How to send email after order in WooCommerce (2025)

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Effective post-purchase communication is key to keeping customers engaged. With the WooCommerce send email after order functionality, you can automate order confirmations, shipping updates, and more.

When you’re not sending your customers a WooCommerce email after purchase, you’re leaving money on the table. Plus, you miss out on the chance to turn one-time buyers into loyal customers.

Automating email sending in WooCommerce is a huge step forward for ecommerce stores. With the right setup, you can send tailored post-purchase emails, follow-ups, and promotional offers with ease.

In this post, we’ll explore techniques and best practices for optimizing WooCommerce emails after an order. This will help you make the most of every post-purchase interaction.

What is a WooCommerce order email?

A WooCommerce order email is an automated transactional email sent to customers after they place an order on your online store. It serves as a confirmation that the store has received your order and also provides essential details about the transaction. 

Why is sending order emails a good practice?

Order emails are essential to keep customers informed and ensure smooth order processing. These WooCommerce post-purchase emails provide a clear transaction record, helping both customers and store owners track orders and address any issues.

These emails also minimize support inquiries by proactively sharing order details and status updates. Additionally, they reduce fulfillment errors by documenting order information and ensuring accuracy at every stage. 

Beyond functionality, order emails improve the shopping experience, build customer trust, and encourage repeat business by maintaining clear and reliable communication. WooCommerce provides several types of emails for effective communication with customers at various stages of the purchase process.

The most common uses of the WooCommerce send email after order functionality include:

• New order email: This email notifies the store owner or administrator when a customer places a new order. It ensures that the seller is promptly informed, allowing them to begin processing the order without delay. This email contains important details, such as the customer’s name, purchased items, payment method, and shipping information.
• Order confirmation email: This email confirms that the customer’s order has been successfully placed and assures them that their purchase was processed correctly. It also provides an order summary, including billing and shipping details. Additionally, it may include an estimated delivery date to set clear expectations for the customer.
• Processing order email: This email updates the customer when their order status changes to “Processing.” This indicates that payment has been received and that the order is being prepared for shipment. The email contains updated order details and, if available, shipping information to keep the customer informed.
• Completed order email: This confirms that the order has been fulfilled and shipped. It provides tracking information so customers can keep an eye on their package and know when they can expect it to arrive. A WooCommerce completed order email is the final proof that the transaction is complete.
• Refunded order email: This email lets the customer know that a refund has been issued. It contains information on the refund amount, why it was refunded, and any other details about the return process. This helps keep things honest and transparent and lets the customer know that their return request has been handled.
• Canceled order email: An order cancellation email informs the store admin that an order has been canceled. This allows the seller to update inventory or take necessary action in response to the cancellation. It may also include details on why the order was canceled and whether further steps are required.
• Failed order email: This kind of WooCommerce email after order notifies the store admin when an order has failed. It alerts the seller of potential issues, such as payment failures, allowing them to take corrective action if needed. This email may also pinpoint the reasons for the failure and provide instructions on how to resolve them.
• Order on-hold email: The purpose of this email is to inform the customer that their order has been placed on hold and provide details about why, such as payment verification or stock availability issues. This WooCommerce email after order helps keep the customer informed while ensuring that any required actions are taken before the order proceeds to the next step. 

How to send automated order emails with Omnisend

Using Omnisend to automate order emails in WooCommerce ensures that your customers receive timely and well-designed order confirmations. 

With Omnisend’s order confirmation workflow, you can create personalized, branded emails that include order details, billing and shipping information, and product summaries — all automatically synced with your store.

Below is a step-by-step guide to setting up order email automation in Omnisend:

Step 1: Access the automation tab

1. Log in to your Omnisend account
2. Navigate to the Automations tab in the main menu
3. Click Create workflow to start building a new automation workflow
4. From the list of pre-built workflows, select Order Confirmation

Step 2: Configure the automation trigger

The default trigger for this workflow is Paid for order. This ensures that the automation runs only when an order’s status changes to “Paid.”

If needed, you can refine the trigger further by setting conditions, such as:

• Orders with a specific tag (e.g., high-value orders)
• Orders placed by customers from a specific location
• Orders containing products from a specific category

Step 3: Set audience and filters

In the Trigger filters section, refine who receives this email. You can filter by:

• Customer profile data (e.g., location, gender, tags)
• Customer segments (e.g., repeat buyers, VIP customers)

Use tags to categorize customers, orders, or products for more targeted automation. Tags help refine audience selection, meaning emails are sent based on specific attributes like purchase history or customer preferences.

