We all know email marketing is the best. It brings 42% ROI on every dollar spent.
But, usually, companies only use email marketing to attract new customers. They don’t use email marketing to retain and engage customers, which they must do.
According to a report, 30% of online purchases are return orders. Furthermore, 92% of customers said they might purchase again if the process is simple.
So, post-purchase emails can make buying easier for your existing customers.
Moreover, post-purchase emails allow you to cross-sell or upsell products to your customers based on their purchase history.
Besides this, return customers spend 300% more than one-time customers.
Thus, email marketing is the best way to target your existing customers and turn them into loyal ones.
But how can I create post-purchase emails that actually work?
Well, no need to worry about it. This guide will walk you through the steps to create a post-purchase email with examples. So, let’s get started.
Table of contents
- 1. Focus on building relationships and collecting data
- 2. Don’t underestimate the power of reviews
- 3. Send an order tracking email
- 4. Thank you or welcome emails
- 5. Upsell and cross-sell product recommendations
- 6. Promote your affiliate program
- 7. Butter up your customers
- 8. Educate your consumers
- 9. Product instruction emails
- 10. Classic reminder
Let’s Write a Post-purchase Email That Can Blow Up
A good email is short, crisp, and engaging. It is something that can hold users' attention from the subject line to the CTA.
From design to content, you need to focus on every aspect of your email before sending it to your existing customers.
Thus, you must first segment your email subscribers into different groups. This way, you can use an account-based marketing strategy to focus on highly convertible accounts. This can improve your post-purchase email conversion rate.
Moreover, targeting specific accounts can help you create personalized content and email design. Some people even use email design software to test their email content before hitting the send button.
However, if you don’t want to invest in fancy email marketing tools, you have landed on the right post. So, let’s see how to create post-purchase emails with the help of engaging email design examples:
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1. Focus on building relationships and collecting data
A post-purchase email is not all about selling your products. Selling always comes after knowing your customer.
You can use post-purchase email to build a relationship with your customers and collect relevant information.
For instance, you can collect feedback and rating on the products that customers have recently ordered. This can help you understand whether your customer is happy with your services or not.
If a person is not satisfied with your services, you can further make efforts to understand what they didn’t find good about your services.
It can help you improve your customer support services and start a conversation with your customers.
Here, look at this example from the ASOS brand.
They send post-purchase emails to get ratings and feedback on their products. With this strategy, they can get authorized reviews on the product, which further helps to sell more products.
In addition, it gives them an opportunity to build relationships with their customers and collect relevant data from them.
This data can help brands run drip campaigns to convert their existing customers faster.
2. Don’t underestimate the power of reviews
Reviews are the best way to gain your customer's trust.
According to a recent survey, 95% of consumers read online reviews before making a purchase. Further, a survey shows that 58% of consumers are willing to spend more on brands with positive reviews.
So, you can leverage your previous customer reviews to create your post-purchase emails.
You can use all the positive customer reviews you have collected in the first step
This can help to reduce the sales cycle as your customers can quickly check the reviews on the email and reorder.
Check out this Ban do email to understand the point better.
This email design is the perfect example of social proofing and attention-grabbing post-purchase email.
The layout of the email excites users to click on it and read previous customer reviews. On top of it, a discount offer has sweetened the deal.
Moreover, reviews help to educate your customers and create brand awareness. You can trigger FOMO among your existing customers using reviews and ratings.
Plus, reviews can build a trustworthy brand image among your potential customers.
3. Send an order tracking email
You should start sending post-purchase emails right from the time a user purchases on your website.
When a customer purchases from your portal, you can start sending them order tracking emails.
This email can help to improve the user experience. Since users get real-time updates on the order, they don’t have to check the order status manually.
Real-time updates can help to improve your customer experience. A recent study shows that customers nowadays prefer experience over money. It shows that 86% of customers are willing to pay more for a good user experience.
So, with email tracking updates, you can improve your customer's experience and your sales in one go.
This strategy has been tried and tested by Amazon. The company starts sending order tracking emails the moment you place your order.
They even let you cancel your order from the email. It helps Amazon to stay connected with their buyers and ensure they get safe delivery.
4. Thank you or welcome emails
When it comes to subscription-based services, you have limited options to create post-purchase emails for them.
Unlike e-commerce brands, subscription-based services don’t offer multiple products. So, they cannot send product recommendation emails to their customers.
But, these brands can keep users engaged with attractive welcome or thank you emails.
Welcome emails allow you to introduce your brand to your customers. Moreover, you can educate customers about your brand better with a comprehensive welcome email.
Let’s take up the OptinMonster email as an example.
First, the email is sent on behalf of the CEO himself. It helps to show customers that they are valuable to the brand.
