Why Post-Purchase Emails Are More Than Just Receipts (and How To Make Them Actually Stand Out)
Post-purchase emails are my favourite.
There, I said it!
They’re not kids, it’s fine. I can choose.
The transactional and marketing emails you send following a purchase are the place to have fun, celebrate your customer, stop buyers' remorse, build loyalty, and STAND OUT.
Why? Because most brands do them badly. Or neglect them altogether.
First, make them sound like you
The tone and voice of your post-purchase emails matter just as much as the content itself. Your emails should always be a direct reflection of your brand's personality, so if your emails sound like a robot wrote them, you’re missing a huge opportunity. People want to feel like they’re talking to a real person, not a faceless corporation.
Most email platforms provide generic templates that don’t reflect your unique brand voice. Customise them to sound like you, and don’t be afraid to get personal. Use the customer’s name, share testimonials, and let your copy show the excitement you feel when someone makes a purchase.
Then add a little EXTRA
Two emails I particularly like to include in the post purchase sequence are...
Usage and Maintenance Tips
Help your customers get the most out of their purchase with a content-rich post-purchase email. Share tips on how to use and care for the product. Like a quick-start guide, but way more engaging.
When people feel confident using your product, they enjoy it more, and that satisfaction pays off. Happy customers are repeat customers - and they’ll think of you first when it’s time for their next purchase.
A Review Request
Reviews build credibility with new buyers and give you fresh insights to feature in your marketing. But asking for reviews isn’t just about collecting stars. When customers share their thoughts, they’re not just helping you; they’re becoming part of your brand’s story. Inviting feedback makes customers feel invested - like they’re co-creators, not just consumers. And when people feel like they have a stake in something, they’re way more likely to come back for more.
Case Study: A Post-Purchase Sequence That’s Out in the Wild
Theory is cute and all, but let’s get practical. Here’s a post-purchase sequence I wrote that’s actually out there doing its thing. (I’ve changed the name of the business because, you know, secrets - but everything else is pure, unfiltered copywriting goodness.)
Go ahead, get personal, share some excitement, and make those emails something your customers actually look forward to. Trust me, when you put in the effort, it’ll pay off in loyalty, satisfaction, and yes - more sales.
