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Post Purchase Flows 🚀
Max Sturtevant
June 12, 2024
The Inbox Newsletter
Hey it’s Max from The Inbox Newsletter.
Today we’re talking about the Post Purchase Flow, which fires right after someone makes a purchase.
Let’s get into it.
Post-Purchase Flow
The Post-Purchase flow is meant to accomplish two things:
Improve the customer experience (so they come back and buy more in the future)
Upsell / Cross sell the customer on their purchase
It’s quite difficult to balance these two goals, as it can harm the customer experience if you try to be too salesey and in their face about upselling them.
So we have to be subtle…
Below, I’m going to lay out a few emails you can choose to include or not include in your flow.
Note from the Founder
This is an essential email in your post-purchase flow.
One of the main benefits is that it’s going to remove buyer’s remorse.
People will feel good about their purchase if the founder reaches out and gives a heartfelt thank you.
It makes it seem like their order truly does go a long ways and isn’t just going to a massive corporation.
What we want to do in this email is give our gratitude, offer support if they have questions, and subtly encourage them to place another order.
You can get more orders by adding a PS such as “PS - You can placed another order in the next 6 hours and we’ll do our best to fit it all in one shipment!”
Something like that will get a solid amount of people to add to their order.
Cross-Sell Email
This email is purely about getting another order from the customer.
You can keep this email simple and general if you want.
I wouldn’t overthink it. Make the email 1-3 days after the initial purchase and say “Want to Grab Something Else?” and outline some of your bestsellers.
If you want to be more advanced, you can make specific recommendations.
If someone bought an iPad case and didn’t buy an iPad pen, you can make a custom recommendation encouraging them to buy a pen.
You can make as many custom cross-sells as you want.
Getting Excited?
Often times, the anticipation for an item is better than actually receiving the item.
This email can be great for the customer experience.
A simple email set 3-4 days after purchase building up hype about their order, maybe giving some brand info, and giving an option to place another order at the bottom.
How to Use / How to Get The Most Out of Your Item
This will vary for the brand, but if it’s a more complex product it’s always a good idea to include a “how to use” email.
Try to strategically place the email right when the customer should be receiving their item (5-7 days after purchase).
Lay out the instructions in a simple email.
If you don’t need instructions, make an email telling them how to get the most out of their new item.
If you sold a clothing / accessory item, show them ways to style it.
If you sold a consumable or beverage, give them a recipe with their item.
You can get creative here.
This is more of a community-building play and not for making sales.
Your buyers are your community, so reach out and get them all in one place.
This email will help build your socials passively over time with people who actually care about the brand.
How’d It Go?
A note from the founder asking the customer about how their order went can be great for personalizing the customer experience.
No need to ask for a review in this email.
Just tell them that you hope they loved it and if they have questions they can reply to them email.
This can even save you from receiving bad reviews down the line.
These are just ideas and you can add more types of emails.
I’d recommend adding in past campaigns that are educational into this flow as well.
The customer is full of euphoria after placing, so don’t feel bad sending frequent emails to them to capitalize on it!
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Email Inspiration Of The Day
Brand:
FitVine
Notes:
Love this email! Super funny and is sure to engage the customers.
Mixing in dad jokes with your Father’s Day campaigns will help bring your sales to life.
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Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
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