29 Incredible Post Purchase Email Examples & How to Do Them Right
Shopping Buzz Fades Quickly: Initial excitement from purchasing new items diminishes rapidly, leaving consumers less satisfied than anticipated soon after the purchase.
Retail Therapy Myth Busted: Buying new things is often hyped as a mood booster, but the temporary high quickly evaporates, suggesting it's not a long-term happiness solution.
Habits Overhyped Hobbies: New purchases are less thrilling than they seem, pointing towards creating meaningful habits as a more sustainable source of joy.
Invest in Experiences, Not Things: Spending on experiences rather than material goods tends to provide more lasting happiness and satisfaction compared to the fleeting thrill of shopping.
Choose Memories Over Merchandise: Prioritizing experiential investments over physical possessions can help maintain happiness levels by creating cherished memories rather than accumulating things.
The truth is: The thrill of buying wears off fast.
Do you let your customers slip through the cracks after the transaction?
Or are you willing to go the extra mile to turn them into life-long fans now that you’ve captured their attention?
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If you answer yes to the second question, I have some great news: Going the extra mile can start with something as simple and familiar as introducing better post-purchase emails into your growth plan.
Charles Guitmount, CEO of O2 Commerce, highlights how the Pareto Principle, works in marketing: 80% of a company's revenue comes from 20% of its most loyal customers.
Focusing on retention, starting with your post-purchase emails, will enable you to maximize that 20%.
In this blog post, you’ll see real-life examples of different types of post-purchase emails, and discover how to craft an email flow that will keep your brand top-of-mind.
What Are Post Purchase Emails?
Post-purchase emails refer to the messages you send to customers after they’ve completed a purchase. They fall into two main categories:
- Transactional emails confirm a customer’s actions (e.g., order confirmations, shipping updates, and invoices).
- Engagement campaigns focus on strengthening connections (e.g., loyalty programs, product recommendations, and feedback requests).
Together, these emails make the post-purchase experience more enjoyable for customers and profitable for brands.
Transactional emails provide customers reassurance and transparency, while engagement campaigns helps you keep the conversation going.
Why do post purchase emails matter?
Klaviyo reports that these emails have an average click-through rate of 61.68% and generate 90% higher revenue per recipient than the email campaign average.
Your customers don’t just like seeing these emails in their inbox—they actively engage with them. What does this mean for your business?
Here’s a quick answer:
The post purchase flow is the best way for a customer to get into a positive feedback loop, join the community, and eventually buy again.
— Nikita Vakhrushev | DTC Email & SMS Marketing (@nikitavakhrushv) July 9, 2022
It's not a direct sales flow, but over time it will pay dividends, and generate more sales from positive word of mouth.
These emails are your opportunity to engage customers beyond the sale and build meaningful customer relationships—so you shouldn’t phone them in.
Types of Post Purchase Emails (+29 Stunning Examples)
A rookie email marketing mistake is ONLY sending one to two emails after a purchase.
You don't want to be called a rookie, right? So create a comprehensive post-purchase email flow that nurtures customers and encourages them to shop again.
Take a look at the different types you can include in your sequence and learn from the examples below:
Thank-you emails
Appreciation goes a long way, and thank you emails let you express that well to your customer.
Gratitude isn’t just polite—it’s profitable. A well-timed, personalized “thank you” email post-purchase can drive repeat sales and build loyalty.
This post-purchase email often includes a heartfelt thank-you message, incentives like discounts, and social media links.
Here are some excellent ways to show your appreciation to shoppers:
1. Wonder Valley
Olive oil DTC brand Wonder Valley includes a thoughtful gift in their thank-you email: a free Thanksgiving playlist.
2. Verafied
Fashion brand Verafied is securing a second sale with a discount code for your next purchase.
3. Thirdlove
Thirdlove’s thank you email ensures you won’t regret your purchase, as seen in the preview text, thank you note, and featured customer feedback.
4. Warby Parker
Warby Parker’s thank-you email provides a brief overview of the products you purchased.
5. L.L. Bean
L.L. Bean’s thank you email clearly outlines that there’s another email on the way (read: the order confirmation email) and that this one is all about expressing their gratitude.
Order confirmation emails
Order confirmation emails are the digital receipts you hand customers after they complete a purchase.
They often include the order number, itemized list of products and total cost, and customer details.
Order confirmation emails are one of the best tools ecommerce brands have, and yet, so many treat them like a boring receipt.
And as someone who’s spent over 20 years in the email marketing industry, I can tell you firsthand these emails are gold for building trust and keeping customers engaged.
