{"id":80922,"date":"2023-06-23T12:15:38","date_gmt":"2023-06-23T19:15:38","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=80922"},"modified":"2025-05-21T09:33:55","modified_gmt":"2025-05-21T16:33:55","slug":"5-post-purchase-emails","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/5-post-purchase-emails\/","title":{"rendered":"6 Post-Purchase Emails That Convert And Retain"},"content":{"rendered":"\n

Post-purchase emails are the Harry Potter of email marketing. Often neglected, given scant attention, and forced to live in a cupboard under the staircase of digital marketing.<\/p>\n\n\n\n

And yet, like the magical boy with the scarred forehead, post-purchase emails are incredibly powerful.<\/p>\n\n\n\n

You might not be worried about post-purchase emails because you\u2019re getting new customers at lightning speed. Great! You have a good customer acquisition strategy. But what\u2019s the point if those customers don\u2019t come back? There is only a 5-20% chance<\/a> of a new consumer buying from you, whereas loyal customers are five times<\/em><\/strong> more likely to repurchase.<\/p>\n\n\n\n

The good news is that post-purchase emails and follow-ups have a significantly higher open rate than standard promotional emails. Post-purchase emails have a 40.5% open rate<\/a>. Meanwhile, common marketing emails only reach half this number, with an average open rate of 20.94%<\/a>.<\/p>\n\n\n\n

Despite these statistics and the fact that it is seven times<\/a> more expensive to acquire a new customer than to retain customer relationships, many companies send a receipt and little else. This is unbelievable, and misses out on a huge opportunity to increase customer retention rates and convert new buyers into recurring customers.<\/p>\n\n\n\n

In this article, we\u2019re going to outline the 6 post-purchase emails that will boost your conversions, nurture customers, and result in repeat sales.<\/p>\n\n\n\n

1. Order confirmation is the first post-purchase email<\/h2>\n\n\n\n

The first email should always be the confirmation of purchase. When people click \u201cBuy\u201d, they want to know that everything worked. That they didn\u2019t just send money into the ether of the internet, never to hear from it again. Confirm that their order was received and that someone on the other end is doing something about it.<\/p>\n\n\n\n

At the risk of stating the obvious, ecommerce involves significantly more trust than face-to-face transactions. A customer is handing you their credit card number with the assumption that you\u2019ll hold up your end of the bargain. They want assurance that you\u2019re not operating a scam out of an internet cafe in Nigeria.<\/p>\n\n\n\n

An order confirmation should be sent as soon as the payment clears, letting the customer know:<\/p>\n\n\n\n

    \n
  1. That their order went through.<\/li>\n\n\n\n
  2. When it will ship and how to track their shipment.<\/li>\n\n\n\n
  3. How they can access their receipt.<\/li>\n\n\n\n
  4. Who to contact if there\u2019s a problem.<\/li>\n\n\n\n
  5. What they should expect next.<\/li>\n<\/ol>\n\n\n\n

    As soon as you order from Crocs, you get something like this:<\/p>\n\n\n\n

    \"crocs<\/figure>\n\n\n\n

    Crocs makes it clear that your order was successful and gives you a way to double-check the information. They also provide the customer the option to cancel their order<\/em> early on in the post-purchase process. Further down the email, there is a link leading to FAQ\u2019s and customer support. They leave little room for questions or doubts and prepare the customer for other follow-up emails.<\/p>\n\n\n\n

    \"CTA<\/figure>\n\n\n\n

    You can use the order confirmation email for upselling or cross-selling<\/a>, but you need to be careful about this. If you launch into product pitches too quickly, you can sacrifice trust and come across as only caring about revenue. Tact is the name of the game in the confirmation email.<\/p>\n\n\n\n

    Whether you cross-sell or not, your primary goal in the confirmation email is assurance. You want your customers to have assurance that everything is working as it should. Setting the expectations of the customer, as ProFlowers does, can be an outstanding way of building trust.<\/p>\n\n\n\n

    \"next<\/figure>\n\n\n\n

    2. Follow up with a shipping confirmation<\/h2>\n\n\n\n

    The shipping confirmation email allows you to update the customer on the status of their order, continue to build trust with them and nurture your relationship with them.<\/p>\n\n\n\n

    When Fitbit sends a shipping confirmation email, they use it as an opportunity to insert humor and personality:<\/p>\n\n\n\n

    \"shipping<\/figure>\n\n\n\n

    They also use the email to remind the customer of how they can continue to track the progress of the order, ensuring they don\u2019t become worried about the order being lost.<\/p>\n\n\n\n

    This confirmation email from Adidas is extensive and provides excellent information for the customers:<\/p>\n\n\n\n

    \"adidas<\/figure>\n\n\n\n

    The shipping confirmation order is also an opportunity to provide advice before the product arrives.<\/p>\n\n\n\n

    The email also includes the following:<\/p>\n\n\n\n