A post-purchase email is an automated message sent after a customer places an order. These emails are triggered based on order details like the product purchased, order value, or purchase date.
Unlike transactional emails, post-purchase emails go beyond confirming the order. They’re designed to strengthen post-purchase engagement, gather feedback, build loyalty, and encourage repeat purchases. When timed strategically, they help foster long-term customer relationships and drive additional revenue.
Most popular and revenue-generating post-purchase email types
Notice that our post-purchase email list excludes order, payment, shipping, and delivery confirmations. These messages sit within post-purchase flows but are transactional emails, providing expected order information.
Your post-purchase flows will combine required transactional messages and engagement emails, creating comprehensive customer journeys from purchase confirmation to feedback collection.
“‘Post-purchase flows’ is an umbrella term that also includes transactional flows. Transactional flows refer to basic, essential communications tied to the sale process, while post-purchase flows encompass engagement, feedback, loyalty-building efforts, and initiatives aimed at driving additional purchases after the sale. At Omnisend, we use the term ‘post-purchase’ to cover upsells, cross-sells, loyalty campaigns, and feedback or review requests.”
— Iryna Shatalo, Product knowledge expert at Omnisend
Check out this table for a quick overview of their differences:
Feature
Post-purchase emails
Transactional emails
Trigger
Purchase completion, time after delivery, customer behavior patterns
Order placement, shipping updates, payment processing, account changes
The subject line grabs attention with a sparkles emoji and piques curiosity
The first heading says “MEGA ENERGY” to introduce the product’s value immediately
Pink, cream, and orange colors match the brand’s website
A short product description covers all key selling points
The orange CTA “SHOP ENERGY” makes it clear how to take the next steps
How to make the most of product recommendation emails
Use eye-catching subject lines to increase open rates
Present your product with high-quality images
Pack as many selling points as you can into a short description
Keep your CTA actionable, such as “BUY NOW” or “SHOP IT”
Add personalization with your customer’s first name or previous purchase information
Top tip
Omnisend’s Product Recommender automatically selects relevant products based on order history. Create one template for your product recommendation flow and let it choose items customers will likely buy next.
2. Cross-sell/upsell email
Subject line: Confirming your EXECUTIVE razors
Post-purchase email example via Really Good Emails
Brand: Dollar Shave Club Industry: Consumables (men’s goods)
Email highlights
The header confirms order details in straightforward language before shifting to recommendations
The “TOSS MORE IN?” section presents complementary products with images and prices
Each product shows a clear “ADD” button for one-click purchasing
The product suggestions directly relate to the purchased subscription
The essential shipping and account information remains accessible at the bottom
The “BUILD YOUR BETTER BATHROOM” section creates context beyond single products
The email design maintains brand voice with casual language
How to make the most of upsell confirmation emails
Lead with order confirmation to establish trust and relevance
Present your complementary products with clear images, prices, and add-to-cart buttons
Group related products in logical categories for easy scanning
Maintain your brand voice while focusing on convenience and value
Post-purchase email example via Really Good Emails
Brand: Sundays Industry: Pet food
Email highlights
A conversational “Got two minutes?” subject line invites customers to open without feeling pressured
Inviting imagery shows a dog enjoying the food beside the product box and a five-star graphic
The primary message encourages reviews with wordplay: “You have the write stuff,” making feedback feel valuable
Review requests, referral incentives, and educational content are combined efficiently
Dog-related facts engage pet owners while reinforcing the brand’s pet expertise and enthusiasm
Strategic placement makes the review request most prominent through positioning and visual weight
The overall design reflects the playful, pet-focused brand identity without sacrificing functionality
How to make the most of review request emails
Create a warm, inviting subject line and make the review process quick
Use visual elements and graphics to set a positive tone
Provide clear value through incentives and explain why customer feedback matters to you
Include multiple engagement paths, like referral programs or additional resources
Another company that uses review request emails in its post-purchase sequences is wholesaler and packaging supplier Verpakgigant. Using Omnisend’s segmentation and automation abilities, its Google review submissions increased by 1,500%.
Subject line: Want $1,000 to shop just by posting to Instagram?
