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The 5 best post-purchase email messages

The holidays have passed, and all our presents to family and friends are handed out. To avoid the hassle, most of us here at RAAK chose to buy our presents online.

So we decided to do a little test and shop at different online stores to see what happens after the purchase. The result was quite striking because what really happened was, well ermz…. nothing.

Most online stores did send us an order confirmation after the purchase, but with the exception of one or two, that's where the story ended. A missed opportunity we thought, because you, as a brand, made a connection with a new customer. And thanks to our purchase and given data there is a solid base to start a future relationship. So why not grasp this opportunity and start a dialogue with your new client? Don't really know what to say? With the 5 email types below you'll have no excuse anymore.

Satisfaction survey

Depending on the product, send a link to a satisfaction survey a couple of days or weeks after the purchase. Make sure to keep it short and sweet so your client can easily and quickly participate. Ask about the usage, features, service, shipment,… You can use this data to further improve your service and if you notice a bad satisfaction score, undertake action and get in touch with your client.

Service reviews

These can easily be merged in the same email as above. Ask your clients to write a review and ask to publish this. What really works is to use an independent review platform like Trustpilot or Reviewcentre. Think of them as the Tripadvisors for business. Because be honest, what do you trust most: a peer review or a brand advertisement?

Up/crossell emails

These are tricky because you don't want to look like a greedy brand. There is a fine line between pushing sales and offering relevant opportunities. The keyword here is relevance. If your offer is relevant and rightly timed, it is interesting for your customer. So make sure to keep a gentle tone of voice and suggest a product rather than forcing it. An example? If a client orders a DVD set for season 1 of Lost, it is after a certain period of time relevant to receive an offer for season 2. Just check that he or she didn't gave a bad review, because if you're sending an upsell email then, it means you haven't listened to one word that's been said.

Repurchase emails

Some products or services require to be repeated over a certain period of time. Think about ink cartridge refills, vending machine refills or even gas/electricity checkups. Time your emails depending on the last purchase and the average product usage time. Or even better, ask your client when they wish to be contacted.

Lifecycle emails

Determine the right moments in your customer lifecycle after their purchase. F.i. their birthday, when they are client for a certain period, when they spend a certain amount,… The possibilities are numerous, just pinpoint them exactly and set it up.


A sale is great for your business, but continue the story with your client through relevant emails. The best thing about post purchase email programs is that they can be automated and triggered with the sale.

Posted on
Jan 3, 2013