (“Start Earning” vs. “Sign Up”).

Benefit Reminder (Kohl)

It costs five times more to acquire a new customer than to retain an existing one. That's why you should work hard to create a loyalty program and show your members some love.

This may include sending special offers and promotions, but it should also include value-added content and fostering a sense of belonging.

what we like: Kohl's is famous for its rewards program. This benefit email reminds subscribers of the value they have access to for free, which builds brand loyalty and motivates them to return sooner.

Give Back Encouragement (Live Nation)

You can increase your LTV by giving customers a reason to return (or visit your site). If you're like me, the language you respond best to is money. Try either a discount, in-store credit, or extra loyalty points to encourage another visit.

what we like: Last year, I saw one of my favorite bands in concert. It was a wonderful evening, and a few days later, this email with $20 concert cash arrived in my inbox.

Concerts aren't cheap, so I happily flagged this email in my inbox for when my next concert started.

Upsell (Audible)

Once you have a happy customer, your next goal is to increase their CLV. A great way to do this is to offer an upgrade, also known as an upsell, from the product they are currently using.

what we like: Audible's upsell email is a master class in email design and messaging. First, it's all focused on value for the user (cost savings, access to bestsellers, etc.).

Next, the comparison chart layout makes it easy to see the differences at a glance. With a catchy CTA above the fold and the promise of “cancel anytime,” I think this is a slam dunk.

Order Pickup (Target)

When an item is not being shipped, you may need to send pickup instructions. Don't underestimate this step – it's all a part of your user experience.

what we like:Bullseye will put a smile on my face any day, but what makes me smile more are the clear steps to take for my order and links to click if I need to extend my pickup window or contact the store. .

Refer a Friend (MeUndies)

After a purchase, you want to give your customers a reason to share about it with their friends. Referral programs are a way to encourage you to spread the word to new customers.

what we like:This referral email from MeUndies is fun and kaleidoscopic. There is an incentive for both the referrer and their friend – to drive the customer back to purchase.

Survey Request (Warby Parker)

A big reason to send post-purchase emails is to collect feedback. This helps you make improvements, and it also helps you contact customers who may be less satisfied.

I personally don't like to click on a survey when I don't know how long it's going to last, so short post-purchase email surveys are best.

what we like: This Net Promoter Score® survey from Warby Parker is brief (just one question) and shows respect for the customer's time and opinion.

Survey Incentive (Express)

If you need more extensive feedback, consider offering your customer an incentive to participate. Offer a free gift, meaningful discount or charitable donation in exchange for their feedback.

what we like:Express's survey email is bold and visual and focuses on the benefit to the consumer.

Ask for Review (World Market)

Reviews can increase future sales and give you valuable information about your product line. But what's the best way to leave reviews instantly without annoying customers?

what we like: this is easy. it's helpful. It’s fun. Instead of a general question, this World Market email shows me photos of each item in my recent purchases.

That scene evokes an emotional response (yes, I liked that sesame seed shaker!), and I'm more likely to leave a review.

buy again (starbucks)

Not only do you want to get people to return, but you can also get them to buy the same item they've purchased before.

For example, if you sell skin care products and know the average purchase frequency is every two months, you can ask them to stock up when they run out.

With products like food and drinks, you can encourage return purchases by creating regular habits.

what we like:If you're a Starbucks lover like me, you're probably used to emails like this. These post-purchase emails are not only effective because they make earning points simple, but they're also personalized.

Customers are 80% more likely to make a purchase from a personalized experience, so lean towards personalization. You have the data. You just need to leverage it in the right way.

Best practices for post-purchase emails

There are even more ways to disappoint your customers if it goes wrong than there are ways to engage customers after a purchase. Find the balance between dominating them and adding value with these tips.

• Make important information easy to find, Place the order details, date, and tracking code at the top of the email, not hidden in the text.
• Get the timing right. Don't send review or survey requests before an item arrives or before the person has had a chance to use the product.
• Don't rush to the next sale. Focus on product adoption and brand loyalty before asking for a second purchase.
• Test, test and test again. Use A/B testing to find the right message and timing.
• Use Automation for Success, Use an email marketing hub with a CRM like HubSpot to automate customer journeys and email sequences based on customer activity.

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Do you want to inspire that purchase in customers? When you get post-purchase emails right, you turn that purchase into long-lasting brand loyalty. You can create a group of loyal brand advocates who return to purchase again and again.