Sending this post-purchase email gives your shoppers peace of mind, letting them know you’re a legit business and double-check their order details.
From your end, it’s a chance to address concerns and deepen the engagement, especially for first-time customers.
Here are smart ways some ecommerce brands confirm orders:
6. Saxx
Saxx’s shipping and processing times are clearly communicated in this order confirmation email.
7. Chubbies
DTC brand Chubbies’ displays their contact information prominently, making it easier to reach out to them in case of delays.
8. Pura Vida
Pura Vida’s order confirmation email seamlessly includes personalized product recommendations:
9. Blueland
Blueland includes a quick order summary and CTA buttons if you want to see the more comprehensive version:
Shipping notifications
Shipping notification emails keep customers updated on the delivery status of their awaited orders.
They typically include tracking details, delivery timelines, and the shipping address.
Customers value the reassurance it provides—I know this is one transactional email I revisit more than once when waiting for a package.
These emails can also lighten the load on your support team, reducing the number of inquiries, especially when the holiday rush kicks in.
Here are some great ideas to notify your customers are on their way:
10. United By Blue
United By Blue’s shipping confirmation is comprehensive, featuring shipping details, tracking link, and product recos.
11. Steve Madden
Steve Madden has one of the most straightforward shipping notification emails, emphasizing the tracking information link and cross-selling their sandals.
12. Recess
From design to copy, Recess' shipping confirmation echoes the mocktail's unique brand personality.
13. Sundays
Dog food delivery service Sundays addresses two very real concerns that customers like you may have: ship date change and address update.
For subscription services, clarifying these factors will help ensure a smoother experience for recurring orders.
14. Laird Superfood
Laird’s delivery notification, a specific example of a shipping confirmation, proves that it doesn’t have to be boring:
Feedback and review requests
Product received! What now?
Feedback and review request emails can help you find out whether customers love your products or think they could use some refinement.
These post-purchase emails usually include a review form, a star rating link, or a short survey.
By sending this email, you let your customers know that you care about what they have to say. Once you know what that is, you can leverage positive feedback as a marketing tool, and negative feedback as a catalyst to improve.
One client saw a 15% improvement in product ratings after implementing changes suggested in post-purchase feedback.
This shows how post-purchase emails can serve as both a customer retention tool and a source of continuous improvement for the business, offering tangible benefits through enhanced customer satisfaction and loyalty.
Learn how to ask for feedback from these review request emails:
15. Counter Culture Coffee
Counter Culture Coffee promises to reward you with a discount if you participate in their survey.
16. Graza
Graza asks about your recent purchase, asking you to leave a review that can influence others who are also interested in cooking.
17. J. Crew
J. Crew lets you review individual items in your purchase.
18. Athletic Brewing
Athletic Brewing keeps things simple by offering a quick rating tool. You can also leave a more complete review if you have a few more minutes to spare.
Reorder and subscription emails
Reorder and subscription emails tell your customers that it’s time to top up their favorites.
These post-purchase emails include reminders when products run out or expire, easy reorder buttons, and subscription management options for editing or canceling subscriptions.
Sending this friendly nudge offers convenience and flexibility to your customers. Even better, if you add exclusive perks like discounts and freebies.
Subscription brands, on the other hand, benefit from reduced churn and a potential boost in average order value (AOV) when you include cross-sell or upsell offers.
Here are some ways to remind subscribers that they need to replenish their stock:
19. BioTrust
Supplement brand BioTrust pairs their reorder emails with a discount.
20. Liquid I.V.
The reorder email from Liquid I.V. contains a click-worthy subject line and a small teaser.
21. Fullscript
Supplement subscription Fullscript brand sends a simple reminder that your favorite supplement will run out soon.
22. Birchbox
Beauty subscription box Birchbox lets you know it’s time to customize your box while teasing new releases.
Cross-sell and upsell emails
Cross-sell and upsell emails draw on your knowledge of your customer's preferences.
These post-purchase emails often feature personalized recommendations, bundles, or upgrades that enhance their initial purchase.
Your customers feel understood with curated suggestions that match their interests—while you enjoy greater loyalty and a revenue boost.
I’ve seen conversion rates improve by 15% when including tailored product recommendations in follow-up emails. Adding a discount or upsell in these emails can further enhance lifetime value.
Here are examples of how some brands recommend products to a previous shopper:
23. KiwiCo
Kiwi Co, a company that offers science and art projects to kids of all ages, offers a free book when parents switch to the Deluxe Plan.
