3 Types of Post-Purchase Emails

Come_Back_and_Write_a_Review_on_Your_Recent_HUE_com_Purchase__-_marissa_ann_petteruti_gmail_com_-_GmailEcommerce store owners know that every new sale is an exciting event. But, while making a sale may be your end goal, a new purchase marks the start of a customer’s journey to receiving their product. To enrich this journey and foster customer loyalty, it’s important that you keep in touch with your customers beyond the sale. Post-purchase emails are different from strictly transactional emails, like order or shipping confirmations. Below, I’ve outlined the three types of post-purchase email you can send your customers.

1. Thank You

Thanking your customers for their purchase is the polite thing to do. After all, you want to show your customers that you appreciate their business. A “thank you” email humanizes the buying process and makes your transactional emails seem less mechanical. You want your customers to feel as though you are thanking them personally for their patronage, so make sure your copy is conversational and consider including a signature from your CEO or other authority figure at your company.

Regardless of whether or not you’re sending a post-purchase “thank you” email, you should still thank your customers for their purchase. If you don’t send an email that’s specifically dedicated to this purpose, include a line or two thanking your customer in your transactional or other post-purchase emails.

2. Product Review

Star ratingPost-purchase product review emails are useful for a couple of reasons. First, positive feedback on products increases the social proof of these products. A potential customer will be more convinced to buy an item that has a hundred five star reviews than they will an item that has negative reviews, or even no reviews at all. So, if you have a review system in place, you want to do all you can to encourage customers to leave a good review. This way, a sale can create an opportunity for future sales as well.

Second, product reviews can help you improve your sales process, or your products in general. Honest feedback is just as valuable as positive feedback. Improvement is critical to running a successful business — if you take your customers’ feedback into account, this can help you in the future. Plus, when your customers see that you’re responsive to their input and needs, this will increase brand loyalty as well.

3. Product Recommendation

There are two ways you can implement post-purchase product recommendation emails. You can send an email based on the purchase of a specific product, or you can send an email with dynamic content (automated product recommendations).

Which you choose to send should depend on your product catalog — if you have a vast range of products, you should include dynamic product recommendations. If you sell fewer products, individually curated post-purchase product review emails might make more sense.

For example, if you sell sketchbooks, you can create a post-purchase email that recommends markers and paint supplies. If you sell a range of clothing, you can instead send a post-purchase email that dynamically recommends other products within the same collection.


Even if you send transactional emails after a customer makes a purchase, you should still send one of these three types of post-purchase emails. Post-purchase emails strengthen customer loyalty and can help you improve as a business in a variety of ways. I will discuss the timing of these emails in a coming post, since you don’t want your customers to receive your post-purchase and transactional emails at the same time — after all, it wouldn’t make sense for a customer to receive a product review email at the same time they receive an order confirmation email. Stay tuned!

Do you send post-purchase emails? If so, what type do you send? Let me know in the comments.


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