Post-purchase email guide: 10 examples from real brands

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A post-purchase email strategy can transform one-time buyers into loyal customers and significantly improve your brand experience.

In addition to transactional updates, you could shift stock with bundle offers, drive high-value purchases with targeted discounts, generate recurring revenue through subscribe-and-save programs, or grow your customer base through referrals.

Sending your messages at optimal times and using past purchase behavior to recommend products makes these emails incredibly effective at generating additional revenue.

Let’s explore 10 proven post-purchase emails, strategies, and tips to help you maximize the impact of these messages on your business.

What is a post-purchase email?

A post-purchase email is an automated message sent by email marketing software to customers right after they buy from your online store.

While post-purchase messages can be pure utility, like order confirmations and shipping updates, they can also go further with promotional offers, referral and feedback requests, product tips that reduce returns, and invites to join your loyalty program.

These emails work because timing is everything. Customers who see your brand name in their inbox after purchasing will likely open and read the email. Whether they do what you want (such as buying again) depends on the quality of your offer.

“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.”

Why sending post-purchase emails matters

Our analysis of 15 million post-purchase emails across all industries sent through Omnisend in 2024 delivered these results:

• Open rate: 49.75% — how many recipients opened the email
• Click-to-sent: 4.44% — how many recipients clicked a link
• Conversion: 1.01% — percentage of total recipients who converted
• Click-to-conversion: 22.64% — percentage of clicks that led to conversions

Beyond the numbers, post-purchase emails work hard to grow your business in several ways:

• Build stronger customer relationships by personalizing each follow-up based on purchase history
• Convert one-time buyers into repeat customers through strategic product recommendations and exclusive offers
• Boost average order value through relevant upsell and cross-sell suggestions
• Reduce support costs with proactive order updates, product guides, tutorials, and detailed returns information
• Gather valuable feedback and reviews that improve your products, service, and marketing
• Keep your existing customers happy with engaging content and exclusive offers that beat the competition’s efforts

Ultimately, your customers get better service and more relevant recommendations while you build stronger relationships that drive sustained growth.

10 post-purchase email examples from real brands

Automated post-purchase emails for your order confirmations, shipping updates, and delivery notifications are necessary for a professional customer experience and should form the basis of your strategy.

Successful ecommerce stores extend beyond these transactional updates, using post-purchase communications to drive additional sales and strengthen customer relationships with targeted product recommendations, loyalty programs, and feedback requests.

Check out these post-purchase email examples to inspire your messages:

1. Order confirmation email

Subject line: Order #6500 confirmed

Healthy prebiotic soda brand Olipop keeps its order confirmation email purely transactional with the subject line “Order #6500 confirmed” and an order summary.

The “Cheers!” heading and “We can’t wait to send you OLIPOP” description convey a touch of brand personality. Customers see their order details and a CTA button for “REVIEW ORDER,” which takes them to their account. 

The only personalization in this post-purchase email is the customer’s name — perfectly normal as it’s a basic automated message triggered after an order.

How to make the most of order confirmation emails

• Use “order update” or “order confirmed” in your subject line
• Include crucial purchase details like order summary, shipping address, and payment information in an easy-to-scan format
• Add your brand’s personality with small touches like headers and messaging, but don’t let it overshadow the important transaction details
• Provide an order tracking or review button so your customers can quickly check their purchase status

2. Shipping confirmation email

Subject line: Your shipment from Ro is on the way

Telehealth retailer Ro masters its shipping confirmation emails with the simple subject line “Your shipment from Ro is on the way” and an email that uses plain text, icons, and contrasting CTA buttons for the customer to act upon.

At first glance, this order confirmation email lacks personality, but its content — “What else can we help you with?” “Let’s take care of it.” “Our care team is here to help you every step of the way.” — is warm and approachable, matching the brand’s lifestyle feel.

The green CTA buttons for tracking packages and logging in make it easy for customers to click and perform tasks. The design and content are minimal yet highly effective at reassuring customers about Ro’s order fulfillment.

How to make the most of shipping confirmation emails

• Make your shipping information immediately visible, whether it’s a tracking link, delivery window, or shipping method
• Keep the design simple and focused on function, using clean layouts and minimal graphics that don’t distract from your customer’s essential shipping details
• Use warm, helpful language that reassures customers about shipment
• Provide clear customer service and support links in case customers have questions

3. Delivery confirmation email

Subject line: Your Everlywell order has been delivered!

At-home health testing retailer Everlywell uses a warm, approachable delivery confirmation email that opens with a lifestyle image of two people smiling with its product.

The email maintains a clean, medical-professional layout while keeping the tone approachable. The “ORDER DELIVERED” header in caps creates immediate clarity about the email’s purpose, while the conversational “Great news!” adds a friendly touch to the confirmation message.

The email demonstrates customer-centric thinking by anticipating questions and providing a direct link to its FAQ section, specifically about vitamins and supplements, to align with its brand position as an accessible healthcare solution.

How to make the most of delivery confirmation emails

• Confirm delivery status clearly and prominently at the top of your email
• Include order numbers and relevant purchase details for easy reference
• Provide immediate access to supporting information and resources
• Maintain a professional but approachable tone that builds trust
• Include customer support options to address common questions and concerns

4. How-to email

Subject line: Where to spray perfume?

Luxury fragrance brand Dossier delivers value through an educational post-purchase email that guides customers on optimal perfume application. The email combines practical advice with sophisticated visuals to enhance the customer experience beyond the transaction.