Post-purchase email example via Really Good Emails
Brand: Moment Industry: Technology (cameras)
Email highlights
The subject line immediately captures the email’s purpose
Offers a massive $1,000 potential reward for posting photos
Uses Instagram to grow its following and create trending hashtags
Conversational language connects with the reader
Asks for additional social media follows in return for a bonus
How to make the most of UGC request emails
Tie your UGC request to social media to make it easy for subscribers to participate
Incentivise participation with a discount or freebie
Give your email an on-brand personality
Detail the steps required to submit content
Offer additional ways to submit text and photos, such as by submitting a form
13. Loyalty program email
Subject line: You’ve earned a new rewards status: Cucumber Connoisseur! 🥒
Post-purchase email example via Really Good Emails
Brand: Native Industry: Beauty and wellness
Email highlights
Playful “Cucumber Connoisseur” tier designation creates a sense of achievement beyond basic loyalty status
Immediate benefits appear first in the layout, highlighting valuable “Early Access to Sales” privileges
Clear point-earning opportunities follow congratulatory messaging in a logical information flow
A simple visual chart shows three distinct reward tiers ($10, $15, and $20 coupons) without confusion
Strategic category links at the bottom encourage continued shopping toward the next tier level
Program mechanics are explained without overwhelming technical details
How to make the most of loyalty status emails
Create interesting rewards with value
Clearly outline the immediate benefits of the new status
Present point-earning opportunities in an easy-to-scan format
Include your direct shopping links to encourage continued engagement
Another business that uses loyalty program emails is marketing agency Enflow, which increased monthly revenue for one of its ecommerce clients from $150,000 to $250,000 and activated $61,000 in monthly automation revenue with Omnisend.
Subject line: Surprise! Your First Deal of the Day is Live 🌿
Post-purchase email example via Really Good Emails
Brand: The Sill Industry: Gardening
Email highlights
The subject line excites and grabs attention with its herb emoji
A branded header with an image and logo creates brand familiarity
“50% OFF” stands out with large, capitalized typography
A red CTA button with the text “SNAG YOURS” encourages action
Curated products provide multiple opportunities to shop
How to make the most of surprise and delight emails
Give your customers offers they can’t refuse
Use excitable language
Add urgency to your message, such as “while stocks last!”
Use high-quality images for all product listings
Consider tiering your offers based on a previous purchase amount
Post-purchase email templates
We’ve prepared six post-purchase email example templates you can steal below. Copy them into your writing tool and replace any (Placeholders) with your information. Then, add your content to the heading and text blocks in your email builder.
1. Product recommendation email
When customers purchase but haven’t explored your full catalog within two weeks of buying, send personalized suggestions based on purchase history.
Subject: (Customer name), we found these perfect matches for you
Hi (Customer name),
Your recent (Product name) purchase inspired our team to handpick complementary items that many customers love using together. Based on your shopping patterns, these products match your (Recent product) experience:
Questions about how these work together? Reply directly or browse customer photos showing these combinations.
Happy (Relevant activity), (Company name)
Copy text
2. Cross-sell/upsell email
Target customers who purchased entry-level items and showed potential interest in premium versions or accompanying products within 10 days of delivery.
Subject: Get more from your (Product name), (Customer name)
(Customer name),
Your (Product name) is even better when paired with our customer favorites.
Many (Product name) owners eventually add these companions to maximize their experience:
(Premium option 1) – (Price) – Adds (Specific functionality) (Premium option 2) – (Price) – Increases (Performance metric) (Bundle deal) – Save (Amount) when purchasing together
Enter code (UPGRADE) for free shipping on any addition to your collection through (Date).
Getting maximum value matters, (Name), (Position) at (Company)
Copy text
3. Replenishment reminder email
Schedule automatic reminders matching typical product lifespans so customers receive timely alerts before running out of consumable items.
Subject: Running low? Time to restock your (Product name)
(Customer name),
Most customers replenish their (Product name) around now, approximately (Timeframe) after their initial purchase. Running out causes (Negative consequence), especially during (Relevant upcoming period or season).
Reorder options: – Same as last time: (Quick reorder link) – Subscribe and save (Percentage): (Subscription link) – Try our new formula: (New product link)
Low inventory warning: Our next shipment arrives (Date), so ordering now guarantees availability.
Keeping you supplied, (Name) and the (Company name) team
Copy text
4. Review request email
Send after customers have had sufficient time to experience product benefits, but while usage remains fresh, typically two weeks post-delivery.
Subject: How’s your (Product name) performing, (Customer name)?
(Customer name),
You’ve been using your (Product name) for about two weeks. Your experience will help future customers make informed decisions and provide our team with improvement insights.
Share your honest thoughts: (Direct review link)
It takes just 60 seconds, and we read every submission personally.
Many customers ask about (Common question) – find our guide here: (Resource link)
Appreciating your perspective, (Name) (Company name)
Copy text
5. Win-back email
Target dormant customers who haven’t purchased in three to six months with personalized incentives addressing potential reasons for their absence.
Subject: We miss you at (Company name), (Customer name)
(Customer name),
Our records show you haven’t visited since (Last purchase date) when you purchased (Previous product). Many customers return when they discover our new (Product category) or learn about our improved (Service feature).