Secondly, they use welcome email as an opportunity to educate users about their platform. They have added several blogs and video tutorial links in the email to educate their customers.
This helps to take your customers to your website, where they can explore more of your services and features.
Moreover, welcome and thank you emails are the best way to start a conversation with your new customers. It allows you to build solid relationships with your customers.
5. Upsell and cross-sell product recommendations
Do you sell multiple services and products? Then, up-selling and cross-selling emails are the perfect way to showcase your other products to your customers.
Suppose you sell multiple accounting software like payroll, VAT, taxation, etc. And a user has subscribed to your payroll solution.
In that case, you can send an email with your other solutions, as a user might also be interested in them.
But, simply sending an email with multiple product recommendations will not work. You have to offer discounts or personalized deals to attract customers' attention.
For this purpose, you can refer to your customer's purchase history and other relevant data. It can help you understand what your customers like and their pain points.
Based on that, you can suggest the right solutions to your individual customers. Moreover, you can offer custom deals to convert faster.
This method doesn’t only work while up-selling your products. You can also sell other relevant products to your customers using their data.
Suppose a startup company has purchased your payroll software. The company's intent data shows that they search for lead generation software on Google.
Now, imagine you also offer software for call center automation. In that case, you can share information about your software with the customers of your payroll software.
Since customers are already familiar with your brand and trust it, it won’t take long to convince them to purchase your other products.
For reference, you can check this KiwiCo email.
It is a classic email to upsell your products. You can also offer some discount deals, add some social proof elements, or use attractive visuals to make your email more impactful.
6. Promote your affiliate program
The main objective of post-purchase emails is to keep customers engaged with your brand. It is not necessary to offer your products or services to do so.
You can launch some engaging programs on your website to attract your customers. For instance, if you have an affiliate program running on your website, you can send an email with the program details.
Here check out this Virgin Atlantic email. They used email to introduce their Flying Club program to their customers.
Besides this, you can also use post-purchase email to promote seasonal sales, special discounts, and other deals on your website.
Just try to keep your customers busy as much as you can.
7. Butter up your customers
Now, who doesn’t like a little flattery? Everyone!
So, you can butter up your customers and show them how your product has improved their efficiency in your email. How?
Just check out this Grammarly email.
They send productivity reports to their customers. It helps to keep customers engaged and shows them how much their productivity has improved with your software.
This helps to motivate existing subscribers to stay active. Moreover, it keeps customers inspired to renew their subscriptions.
This type of post-purchase email works best for subscription-based companies. Since they don’t have too many products to offer, they can send productivity and performance reports to keep their customers engaged.
8. Educate your consumers
Do you have a blogging website? Do you have only one product to sell?
In that case, you have limited options to keep your customers engaged after the purchase.
So, the best option here is to educate your customers using your contact. You can share your blog posts or e-books with your customers via email.
You can use intent data to understand what type of content your customer explores. This way, you can create content specific to your users' requirements and send them via reminder email.
Feedspot Today email is the best in this case.
They send frequent emails to their subscribers with blog topic suggestions. It helps to drive subscribers to their website and increase their traffic.
In addition, they also use email to suggest subscribers get premium subscriptions for a better experience.
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9. Product instruction emails
Your customers' ability to use your product plays a significant role in their future purchases. If customers are unable to properly utilize your product, they will not get a satisfactory experience.
Obviously, when they are not satisfied with your product, no amount of post-purchase email can convince them to repurchase your services.
Therefore, you should send product instructional emails to educate new customers about your products. You can share tips to better use your products, how to take care of your products, and so on.
Here are some tips for creating product instruction emails:
Use segmented data to create product instructions based on customers' pain points. This helps you solve the exact problem of your particular customer.
Try to be creative. Now, nothing is exciting about jean washing tips, but you can make them attractive with visuals.
Use videos and images to make your product instructions exciting.
For inspiration, check out this Blade & Rose email. They used funny content and visuals to share product instructions.
10. Classic reminder
When you can’t think of innovative ways to create post-purchase emails, go with the classics. You can create a classic reminder email to activate your dormant users.
If a customer has not shown any activity on your platform lately, you can send them a reminder email. In addition, you can use discount offers, previous customer reviews, or progress reports to motivate inactive customers to rejoin your platform.
This Alison Course email can guide you in designing a simple reminder email.
Let's Create a Post-purchase Email Now!
There you go, people! You have explored 10 tips and examples to create post-purchase emails.
By now, you must have an idea of what post-purchase email can blow up your customers’ minds.
However, on a parting note, we suggest you understand your customer's preferences and product structure before selecting the right post-purchase email writing style.
That is because you can drive more value from your email marketing campaigns when you use data to send emails. Plus, it is no secret that personalized emails work the best.
That’s it for now! We hope this article helps you create post-purchase emails to build a loyal customer base.