Post-purchase Email Campaigns To Improve Customer Engagement And Sales

July 5, 2023 | Email Marketing

Did you know? Around 80% of a business’s sales come from 20% of its returning customers. 

It means your consumers are too crucial for maintaining and improving sales and boosting your business’ customer engagement.

Moreover, it will cost you 10x more to get a new consumer than re-engaging your existing customers. 

So, what would be the best possible way to re-engage your customers? Well, the majority of business owners will agree on post-purchase email campaigns.

To know why to let us introduce you to the best post-purchase email campaigns. These have proven to bring more sales and customer engagement.

How To Plan A Post-purchase Email Campaign Strategy

Planning your campaign is the first part of creating a post-purchase customer experience. It is like planning a marketing strategy. 

You need to set your objectives and create a campaign best suited to achieve them. You must address constraints, plan and strategize as needed.

Here are some steps you need to follow: 


Understand your customer’s expectations and create your brand messaging to communicate to them.

Ensure you perceive your consumers’ needs and maintain your brand’s identity.


Once you are clear with your objectives, you need to lay out a roadmap to help you achieve those goals. 

Also, you can take help from your expert team that will help you deploy the plan. 


Once you deploy the plan, you need to test its performance. For this, A/B testing would be the best option. 

If your email campaigns perform well, scale them to serve a broader audience.

Tracking And Improvement

Tracking and measuring performance will help you improve your campaign’s performance. 

It will enable you to make needed modifications to optimize the performance.

6 Post-Purchase Email Campaigns To Engage & Boost Sales

You can create different post-purchase email campaigns based on your business needs, which may be either of these:

  1. Upselling or cross-selling
  2. Lead nurturing
  3. Collecting reviews

You can create different campaigns to serve different purposes.

Plus, you can use QR codes in your post-purchase email campaigns. It will enable your customers to reach valuable information within a tinier space. 

They can scan the code to get to the offer of their interest without scrolling the entire email content. You can create a QR code with an online QR code generator.

So, let us see different types of post-purchase email campaigns that you can consider:

Fulfilment Emails

A fulfilment email is a must for your post-purchase engagement campaign. It confirms your customers’ purchases by giving them a receipt and essential shipping data.

Fulfilment emails are reminders of the estimated arrival date for all your purchases. Thus, they build trust in your business proceedings.

Here’s what a fulfilment email contains:

  1. Confirmation of the customers’ order
  2. Shipping timings and how they can track the shipment
  3. Payment receipt 
  4. Contact details for customer support 

On average, fulfilment or confirmation emails have a high opening rate of  70.9%. It is 4 times the average opening rate of marketing emails.

You can add upsell or cross-sell strategies to boost your sales through these campaigns.

The best time to send a fulfilment email is immediately after your customer completes the payment.

“Thank You” Emails

Being thankful has always been a way to connect with people, and it is beneficial to businesses too. 

A humanized experience will resonate better with buyers. So, adding a human touch to your emails will improve your touchpoints. 

Also, you can serve your business message effectively through humanized personalization.

Here’s how you can optimize your thank you email to get more sales and engagement:

Add Call To Action

Remember to provide something of value to your customers in your CTA. It could redirect them to your customer service pages or blogs. 

Your customer might find an interesting blog on your website about a product they like. Hence, increasing traffic to your site.

Offer Incentive

You can incentivize your customers to make the next purchase.

Offering incentives like coupons or discounts will encourage purchases.

Get Personal

By sending a personalized Thank You email to your customers, you can make them feel special. 

A simple name mention can make them feel more connected to your brand. It will encourage them to contact your brand for customer support instead of leaving. 

Around 74% of e-marketers agree that targeted, personalized emails boost consumer engagement rates significantly.

Generally, the best time to send a Thank You email is after a buyer clicks on “Order Now”. 

However, sending them between 1 to 5 days after a customer purchases is also acceptable. Most brands send these emails within the first three days.

Feedback Emails

Customer feedback is important for business growth for both online and offline businesses. 

With feedback, you get to understand your customers intimately. You can learn their likes and dislikes regarding your brand experience. 

Feedback also works as valuable social proof to help customers learn about your brand.

