Post purchase email automation: Flow & sequence best practice

The moment a customer completes a purchase is when your real opportunity begins. Automated post-purchase email sequences are more than just updates – they’re a simple way to reassure, engage, and build lasting loyalty. Done right, these email sequences can keep your brand top of mind while increasing repeat purchases and lifetime customer value (LTV).

Think of it this way: while your customers eagerly wait for their order to arrive, your emails can create an experience that’s as exciting as the product itself. From a personalised thank-you sequence to helpful delivery updates; every message adds value and reinforces trust.

By the end of this guide, you’ll have all the tools and insights you need to create a seamless, automated post-purchase email flow that benefits both your customers and your bottom line.

Important: The rules and laws around post-purchase emails

Not all post-purchase emails are created equal – there’s a key difference between transactional and marketing emails. Transactional emails, like order confirmations and shipping updates, don’t require consent because they’re all about keeping customers informed about their purchase. These emails are essential and help build trust by providing clarity and reassurance.

Marketing and promotional emails are a little different because they’re considered commercial emails. If you want to include product recommendations, discounts, or brand updates in your sequence, you’ll need explicit consent to comply with regulations like GDPR or CAN-SPAM. Always ensure your customers have opted in to receive marketing communications and include a clear unsubscribe option in every promotional email.

By understanding the difference, you can create a post-purchase email sequence that’s both effective and compliant.

Why do you need a post purchase sequence?

On average, 1 in 4 customers click on a product recommendation when they are checking their order. Additionally, 77% of customers have chosen, recommended, or paid more for a brand that provides a personalised customer experience.

By leveraging automated emails, you can engage customers at key moments – whether it’s reassuring them about their order, introducing them to complementary products, or inviting them to join a loyalty program. This proactive approach not only enhances the customer experience but also maximises revenue opportunities long after the initial sale.

Starshipit tip: Use Starshipit’s branded tracking page to effortlessly keep customers updated while highlighting your business’ unique selling point. This not only keeps customers satisfied with the parcel tracking, but also helps you capitalise on the post-purchase email sequence without doing any extra work.

• Timing: Automate key updates like order confirmations and shipping notifications to ensure customers don’t have to wait for important information.
• Relevance: Use segmentation to send recommendations or updates that align with customer preferences, provided you have the necessary marketing consent.
• Personalisation: Small touches like using a customer’s first name, referencing their purchase, or offering loyalty updates can make your emails stand out.

Preparing and setting up your post-purchase email sequence

A successful post-purchase email strategy isn’t just about sending updates – it’s about creating a thoughtful sequence that keeps customers engaged at every stage of their journey. Here’s how to set it up:

1. Start with the essentials – At a minimum, include order confirmation and shipping updates to keep customers informed and build trust. These emails are the foundation of your sequence.
2. Segment your audience – Use customer data to tailor your messages. Segmentation by purchase history, location, or preferences allows you to send relevant content that resonates. For example, new customers might receive a welcome email, while repeat buyers could get loyalty rewards.
3. Choose the right tools – Automation is crucial for delivering well-timed, personalised emails. With tools like Starshipit, you can integrate shipping updates, branded tracking pages, and shipping emails into a seamless flow – reducing your manual work. If you want your marketing emails to align nicely with your shipping notifications, Starshipit integrates with customer engagement platforms like Dotdigital or Klaviyo, for a flawless cross-over.
4. Focus on value – Each email in your sequence should provide something valuable to the customer, whether it’s a shipping update, tips for using their product, or an exclusive offer. Avoid sending emails just for the sake of it – every touchpoint should feel purposeful.
5. Test and optimise – Monitor the performance of your sequence to see what works best. A/B test subject lines, email designs, incentives and timing to refine your strategy and maximise engagement.

Order tracking email sequence – keep customers in the loop

This sequence includes order shipping notifications and is essential to keep customers informed at every stage of their order’s journey, build trust and reduce “Where’s my order?” inquiries. By automating these updates, you ensure a seamless experience while saving time for your support team.

Key emails in the sequence:

1. Order confirmation email: Sent immediately after purchase, confirming the order details and reassuring customers that their purchase was successful.
2. Shipping notification email: Informs customers when their order has shipped, including tracking details and expected delivery time.
3. Delivery confirmation email: Confirms when the order has arrived, inviting customers to reach out with any issues or take the next action, such as leaving a review.

By consolidating these emails into a cohesive, automated flow, you create a consistent post-purchase experience that builds customer confidence.

Welcome email sequence – make a lasting impression

First impressions matter, and a welcome email sequence ensures your customers feel valued from the moment they engage with your brand. Whether it’s their first purchase or their first interaction with your newsletter, this flow introduces your business, sets expectations, and builds excitement for what’s to come.

When it’s triggered: This flow is sent automatically after a customer makes their first purchase or signs up for your mailing list.

What to include:

• Welcome email: A friendly introduction to your brand and what makes it unique. Highlight your values, share a brief origin story, or showcase your most-loved products.
• Customer success tips: Follow up with an email offering helpful tips, product guides, or FAQs to make their experience seamless.
• Exclusive offer: Reward new customers with a discount or special offer as a thank-you for joining your community. This encourages them to explore more of your products.

A well-timed welcome flow creates a warm introduction and opens the door for deeper customer engagement.

Personalised thank-you sequence – express your gratitude

A thank-you email isn’t just polite – it’s a powerful way to show appreciation, reinforce the customer’s decision to choose your brand, and deepen their connection with your business. A personalised thank-you sequence adds a thoughtful touch that makes your customers feel valued, setting the stage for loyalty and repeat purchases.

