15 Post-Purchase Email Examples to Inspire Your Next Campaign

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

I might nearly scent the ocean and really feel the sand below my ft in that second.

That “shopping high” is a sense of prompt gratification and anticipation after an order. You possibly can leverage this helpful 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 Greatest Submit-Buy Emails
• Greatest Practices for Submit-Buy Emails

How Submit-Buy Emails Drive Buyer Retention

Within the retail and e-commerce trade, e mail drives a whopping 45x ROI. Angie Jones, fractional CMO and creator of the e-commerce publication The Brand Love Brigade explains why post-purchase emails are a powerful tool for customer retention.

“I’ve seen that the impression for manufacturers who nail post-purchase campaigns is the next retention charge and, in the end, greater 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 Greatest 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 tips on how to make them your individual.

Order Affirmation (Man Crates)

Initially, your buyer must know that their order is appropriate and has been acquired. Share the crucial order particulars along 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. Clients can inform from a look the place their order is within the course of.

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

Transport Affirmation (Etsy)

The next crucial info you must share is a transport affirmation when the bundle arrives.

What we like: I like how clear and efficient Etsy’s transport affirmation e mail is. The content material is conversational and clear, reminding me of what I ordered with images of my en-route objects.

Etsy additionally makes use of helpful one-click order monitoring to see the place my bundle 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 crucial whenever you promote a fancy or technical product like software program. Arrange onboarding sequences that information your clients via 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 manner to assist new customers undertake the product.

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

Cross-Promoting (Unusual Items)

Cross-selling is a standard commerce technique recommending related or complementary merchandise to latest clients.

This may be very efficient since earlier consumers 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 (all the time 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 Packages (Nani)

A loyalty or rewards program is the easiest way to build a loyal audience. Enrolling clients means you’ll have extra knowledge to research and might drive extra orders by sending unique emails and incentives. However how do you persuade them to hitch?

What we like: This rewards program e mail from Nani begins with gratitude and shares why you must enroll, with incentives like 100 reward factors and unique gives.

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

Advantages Reminder (Kohl’s)

It prices five times as much to acquire a brand new buyer than to retain an present one. That’s why you must work arduous to construct loyalty packages and present your members some love.

This will embody sending particular gives and promotions, however it must also 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 free of charge, which builds model loyalty and nudges them to return quickly.

Giving a Return Incentive (Reside Nation)

You possibly can increase your LTV by giving clients a purpose to wander again in (or go to your web site). Should you’re like me, the language you reply to greatest is cash. Attempt both a reduction, in-store credit score, or further loyalty factors to encourage one other go to.

What we like: Final 12 months, I noticed one in every 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.

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

Upsell (Audible)

After you have a contented buyer, your subsequent purpose is to extend their CLV. An effective way to do that is to supply an improve, also referred to as an upsell, from the product they’re presently 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 many others.).

Subsequent, the comparability chart structure makes it simple to see the variations at a look. With an attractive CTA above the fold and the promise of “Cancel anytime,” I feel it’s a slam dunk.

Order Pickup (Goal)

When an merchandise isn’t being shipped, you may must ship pickup directions. Don’t underestimate this step — it’s all part of your consumer expertise.

What we like: Bullseye will deliver a smile to my face any day, however what has me smiling extra is the clear steps on tips on how to decide up my order and hyperlinks to click on if I want to increase my pickup window or contact the shop.

Refer a Good friend (MeUndies)

After a purchase order, you wish to give your clients a purpose to share about it with their associates. A referral program is one technique 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 pal — driving the shopper again to a return buy.

Survey Request (Warby Parker)

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

I personally don’t like clicking via 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 reveals respect for the shopper’s time and opinion.

Survey Incentive (Specific)

Should 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 change 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 Overview (World Market)

Evaluations can drive future gross sales and offer you helpful insights into your product traces. However what’s the easiest way to immediate evaluations with out pestering clients?

What we like: It’s simple. It’s useful. It’s enjoyable. Somewhat than a generic ask, this World Market e mail reveals me images of each merchandise in my latest buy.

That visible evokes an emotional response (Sure, I liked that sesame seed shaker!), and I’m extra prone to go away a evaluation.

Shopping for Once more (Starbucks)

Not solely must you immediate folks to return, however you possibly can immediate them to purchase the very same merchandise they’ve bought earlier than.

Should you promote a skincare product and know that the typical buy frequency is each two months, for instance, then you possibly can immediate them to replenish once they’re working out.

With merchandise like meals and beverage, you possibly can incentivize return purchases, constructing common habits.

What we like: Should you’re a Starbucks lover like me, you’re seemingly 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 personalized.

Clients are 80% more likely to buy from a customized expertise, so lean into personalization. You might have the information. You simply must leverage it the best manner.

Greatest 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 whenever you get it fallacious. Discover the steadiness between overwhelming them and including worth with the following tips.

• Make the crucial info simple to seek out. Preserve order particulars, dates, and monitoring codes on the prime of emails, not buried in textual content.
• Get the timing proper. Don’t ship a evaluation 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 subsequent sale too quickly. Give attention to product adoption and model loyalty earlier than asking for an additional buy.
• Check, check, and check once more. Use A/B testing to seek out the best messaging and timing.
• Use automation for fulfillment. Use an e mail advertising and marketing hub with a CRM like HubSpot to automate customer journeys and e mail sequences primarily based on buyer actions.

Getting Began

Wish to encourage that purchasing excessive in clients? Whenever you get post-purchase emails proper, you flip that purchasing excessive into long-lasting model loyalty. You possibly can construct an viewers of loyal model advocates who return to purchase repeatedly.