Shopify post-purchase emails: 10 examples & expert tips

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Learning how to draft effective Shopify post-purchase emails can help you create a better customer journey and improve your chances of getting repeat business. Achieving this starts with gaining a clear understanding of post-purchase emails and the various types you can use.

This article will guide you through the process and provide relevant examples of post-purchase emails you can use in a range of situations.

What are Shopify post-purchase emails?

A Shopify post-purchase email is a message that a Shopify online store automatically sends to customers after they’ve made a purchase. It typically includes relevant information like order confirmation, shipping info, and can also feature product recommendations or an invitation to leave a review. Its ultimate goal is to generate repeat business, and it can do that by providing actual value to the customer.

Creating an effective Shopify post-purchase email is usually a matter of aligning your brand identity with the email’s message and design. This not only reinforces the customer’s decision to shop with you but also improves the chances of them doing it again in the near future, making post-purchase emails an effective tool for encouraging long-term customer relationships.

What post-purchase emails you can use

These are some of the most common types of Shopify post-purchase emails:

Email type	Description
Abandoned cart	Emails sent to customers who were about to make a purchase but didn’t complete
Back in stock	Emails sent to customers who were interested in a product that was previously out of stock to notify them that it’s back in stock
Birthday	Emails sent to customers on their birthdays, congratulating them and offering them a gift in the form of a special offer or discount
Cross-sell	Emails showcasing products that complement an item the customer has purchased
Product review	Emails asking customers to review the products they’ve recently purchased
Marketing emails	Emails sent for marketing purposes, such as promoting a new product or advertising a sale
Order confirmation	Emails sent to customers right after they’ve completed their purchase to confirm their order and provide them with relevant details
Shipping confirmation	Emails sent to customers right after their products were shipped to help them track their orders
Customer survey	Emails that ask customers to provide feedback on the quality of the products they’ve purchased and other aspects of their shopping experience
Thank you email	Emails that thank customers for choosing that Shopify store
Win-back (re-engagement) email	Emails that aim to get previous customers to re-engage with the business after they’ve stopped interacting with its marketing messages
Contest or giveaway	Emails that let customers know that they may be eligible to participate in a contest or giveaway
Brand storytelling	Emails that aim to strengthen the brand by outlining its origin, story, vision, and unique identity

Performance benchmarks of post-purchase emails

The most valuable metrics for measuring your post-purchase email performance are their click rate, conversion rate, and click-to-conversion rate. An email’s click rate is the percentage of recipients who clicked on a link within the email out of the total number of recipients, showing how effective your email is in driving action.

The conversion rate is the percentage of readers who performed a specific action mentioned in the email, such as making another purchase or registering for your email list. The click-to-conversion rate is the percentage of readers who clicked on a link and completed a specific action.

This table uses data from an Omnisend report to show how some common types of Shopify post-purchase emails typically perform. It analyzes over 10.5 billion marketing emails sent through Omnisend in the first half of 2023.

Email	Click rate	Conversion rate	Click-to-conversion rate
Abandoned cart	5.70%	2.71%	47.60%
Back in stock	20.17%	5.80%	28.78%
Birthday	5.39%	0.77%	14.21%
Cross-sell	3.08%	0.47%	15.37%
Product review	4.46%	0.99%	22.22%
Order confirmation	9.98%	1.99%	19.91%
Shipping confirmation	20.89%	1.37%	6.55%

Examples of Shopify post-purchase emails

These are some examples of commonly used Shopify post-purchase email types, plus their best features:

 1. Order confirmation email

This is one of the most common and straightforward types of Shopify post-purchase email. It helps the customer by reminding them exactly what they ordered and gives them the chance to review their shopping and billing addresses. This can reassure them that they haven’t made any mistakes while ordering — which can subconsciously build trust.

Best features

• The email is designed to make it easy to process all the information quickly. It uses capital letters to thank the customer for their purchase and includes pictures of the ordered items.
• It has the store’s logo at the top. This is a good reminder that a post-purchase email is also a good opportunity to promote your brand.
• It includes the tracking number and a link for additional questions. It’s essential to let the customer know they can get help with their order if they need it.

2. Shipping confirmation email

The shipping confirmation email is sent to the customer when their order leaves the online store’s warehouse and is on its way. It confirms that everything is moving according to plan, and it can excite the customer about their upcoming order.

This one from Holo Taco is a classic example and includes all the common elements of a shipping confirmation email:

Best features

• It gets right to the point. The customer will instantly know what this email is about, as it says so right at the top in capital letters.
• It includes valuable information about the upcoming order. The recipient can use the link contained in this email to track their package.
• It reviews the basic order info. The email also includes the shipping and billing addresses, products ordered, and shipping costs.

3. Marketing email (newsletter)

A post-purchase email is also a great opportunity to generate more business. After all, you’re communicating with someone who already trusts your store and likes your products.

This To’ak post-purchase email invites readers to try out a more “snackable version” of the chocolate they’ve just ordered.