When it’s triggered: Automatically sent after a customer completes their purchase.

What to Include:

• Heartfelt gratitude: Acknowledge their purchase with a genuine, personalised message that includes their name and the specific item(s) they bought. Using order value data, you can even call out your highest spending customers and offer them special VIP rewards.
• Brand connection: Share your brand story or mission to remind them why shopping with you matters.
• Next steps: Provide helpful links, such as how to track their order, join your loyalty program, or follow you on social media.

A personalised thank-you sequence isn’t just a nice gesture, it’s a chance to leave a lasting impression that turns first-time buyers into loyal customers.

When it’s triggered: Automatically sent after the product has been delivered or once the customer has had time to start using it. You could also send these before the customer receives their order to create a sense of excitement and to ensure they’re fully prepared, to get the most out of their purchase.

What to include:

• How-to guides: Step-by-step instructions or videos to help customers set up, use, or care for their product.
• Creative applications: Ideas or inspiration to show customers how to maximise the value of their purchase.
• Follow-up resources: Links to additional support materials like FAQs, blog posts, or ways to contact your customer service team.

This sequence helps your customers feel confident and excited about their purchase, while reducing post-purchase uncertainty.

Cross-sell and upsell flow – provide helpful recommendations

A cross-sell and upsell flow introduces your customers to complementary or upgraded products that enhance their original purchase. Done well, this flow feels helpful rather than salesy, boosting customer satisfaction while increasing your average order value and revenue.

When it’s triggered: Automatically sent after the customer has completed a purchase and had time to start using their product. Alternatively, these emails can be sent before an order is dispatched, offering shoppers the chance to ‘bundle’ more items into their order within a certain timeframe – often at no additional delivery cost. This creates a sense of urgency while adding some extra value to their purchase.

What to include:

• Relevant recommendations: Suggest products that complement the customer’s purchase or align with their shopping history.
• Exclusive offers: Add urgency with limited-time discounts or bundles tailored to the customer.
• Clear value proposition: Highlight how the recommended products improve or enhance their original purchase.

By personalising your recommendations and timing them right, this sequence provides value to customers while opening the door for additional sales.

Review and feedback flow – gather valuable insights

Collecting reviews and feedback is a win-win. Positive reviews act as powerful social proof, boosting your brand’s credibility, while constructive feedback helps you spot areas for improvement. A well-timed review and feedback flow encourages customers to share their thoughts, strengthening their connection with your brand.

When it’s triggered: Consider if information about the user experience of your product will help convert other shoppers. If so, automatically send 1–2 weeks after the product has been delivered, giving customers enough time to enjoy and evaluate their purchase.

What to include:

• Polite request: Ask for feedback or a review in a friendly, non-pushy tone, making it easy for customers to respond.
• Star rating system: Include a quick rating option to make the process simple and engaging.
• Incentives: Offer a discount, loyalty points, or other perks to encourage participation. You can offer better rewards to incentivise more engaging reviews, like ones including photos.
• Smart routing: Create a clickable five-star graphic in your email, hyperlinking the different stars to suitable destinations. Direct positive 4–5-star reviewers to public platforms, and negative 1–3-star feedback to your support team for resolution.

Loyalty program sequence – build a community

Loyalty programs are a proven way to turn one-time shoppers into repeat customers. A well-designed loyalty program flow introduces customers to the benefits of joining, keeps them engaged, and encourages them to refer your store to redeem rewards – all while reinforcing their connection to your brand.

When it’s triggered: Automatically sent after a purchase or when a customer reaches a milestone that makes them eligible for the program.

What to include:

• Introduction to the program: Explain how the loyalty program works and highlight key benefits, like earning points for purchases, exclusive discounts, or early access to new products.
• Sign-up incentive: Encourage customers to join by offering a welcome reward, like bonus points or a discount on their next order.
• Engagement reminders: Periodically remind customers to redeem rewards or highlight ways to earn more points, such as referring friends or leaving reviews. 

Pro tip: Make sure the program feels exclusive and rewarding by offering benefits that are genuinely valuable to your customers. Additionally, creating loyalty tiers is another way to keep customers engaged, boosting purchases in exchange for better rewards.

Cart abandonment flow – send a friendly reminder

A cart abandonment flow helps recover lost sales by reminding customers about the items they left behind and encouraging them to complete their purchase. With the right timing, personalisation, and incentives, you can turn missed opportunities into revenue.

When it’s triggered: Automatically sent when a customer adds items to their cart but doesn’t complete the checkout process within a specified timeframe

What to include:

• Friendly reminder: Highlight the items left in their cart with visuals and personalised copy.
• Urgency or scarcity: Use time-sensitive messaging like “Items are selling fast!” or “Your cart will expire soon!” to create a sense of urgency.
• Incentives to complete the purchase: Offer a discount, free shipping, or bonus points to encourage them to finalise their order.
• Social proof: Include positive reviews, product ratings, or a reassurance of your easy return policy to boost confidence.

Pro tip: Test different subject lines and incentive types to see what drives the most conversion. Cart abandonment emails typically have high open rates, so a compelling headline can make all the difference.

A well-executed cart abandonment sequence can recover lost revenue and turn potential drop-offs into happy customers.

With Starshipit, taking your post-purchase strategy to the next level is effortless. Branded tracking pages and automated shipping updates not only keep customers in the loop, but also ensure every interaction feels professional and on-brand. And with our seamless integration to customer engagement platforms, you can create a cohesive email marketing journey that really sings.

It’s the perfect way to streamline your operations while delivering an experience your customers will remember. Why not try it for yourself by starting your 30-day free trial or booking a custom demo with our shipping experts today!