Your account includes special comeback perks: – (Amount) credit applied automatically – Early access to (New collection/Feature) – Free (Bonus item) with purchases over (Amount)
These benefits expire (Date) – just click below to activate.
Hoping to serve you again, (Name), (Company name)
Copy text
6. Referral program email
Launch referral requests after customers demonstrate satisfaction with repeat purchases or positive feedback interactions, rather than immediately post-purchase.
Subject: Share (Company name) with friends, earn (Reward)
(Customer name),
Your continued support since (First purchase date) suggests you’ve found value in our products.
Friends trust recommendations from people like you far more than any advertisement we create.
Your referral benefits: – You receive (Reward amount/Percentage) for each friend’s first purchase – They get (Friend discount) off their order – Unlimited referrals through (Expiration date)
Your unique link: (Referral link) Or share code: (CODE)
Simply copy this message or use our pre-written options in your referral dashboard.
Spreading good finds together, (Name) and everyone at (Company name)
Copy text
Benefits of post-purchase emails
Post-purchase emails provide additional touchpoints for connecting with customers and encouraging engagement in ways that align with your goals. That’s the theory — but how do these emails perform for real ecommerce brands?
Here are the benefits of post-purchase flows in your email strategy:
1. Higher open and click rates
Our analysis of 24 billion emails sent through Omnisend in 2024 reveals that recipients opened 52% more automated messages than manual campaigns, with order follow-ups and cross-sells among the most effective for open and conversion rates.
Order follow-up emails had a 49.75% open rate, 4.44% click-to-sent rate, and 22.64% click-to-conversion rate. Cross-sell emails lagged slightly behind, with a 40.95% open rate, 3.18% click-to-sent rate, and 21.12% click-to-conversion rate.
These statistics show that ecommerce customers actively seek additional value after purchases. Look no further for a golden opportunity to recommend products, upsell, request reviews, and increase signups for your loyalty program.
2. Automated revenue growth
Automated emails drive 37% of sales from just 2% of email volume, while SMS and push campaigns account for 18% from 9% and 15% from 3%, respectively.
The takeaway is clear — automations across all marketing channels have superior sales and revenue potential than manual campaigns.
3. Increase in repeat purchases
Post-purchase sequences can convert casual buyers into repeat customers within shorter timeframes than relying on broadcast campaigns.
Sending your customers rewards, discounts, cross-sell recommendations, replenishment reminders, and other relevant emails encourages them to purchase again.
4. Greater customer retention
Post-purchase sequences create relationship continuity beyond transactions with educational content, usage suggestions, and community integration opportunities.
Each message transforms standard delivery expectations into memorable brand experiences that competitors struggle to replicate.
5. Additional engagement touchpoints
Adding educational, referral, or review-request emails to the post-purchase flow keeps your brand top-of-mind when interest peaks.
Customers engage with relevant content tied directly to their purchase without perceiving these messages as promotional interruptions.
“Omnisend merchants are transforming post-purchase emails beyond order updates,” says Evaldas Mockus, VP of Growth at Omnisend. “They use purchase data to send product guides and recommendations when customers are most likely to buy again.”
“The numbers tell the story — brands using post-purchase flows see 22.64% click-to-conversion rates versus basic confirmation emails. These messages turn first purchases into repeat orders and create a more satisfying customer experience.”
How to segment post-purchase emails for higher engagement
Segmenting your subscribers creates groups you can target with personalized incentives and content, helping you craft emails your customers will likely open and act on.
For instance, your post-purchase email could list items they viewed recently and offer free next-day delivery on orders over $60.
Follow these best practices:
1. Segment new vs. returning customers
Separate first-time subscribers from customers who have ordered before to create a returning customer group for your past-purchase email sequences.
Use purchase history to recommend complementary products to returning customers and reward their loyalty with exclusive perks and early access to new items.
New customer relationships require a welcome series that incentivizes a first purchase or builds trust in your brand for nurturing. For instance, you could send a 10% off voucher based on the subscriber’s viewed products.
“Segmentation takes email from a promotional broadcast into a targeted conversation. Every customer gets messages that genuinely matter to them, driving a better ROI for your business.”
Evaldas Mockus, VP of Growth at Omnisend
2. Prioritize high-value shoppers
Your VIP customers are reliable sources of high-revenue purchases and deserve special treatment in your post-purchase communication.
Consider sending early access to new products, personalized recommendations based on their purchase history, or exclusive discounts on their favorite categories.
Use exclusive language in these messages, such as “reserved just for you,” “exclusive VIP preview,” or “special access for our top customers.”
