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Post Purchase Emails: Top 10 Templates for Every E-commerce Business

April 20, 2024 Sales

Ever wondered how to keep your customers engaged even after they’ve completed a purchase? The answer lies in post-purchase emails.

Well, post-purchase emails are not just simple notifications but powerful tools that businesses use to communicate, build trust, and foster loyalty with their customers. From confirming an order to suggesting related products or gathering feedback, post-purchase emails are key in enhancing the overall customer experience.

This guide will look deeper into post-purchase emails, offering a comprehensive overview and actionable insights. Jump in to discover how these emails can be your secret weapon to ensure continued customer engagement and drive further sales.

Let’s start!

What are Post Purchase Emails?

Post-purchase emails are messages sent to customers after they’ve made a purchase. They aim to enhance your shopping experience. They can include order confirmations, thank you notes, product reviews, or recommendations for future purchases.

These emails are super important because they help make your experience smoother and can even make you want to shop again. Most of the time, these messages are sent out automatically by the store’s system.

They can share news about the order, like when it’s shipped, or even offer more products that the buyer might like. According to recent data, these emails have a high open rate. This shows their value in the e-commerce world.

Now, when we talk about post-purchase email benchmarks for e-commerce, we’re basically referring to the standards or averages for how these emails perform. Hence, It’s a way to measure if these emails are effective in keeping customers engaged and loyal to the store.

Where Can You Use Post Purchase Emails?

Post-purchase emails enhance customer experience, boost loyalty, and stimulate further sales. Here are some situations where post purchase email ideas can be effectively used:

Order Confirmation

Source: ASOS

As soon as a customer completes a purchase, it’s essential to send an email confirming the details of their order. This not only reassures the customer that their purchase was processed correctly but also provides a reference point for any future queries.

This email should include items purchased, total cost, payment method, and estimated delivery time.

Shipping Notification

Source: Fitbit

This email serves to update the customer about the dispatch of their order. Including a tracking number, if available, allows customers to monitor their package’s journey, enhancing transparency and trust.

Product Recommendations

Source: Laura Mercier

Using data from the customer’s recent purchase, businesses can suggest products that complement or relate to what was bought.

This personalized touch can increase sales and show customers that the brand understands their preferences.

Feedback and Reviews

Source: Chapelle Jewellery

Now, after allowing some time for the customer to use the product, sending an email requesting feedback or a review can be beneficial. This not only aids in product improvement but also generates valuable testimonials and reviews that can influence potential buyers.

Replenishment Reminders

Source: Violet Grey

Timely reminders can prompt customers to repurchase for items that run out or have a limited lifespan. This ensures continuity and convenience, especially for essential or frequently used products.

Loyalty Programs

Source: Chipotle

Loyalty programs reward repeat customers. Informing them about points earned or benefits available can enhance customer retention and encourage more purchases.

Upselling and Cross-selling

Source: Evernote

Here, businesses can increase the order value by promoting upgraded versions or complementary products. This strategy not only boosts sales but also enhances the user experience by introducing them to products they might find valuable.

Thank You Notes

Source: CBDfx

Remember that, a personalized thank-you email post-purchase can make customers feel valued. Expressing gratitude can foster goodwill and strengthen brand loyalty.

Product Usage Tips

Source: ILIA

Offering advice on product care, usage, or features can enhance the customer’s experience. It confirms they get the most value out of their purchase and can reduce potential returns or complaints.

Returns and Exchanges


Clearly communicating the process and policy for returns and exchanges reduces confusion and builds trust for sure. It assures customers that the business stands by its products and is committed to customer satisfaction.

Special Offers

Source: Hello Fresh

Offering exclusive deals or providing early access to sales events can be a powerful tool in making customers feel valued and special.

Note that, such offers not only create a sense of exclusivity but also act as a token of appreciation for their loyalty. By giving customers a reason to return, these special offers can drive repeat purchases, ultimately solidifying their loyalty and commitment to the brand.


Source: Slack

Do you know that conducting surveys allows businesses to tap into the minds of their customers? it gaining valuable insights into their preferences, pain points, and overall shopping experiences. By actively seeking feedback, companies demonstrate that they prioritize customer opinions and are willing to make necessary adjustments.


Source: The Rising Wolf

Well, regularly updating customers about the latest product launches, significant updates, or any pivotal company news keeps the brand fresh in their minds.

These announcements make sure that customers are always in the loop, fostering a sense of inclusion. When customers are well-informed, they are more likely to engage with the brand, participate in discussions, and make repeat purchases.


Source: Hidden Dinner

Personalized invitations to events, webinars, or product launches create a sense of belonging. Such gestures can lead to deeper engagement, as customers feel they are a part of a community that shares their interests and values.

