11 Best post purchase email examples

The moment your customer clicks "Buy Now," their journey with your brand is far from over. In fact, it’s just the beginning of an opportunity to solidify their loyalty and drive further engagement. Post-purchase emails play a critical role in extending the customer experience beyond checkout, transforming a single transaction into a lasting relationship.

According to data by Klaviyo, post-purchase emails have an open rate around 17% higher than the average marketing email, and they can do more than provide order updates. They build trust, reduce shopper anxiety, and keep customers engaged with your brand. 

Whether it’s a simple “thank you” or a timely reminder to reorder a favourite product, every touchpoint matters in creating a seamless and memorable shopping experience.

In this guide, we’ll explore how to use post-purchase emails effectively, with 11 actionable examples to help you deliver more value and delight to your customers at every step of their journey.

Table of contents

• What are post-purchase emails?
• Important: Compliance with email marketing regulations
• Are post-purchase emails worth the effort?
• 11 post-purchase emails you should be sending to your customers
• Wrap up
• Next steps

Effective post-purchase emails aim to:

• Build trust: Keep customers in the loop about their orders and add an extra layer of certainty.
• Grow your brand’s community: Invite customers to follow your brand on social media or subscribe to newsletters.
• Boost engagement: Share tips, tutorials, or personalised recommendations to keep customers interacting with your brand.
• Encourage repeat purchases: Leverage offers, discounts, or loyalty programs to drive repeat purchases.
• Drive positive reviews: Prompt customers to share their experiences, elevating your brand’s reputation.
• Increase revenue: Use upselling and cross-selling strategies to introduce customers to complementary products.
• Personalise your engagements: Tailor email content to individual customers based on their purchase history, preferences, or location. Personalised emails demonstrate that you value your customers and understand their needs, creating a more meaningful and memorable experience.

Starshipit tip Post-purchase silence can leave customers feeling uncertain. Starshipit helps you avoid this by automating tracking notifications like shipping progress and delivery confirmations. Not only does this free up your team, but it also transforms a transactional phase into a relationship-building opportunity.

To stay compliant when featuring any promotional messaging, ensure that:

• Customers have opted in to receive marketing emails.
• Your emails include an easy option to unsubscribe.
• You clearly outline how their data will be used in your privacy policy.

Taking these steps not only protects your business but also fosters trust with your customers by respecting their preferences.

Are post-purchase emails worth the effort?

Building a strong post-purchase email strategy may require some upfront effort, but the payoff is undeniable. In fact, 86% of customers say that the post-purchase experience plays a huge role in their decision to buy from a retailer again. These emails give you the opportunity to connect with your customers and create a seamless, memorable experience.

Here are 4 reasons why they’re worth the investment:

1. Customers expect timely updates

Post-purchase communications are no longer reserved for retail giants like Amazon. Today’s shoppers want timely reminders about their orders, from shipping confirmations to delivery notifications, and more.

A lack of communication usually leads to frustration, uncertainty, and a flood of customer service queries asking, “where’s my order?”. Proactively engaging your customers with updates not only keeps them informed but also reassures them that their order is on its way.

2. They build trust during critical moments

The post-purchase phase is often a vulnerable time for customers. They’ve paid for a product but haven’t yet received it, and every moment of silence can erode their confidence in your brand.

Clear updates ensure that customers know what to expect, when to expect it, and who to reach out to if something goes wrong. Even in the case of unexpected delays, honest communication can turn a potential complaint into a moment of trust-building.

3. They keep customers coming back

Post-purchase emails are a valuable tool for creating loyal, repeat customers. Beyond the basics of shipping updates, they give you the chance to showcase your brand’s personality, educate customers about your products, and offer incentives for their next purchase (if they’ve consented to receive marketing emails, as mentioned above).

Whether it’s a “thank you” email, a product usage guide, or a discount on a reorder, these touchpoints encourage customers to come back and keep your brand top of mind.

4. They create a better overall experience

A strong post-purchase strategy doesn’t just benefit your customers – it also helps your business. By reducing the volume of customer inquiries going to your support team and using automated workflows, you can save time and resources while delivering a premium experience. Happy customers are more likely to leave positive reviews, recommend your brand to others, and return for future purchases – all of which contribute to your bottom line.

Post-purchase emails are more than just an operational necessity – they’re a way to show your customers that their experience matters.

11 post-purchase emails you should be sending to your customers

Sending post-purchase emails is about more than just providing updates – it's about continuing the conversation with your customers and building a connection. Depending on your business, your approach could range from sending a few key emails to implementing a full post-purchase campaign. Regardless of the scale, these emails help you engage, inform, and even surprise your customers while encouraging repeat business.

At the very least, it’s important to start with a basic sequence – it could look something like this:

1. Order confirmation
2. Order out for delivery
3. If marketing subscriber: Product recommendations and upcoming sales
4. Order delivered email
5. If marketing subscriber: Reminder to reorder

This simple campaign ensures customers stay informed while setting the stage for further engagement. However, to take your post-purchase experience to the next level, consider adding more touchpoints tailored to encourage ongoing loyalty.

Let's take a closer look at 11 impactful email types you can integrate into your strategy. Subject to consent, these emails can be sent separately or combined, depending on your brand’s planned email frequency.

