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What are post-purchase emails and why should I be sending them?

 In Digital Marketing, Email

Once a customer buys something from your store, your job isn’t done, it’s just starting.

That’s something that far too many brands don’t realize. While many are spending much of their time focusing on filling that pipeline with new customers, which is good, don’t get us wrong, they do it to the detriment of the customers they already have. 

After all, let’s face it, getting a current customer to buy again (and spend more on their purchases) is a lot easier than finding and convincing a brand new lead to pull the trigger. 

You need to nurture that relationship with your new customers, so they want to keep buying from you over the long-term. 

One way to do that is through post-purchase emails. Here, we’ll dig into these emails and why your brand should send them.

What are post-purchase emails?

These emails are pretty much what the name implies. They are emails that get sent out after your customer buys something. 

Your post-purchase emails, often called transactional emails too, can and should go beyond the simple stuff. You can create engaging email campaigns to send to your customers after they buy that grabs their attention and builds their loyalty.

Why post-purchase emails matter

Every brand wants repeat customers. But, there are plenty of customers out there who need a little bit of a nudge to shop with you again. 

Post-purchase emails can help. These emails are a great way to remind customers to come back to your site or store, educate them on your products and services, and provide them with the personalized information they need. 

It’s just another part of nurturing your customers and giving them a good overall experience. Sending out these post-purchase emails lets them know you see them as more than an order number. You’re working to build a good relationship and engaging them for the long-term. For customers, that means something.

Plus, as an added benefit, these emails often have much higher open rates than your regular marketing emails. So, you can get a little bit of a lift in clicks and conversions by using post-purchase emails too.

Types of post-purchase emails

You’re probably familiar with some of the basic post-purchase emails brands send. 

The most common is typically the receipt or order confirmation email. This email lets your customer know their purchase went through and is going to be processed. 

Order confirmation emails are old hat, but you can do a lot of cool things with other types of post-purchase emails too. 

One way to upgrade your order confirmation email is to include shipping information too. And not just basic, here’s your order number stuff, but real-time moment of open information. That means, when your customer opens their shipping confirmation email, if it’s two minutes or two days after you send it, they can see exactly where their package is, right from their inbox.

You can also use these emails to send personalized updates about products to your customers after they buy. If you want to tap into your customer data, you can look at items they’ve abandoned in their cart or have browsed in the past, and highlight them in a separate email.

Today, consumers love getting personalized emails targeted to their interests, use that to your advantage, and entice them to buy again. You can also use a similar email to highlight new product releases, especially if those products are related to items your customer has bought or browsed.

Something else you can send post-purchase is information about your loyalty, rewards, or VIP program. Even better, you can take it a step further and invite them into your program, with the extra benefit that their recent purchase will count toward their points or rewards. Getting your customers excited about your loyalty program right away can help get them excited to buy more and get additional points.

Expand your post-purchase campaigns

Post-purchase emails can help retain and re-engage customers, all while seeing improved open and click-through rates. So it makes sense to start using these more often.

As you can see, there are plenty of ways you can use post-purchase emails in a way that both keeps your brand top of mind and is still personalized to the interests of your customers. 

In today’s crowded inbox, that’s a winning combination.