3. Tailor emails based on product type
Different products need different follow-up strategies. For clothing purchases, share style guides and care instructions. With electronics, provide setup guides and warranty information.
For consumable items like food or beauty products, set up automatic reorder reminders when customers are likely to run low.
Use wish lists and browsing history to suggest complementary items customers have shown interest in but haven’t purchased yet.
How to create a post-purchase email flow
This tutorial outlines the steps to create a post-purchase email flow using Omnisend, a leading email marketing automation platform designed specifically for ecommerce businesses.
Find detailed instructions on how to create this post-purchase automated email here.
1. Create a new workflow
You’ll need to create an automated post-purchase series in the automation section of your Omnisend account.
First, go to your Omnisend dashboard and click on Automation in the menu.
Then click the Create workflow button on the upper right side of the page.
Pro tip: Rather than creating separate emails from scratch, send post-purchase emails in automated workflows. Since they’re recurring emails you’ll send at specific intervals over time, it’s best to create post-purchase email flows and use triggers to send them on autopilot. You can still edit email content and personalize your post-purchase email series based on customer information and purchase history.
2. Choose the template
Once you select the Create workflow option, it will display a mini-menu on the left side of the Choose pre-built automation workflows page.
Check the Post-Purchase category and choose a suitable template.
You’ll get the option to create replenishment, cross-sell, product review emails, and more. For this tutorial, we’ll go with Product Reviews. Click on Customize workflow:
Image via Omnisend
3. Check trigger settings
Here, you’ll need to make sure that the Order fulfilled trigger is on. This event will track if your customer’s order has been shipped and give you an idea of when they’ll receive their product:
Image via Omnisend
4. Select when to send the post-purchase email
In this next step, you’ll set a delay period before sending the email to ensure you don’t ask for a review before your customer receives their product. It’s set to two weeks by default, and you can add specifications such as sending only on weekdays:
Image via Omnisend
5. Add the subject line and preheader
Here, you’ll get to edit your email copy to make it more compelling for your audience.
Subject lines and preheaders are crucial parts of a successful email since they’re the first two items your audience interacts with.
Add the subject line, preheader, sender’s name, and sender’s email address:
Image via Omnisend
6. Customize post-purchase email content
Next, go ahead and edit your email content. Select the email content block on your workflow, then click on Edit content to customize the template in the email builder:
This step is about making sure that your workflow is saved and will display properly on customers’ screens. You’ll use the test email feature available on your workflow editor to send a test email and view what that looks like before sending your actual campaign.
Image via Omnisend
Increase engagement with post-purchase emails
Post-purchase email sequences can enhance transactional messages with advice, tutorials, storytelling, discounts, special offers, referral requests, and more to turn first-time buyers into highly engaged, active customers.
To maximize your post-purchase strategy, segment previous purchasers into groups based on recent browsing activity, purchase history, email engagement metrics such as open rates, and demographics like age and gender.
That segmentation will help you craft personalized emails your customers will likely open and act on. For instance, your post-purchase email could list items they viewed recently and offer free next-day delivery on orders over $60.
“A good post-purchase email strategy can loyalize customers and win repeat sales. It creates a positive user experience where customers have all the information they need regarding your products and shipping details.
You can make your post-purchase emails more effective with appropriate triggers and personalization with the customer’s names. All this attention to detail leads to improved customer retention and cross-selling opportunities.”
Evaldas Mockus, VP of Growth at Omnisend
26 pre-built automation workflows, built for ecommerce — customize, automate, and watch the revenue roll in
Your post-purchase emails need relevant content and incentives built around your customers’ needs, whether order information, product guidance, or personalized recommendations. Add clear calls to action and time delivery based on optimal send times.
When is the best time to send a post-purchase email?
Send order confirmations immediately, shipping updates within hours, and engagement emails, such as reviews or cross-sells, a few days after delivery when customers have experienced your product and have something to say.
How many emails should be in a post-purchase sequence?
Aim for three transactional messages — confirmation, shipping, and delivery — plus two to three engagement emails spaced over the next month based on customer behavior. For instance, send a 10% discount code for the product category your customer is actively browsing.
What tools are best for post-purchase email automation?
Omnisend stands out for post-purchase email automation. It gives you access to all ecommerce-focused features across all plans, including unlimited segmentation, pre-built automations, custom automations, and automation splits.
What is post-purchase engagement?
Post-purchase engagement is when customers interact with your brand after buying. Your emails, texts, app alerts, loyalty programs, and feedback forms help build stronger bonds and positively impact future sales.
What are the three post-purchase outcomes?
The three post-purchase outcomes include customer satisfaction, dissonance when they regret purchasing, and loyalty when they commit to your brand. Each shapes future shopper behavior and impacts your business growth potential.
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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