The content is structured in an elegant, easy-to-scan format, breaking down perfume application into specific body areas. Each section pairs clear instructions with the scientific reasoning behind the recommendation.

The email’s footer reinforces brand positioning with luxury markers like “Crafted in Grasse, France” while highlighting modern values such as “Vegan & Cruelty-free.”

How to make the most of educational post-purchase emails

• Lead with a clear, question-based subject line that promises valuable information
• Break down complex information into scannable, digestible sections
• Include product care information to prevent customer disappointment
• Reinforce your brand values and positioning throughout the content

5. Thank you email

Subject line: ☺️ You’re what makes us great!

Specialty coffee roaster Onyx Coffee Lab crafts a personal, warm first-purchase thank you email featuring a striking header image of coffee beans overlaid with “THANK YOU.”

The email pairs casual, conversational copy with pink elements. It uses the customer’s name and references their recent purchase to create a personal connection.

The brand’s motto, “NEVER SETTLE FOR GOOD ENOUGH,” and call to action buttons for coffee, subscriptions, and merchandise provide natural next steps in the customer journey.

How to make the most of thank you emails

• Use a warm, appreciative subject line that shows your gratitude
• Personalize the message with your customer’s name and purchase history
• Keep the message concise while maintaining your brand voice
• Include clear paths to engagement, such as feedback options or social links
• Add relevant shopping categories for easy navigation back to your store

6. Upsell and cross-sell email

Subject line: Confirming your EXECUTIVE razors

Dollar Shave Club uses its order confirmation email as an upselling opportunity, transforming a transactional message into a personalized shopping experience. The email combines order details with product recommendations that complement the customer’s razor subscription.

The layout starts with order confirmation and presents “TOSS MORE IN?” suggestions with product images and clear pricing. Each complementary product — from shave butter to hair styling products — includes an “ADD” button for frictionless purchasing.

The email maintains utility by including account information and shipping details at the bottom, while the “BUILD YOUR BETTER BATHROOM” section creates a lifestyle context for its product ecosystem.

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 easy add buttons
• Group related products in logical categories for easy scanning
• Maintain your brand voice while focusing on convenience and value

7. Loyalty program email

Subject line: You’ve earned a new rewards status: Cucumber Connoisseur! 🥒

Personal care brand Native celebrates customer loyalty with an engaging status achievement email that playfully announces the “Cucumber Connoisseur” tier. The message effectively combines congratulatory messaging with a clear breakdown of the rewards program.

Its email strategically layers information, starting with the achievement announcement and immediate benefits like “Early Access to Sales,” then transitioning into point-earning opportunities.

The design includes a straightforward points-to-savings conversion chart showing three tiers ($10, $15, and $20 coupons), while category links at the bottom encourage immediate shopping to progress to the next tier.

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.

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

8. Referral email

Subject line: Wellness grows when shared

Natural wellness brand Saje crafts an engaging referral email that incentivizes customer advocacy through a mutually beneficial “Give Wellness, Get Wellness” approach. 

The email offers a clear value proposition — when the customer refers a friend, both the referrer and the new customer receive a 10% discount on their next online purchase.

The email uses a friendly, wellness-focused tone with playful language like “PLANT THE SEED” and “#SpreadWellness.” It strategically includes links to various product categories, such as diffusers, body care, and skin care, creating additional opportunities for engagement.

How to make the most of referral emails

• Create a compelling incentive that benefits both the referrer and the new customer
• Use language that aligns with your brand’s core values
• Provide clear, easy-to-understand referral instructions
• Specify terms and conditions (such as the expiration date and eligible products)

9. Survey email

Subject line: Wellness grows when shared

Olive oil brand Graza crafts a survey email that combines casual, conversational language with a clear value proposition. 

Its post-purchase survey email immediately addresses the customer with a friendly, informal request for survey participation in return for a 12% off promo code.

The content uses energetic language like “YES, we will learn a lot from this survey” and playful affirmations such as “Cool? COOL! You’re the best <3.” Large, eye-catching call to action buttons make it easy to take the survey.

How to make the most of survey emails

• Communicate the survey’s purpose and time investment
• Offer a meaningful incentive for participation
• Make the CTA button prominent and appealing
• Keep the email concise and to the point
• Show appreciation for your customer’s time and input

10. Review request email

Subject line: Got two minutes?

Sundays, a dog food brand, creates a multifunctional post-purchase email that combines a review request with a referral incentive and an engaging dog-related fact. 

The subject line uses a conversational “Got two minutes?” approach. Opening it reveals an image of a dog eating the food alongside the product box and a five-star graphic, immediately setting a positive and inviting tone.

The primary call to action encourages customers to “Leave a Review” with the line “You have the write stuff” above. Those words make customers feel valued and integral to the brand’s improvement process.

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, Google review submissions increased by 1,500%.

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

Segmentation best practices for post-purchase emails

Segmenting your subscribers creates groups you can target with personalized incentives and content. That hyper-relevance enhances your customer experience and encourages them to act. 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.

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.

Here’s the step-by-step process:

1. Create a new workflow
2. Choose a template
3. Check trigger settings
4. Select when to send the email
5. Add the subject line and preheader
6. Customize email content
7. Save and send a test

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:

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:

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:

4. Select when to send the 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:

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:

6. Customize 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:

7. Save and send a test

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.

Turn purchases into partnerships 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.

Post-purchase emails: FAQs