As marketers, we can fixate on conversions. We become obsessed with finding new ways to ease customers along to their purchase decision. But what happens once our customer is over that line?

Sometimes we forget the importance of enhancing how we engage with customers after they buy.

Neglecting this part of the customer journey is a risky business. 20% of online purchases are returned. And during the holidays return rates jump to 30%.

A smart post-purchase marketing strategy can help combat buyer’s remorse. What’s more, it can also be a great opportunity to secure repeat business.

Repeat customers are crucial if you want to pump up your profits. The majority of SMBs (61 percent) report that more than half of their revenue comes from repeat customers, rather than new business.

This blog post is here to help you optimise your post-purchase customer journeys. We explore nine essential post-purchase email campaigns your business should be using.

What post-purchase email campaigns should you be sending?

Here are nine essential post-purchase email campaigns your brand should be sending:

1. Fulfilment

Fulfilment emails are a must have. These are the emails that confirm your customer’s order, provide them with a receipt, and give them crucial delivery information.

These emails ensure your customer is not left wondering what happens next. Fulfilment emails make the customer feel they are in good hands, reducing buyer’s remorse.

2. Thank you

Thank-you emails are the personal touch that complements a fulfilment email. Some brands include a thank you in their fulfilment email. Others may choose to say thank you in a separate email.

Saying thank you builds rapport with the customer.


It makes them feel appreciated and like they made the right choice by shopping with you.

3. Cross-sell

Cross-selling emails are your opportunity to take advantage of that post-purchase high. Use them to suggest complementary products, making recommendations based on what other people bought next.

This is powerful way to encourage repeat purchases. Not only does this benefit your bottom line, it can also enhance a customer’s experience. Having a set of items to style together can increase product enjoyment.

4. Upsell

Upselling emails are your opportunity to suggest add-on products. This works well in travel. Your customer may have booked a flight, but you can also sell them a hotel, airport transfer, or parking.

This increases customer lifetime value. It also reduces the chance of the customer straying to a competitor for their add-on products.

5. Product how-to

There is nothing more frustrating than buying something that you can’t figure out how to use.

Product how-to guides are an excellent way of ensure your customer gets the most out of their purchase. For example, sending a product care guide for a new sofa or beauty tutorials for a recent make-up purchase.

This type of post-purchase email campaign reduces the chance of returns and increases the likelihood of repeat purchase.

6. Review request

Asking for feedback or a review is an important way to enhance the post-purchase experience.

Reviews and ratings are a powerful form of social proof that you can add to product pages to increase conversions.

The act of asking for feedback in itself important too. It shows customers you care and helps them to feel invested in your brand.

Further reading: 11 Ways to Increase Reviews on Your eCommerce Site

7. Refer a friend

Sending an email campaign to ask customers to refer a friend helps you to reach a wider audience.

It also builds loyalty among your existing customer base by helping them to feel like they are part of a community.


8. Join a loyalty scheme

Asking customers to join your loyalty scheme is another way to strengthen the relationship you have with them.

A good loyalty schemes should incentivise customers to spend with volume and frequency. Make it more beneficial for them to buy from you than your competitors with points or discounts.

9. Replenishment reminders

If your brand sells replenishable products, replenishment emails are a post-purchase must have.

Time these to be sent out just before the time you anticipate their product to run out. This is a smart way to increase repeat purchases.

To learn more, read our guide to replenishment email campaigns.


Many brands focus heavily on customer attraction but neglect the post-purchase experience. Don’t allow your brand to fall into this trap.

Having the right post-purchase email campaigns in place will help you to:

  • set expectations
  • reduce return rates
  • increase repeat purchases
  • build brand loyalty

Want to put these post-purchase emails into action? Then we’d love to show you what our eCommerce marketing automation platform can do. Book a demo to see it in action.

Download the Best Practice Guide to Post Conversion