Referral Programs

Source: Papier

Word-of-mouth remains one of the most potent forms of marketing. By encouraging satisfied customers to share their experiences, businesses can tap into new potential customers.

Offering incentives, such as discounts or freebies for successful referrals, is excellent. It not only motivates customers to spread the word but also reinforces their positive association with the brand.

How to Write the Best Post Purchase Emails

Writing a good post-purchase email involves a combination of clear communication, personalization, and value addition. Below here’s a step-by-step guide to crafting an effective post-purchase email:

Subject Line

The subject line acts as the gateway to the email’s content. According to Campaign Monitor, a compelling subject line can boost email open rates by up to 50%.

Hence, it’s crucial to craft a subject line that is both engaging and informative to capture the recipient’s attention immediately.


Incorporating personal touches in emails, such as using the customer’s name or referencing their recent purchase, can significantly enhance engagement.

Research from Experian found that personalized emails deliver six times higher transaction rates. They emphasize the importance of tailoring content to individual recipients.

Clear Message

The main content of the email should be direct and easy to comprehend. A study by the Radicati Group highlighted that the average office worker receives 121 emails daily. To stand out and ensure your message is understood, clarity is paramount.

Visual Appeal

Visual elements can significantly impact engagement. According to a report by HubSpot, emails that include images have a 42% higher click-through rate than text-only emails.

Thus, incorporating high-quality visuals, especially of products, can enhance the email’s effectiveness.

Value Addition

Providing additional value, such as discounts or exclusive content, can incentivize further engagement. Data from VWO indicates that emails offering value additions can increase sales conversion rates more.


Being open and transparent, especially about order details or shipping updates, builds trust. A study found that 94% of consumers are likely to be loyal to a brand that offers complete transparency.

Social Proof

Incorporating testimonials or reviews can bolster the email’s credibility. According to OptinMonster, adding reviews can increase conversions by as much as 34%. That’s not small, don’t you think?

Contact Information

Making it easy for customers to reach out fosters trust and improves the customer experience. A survey by KoMarketing found that 51% of participants believe that thorough contact information is the most critical element missing from many company websites, and this extends to emails as well.

Footer Details

A well-structured footer with essential links and information can improve user navigation. According to experts, users expect to find certain information in footers, and missing or incomplete footers can leave users feeling lost.

Mobile Optimization

With over half of emails being opened on mobile devices, ensuring that emails are mobile-friendly is crucial for maintaining engagement and readability.

Test and Analyze

Before mass sending, testing emails on various devices and platforms ensures optimal display. Moreover, post-send analysis, such as open rates and click-through rates, provides insights for improvement.

According to MailChimp, the average open rate across industries is 21.33%, setting a benchmark for businesses to aim for or surpass.

10 Types of Post Purchase Email Examples

Here, we’ve given the 10 types of post purchase email subject lines with examples. These sample emails can be customized based on the brand’s voice, style, and specific offerings to create a personalized experience for customers. For creating a more efficient email, understand the primary differences between a purchase order and an invoice.

Order Confirmation Email

Immediately after a customer places an order, it’s essential to send a confirmation email. This not only reassures the customer that their transaction was successful but also provides a detailed summary of their purchase. It includes items bought, total cost, and expected delivery time.


Subject: Your Order #12345 is Confirmed!

Hi [Customer Name],

Thank you for shopping with us. Here are the details of your order: [Order Details]. Stay tuned for shipping updates!


[Your Company]

Shipping Notification Email

Once an order is dispatched, customers appreciate being informed. A shipping notification email provides them with an update on their order’s status, often accompanied by a tracking number.

It’ll allow them to monitor the delivery in real time.


Subject: Your Order is On Its Way!

Hello [Customer Name],

Great news! Your order #12345 has been dispatched. Track your package here: [Tracking Link].


[Your Company]

Product Purchase Email

This type of email is an excellent opportunity for upselling or cross-selling. Plus, it potentially increases the average order value and enhances the customer’s overall experience with the brand.


Subject: We Thought You Might Like These

Hey [Customer Name],

Based on your recent purchase, we’ve handpicked some items we think you’ll love. Check them out: [Product Recommendations with Images].

Happy Shopping,

[Your Company]

Feedback and Review Request Email

After allowing the customer some time to use the product, businesses can send an email requesting feedback or a product review. This not only aids in product improvement but also generates valuable reviews that can influence potential buyers.


Subject: How Are You Loving Your New [Product Name]?

Hi [Customer Name],

We hope you’re enjoying your recent purchase. We’d love to hear your thoughts! Could you spare a minute to leave a review? [Review Link].

Thanks for your feedback,

[Your Company]

Replenishment Reminder Email

For consumable products or those with a limited lifespan, timely reminders can prompt customers to repurchase. This makes sure continuity and convenience, especially for essential or frequently used products.


