How to Segment Your Post-Purchase Emails

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This week, we’ve discussed post-purchase emails at length, including what they are and when to send them. As you may remember, there are three main types of post-purchase emails: “thank you,” product review, and product recommendation. Within these types of emails, though, you can segment based on customers’ behavioral or profile data. In this post, I’ll continue our discussion of post-purchase emails by outlining what these segments are and why you should target them.

Thank You

Segment your “thank you” post-purchase emails based on whether a customer is a first-time or repeat buyer. If a customer has purchased from you before, you should thank them for their business more generally, rather than thank them for purchasing a specific product. If you have a VIP program, send them information about this and mention how close they are to becoming a member, if they’re not one already.

Depending on the types of items you sell, you can also segment your “thank you” post-purchase emails based on the particular product a customer has purchased. If you sell something that requires assembly instructions, for example, you can include these in the “thank you” email as well as the product packaging. If you sell something that is handmade, you can include some information about the artist or how the product was created. The key is to include any relevant information on the product someone has just bought to build up their excitement while they wait for their purchase to arrive.

Product Review

Segment product review emails based on how a customer found you. If a customer found you via Twitter, for example, encourage these customers to tweet a review about their purchase. Inversely, you can create a segment of customers you’ve sent product review emails to, import it into Facebook, and use Klaviyo’s Custom Audiences integration to show these customers Facebook ads reminding them to leave a review.

You can also segment based on the type of product or specific product a customer has purchased. Again, if you sell something that requires assembly, you can include specific questions about the assembly process in your product review email in order to gain insight into what’s easy and what isn’t. This, in turn, can help you improve your assembly instructions or manufacturing process.

Product Recommendation

Product recommendation emails should be segmented based on the particular product a customer has purchased. To this end, though, you can segment based on whether or not someone is a repeat buyer. If this is a customer’s first purchase, dynamic product recommendations won’t have much historical data to use. So, offering a curated selection of products might be the best approach.

You can also segment based on the category a customer has purchased from. If someone has purchased shoes, for instance, confine their dynamic product recommendations to your shoe collection. Likewise, you can segment based on gender — recommend women’s products to female customers, and vice versa.


In most cases, segmenting based on product type of specific product will allow you to send more relevant emails to your customers. However, you can dive deeper by further segmenting based on whether some is a repeat or first-time buyer, as well as fixed metrics like gender. In my next post, I’ll discuss what content you should include in each of the types post-purchase emails we’ve talked about, so stay tuned!

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