Post-Purchase Email Generator
Write the emails that follow an order: a thank-you, how-to-use tips, a well-timed review request and a cross-sell.
The four emails after an order
| When | Job | |
|---|---|---|
| Thank you | 1 day after the order | A personal thank-you and what happens next. No selling. |
| How to use it | On delivery day | Tips that help the product work, so the first use goes well. |
| Review request | 7, 14 or 30 days after delivery | One honest ask, once they've had time to use it. |
| What to try next | 7 days after the review request | Products that go with what they bought, plus your offer if you use one. |
Your order confirmation and shipping updates are separate: the store sends those automatically. These emails sit alongside them to build the relationship, so they never repeat the receipt.
Timing the review request
Ask too early and the customer hasn't used the product yet. Pick the timing from how long the product takes to judge:
- 7 days after delivery: things people use straight away, such as clothing, accessories and gadgets.
- 14 days: products that take a few uses, such as coffee, kitchen tools and bedding.
- 30 days: products that need weeks to show what they do, such as skincare, and anything used occasionally.
Ask every customer, not only the ones you expect to be happy, and never tie a discount or gift to a positive review. In the US, the FTC's Consumer Reviews and Testimonials Rule bans incentives that depend on a review's sentiment.
Setting it up
- 01
Shopify
Install the Shopify Messaging app, then go to Apps > Messaging > Automations and click Create automation. Thank customers after they purchase and Upsell customers after their first purchase are good starting templates. Paste in the copy and set the delays to match.
- 02
Klaviyo
Create a flow that starts when an order is placed, add time delays to match each email's Send line, and swap [First name] for Klaviyo's first-name tag.
- 03
WooCommerce
WooCommerce sends order emails, not marketing sequences. Run this through your email platform's WooCommerce integration or an automation extension.
Pitfalls
- Marketing emails need consent. Shopify Messaging automations only go to customers who signed up for marketing.
- Cross-sell emails are advertising. Under the US CAN-SPAM Act, a commercial email needs your postal address and a clear way to opt out. Email platforms usually add both in the footer.
- Don't repeat the receipt. Prices and totals belong in the order confirmation, not the thank-you.
- Check the tips. The how-to-use email only uses the care details you give it. Read it against your product instructions before it goes live.
Questions people ask
When should I send a post-purchase email?
Send the thank-you about a day after the order, the how-to-use tips when it's delivered, and the review request once the customer has had time to use the product: 7 to 30 days depending on what it is.
Is a thank-you email the same as the order confirmation?
No. The confirmation is the receipt your store sends automatically. The thank-you is a short personal note that arrives later and doesn't repeat the order details.
Can I offer a discount for leaving a review?
Not one that depends on the review being positive: the FTC's rule on consumer reviews bans that. If you offer anything, offer it for any honest review and check your review app's own rules first.
How many products should the cross-sell email show?
Two or three that go with what the customer bought. A refill, an accessory or the next step in a routine is more relevant than a list of bestsellers.
Does it work for WooCommerce?
Yes. The copy works in any email platform. WooCommerce doesn't send marketing sequences itself, so run it through your email platform or an automation extension.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.