Start of main content

Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Post-Purchase Email

A post-purchase email is a message (or series) sent after a customer buys — to confirm the order, set expectations, gather feedback, and turn a one-time buyer into a repeat customer.

Also known as: post-purchase email, order follow-up email

The sale isn't the end of the journey — it's the start of the relationship. Post-purchase emails capitalize on the goodwill right after a purchase to build loyalty and drive the next order.

What does a post-purchase sequence include?

Order and shipping confirmations, product tips or how-to content, review requests, cross-sell or replenishment offers, and loyalty or referral invitations.

Why do post-purchase emails matter?

Repeat customers are cheaper to retain than new ones to acquire, and post-purchase emails enjoy high open rates because buyers are engaged and expecting them.

Post-purchase best practices

Lead with helpfulness, time messages to the customer's experience (delivery, product use), and only then introduce the next-purchase nudge.

Related terms

Drip Campaign Abandoned Cart Email Email Automation Autoresponder Welcome Email Transactional Email

Related reading from Drip

9 Post-Purchase Email Examples to Inspire Your Own 8 Advanced Post-Purchase Email Workflows

Frequently asked questions

What is a post-purchase email?
A post-purchase email is a message or series sent after a customer buys, to confirm the order, set expectations, gather feedback, and encourage repeat purchases. It turns one-time buyers into loyal customers.
What should a post-purchase email sequence include?
Order and shipping confirmations, product tips or how-to content, review requests, cross-sell or replenishment offers, and invitations to a loyalty or referral program.
Why are post-purchase emails important?
Retaining existing customers is cheaper than acquiring new ones, and post-purchase emails have high open rates because buyers are engaged and expecting them. They're a key driver of repeat revenue.
What are post-purchase email best practices?
Lead with helpfulness rather than selling, time messages to the customer's actual experience (delivery, product usage), and introduce the next-purchase nudge only after you've added value.
An illustration of a an envelope with a thumbs up.
An illustration of an envelope with an arrow.

Come for the automated marketing. Stay for the endless revenue growth.

Start a 14-day free trial, no credit card required.

Try Drip today