24. Ujji
Ujji convinces one-time shoppers to opt into a subscription plan with a free product:
Loyalty and referral program invitations
Exclusivity and free rewards are irresistible to customers, and loyalty and referral programs capitalize on that.
They encourage people to take action, signing up or spreading the word.
By promoting the benefits of joining these programs (such as exclusive access and discounts for loyalty members and exciting rewards for every referral) through email marketing, you grow your customer base consistently.
25. Dr. Squatch
Dr. Squatch automatically enrolls shoppers into their loyalty rewards program. Informing them about its perks is part of their post-purchase sequence.
26. Oars +Alps
Oars + Alps appeals to your love for your friends (and discounts) in this referral request email:
Win-back emails
If all your strategies to get your first-time shopper to re-engage fall by the wayside, hope isn’t lost.
Winback email sequence is here to the rescue. These post-purchase emails reignite customer interest with fresh, personalized product recommendations or thoughtful incentives.
For brands that offer subscription services, it’s also a way to get back lost subscribers.
Here are some clever ways to get repeat customers:
27. Monica + Andy
Monica + Andy grabs your attention with a unique subject line and tailored product recommendations:
28. Simply Be
Simply Be’s friendly reminder about your soon-to-expire discount code might just send you rushing back to their website to complete a purchase.
29. Sunbasket
Meal delivery service Sunbasket encourages previous subscribers to cook with them again by offering a substantial discount:
These examples show that every post-purchase email type—whether a heartfelt thank-you, a convenient reorder reminder, or a personalized winback offer—always contributes towards strengthening your relationship with your customer.
How to Create the Perfect Post-Purchase Email Workflow
This step-by-step guide will show you how to create and maximize your post-purchase workflow without being too intrusive.
To make this more actionable, let’s imagine you run Phitneas Athletics, a fictional fitness brand known for premium activewear and workout gear.
Let’s begin.
Step 1: Understand your customer journey
Understanding your customers’ emotional and practical needs post-purchase lets you deliver emails that hit the right note at the right time.
This foundational step builds trust—which requires data.
That’s where ecommerce analytics tools come in handy, offering you clear insights into factors like customer behavior, preferences, and challenges.
Armed with this info, the brand can segment your email list based on factors like customer’s purchase history and preferences.
Phitneas Athletics makes use of the different post-purchase email examples mentioned above, so their workflow looks something like this:
- A combined thank-you and order confirmation email
- Shipping updates, including a delivery confirmation email
- A product review request email, paired with a small incentive (like a discount)
- Invitations to join their loyalty program
- Win-back campaigns featuring cross-sells, upsells, and product recommendations
To enrich the quality of these emails, the brand adds personalization and emotional touchpoints by monitoring:
- Customer data: For example, knowing the conversion source has helped Phitneas Athletics craft three different types of order confirmation emails:
- New customers who came across the brand through the website receive an email that doubles as a warm welcome.
- Newsletter subscribers who are first-time shoppers get an order confirmation email that highlights the perks of being part of the community.
- Returning customers receive an email thanking them for their loyalty.
- Customer reviews and social media feedback: Seeing how customers use their products in their workouts and its impacts on their fitness goals, the brand has created follow-up emails with helpful tips and personalized product recommendations.
- Internal metrics and support feedback: By analyzing order data and support tickets, Phitneas Athletics uncovers post-purchase pain points.
- As a result of several customers asking about returns after receiving their shipping notifications, the brand included a short FAQs section covering return processes and related concerns in their email.
By leveraging customer data and real-world customer insights, Phitneas Athletics delivers a post-purchase workflow that feels personal, informative, and far from cookie-cutter.
Step 2: Plan your email sequence
A thoughtful email sequence keeps your communication on-brand and consistent.
Your flow might start with an order confirmation, followed by a shipping update.
A thank-you email can then reinforce appreciation, allowing you to introduce cross-sell/upsell opportunities once they’ve had time to enjoy their purchase.
You can also add a series of automated emails that show customers how to make the most of their purchases.
And don’t forget to ask for reviews—these can also be a great way to build social proof.
Dave Charest, director of small business success at Constant Contact
The important part is to start with the bread and butter—transactional emails—and work your way up to engagement-focused messages.
Let’s expand on the Phitneas Athletics’ email flow above to see how these two types of emails work together to provide a smooth post-purchase process:
- Confirm orders: A well-timed thank you and confirmation email with order details, shipping info, and expected delivery date
- Notify shipments: Real-time shipping confirmation emails with tracking links for customer convenience
- Gather insights: Follow-up emails to gather feedback and encourage reviews in exchange for free shipping vouchers
- Encourage repeat purchases: First time shoppers receive a one-time coupon for their next purchase, while second-time and repeat shoppers get thank-you emails with an exclusive invite to the PhitElite Club
- Drive future purchases: Cross-sell emails promoting fan favorites for tailored workouts and top-rated related products
- Reward repeat customers: PhitElite Club members receive email updates regarding rewards and early access to new products.
