When it comes to post-purchase email marketing, it may be the most underutilized yet powerful email marketing tactic. A strategic, well-thought-out series can help increase customer retention and help build brand loyalty and advocacy. The best part of all is that these messages are automated, generating revenue while you sleep.

Creating a series of messages designed to enhance the purchase experience is something every retailer should implement. With each message and series sent, taking into consideration the purchase history of the individual is important. After all, a loyal customer may not need the same nurturing or messaging as a first-time purchaser.

Post-purchase email metrics (2023):

• Open rate: 50.3%

• Click rate: 4.5%

• Conversion rate: 1.09%

Scheduled campaign email metrics (2023):

• Open rate: 25.1%

• Click rate: 1.5%

• Conversion rate: 0.07%

As you can see, post-purchase messages well outperform regular email campaigns, and there are no limits to the types of messages you could send in a post-purchase series, including:

• “Thank you” message (w/ or w/o an incentive).

• Product care/tips and tricks.

• How-to resources.

• Customer service info/guarantees.

• Product recommendations or cross-selling opportunities.

• Social invites or crowdsourcing (Share a photo with us!).

• Manage preference request.

• Product reviews.

• Reorder reminders.

• Gift-giving or date reminder requests.

• Refer-a-friend invitations.

When it comes to building out your automated post-purchase marketing program, have fun, be creative, and, most importantly of all, make your customers’ purchase experience better!

Post-Purchase Email Marketing Examples:

Other post-purchase articles:

Creating a Post-Purchase Email Strategy with Simple, Smart Segmentation

3 Ways to Cultivate Post-Holiday Customer Loyalty

Why Post-Purchase Marketing Is So Important

How to Create Post-Purchase Emails that Renew the Customer Journey

Have any questions about post-purchase email marketing? Let me know.