Hurray! Your customer just bought something from your store!
But wait, the customer journey isn’t complete. They still need their order delivered to their doorstep. During this time, they will be waiting (sometimes anxiously) for their order. They may have strict deadlines to fulfill or need that item urgently.
Customers have high expectations for delivery updates. They will appreciate it if you help them relieve their stress while waiting. Proactively keep them up-to-date with their delivery status. shows three-fourths of online shoppers rely on tracking numbers shared through email to get order updates and track their packages.
Well that’s amazing news, isn’t it? But how do you start building the correct post-purchase emails for your customers?
1. Immediately After Purchase And Order Confirmation
Shoppers expect to receive an Order Confirmation after hitting checkout. Your first email should include an Order Confirmation ID, a receipt, when their order will ship and how they can track the order.
This emails also marks the start of your customer’s post-purchase customer journey with you. This is an opportunity to continue exposing your brand to them. You can invite them to follow you on social media or show related products they’ll be interested in. All this works to build a longer-term relationship with them within the email.
Furthermore, develop your own branded tracking page to ensure tracking is done in your own branding and tone.
2. Pre-Successful Delivery Updates
After receiving their Order Confirmation, your customers will be waiting for updates on the movement of their order. These emails are important to keep them proactively updated on whether their orders have been shipped out or is out for delivery.
Did you know these emails are one of the most frequently opened? Customers will call your customer service staff less often for delivery updates with these timely updates.
Happy customers and less stress for your customer service staff. Win-win situation!
Within our email editor, we’ve also included special emails when they are “Picked Up”, “In Transit” or “At Customs” etc. to trigger a pro-active notification. This is especially important for cross-border shipments. Depending on the shipment size or country’s laws concerned, these customs procedures can take some time. Keeping your customers informed at this stage is especially valuable.
3. Delivery Successful
Your delivery is a success! But hang on, that doesn’t mean your relationship with your customer is going to end either.
For you, this is a great opportunity for you to find out how you did on the delivery process. Invite your customers to give you feedback on the process. You can provide a little incentive like a discount code for their next purchase. This helps you generate valuable social proof and user reviews for your store. other customers research and decide future buying decisions.
You can even promote related products to your happy customers and invite them to follow you on your social media channels in the emails.
4. Issue And Delay Notifications
Unfortunately, sometimes things go wrong in the delivery process. Yes, it may be beyond your control. But, your customers value transparency in the delivery process. They will appreciate it if you update them of any issues that may occur.
Often, customers feel frustrated if they don’t receive any updates on their delivery, especially when there are delays.
You need to avoid this at all costs.
Frustrated customers lose trust in your brand. They share their negative service experience with their friends, family or on social media.
Don’t worry, you can solve this with timely emails. Create unique emails to proactively report Issues or Delays in the delivery process. This small gesture shows your sincerity to make things right for your customers.
It also helps to be apologetic and transparent when communicating issues to your customers. Show them the solution and when it will be solved if you know how to solve the issue. If the situation is beyond your control, clearly show a way for them to get in touch with the carrier to find out more.
You can also consider including some goodies like a small discount code in your emails. However, this only works if you send it along with a proper apology and explanation of how the issue will be resolved. Otherwise, you risk sounding insincere.
Your customers are virtually connected all the time. They expect proactive updates with their orders and it is up to you to make that happen.
Managing the post-purchase customer relationship is tricky, but it can be done. Use this 4 types of post-purchase emails to nurture your customer’s relationships with your brands even after checkout.
To go one step further, combine these emails with other tracking tools like our These tools work together to streamline your logistics experience and give your customers more opportunities to interact with your brand.
Next, we’ll look into how you can maximise the impact of these emails and design the best possible emails for your store. Stay tuned!
Joshua is the Marketing Manager at Parcel Perform. He loves technology and a good book. Outside of e-commerce and Parcel Perform, you can find him in the kitchen, gym or yoga studio.