9 Post-Purchase Email Examples For Your Business in 2024

Ammar Mazhar
Ammar Mazhar

Last updated on

January 22, 2024

Are you leaving money on the table after a customer purchases from you? Many businesses focus on getting customers to buy their products or services but then need to follow up with those customers after the sale is made. This is where post-purchase emails come in. These emails are an essential part of any successful marketing strategy, as they allow you to continue engaging with your customers after they have made a purchase.

Post-purchase emails allow businesses to build customer relationships, increase engagement, and encourage repeat purchases. In this blog post, we will dive into post-purchase emails, exploring the types of emails you can send when to send them, and the benefits they provide. By the end of this post, you'll clearly understand how post-purchase emails can help your business retain customers, provide valuable insights, and drive sales. So let's get started!

What are post-purchase emails?

Post-purchase emails are messages that are sent to customers after they have made a purchase, typically online. These emails are designed to provide additional information, confirm the order details, and offer further support or opportunities to engage with the brand.

These emails are a valuable tool for businesses to build customer loyalty, encourage repeat purchases, and gather feedback to improve their products or services. By providing customers with helpful information and personalized offers, post-purchase emails can help businesses establish a positive relationship with their customers and increase customer satisfaction.

Why are post-purchase emails important?

Infographic: Why are post-purchase emails important?

1. Helps in retaining customers

Post-purchase emails allow businesses to connect with their customers after a sale has been made. By providing helpful information and personalized offers, businesses can build a positive relationship with their customers and encourage repeat purchases. This can increase customer loyalty and reduce the likelihood of them switching to a competitor.

2. Provides you with data for better targeting

Post-purchase emails also provide businesses with valuable data about their customers. By tracking customer behavior and preferences, businesses can gain insights that can be used to target their marketing efforts better. For example, if a customer consistently purchases a specific type of product, businesses can use this data to recommend similar products in the future.

9 Post-purchase email examples

Now that you know why should you be sending post-purchase emails, let's move on to the examples of a post-purchase emails that you can incorporate in your email marketing strategy.

1. Order confirmation emails

When building a relationship with your customers, order confirmation emails are the most basic emails you can send to begin fostering it. These emails are sent immediately after a customer places an order to confirm that the order has been received and is being processed. This email should include the order number, address, and expected delivery date.

Post-purchase email: Order confirmation email


Moreover, you can tell your brand’s story and stay on top of mind when customers have recently handed you their payment information with an amusing thank you message.

Confirmation emails are expected by every customer that purchases from you. And as transactional emails have a 40-50% open rate and a 10-20% click rate, you can make your confirmation emails stand out and get in front of more customers than you can think.

2. Shipping confirmation emails

Whenever we place an online order, we wait for it impatiently. You can alleviate the anxiety of your customers by sending them shipping emails.

These shipping emails are sent once the order has been shipped and provide customers with tracking information to monitor their package's delivery. This email should include the tracking number and estimated delivery date. Here’s an example.

Post-purchase email: Shipping confirmation emails

3. Replenishment emails

We all run out of our favorite products, and sometimes we don’t realize it until too late. So, how good does it feel when your supplier emails you and reminds you that your exfoliation cream needs replacement? Pretty great, right? Such emails are called replenishment emails, which can help you become the apple of your customer’s eye.

These emails remind customers to restock a product they have previously purchased. This email can include a call-to-action button or link to make it easy for customers to reorder.

Post-purchase email: Replenishment email


4. Product recommendation emails

You can enhance your customers' shopping experience by emailing them customized recommendations, post-purchase. These recommendations help both you and your customers: they find something new they like, and you sell your products. Such emails are called product recommendation emails.

You can personalize the recommendations based on the customer's purchases or browsing history. Here’s an example that illustrates the concept of this email better.

Post-purchase email: Product recommendation email


5. Loyalty program emails

Do you know that retaining customers for a business is less expensive than acquiring new ones? Also, according to Thinkimpact, repeat customers spend 67% more on average than new customers.

So, it’s imperative that you reward your loyal customers with offers that they become evangelists for your brand. And for that, you can start by sending post-purchase loyalty emails.

These emails promote a loyalty program to reward customers for their repeat business. This email can include details about the program's benefits, such as exclusive discounts or free shipping. 

Post-purchase email: Loyalty proram emails

Moreover, you can add gamification or mystery elements to your emails just like in this example from McDonald’s.

Post-purchase email: Loyalty program emails


6. Discount and sales notification emails

Sending your customers a discount or a sales notification can also help increase sales and repeat business. These emails can include a coupon code or discount offers to encourage customers to purchase.

You can offer discounts after a customer subscribes to your newsletter, just like in this example.

Post-purchase email: Discount and sales notification emails


7. Birthday and milestone emails

Celebrating the birthdays and milestones of your customers can help your business immensely. Not only will it reflect positively on your business, but it will also drive customers to be more loyal to your company.

So, a timely birthday email or a milestone email is also an example of a post-purchase email. 

This email can include a personalized discount or offer to encourage the customer to purchase, or sometimes, a simple thank you can suffice.

Post-purchase email: Birthday and milestone emails


9. Retargeting emails

Retargeting emails are sent to customers who have abandoned their cart without making a purchase. This email can include a reminder of the items left in the cart and a call-to-action to complete the purchase.

When crafting your retargeting email, it’s important to remind your customer in a gentle and understanding tone. Don’t come off as someone tooting your own horn; ensure that you empathize with the customer and understand their reasons for abandoning their carts, or stopping engagement with your brand as a whole.

Post-purchase email: Retargeting emails


9. Feedback emails

Feedback emails are simply one of the most important post-purchase emails. These emails help you to understand the pain points of your customers. Moreover, these feedback emails allow you to come up with strategies to improve customer experience and ensure that customers remain satisfied with what you have to offer.

You can throw in a discount offer or a coupon to ensure that your customers take the survey and provide you with their opinions.

Post-purchase email: Feedback emails



In conclusion, post-purchase emails are critical to any successful marketing strategy. They allow you to continue engaging with your customers after they've made a purchase, providing opportunities to build relationships, encourage repeat purchases, and gather valuable feedback. By leveraging the different post-purchase emails, you can ensure your customers feel valued and appreciated, increasing loyalty and word-of-mouth referrals.

So, take some time to review your current post-purchase email strategy and identify any areas for improvement. Consider implementing a few of the email types discussed in this post, and experiment with different content, subject lines, and calls to action to see what resonates with your audience. And you can do all of this, and more using Mailmunch!

Remember, the key to success with post-purchase emails is to provide value and be genuine in your communications. If you can do that, you'll be well on your way to building strong, long-lasting relationships with your customers.

Author Bio

Ammar Mazhar

A voracious reader and a music lover, Ammar has been writing engaging and informative content for over 3 years for B2B and B2C markets. With a knack for writing SEO-optimized content, Ammar ensures the results speak for themselves.


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