1. Order confirmation email

The order confirmation email is the first interaction after the purchase and reassures customers that their order has been received. This email helps reduce post-purchase anxiety by providing essential details and setting clear expectations about the delivery timeline. It also works as a touchpoint to reinforce your brand’s reliability.

What to include:

• Order summary with item details, quantities, and prices
• Shipping and billing information
• Estimated delivery date and a link to track the order
• Customer service contact details for any issues or questions

2. Shipping notification email

Keeping customers updated on their order status is key to building trust and reducing “where’s my order?” queries, with 91% of shoppers consistently checking the status of their shipments. A shipping notification email keeps your customers informed, adds transparency, and builds some excitement as they anticipate their delivery.

What to include:

• Tracking number and link to a tracking page
• Shipping carrier details
• Expected delivery timeframe
• If marketing subscriber: recommendations for similar products

3. Delivery confirmation email

Delivery confirmation emails let customers know their package has arrived safely, while also opening the door to post-delivery engagement. This email builds a sense of completion and offers a chance to address any potential issues quickly, ensuring a positive experience. It also encourages the next action, like leaving a review or exploring related products.

What to Include:

• Delivery date and confirmation
• Link to confirm receipt of the order
• A link to photo-evidence of where your order was left.
• Customer service details to report any issues.

4. Product review request email

Reviews are powerful tools for building credibility and attracting new customers. By asking for reviews after a customer has had time to experience their purchase, you show that you value their opinion. This type of email also drives engagement and helps identify top selling products, as well as areas for improvement through constructive feedback.

What to include:

• A personalised request for a review
• Simple instructions or a direct link to leave a review
• If marketing subscriber: Incentives such as a discount code for their next purchase, providing extra benefits for video or photo reviews.

5. To marketing subscribers: Personalised thank-you email

Sending a thank-you email creates a warm, lasting impression by acknowledging the customer’s choice to shop with you. It’s a chance to add a more human touch to your brand, strengthen the relationship, and differentiate yourself from your competitors.

What to include:

• A personal message thanking the customer for their purchase
• Reference to the specific product or order
• A friendly, conversational tone to make it feel genuine

6. To marketing subscribers: How-to/top tips email

While it’s not always necessary, a how-to email ensures customers are able to use your product effectively, reducing the chances of returns or unnecessary support inquiries. It’s especially useful for products requiring setup, maintenance, or specialised use. It also helps to establish your brand as helpful, and customer focused.

What to include:

• Step-by-step instructions or links to video tutorials
• Insider tips for using the product effectively
• Suggestions for related products that enhance the purchase

7. To marketing subscribers: Upsell or cross-sell email

These emails make the most of the momentum of a recent purchase to suggest additional products that the customer might need or enjoy. In fact, 1 in 4 customers click on a recommended product when they receive a tracking email. Done right, upselling or cross-selling adds value to your experience, feels helpful rather than pushy, and can increase average order value.

What to include:

• Recommendations based on their purchase history
• Clear descriptions of how these products add value
• Limited time offers to create urgency

8. To marketing subscribers: Loyalty program invitation email

Loyalty programs are proven drivers of repeat purchases and long-term engagement. Inviting customers to join shortly after their purchase allows you to capitalise on their satisfaction and enthusiasm, while offering extra value for staying connected with your brand. This is also a useful program to have your shoppers sign up to as part of your checkout process.

What to include:

• Key benefits of joining, like earning points or exclusive discounts
• A direct link to sign up or learn more
• A birthday or date-reminder field, to provide VIP offers on special occasions
• A special bonus for signing up, like extra points or a welcome gift

9. To marketing subscribers: Replenishment reminder email

Selling something that people need on a regular basis? You should have a replenishment reminder email in your post-purchase campaign! You could even offer your customers incentives to order in advance or on a subscription basis.

What to include:

• A personalised reminder based on purchase timing
• A link to quickly reorder the product
• Offer free shipping or a discount for reordering

10. To marketing subscribers: Exclusive offers or discounts email

Surprise offers make customers feel appreciated and keep your brand top of mind. Exclusive discounts targeted at previous customers incentivise repeat purchases and reward their loyalty.

What to include:

• A discount code or a special deal
• Details about the promotion (e.g., expiration date, eligible products)
• Highlight benefits of shopping with your brand, such as free shipping

11. Post-purchase survey email

Slightly different from the reviews email, gathering feedback shows customers you value their opinion and helps improve your service. A short, focused survey email provides insights into their experience, from delivery to product satisfaction. It’s also an opportunity to strengthen relationships by showing your commitment to continuous improvement.

What to include:

• A direct, friendly invitation to share their thoughts
• Simple, targeted questions about their experience (e.g., delivery, product quality)
• If marketing subscriber: A small incentive, like a discount or loyalty points, to encourage responses.

These emails aren’t just updates; they’re opportunities to build trust, show gratitude, and keep your brand top of mind. Whether you’re providing helpful tips, encouraging repeat purchases, or simply saying thank you, each email adds value to your customer’s journey.

Remember, the best post-purchase strategies are personal, timely, and focused on making life easier for your customers.

Next steps

With Starshipit, you can save valuable time by automating post-purchase tracking notifications, reducing the number of 'Where’s my order?' enquiries. We also integrate with popular customer experience platforms, such as Klaviyo and dotdigital. 

Ready to get started? Let your emails do the heavy lifting and take your customer experience to the next level by starting a free 30-day trial or booking a personal demo today.