Email automation
Post purchase email flow setup
A post-purchase flow is the set of emails a customer receives after an order arrives. Done well, it helps them get the most from what they bought, answers questions before they become problems, invites a review once they have had time to use the product and suggests related items when the moment is right. It sits alongside the order confirmation and dispatch emails your shop already sends, which are part of the transaction, and should be kept distinct from them.
This page covers transactional and marketing emails, the job of each step, timing, reviews, related products, exits and measurement.
Illustrative diagram
- Delivered
- Tips
- Check-in
- Review
- Related
Transactional and marketing emails
| Kind | Examples | Who receives them |
|---|---|---|
| Transactional | Order confirmation, dispatch, delivery update | Every customer, as part of the order |
| Post-purchase marketing | Tips, review request, related products | Customers you may email for marketing |
Keeping them separate
Order and dispatch emails are needed to complete the sale and go to every customer. Adding promotions to them blurs the line and may reach customers who opted out of marketing. Keep those emails focused on the order. Post-purchase emails that suggest other products or ask for reviews are better treated as marketing and sent only to contacts with consent or within the soft opt-in described in the ICO's guidance, with an opt-out in each. Where a tip email is purely about using the product bought, ask your adviser how it should be treated.
An illustrative post-purchase flow
Getting started
Shortly after delivery: how to use or care for the item.
Output: Tips email
Check-in
Any questions? Where to get help.
Output: Help email
Review request
Once there has been time to use it.
Output: Review email
Related items
Later, if it fits what they bought.
Output: Suggestions
Timing by product
The right timing depends on what was bought. A care guide for a plant is useful the day it arrives; a review request for a mattress makes more sense after weeks of use. Base timings on delivery rather than order date where your platform receives delivery events, and set different waits for products that are used quickly versus slowly. The timings in any example are illustrative; adjust them after watching results.
Asking for reviews
Ask once there has been time to form a view, make it easy with a direct link and ask for honest feedback rather than only positive reviews. Do not offer rewards only for positive reviews or filter who is asked based on how they are likely to respond. If you use a review platform, check its rules on how reviews may be requested.
Example: post-purchase emails for a houseplant shop
Illustrative example — not a client case study
Situation: A houseplant shop gets frequent questions about watering after delivery.
- A care email is sent on delivery, with watering and light tips for the plant bought.
- A check-in a week later invites questions and links to a care guide.
- A review request follows a few weeks later.
What this shows: Customers had care advice when they needed it. This example is illustrative.
Exit and pause rules
Stop when
- The customer unsubscribes
- The order is returned or refunded
Pause when
- A support issue is open
- Another order starts a new flow
Returns and complaints
A customer who has returned an item, or has an open complaint, should not receive cheerful review requests or product suggestions. Connect returns data to your email platform where possible, or have support staff tag the contact, so the flow pauses or stops.
Measuring the flow
Track clicks on tips and guides, review submissions, repeat orders from suggestions, unsubscribes and the number of support questions about the products covered. Fewer avoidable questions can be as valuable as extra sales.
First-time and repeat customers
A first-time customer may value a short thank-you and an introduction to the business alongside care tips. A repeat customer does not need the introduction again. Where your platform can tell the difference, a branch for each keeps emails relevant and avoids repeating what loyal customers already know.
Gift orders
If a customer bought a gift, care tips and review requests may not suit them. Where checkout records a gift option, skip or shorten the flow.
Questions about post purchase email flow setup
What is a post-purchase email flow?
Automated emails after an order arrives: tips, help, reviews and suggestions.
Are order confirmations part of it?
They are transactional and should be kept separate from marketing.
When should we ask for a review?
Once the customer has had time to use the product.
Can we reward reviews?
Do not reward only positive reviews or filter who is asked.
What if the customer returns the item?
The flow should stop or pause.
How is the flow measured?
Clicks, reviews, repeat orders, unsubscribes and fewer support questions.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
Request a Custom Quote
Ask about Post purchase email flow setup
Thank you — your enquiry has been sent.
We have received your message and will reply by email. If you need to add anything, email info@letgetgrow.com.