Subject: Time for a Refill?

Hello [Customer Name],

Noticed your [Product Name] might be running low? Stock up now and never miss out. [Product Link].

Stay stocked,

[Your Company]

Loyalty Program Update Email

Informing customers about the points or rewards they’ve earned can enhance customer retention and encourage more purchases.


Subject: You’ve Earned New Reward Points!

Hey [Customer Name],

With your recent purchase, you’ve earned [X Points]. Check out what rewards await! [Loyalty Program Link].

Keep earning,

[Your Company]

Thank You Note Email

A simple appreciation email post-purchase can make customers feel valued and foster goodwill.


Subject: Thank You for Choosing Us!

Dear [Customer Name],

Just a quick note to express our gratitude for your recent purchase. We’re thrilled to have you as a customer.

Warm regards,

[Your Company]

Product Usage Tips Email

Offering advice on product care, usage, or features can enhance the customer’s experience with the product.


Subject: Tips to Maximize Your [Product Name] Experience

Hi [Customer Name],

Get the most out of your new [Product Name] with these handy tips: [Usage Tips].


[Your Company]

Returns and Exchanges Information Email

Clearly communicating the process and policy for returns and exchanges reduces confusion and builds trust.


Subject: Easy Returns & Exchanges with [Your Company]

Hello [Customer Name],

Not quite right? We’ve got you covered. Learn about our hassle-free return and exchange process here: [Returns Policy Link].

We’re here to help,

[Your Company]

Exclusive Offers Email

Sharing exclusive discounts or early access to sales events can make customers feel privileged and appreciated.


Subject: Exclusive Offer Just for You!

Hey [Customer Name],

As a token of our appreciation, enjoy this exclusive [X%] off your next purchase! Use code: [DISCOUNT CODE].

Shop now,

[Your Company]

Anniversary or Milestone Email

Celebrating the anniversary of a customer’s first purchase or another significant milestone can re-engage them and remind them of the value they’ve found in your brand.


Subject: Happy 1-Year Anniversary with [Your Company]!

Hi [Customer Name],

It’s been a year since your first purchase with us! To celebrate, here’s a special gift just for you: [Special Offer or Discount].

Cheers to more years together,

[Your Company]

Back-in-Stock Notification Email

If a customer shows interest in a product that was out of stock, notifying them when it’s available again can lead to a quick sale.


Subject: Good News! Your Favorite [Product Name] is Back!

Hello [Customer Name],

We thought you’d like to know that [Product Name] is back in stock. Grab yours before it’s gone again! [Product Link].

Happy shopping,

[Your Company]

Product Update or Enhancement Email

Informing customers about updates or enhancements to a product they’ve purchased can show them that the company values their feedback.


Subject: Exciting Updates to Your [Product Name]!

Dear [Customer Name],

We’ve made some enhancements to [Product Name] based on feedback from customers like you. Check out the new features here: [Update Details or Link].

Always improving for you,

[Your Company]

Swordfish AI: The Best Platform For Accurate Email Addresses


In the competitive landscape of digital communication tools, Swordfish AI stands out as the go-to platform for precise email addresses. Its dedication to accuracy truly distinguishes it from the rest.

Swordfish AI meticulously scans vast data sets to ensure the email addresses you obtain are not just valid by using advanced, precision-driven algorithms

But hey, we’re not all about the tech. We’ve designed our platform with users in mind. Its intuitive, user-friendly interface confirms that professionals can effortlessly utilize the power of Swordfish AI.

Overall, its blend of technological excellence and user-centric design is what truly makes Swordfish AI the best in its class.

Looking to enhance your post-purchase emails? Trust in us to get the most accurate email addresses. Don’t miss out on building lasting relationships with your customers. Choose Swordfish AI today!

Read More: Best Websites to Find Phone Number

Final Words

That’s all about post purchase emails. These emails serve as more than just transactional notifications. They are a bridge that connects businesses to their customers beyond the point of sale.

By using post-purchase emails, brands can enhance the customer experience, foster loyalty, and drive repeat business.

therefore, as businesses look to the future, prioritizing and perfecting these emails will be perfect for achieving long-term success.

All the best!


Are post purchase emails only for e-commerce businesses?

While e-commerce businesses frequently utilize them, any business that has a transactional relationship with customers can benefit from post purchase emails. This includes service-based industries, subscription models, and even B2B companies.

How often should I send post purchase emails?

It’s essential to strike a balance. Typically, a series of 2-4 emails spread out over a month post-purchase is effective, but this can vary based on the product or service.

When to send post purchase emails?

The timing can vary based on the content and purpose of the email. A thank-you or order confirmation email should be sent immediately after purchase. However, follow-up emails can be scheduled a few days to a couple of weeks after the product has been delivered.


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