Complete Your Customer’s Post Purchase Journey With These 2 Emails

Apr 24, 2018

Your orders are on it’s way to your customers and you’ve sent them value-packed order confirmation and out-for-delivery emails. That’s fantastic, but the customer’s post-purchase journey isn’t done yet.

You need to think how to handle two situations; after the customer receives their order and if they encounter delays in the shipping process.

In this post, we’ll share some best practices from retailers how they use email to communicate successful deliveries and issues. See how they use post-purchase emails to successfully boost sales conversions, increase customer loyalty and encourage repeat sales.

Read our analysis of best practices to create and send excellent Order Confirmation and Out For Delivery Emails here.

1. Order Delivered & Asking for Customer Feedback Emails

It’s a happy day when a delivery is completed and your customer receives what they’re looking for. But, your job is not done yet.

Important to note: no feedback doesn’t always mean it was a good customer experience.

survey by thinkJar, a Customer Strategy consulting organisation found only 1 out of 26 unhappy customers complain. The rest leave. Hence, gathering product and delivery feedback is crucial for your business. After a customer receives their delivery, you want to know if the delivery experience met their expectations.

However, creating customer feedback emails that your customers open and engage can be tricky.

Often, calls for feedback often fall on deaf ears.

People may not want to fill out a 20 question survey or write a detailed review on their delivery or product experience.

How do other brands handle this?

Example: Urban Outfitters

Fashion retailer Urban Outfitters sends a follow up email to thank their customers and ask for feedback.

Their email includes:

  • A thank you message to their customers

  • The purpose of sending the email (to get customer feedback)

  • Personalisation (including the customer’s purchase information

  • What the feedback will be used for (make their stores even better)

  • How to submit feedback and how long it will take

Lessons from Urban Outfitters?

  • Include a thank you message in your email. Your customers just bought something from you and it’s a happy occasion for both of you.

  • Explain why you’re sending the email and what the feedback will be used for

  • Personalize your emails. For example, you can include references to the item your customer purchased, the date the purchase was made and their names.

  • Have a clear call to action and explain specifically what you want them to do

  • Indicate how long leaving feedback will take.

Done well, these emails are effective in getting customer feedback to improve either your delivery service and product offering.

You can also give customers an incentive to leave feedback and enrich it with images to make it more interesting. A good example is Toys R Us where customers enter into a lucky draw when they leave feedback.

2. Issue Emails

Despite your best efforts, shipping delays do occur.

They’re frustrating for customers and stressful for you. But the right response can turn it around.

Example: LootCrate

How do you deliver bad news to customers like shipping delays without offending or losing them?

See how LootCrate, a monthly subscription box delivering collectables and memorabilia to pop culture fans handle shipment delays through email.

When in this situation, over-communicate information to the customer. Ensure the following to create a strong Issue email:

  • Be empathetic and apologetic. Know that your customer will most likely be disappointed and you need to acknowledge their disappointment.

  • Clearly outline the issue that led to the delay and when their orders will be shipped

  • Propose a solution and let your customers know what you’re going to do about it. If this is a carrier issue, either give your customer easy access to follow up or offer to follow up with them personally.

  • Reiterate your apology and show your customers you care for them

  • Stay in frequent contact with your customer to assure them you’re working to solve the problem.

Pro tip: Offer something to make up for the delay or delivery issue within your emails. This can be a discount code for their next purchase, for example. But only offer a gift after following the previous points, otherwise you run the risk of sounding insincere.

Delivery issues are bad news. But it’s how you handle them that counts.

When things go wrong, your customers don’t want excuses or platitudes. They want you to acknowledge the problem and propose a solution.

Create empathetic, yet strategic email messages for your Issue emails. Revolutionize how your customers see customer service.


Post-purchase emails are a huge opportunity to boost sales conversions, increase customer loyalty and encourage repeat sales.

Getting creative with your delivery notification emails is an excellent way to be transparent with the entire delivery process; saving your customer service staff time and energy attending to service requests. Get your customers to continue interacting with your brand on your own terms at these new contact points.

Use these examples of live emails from retailers to inspire your creativity and take your post-purchase customer journey to new heights.

For more exclusive reports, insights, and interviews on the latest updates in e-commerce and logistics, follow us on LinkedIn or join our community as a member.

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