Optimizing customer communication: creating better post-sale emails
Miguel Nicolás
29/04/2025
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How to create the best post-sale emails? The first step is to read this post and see the examples we have selected.
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Our series of posts about optimizing customer communication through email marketing continues to grow with this new post.We have made great progress, so I would recommend that you read the posts about promotional emails, newsletters, and reactivation, but since they are not sequential, you can start with this one about post-sale emails if what you need is to start perfecting that important part of the strategy right away.
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What are post-sale emails?
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We understand post-sale communications as all those that occur once the purchase is completed. These are messages sent to the customer as part of the transactional process, but they also serve other important aspects.Unlike other types we have analyzed, which have a defined structure based on a main objective, in the case of emails after the sale, there are some subcategories. Among these we can highlight:
- Thank you: this is the most common, and it is more than a courtesy. It serves to reinforce the user's trust and confirm that the order has been received, the payment has been made, and everything is in order.
- Purchase summary: usually, both the summary of what was purchased and the payment confirmation are included in the thank-you email, but there are occasions when it is done separately to increase the number of touchpoints or for other strategic reasons.
- Order tracking: this is one of the most critical aspects for the customer. They will always appreciate receiving relevant information as their order changes status (received, processed, shipped, etc.). This is true even if they already have a tracking link from a previous communication.
- Request for reviews: Needless to say how important reviews have turned out to be for your eCommerce. For years, they have been an element with a direct influence on sales, thanks to the power of peer recommendations (also known as social proof).
If you consider the impact that emails like these can have on the customer experience, on repeat purchases, or on future purchases by others, it is clear that this is an optimization that must be taken seriously in our email marketing strategy. -
Examples of post-sale emails
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Let's go straight to the examples because there is so much to explain that it is better to do it through proven success cases.
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#1 – Thank you for your purchase
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Let’s start with what is probably the most common post-purchase email: the thank-you for your purchase email.I have chosen the one sent by Allbirds - a sustainable online shoe store - when the sale is finalized because it follows a well-defined structure that includes all the necessary elements to make it work.Is it the most original email in the world? Maybe not, but you do not always have to reinvent the wheel and, moreover, it does have some touches that are a bit out of the ordinary.
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We like this post-sale email because:
- First brand + message impact: it is not a bad idea to leave the more creative part for after the important information has been communicated. In the first impact, we have the brand, the mascot, and a thank-you with a small play on words. What appears after making us smile? The confirmation that our order has been placed and that we will be notified when its status changes.
- Useful button: What do I mean by the button being useful? Basically, it addresses or anticipates a need, thus enhancing the user experience. It makes more sense to link to "view your order status" than, for example, to a promotion before the customer has received their last order. Communication timing must be well assessed.
- Summary: for me, it is essential because it helps avoid mistakes or returns, which costs money in logistics and damage customer trust.
- Reinforcing brand positioning: I love that they maintain their commercial arguments in their communication. Yes, the purchase is already made, but when you reaffirm the ethical nature of the decision, you are providing positive reinforcement.
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#2 – Your order has been shipped
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This type of message is, logically, a consequence of the previous ones. That is, if we see it as a journey or flow of related emails, after thanking for the purchase, we will receive an email informing us that the order has left the warehouse.Food52 is a brand of kitchen products, with great style and good design.It is also characterized by having excellent communication. This eminently informative email is a good example.
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We like this post-sale email because:
- It informs and anticipates: as in the case of Allbirds, the relevant thing is the message. It is crystal clear that the product has already been shipped. Additionally, it anticipates possible friction by informing customers that the tracking link may take a few hours to become active.
- Order summary: although no changes can be made at this point, the customer may have placed multiple orders, so it is a good way to make clear what is included in the shipment.
- Referrals: even though the order has not yet been received, we are at a moment of satisfaction and expectation. The customer sees the process moving forward, so… why not ask them to recommend us to their friends in exchange for an incentive?
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#3 – Anticipate the arrival (create "hype")
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All of us know the feeling we get after making an online purchase. You have gone through all the customer journey steps and, once you’ve finally taken the plunge, you can’t wait for the product to arrive to see if your expectations are met.Email marketing can help turn that anxiety into an advantage for your online store. A very effective method is the one used by Pulp & Press to impact their customers of healthy dietary supplements: preparation.
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We like this post-sale email because:
- It kickstarts the experience from shipping: for a customer wanting to start a detox diet, probably the most important thing is to start immediately. Once they decide to take care of themselves, delaying the start could be negative, but Pulp & Press ensures that the buyer receives some preparation instructions. They are quite generic recommendations, but well presented and at the right moment, they work.
- Very good copy: besides the concept, the text complements the construction of the email very well. From the headline: "It’s time to cleanse," which is also personalized with the customer's name, to a body that balances a motivational tone with informative content.
- Community: maybe it’s a bit early to ask customers to share their progress on Instagram, but it’s also an indirect way to show off the community behind the lifestyle-oriented brand. The motivated customer will quickly go to see what experiences other users are having, which also helps generate positive expectations.
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#4 – Ask for feedback
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We have accompanied the customer through various stages: from purchase to delivery. To follow the chronology and, somehow, close the cycle, let’s look at one last post-sale email scenario: the one that seeks to gather feedback, especially in the form of product or store reviews.Let’s see how Graza has handled it. Behind this cool name and design is a company that sells extra virgin olive oil in markets where it is less traditional than in ours.Nevertheless, they face fierce competition, so reviews are very necessary. Look at how they manage to collect them.
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We like this post-sale email because:
- Careful design: when you open this email, you realize they take their image seriously. It is far from being the typical plain or standard email, so it immediately grabs visual attention even before reading the text.
- Direct but close tone: the big question; "Do you love it?", practically prompts you to answer in your mind. From there, they smartly work with the text, because they do not talk about how the review benefits the company, but about how it can help other people cook and eat better. They use the shared mission card.
- Simplicity: if you want the user to do something specific, it's better to control the number of stimuli and tasks. It's not the time to promote products or suggest subscribing to the newsletter. That’s why Graza places a large, highlighted, visible button, with almost nothing else around it.
It is amazing how many good emails we are finding; in fact, we will continue with this series because there are many resources we believe will be useful to you. -
What topic would you like the next post of this guide to optimize customer communication by email to cover?