Step 4: Configure exit conditions

By default, the automation ends when the order status is canceled.

You can add additional exit conditions, such as:

• If the customer unsubscribes from marketing emails
• If the order is refunded before the confirmation email is sent

Omnisend allows up to five exit conditions to ensure customers don’t receive unnecessary emails.

Step 5: Set the email delivery timing

Omnisend allows you to add a delay before sending the email. However, for order confirmation emails, immediate delivery is recommended.

You can also set frequency rules to prevent contacts from receiving the same automation too often. For example, you can skip contacts who have already received this email within a set timeframe for a better user experience.

Step 6: Design the order confirmation email

Add an email block to the automation sequence and customize the email template to include:

• Order details (order number, order date)

• Product details (product name, price, quantity)
• Order total (subtotal, taxes, discounts, final amount)

• Billing and shipping details (customer’s address and selected shipping method)

Omnisend pre-fills all this data automatically when sending the email.

Step 7: Enable and monitor the automation

1. Once the email design is complete, click Save & Enable
2. Test the WooCommerce email workflow by placing a test order in your WooCommerce store
3. Monitor audience growth insights

How to send automated order emails with WooCommerce settings

WooCommerce automatically sends emails to customers. However, you must ensure that this feature is enabled and properly configured. 

Below is a step-by-step guide for setting up and customizing WooCommerce’s email for a seamless post-purchase experience:

Step 1: Access WooCommerce email settings

• Log in to your WordPress dashboard
• Navigate to WooCommerce > Settings
• Click on the Emails tab

Step 2: Enable order confirmation emails

• Scroll down to find the Processing Order email notification
• Click the Manage button next to it
• Ensure that the Enable this email notification checkbox is selected

Step 3: Customize the email subject and heading

• In the Email Subject field, enter a custom subject line (e.g., Your Order is Confirmed – Order #(order_number))
• In the Email Heading field, write a personalized heading (e.g., Thank you for your purchase!)
• Add additional email content if needed, such as special instructions or a thank you note

Step 4: Modify the order confirmation email template

• Click the View template button to open the default WooCommerce email template
• This will display the HTML email template WooCommerce uses for order confirmations
• If you want to make code-level changes, copy the template file to your theme’s directory:
  • Navigate to wp-content/themes/your-theme/woocommerce/emails/
  • Edit the customer-processing-order.php file in an HTML editor
• Make your changes and save the file

Step 5: Adjust email settings

• Go to WooCommerce > Settings > Emails
• Scroll down to the Email template section
• Here, you can customize:
  • Header image: Upload a custom logo
  • Background color: Change the email’s background color
  • Footer text: Add custom text, such as a company disclaimer or customer support details

Want to create excellent order confrontation emails for Shopify too? Here’s a short video that can guide you:

Omnisend vs. WooCommerce built-in email automation

Store owners have two main choices when automating order emails in WooCommerce — using the built-in email system of WooCommerce or using an alternative marketing automation platform like Omnisend. 

Let’s break down why Omnisend is the better choice for automating WooCommerce custom email after order:

1. Customization

Using WooCommerce, you can modify basic elements like the header image, background color, and footer text. However, branding elements, such as custom layouts, dynamic product recommendations, or personalized messaging, require manual coding. 

Conversely, Omnisend offers a drag-and-drop email builder with pre-designed templates tailored for ecommerce. Users can fully customize every aspect of their emails, from fonts and colors to interactive elements like discount codes and product upsells.

2. Automation flexibility

WooCommerce’s built-in email automation is restricted to basic order status changes. It can trigger an email when an order is placed, processed, completed, or refunded. 

However, it doesn’t offer much flexibility beyond these standard actions. WooCommerce sends email after purchase, but the timing and content are often limited.

Omnisend provides a more advanced workflow builder. It allows you to create multi-step email sequences based on customer behavior. For example, you can:

• Trigger abandoned cart emails, back-in-stock reminders, and re-engagement campaigns
• Adjust email timing based on customer engagement, ensuring more relevant communication

3. Segmentation and personalization

Omnisend allows for advanced audience segmentation, enabling you to send targeted emails based on the following:

• Purchase history (e.g., VIP customers, first-time buyers, frequent buyers)
• Customer behavior (e.g., abandoned carts, product page visits, inactivity)
• Demographics (e.g., location, gender, interests)

You can even create an automated campaign where WooCommerce sends an email after purchase tailored to customer actions and profiles.