This example of a post-purchase email sequence enhances the customer experience by guiding them from one stage to the next.
If the repeat purchase doesn’t happen after your first follow-up, you can personalize the second follow-up more with limited-time incentives.
Bonus tip:
To make sure your customers don’t miss out on important transactional emails, you can combine this email marketing with SMS to keep customers in the loop with real-time post-purchase updates.
If a customer receives an email notification about their confirmed order, an SMS can be triggered simultaneously to send a brief update.
Here’s what this combo looks like for Phitneas Athletics.
First, you get the order confirmation email:
Then, the SMS message comes through, confirming the order:
Map your email sequence and leverage the right tools to deliver highly targeted, value-driven content that keeps customers engaged at every stage.
Step 3: Automate your workflow with the right tools
Post-purchase emails are the top sequence (55%) email marketers automate.
Because while these emails land when customers are most receptive, the time window is brief. You must engage your customers immediately with relevant content while they’re still in the “moment”.
Email marketing platforms like GetResponse allow ecommerce brands to schedule advanced messages at scale.
You can create and save templates with custom fields and time delays for different stages of the sequence.
These features keep your email purposeful and targeted, maximizing your ecommerce marketing budget.
Here’s a real-world example:
Eveline Cosmetics used GetResponse to automate their post-purchase email flow for different customer segments.
Through AI-powered cross-sell recommendations and sales discounts, they boosted the value of shopping cart items to $7,000.
Let’s say Phitneas Athletics uses Klaviyo for the same purpose.
Relying on the platform’s pre-built flows and split content based on the customer’s journey (new vs returning customer, VIP or non-VIP), the brand can send timely, personalized emails at scale, such as:
- Sending the right confirmation email based on the purchase path taken
- Offering tailored product recommendations to the right customers
Without email automation, sending these emails will be like pulling teeth—if pulling teeth takes forever.
The right email marketing software has rich automation features to remove the guesswork and manual work from your post-purchase strategy.
Here are some of our favorites:
Step 4: Refine content and design
Your email content will determine if you’re only offering a transactional relationship or a deeper customer connection.
That’s why 44% of marketers create two to three versions of every email they send to perfect their content. Eighteen percent push it even further with four to six versions.
You don’t have to do that all the time.
You can set up clear guidelines and apply best practices based on what works for your brand to ensure consistency in the quality of your emails.
Let’s take a look at Phitneas Athletics’ best practices across the following elements:
- For subject lines, email copy, and CTAs, Phitneas refers to their word bank to inspire action. They organize the word bank by categories like motivation, results, challenges, and rewards to quickly pull relevant language that aligns with the message.
- They invest in mobile optimization knowing fitness enthusiasts are always on the go. That means fast loading times, responsive email templates, touch-friendly buttons, and easy navigation.
- Phitneas has a wealth of crisp, high-quality lifestyle imagery that reflects its brand vision. This gives them the flexibility to A/B test different visuals—such as action shots, product-focused images, or customer success stories.
- To return-proof transactions, the fitness brand addresses underlying doubts and concerns early on. They put customers at ease with merch sizing tips, equipment care guides, and fitness tips tailored to their purchases.
With these clear guidelines, the fitness brand can create engaging content for their post-purchase emails.
Think: Subject lines that sound like “You're unstoppable, [First Name]! Thanks for choosing Phitneas 💪” than the ever-so-generic “Thanks for your purchase!”
You can also gamify your post-purchase email campaigns by integrating interactive elements like quizzes, puzzles, and spin-to-win wheels when rewarding customers with discounts or special offers for their purchase.
Email marketing tools like Omnisend and GetResponse offer these functionalities. These platforms are also handy in terms of design.
Many of them also have pre-built, customizable, and accessible templates to prevent you from getting stuck in creative mode.
Select one, tweak it with your brand style and messaging, and you’re good to go.
Step 5: Time your emails strategically
Post-purchase transactional emails must be prompt and accurate to maintain trust.
Otherwise, you end up disappointing customers:
Let’s look at how Phitneas Athletics times their post-purchase emails to keep the cadence timely, natural, and engaging:
- Order confirmations: Immediately after purchase
- Shipping notification: On the very day of shipment
- Review requests: A week after order fulfillment
- Loyalty and referral program invites: 2–3 weeks after order fulfillment
- Reorder and subscription emails: A few weeks to a month post-purchase
Having a reliable automation tool helps strategize the timing that customers expect from transactional emails.
