Post-Purchase Email Templates That Turn Buyers into Repeat Customers
For small business owners—whether you’re an Etsy seller, Shopify store owner, local service provider, consultant or coach—the sale isn’t the end of the customer journey. It’s the start of a relationship.
Yet, many businesses either skip the follow-up or rely solely on a cold shipping confirmation. That’s a missed opportunity to:
Show appreciation
Build trust and excitement
Encourage reviews and referrals
Inspire repeat sales
Here’s how to write post-purchase emails that feel personal, warm, and human—even if you automate them.
Why Post-Purchase Emails Matter
High-ranking keywords: post-purchase email, thank-you email template, customer follow-up email
A well-crafted post-purchase email is one of the easiest ways to:
Show appreciation and professionalism
Keep your brand top of mind while customers wait for delivery
Reduce buyer’s remorse and increase excitement (always a good thing)
Encourage repeat purchases, reviews, and referrals
The 3 Types of Emails to Send After a Purchase
1. Thank-You + Shipping Info Email
When to send: Immediately after the order is placed.
What to include:
A personal thank-you
Order confirmation
Shipping info or next steps
Optional coupon for next order (recommended)
Example:
Subject: You made our day 🥹
Hi [First Name],
Thank you so much for your order, [First Name]!
I’m getting your [product/service] ready and will have it out the door in [timeframe].
I’ll send your tracking number soon, but here’s a thank-you gift—10% off your next purchase with code WELCOME10.
You’re the reason I do this—thank you again!
[Your Name]
[Your contact email or phone number]
[Optional: Social media links]
2. Delivery Confirmation + Product Love Email
When to send: After tracking shows the order was delivered.
What to include:
Confirmation of delivery
Request for a review or social media tag
Tips for using or caring for the product/service
Example:
Subject: Your order is here! 📦
Hi [First Name],
Looks like your [product/service] just arrived—yay!
If you love it, would you mind leaving a quick review? It helps more than you know.
Or tag me on Instagram @yourhandle so I can feature you!
Enjoy,
[Your Name]
[Your contact email or phone number]
[Optional: Social media links]
3. Repeat Buyer Nudge or Referral Ask
When to send: 1–2 weeks after delivery.
What to include:
Friendly check-in
Suggest related products or services
Offer a referral bonus or discount
Example:
Subject: Still loving your [product]? Here’s something new…
Hi [First Name],
Hope you’re enjoying your [product/service]!
I’ve just added something new I think you’ll love. You can use code THANKYOU15 for 15% off this week.
And if you know a friend who’d love [business name], feel free to share. Small businesses grow through word of mouth 💛
[Your Name]
[Your contact email or phone number]
[Optional: Social media links]
Pro Tips for Small Business Email Marketing
Automate it – Set up a simple post-purchase flow in your email marketing platform.
Keep it human – Write like you’d speak to a happy customer in person.
Be consistent – Make follow-up part of your standard process.
Test your subject lines – Try curiosity-driven vs. direct offers to see what works best.
Final Thoughts
Post-purchase emails aren’t just “nice to have.” They’re a low-effort, high-impact way to turn one-time buyers into repeat customers and brand advocates.
If you want done-for-you templates you can start using today, check out the Email Starter Kit for ready-to-send post-purchase emails.
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