4. Performance tracking

WooCommerce offers limited email tracking — mostly restricted to whether an email has been sent. There’s no way to measure open rates, click-through rates, or revenue generated from WooCommerce order emails. 

On the other hand, Omnisend includes detailed performance analytics, allowing users to track:

• Open and click-through rates for each email
• Sales attributed to email campaigns
• A/B testing results to optimize subject lines and content

Having access to this data enables continuous improvement in email marketing strategies.

5. Marketing features

WooCommerce emails function as standalone notifications with no integration into broader marketing campaigns. You’ll need separate tools to send SMS notifications and push messages or retarget customers.

Omnisend offers built-in multichannel marketing, integrating:

• Email (automated sequences, promotional campaigns)
• SMS (order updates, promotions, abandoned cart reminders)
• Push notifications (real-time engagement and sales alerts)

Omnisend clearly outperforms WooCommerce’s built-in email automation by offering greater customization, advanced automation workflows, and in-depth analytics.

Its ability to segment audiences, personalize messaging, and integrate with multiple marketing channels makes it easier to engage customers.

Default WooCommerce email settings and limitations

WooCommerce’s email system has several limitations that can affect deliverability, customization, and automation. 

At times, WooCommerce may not be sending emails due to technical errors. You can fix this by navigating to the WooCommerce > Settings > Emails section and checking the settings. You can turn notifications on or off, modify basic content, and change the sender’s email address.

While the default system covers essential order notifications, it often falls short as businesses grow. Customers now expect more than basic order confirmations. They want personalized communication, such as product-specific WooCommerce follow-up emails.

However, WooCommerce’s default emails lack features like segmentation, scheduling, and detailed analytics, which are necessary for tracking performance and improving customer engagement.

Regarding trigger emails, WooCommerce’s email automation is limited and can’t support advanced workflows. Without sophisticated automation tools, opportunities for customer retention and increased sales are lost.

To bridge these gaps, integrating additional email management and automation solutions is necessary to optimize ecommerce communication.

Best practices for WooCommerce email automation

Below are strategies to improve WooCommerce email automation and maximize its effectiveness. Incorporating these best practices ensures that your emails are timely, relevant, and engaging, increasing customer satisfaction and retention:

1. Personalize your emails for better engagement

Customers are more likely to respond to emails that feel tailored to them. Instead of generic messages, use dynamic content to personalize your WooCommerce order confirmation emails and follow-ups. 

Some ways to do this include:

• Addressing customers by their first name in the email heading
• Customizing content based on order history (e.g., recommending similar products)
• Including unique discount codes for loyal customers

2. Optimize timing and frequency

While a WooCommerce confirmation email should be sent immediately after purchase, other automated emails should follow strategic timing. 

WooCommerce’s built-in system lacks scheduling flexibility beyond standard order status triggers. Conversely, Omnisend allows you to create custom email sequences that adapt to customer actions. For example:

• WooCommerce shipping confirmation email: Send when the order is dispatched
• Follow-up review requests: Send a week after delivery
• Abandoned cart reminders: Send within an hour of cart abandonment

3. Improve deliverability to avoid spam filters

Even if your emails are automated correctly, they may never reach the inbox if they’re flagged as spam. Improve email deliverability by:

• Using a professional sender email address (e.g., [email protected] instead of a free Gmail account)
• Setting up SMTP authentication to prevent emails from being rejected
• Avoiding spam-trigger words like “Free” or “Buy now” or excessively using capital letters and exclamation points

4. Ensure a branded and mobile-friendly design

Your order emails should be an extension of your store’s branding, not just plain text confirmations. WooCommerce’s built-in editor provides only basic branding options.

To create visually appealing, professional emails:

• Include your store logo and brand colors
• Use clear and readable fonts for mobile users
• Add product images to remind customers what they purchased

5. Use segmentation to target the right customers

Not all customers should receive the same automated emails. With segmentation, you can:

• Send exclusive offers to high-value customers
• Remind inactive customers about your latest products
• Personalize post-purchase emails based on order value or category purchased

Conclusion

Every order notification should be a chance for interaction, upselling, and brand growth if you apply the strategies we’ve covered here. 

With Omnisend’s automation tools, you can set up post-purchase sequences that work while you sleep, delivering content that resonates with your customers at precisely the right moment.

Don’t let another order pass you by. Stop sending generic emails. Take control of your post-purchase communication today and see its impact on your sales numbers. Your customers will thank you for it.

WooCommerce order confirmation email FAQs