15 Submit-Buy E-mail Examples to Encourage Your Subsequent Marketing campaign


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

woman writes post purchase email

I may virtually odor the ocean and really feel the sand below my toes in that second.

That “buying excessive” is a sense of on the spot gratification and anticipation after an order. You’ll be able to leverage this invaluable window to spice up buyer loyalty and retention as a model. To realize this, you want the post-purchase e 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 business, e mail drives a whopping 45x ROI. Angie Jones, fractional CMO and writer of the e-commerce publication The Model Love Brigade explains why post-purchase emails are a highly effective software for buyer retention.

“I’ve seen that the affect for manufacturers who nail post-purchase campaigns is a better retention price and, finally, increased buyer lifetime worth (LTV),” Jones says. “The hardest leap to make is from the primary order to the second, and post-purchase campaigns assist do 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 the way to make them your individual.

Order Affirmation (Man Crates)

Initially, your buyer must know that their order is appropriate and has been obtained. Share the important order particulars together with your buyer earlier than anything in an order affirmation e 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. Prospects can inform from a look the place their order is within the course of.

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

Delivery Affirmation (Etsy)

The next important info it’s best to share is a delivery affirmation when the package deal arrives.

What we like: I like how clear and efficient Etsy’s delivery affirmation e 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 invaluable 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 does not perceive a product or doesn’t use it, they’re unlikely to proceed paying for it. Increase product engagement and buyer retention with an onboarding e mail sequence.

What we like: Audible offers 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 fancy or technical product like software program. Arrange onboarding sequences that information your clients by means of adoption and supply assist.

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

Be aware the pleasant design, 5 steps, video tutorials, and the invitation to affix Descript’s consumer neighborhood.

Cross-Promoting (Unusual Items)

Cross-selling is a typical commerce technique recommending comparable or complementary merchandise to current clients.

This may be very efficient since earlier patrons have already got expertise with you and usually tend to purchase once more. Cross-selling can happen in a separate e 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 one of the best ways to construct a loyal viewers. Enrolling clients means you’ll have extra knowledge to research and may drive extra orders by sending unique emails and incentives. However how do you persuade them to affix?

What we like: This rewards program e mail from Nani begins with gratitude and shares why it’s best to enroll, with incentives like 100 reward factors and unique presents.

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

Advantages Reminder (Kohl’s)

It prices 5 instances as a lot to amass a brand new buyer than to retain an current one. That’s why it’s best to work laborious to construct loyalty packages and present your members some love.

This could embody sending particular presents and promotions, however it also needs to embody value-added content material and fostering a way of belonging.

What we like: Kohl’s is legendary for its rewards program. This advantages e mail reminds members of the worth they’ve entry to totally free, which builds model loyalty and nudges them to return quickly.

Giving a Return Incentive (Reside Nation)

You’ll be able to enhance your LTV by giving clients a purpose to wander again in (or go to your website). In case 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 12 months, I noticed considered one of my favourite bands in live performance. It was an amazing night, and some days later, this e mail with $20 live performance money landed in my inbox.

Live shows aren’t low-cost, so I fortunately flagged this e mail in my inbox as I scoped out my subsequent live performance.

Upsell (Audible)

Upon getting a cheerful buyer, your subsequent aim is to extend their CLV. A good way to do that is to supply an improve, also referred to as an upsell, from the product they’re at present utilizing.

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

Subsequent, the comparability chart format makes it straightforward 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 would possibly must ship pickup directions. Don’t underestimate this step — it’s all part of your consumer expertise.

What we like: Bullseye will carry a smile to my face any day, however what has me smiling extra is the clear steps on the way 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 pals. A referral program is one method to incentivize your new clients to unfold the phrase.

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


Survey Request (Warby Parker)

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

I personally don’t like clicking by means of to a survey once I do not know how lengthy it’s going to be, so quick post-purchase e 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 shopper’s time and opinion.

Survey Incentive (Specific)

In case you want extra in depth suggestions, think about providing your buyer an incentive to take part. Provide a freebie, a worthwhile low cost, or a charitable donation in trade for his or her suggestions.

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

Asking for a Evaluate (World Market)

Opinions can drive future gross sales and provide you with invaluable insights into your product strains. However what’s one of the best ways to immediate critiques with out pestering clients?

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

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

Shopping for Once more (Starbucks)

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

In case you promote a skincare product and know that the typical buy frequency is each two months, for instance, then you’ll be able to immediate them to replenish once they’re operating out.

With merchandise like meals and beverage, you’ll be able to incentivize return purchases, constructing common habits.

What we like: In case you’re a Starbucks lover like me, you’re doubtless 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.

Prospects are 80% extra doubtless to purchase from a personalised expertise, so lean into personalization. You might have the info. You simply must leverage it the best means.

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 incorrect. Discover the steadiness between overwhelming them and including worth with the following tips.

  • Make the important info straightforward to search out. Maintain order particulars, dates, and monitoring codes on the high of emails, not buried in textual content.
  • Get the timing proper. Don’t ship a overview or survey request earlier than an merchandise has arrived or earlier than the particular person has had an opportunity to make use of the product.
  • Don’t ask for the following sale too quickly. Concentrate on product adoption and model loyalty earlier than asking for one more buy.
  • Check, check, and check once more. Use A/B testing to search out the best messaging and timing.
  • Use automation for fulfillment. Use an e mail advertising hub with a CRM like HubSpot to automate buyer journeys and e mail sequences primarily based on buyer actions.

Getting Began

Need 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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