For post-purchase campaign emails, there’s more flexibility. But you also need proper timing for spacing them right to build interest and preventing overwhelm.
Eli Weiss, Yotpo’s VP Retention Advocacy, advises starting a series of guides or tutorials on the customer’s recent purchase:
- Day 1: “Here’s how to get the most out of your [product].”
- Week 1: “Understanding the craftsmanship behind your purchase and why it was created.”
- Month 1: Go wider. Maybe: “Time for a deep dive into the history of [product category].”
Strategize not only when to send your emails, but the value they deliver as well.
Step 6: Measure, test, and refine
36% of marketing experts don’t measure ROI—that’s a risky oversight that can derail your post-purchase email marketing strategy.
You miss the chance to identify what drives future purchases, wasting resources on underperforming campaigns.
Continuous testing is necessary to maximize your ROI because even high-performing campaigns have room for optimization. Doing so uncovers the optimal:
- Timing: Pinpoint optimal times of day, days of the week, and key seasons or events.
- Messaging: Identify the tone and content focus that resonates most with your audience.
- CTAs: Fine-tune phrasing, design, and placement to maximize engagement.
- Frequency: Strike a balance—too few emails can negatively impact post-purchase customer experience, while too many can trigger spam filters.
Let’s say our athletic brand tests and refines overall workflow quarterly and tweaks post-purchase emails every month.
Below are some of their best practices:
- Track email metrics. Phitneas Athletics uses Klaviyo to track open rates, click-through rates, and conversion rates and tweak low-performing emails.
- A/B test email elements. They regularly test subject lines, CTAs, and content to see what resonates best with each customer segment.
- Use customer feedback. They monitor post-purchase survey responses and feedback to adjust content and tone for better personalization.
Like Phitneas Athletics, stay agile and responsive to data to consistently improve customer engagement and boost customer loyalty.
Nurture Shoppers With Thoughtful Post-Purchase Emails
Working on retaining customers is much more fruitful than chasing new ones. After all, your most loyal buyers are your most profitable ones.
Start tapping into the Pareto Principle through a well-crafted post-purchase email flow.
Design each email to turn one-time buyers into loyal customers who will help you build your brand.
Use the examples and strategies above for actionable insights, fresh ideas, and proven techniques to build meaningful relationships—not just transactional exchanges.
When you’re ready to take it further, dive into more of our must-read resources:
You can reengage almost-customers with these abandoned cart strategies (and then send them irresistible post-purchase emails to ensure they’re hooked on your brand for the long haul):
- 20 Best Shopping Cart Abandonment Software, Reviewed & Compared for 2025
- 7 Powerful Abandoned Cart Email Examples To Help You Recover Sales
- How To Reduce Cart Abandonment: 14 Killer Strategies For Ecommerce Sites
- 12 Proven Abandoned Cart Email Best Practices for Ecommerce Success
Here are other resources to help you level up your overall ecommerce marketing strategy:
- Market Segmentation: The Key to Reaching—and Resonating With—Your Ideal Customers
- 7 Ecommerce Marketing Automation Strategies to Scale Faster & Sell Smarter
- 15 Proven Ecommerce Marketing Strategies to Boost Your Sales
- Omnichannel Marketing Strategy For Beginners & Useful Tools
Finally, learn the best tools for your ecommerce business with these expertly curated lists:
- 26 Types Of Marketing Software And What They Do
- The 24 Best Ecommerce Marketing Tools to Grow Your Store
The world of ecommerce moves fast—and so do you. Subscribe to our newsletter with the latest insights for ecommerce managers from leading experts in ecomm.
Post Purchase Emails FAQs
Here are some FAQs about post-purchase email marketing that we haven’t covered yet for more clarity and insights.
What are the legal considerations for sending post-purchase emails?
Post-purchase emails that include marketing content must comply with CAN-SPAM Act rules. Examples include cross-sell and upsell emails, loyalty program invitations, and other salesy follow-ups.
These emails must contain a clear opt-out mechanism, the sender’s valid physical address, and truthful subject lines and content to stay compliant.
How do I set up post-purchase email flows for subscription services?
Start by sending a welcome email right after the initial purchase to introduce the subscription benefits.
Then, set up reminder emails for upcoming renewals, manage upgrades or downgrades, and encourage feedback or referrals to maintain engagement.