Best features

• It’s beautifully designed. The email includes well-designed graphics and logos.
• Its copy is short and to the point. In three short paragraphs, To’ak lets you know why you’ve received this email and how it can benefit you.
• It makes it easy to order. You’ll find a product link both at the top and bottom, so you can easily get to the product page. 

4. Customer survey

The post-purchase email can also be an opportunity to query your customers on how you can improve your online store. Since they’ve already made a purchase, their opinions are incredibly valuable, and soliciting their input makes them feel appreciated while reinforcing their trust in your brand. This Stumptown post-purchase email asks questions on a specific subject: how their customers store their coffee.

Best features

• It features a simple and straightforward design. The reader doesn’t have to spend too much time to understand what this is about.
• It lets the reader know how much time they need. Surveys can be long and tedious, so this email lets the reader know this will only take a few minutes.
• It offers a reward. Customers who complete the survey get the chance to win a prize.

5. Back in stock notification 

The back-in-stock notification post-purchase email is another effective way to get repeat business. This one from Allbrands is particularly effective. Besides notifying the reader that one or more popular items are back in stock, it also creates urgency and scarcity by letting them know that the stock is limited and they’re selling fast.

Best features

• It’s cleanly designed and showcases the product. The first things you see when opening this email are the words “back in stock” and a picture of a running shoe, so you’ll instantly know what it’s about.
• It briefly mentions the available colors. You can choose your favorite even before clicking the link.
• It builds value before showing the price. The email includes pictures and descriptions of the products, building up their value in the reader’s mind before revealing their price.

6. Birthday email

A post-purchase email is also a great chance to develop a more personal relationship with your customers, like sending them a birthday message to make them feel appreciated. This birthday email to previous customers congratulates them on their birthday while also giving them a discount as a gift.

Best features

• It includes a suggestive image. Since the company is selling gym accessories, the image of a kettlebell squashing a birthday cake can get the viewer in the mood for both.
• It offers a tangible reward. The reader gets a significant discount, which can make them feel special while also generating sales.
• It features a simple design. Everything about it is simple and straightforward, including its copy.

7. Win-back (re-engagement) email

You can also use a post-purchase email to re-engage previous customers who haven’t made a purchase from you in a while, encouraging them to shop with you again. This Holo Taco post-purchase email was sent to a previous customer who checked out another product on their website.

Best features

• It’s personalized with the customer’s name. With the help of post-purchase email automation tools like Omnisend’s, you can use your customer database to personalize your post-purchase win-back emails.
• It shows the product and makes it easy to order it. The email includes the product’s image and name, plus a link to its purchase page.
• It includes links to the online store’s social media pages. The online store also uses this email as an opportunity to promote their social media channels.

8. Abandoned cart recovery email

This type of post-purchase email is directed at customers who placed one or more items in their cart but left the online store before completing the purchase. While its primary purpose is to convince customers to return and buy the products they placed in their cart, you can also use it to generate repeat business by sending another post-purchase email after completing their initial order.

This one from Nikura offers a 10% discount to customers who return to their abandoned cart.

Best features

• It creates urgency. Right from the beginning, the customer learns that they must act fast if they want to take advantage of the deal.
• It promotes the product and the brand. The email is beautifully designed and includes both a picture of the product and the brand logo.
• It can generate extra business. There’s another special offer at the bottom.

9. Brand storytelling email

Having a story that customers will likely resonate with can do wonders for your brand. A post-purchase email is the perfect opportunity to help customers learn more about who you are and what you stand for, fostering a deeper connection with both you and your brand.

This To’ak post-purchase brand storytelling email showcases the brand’s commitment to making quality chocolate while also being mindful of the toll that cacao production takes on nature.

Best features

• It has a catchy title and header image. The email is designed like a high-quality article and instantly catches the reader’s attention. 
• It explains how the brand is helping to make the situation better. The text showcases To’ak’s efforts to restore the Ecuadorian rainforest.
• It justifies the product’s high price point. After getting the reader interested in protecting the rainforest, the email explains how it affects price.

10. Giveaway announcement

A giveaway announcement in a post-purchase email is a great way to use a customer’s positive post-purchase experience to strengthen your brand. This one aims to get more Instagram followers by offering customers the possibility of winning a free product bundle. This can generate repeat business while also improving your social media presence.

Best features

• Its design matches the brand. The email uses vivid colors in line with the brand’s image.
• It begins by telling the customer what they could win. It quickly gets the reader interested by listing the giveaway prizes.
• It makes going to the brand’s social media account and online store easy. Two large buttons are at the bottom of the email, redirecting the reader to the brand’s Instagram page and product pages.

Summary 

Sending Shopify post-purchase emails can be a highly useful and cost-effective marketing tool for any online store. From generating repeat business to enhancing your brand’s image, there are many goals you can achieve with a well-designed post-purchase email strategy.

Now that you know the main types of post-purchase emails and when to use them, you can start implementing them into your sales and marketing strategies to help you achieve your brand’s goals. Get started with Omnisend today by creating your free account and using it to improve how you communicate with your customers.