5 tips to personalize your post-purchase emails

5 tips to personalize your post-purchase emails
Published on: Sep 4, 2021
Updated: Aug 18, 2022

Post-purchase emails (order confirmation, shipping confirmation, delivery confirmation, etc.) are a great communication and engagement channel for brands.

The opening rates of around 60% to 85%, largely surpass the marketing emails sent during the pre-purchase phase, which record opening rates of around 20%. During the operational phase, you have the attention of your customers - take advantage of it!

On the other hand, in order to effectively exploit this communication channel, it is essential to focus on personalization. Offering customized content is a key to the success of any marketing action.

Young generations are particularly sensitive to the personalized approach that a brand offers. A recent study conducted by Twilio shows that 41% of 16-24 year olds prefer a brand that interacts with them according to their preferences.

So communicating is good, but communicating in a personalized and consistent way is even better!

Here are 5 tips to optimize your post-purchase emails:

Product recommendations

Incorporate product recommendations that are consistent and tailored to your customers' buying preferences can help you generate additional sales.

Also offer in these emails, complementary items to the purchase just made (a case to protect the new phone, sheets suitable for the new bed, ...).


Offer your customer an e-coupon for a discount if their order is delayed. This is a great way to improve customer satisfaction by turning a frustrating experience into a satisfying one.

It's effective and often inexpensive for the retailer. In addition, offering a discount on a future order can boost your site's traffic as well as the re-purchase rate.

Marketing Content

Offering consistent and useful marketing content in your post-purchase emails is a great way to boost customer engagement. There are many possibilities depending on the industry and the branded content available.

Video tutorials (assembling a piece of furniture, using an appliance, makeup tips, lookbook...) are always very useful when they are relevant. It's a great way to build excitement upon delivery and educate customers on how to use their product.

Inspirational photos (decorating, fashion,...) allow customers to project themselves on how they will use the item they ordered. These "inspi" can potentially encourage them to return to the site for further purchases.

Social networks and app downloads

Use post-purchase emails to encourage your customers to follow you on social networks to sign up for your newsletter or download your app.

This will increase touch points with your customers and improve re-purchase rates.

Customer Reviews

Integrating an NPS tool at each stage of delivery will allow you to collect reviews of both the experience and the product.

This is valuable information that can allow you to rethink your delivery policy and potentially improve your products.

In conclusion

There are multiple ways to personalize your post-purchase emails, so you can let your creativity run wild. However, when embarking on this exercise, it's important to offer consistent content that is tailored to each customer. If this principle is not respected, it can be counterproductive.

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Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

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