So, while you write a feedback email for your brand, here are some crucial points you must keep in your mind:

Remind your buyers of the flawless brand experience you offered them with your product or service.

Be honest about the time it will take your customers to fill the feedback form.

Let them learn how leaving feedback is helpful for them and other consumers.

Getting more customers to leave feedback requires a simple and less time-consuming process.

Later, you can ask them to share their review on social channels as a form of user-generated content. 

Online reviews are no less than a personal recommendation to consumers.

As per a survey by BrightLocal, 91% of digital buyers between 18 to 34 are more likely to make their purchase decision based on online reviews. 

The best time for a business to send a feedback email depends on the shipping timings of each product. 

Ideally, you should send these emails at least 7 to 10 days after your customer receives their orders. 

Give your customers enough time to experience the product before sending review emails. 

Hurrying through this process will only get your messages ignored by customers.

Cross-selling/Product Recommendation Emails

Cross-selling and product recommendations are effective in making existing customers buy your products. 

Businesses must curate their offerings to be relevant to customer needs. 

Bombarding customers with generic emails will reduce your customers’ interest in your company.

Thus, to personalize your campaigns, collect customer data and understand their needs. 

Create your personalized post-purchase campaigns based on customer engagement and behavior data. 

Recommend content, allied products, and engagement content based on customer interests. You can use Google Analytics to gain needed data.

Your customers will be more responsive to your recommendations if the products you offer are relevant to them. 

As cross-selling emails can be impactful on their own, it’s better to focus solely on them. 

As per a recent study by Barilliance, the conversion rate is 5.5 times higher when visitors come to your brand through product recommendations than visitors who don’t.

Invitation To Join Rewards/Loyalty Program Emails

Running a rewards/loyalty program is a great way of creating post-purchase engagement organically. 

It significantly improves the effectiveness of a post-purchase email campaign. 

  1. You can send personalized rewards to customers based on their interactions. It will entice them to engage with your business and enhance loyalty.
  2. Or, you can do gamification to make customers feel more excited. It will encourage them to make purchases consistently.
  3. Or, you can offer rewards to customers who take up your review request. You can add a feedback message within the email to make it better. 

This practice will show a remarkable difference in your customer engagement rate.

As per Yotpo, 52% of American online buyers like participating in loyalty programs by the brands they usually buy from. 

A study by Code Broker shows that 18% of customers actively engage with all loyalty programs they are a part of.

So, you shouldn’t be missing it.

Decide the timeline of sending emails based on customer engagement of previous emails. 

Balance your post-purchase campaigns with loyalty program communications to prevent information overload. 

Once your customer responds to your feedback email, you can send them your invitation emails.

Replenishment/Restocking Emails

If you sell products with a fixed life cycle, then sending a restocking email will make better sense to your customers. 

It will help if you focus on your customers’ needs for designing such emails. 

For example, if you sell cosmetics and one of your customers has bought a 60-day supply of lotion. 

So when it’s day 50, you can send them a reminder to purchase the product before it finishes.

You already know that your customer likes that specific product, so why not be the first one to offer them to restock the product?

Doing so will increase the chances of getting the product from your brand rather than your competitors.

Use your customer’s first name while sending them a restocking email to make your email more appealing. 

To level up your content, give useful tips about the best way to use the product in a skincare routine. 

For this, you can add links to your how-to blogs or videos on your site. 

It will humanize your brand and connect the brand and the buyer. Also, increase the chances of repurchasing as well.

This type of post-purchase email content is suitable for recent and older customers.

As per collected data, restocking emails show an average open rate of 50 to 60%, with a click rate reaching 40 to 50%. 

But, the timing for sending restocking emails will depend on the products’ life cycle, shipping, and fulfilment timings. 

For the example of the 60-day supply limit lotion, an email sent at the last 10 days of the product’s supply will work well.

However, if you sell internationally, a delay in sending the emails is acceptable.


So, here we are wrapping up with everything you need to know about deploying a suitable post-purchase email campaign. 

Strategize your goals and plans before starting your campaigns for better results. 

Optimize your post-purchase email campaigns with the tips mentioned above.

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