Hey it’s Edoardo from ElediaMails,
I see it too often. Brands put huge effort into winning the first sale… and then stop talking to the customer in any meaningful way.
That’s a mistake.
If you want to grow your lifetime value and build a brand people keep coming back to, then you need to have a strong Post-Purchase flow.
You’ve completed the hardest part - getting someone to buy once - is already done.
Now your goals should be different (and so your communication btw):
Turn that one-time buyer into a loyal repeat customer
Build trust and community so they feel confident buying again
Collect reviews and social proof to fuel your marketing
A good post-purchase strategy is more than just a shipping confirmation and a thank you note. It’s where you earn loyalty and future sales.
Make Your Customer Feel Part of Something
Let’s be real. Most of the customer that convert will not return for a second purcshase (Of course there are exceptions in certain industries)
But, we can make sure that as many customers as possible are retaiend by setting up a good customer retention process.
Hence, your first post-purchase touch should welcome them into your world.
A simple “Welcome to the family” or “You’re officially part of our crew” works well.
If you have a loyalty program, introduce it here (Or add one if you haven’t yet). Keep it simple; Customers shouldn’t need to read a manual to understand it. Think of restaurant stamp cards: easy to earn, with a clear reward. This concept works for fashion, beauty, fitness gear, and beyond.
You can show them behind-the-scenes content or brand story. In essence, make them feel like they joined something bigger than just a transaction.
Reviews. Reviews. Reviews
Social proof drives new sales and builds credibility. But, most brands either don’t ask for reviews or just send them reminders without any value.
Wait until the product has arrived and been used. Ideally, you can track it and send them the email just after they received it (They are the most exicted about their products at that moment). However, if that is not a possibility then simply track your average delivery time, and send an email 2 days after that.
Make it frictionless: one-click review links, or star rating widgets inside the email.
Add an incentive if appropriate: A loyalty point, small discount, or chance to win something.
This not only builds trust for future buyers but also re-engages the customer soon after their first purchase.
Next Sales
The post-purchase window is prime time to increase AOV - but it has to be relevant.
If you sell electronics and someone just bought a laptop, don’t push another laptop. Offer a sleeve, earbuds, or extended warranty.
If you sell fitness gear and they bought dumbbells, upsell resistance bands or a training guide.
You have more data now. Make use of it.
The goal is to help them get more out of their first purchase, not push random inventory.
Play the Long Game
Unlike welcome or abandoned cart flows, the post-purchase sequence doesn’t need to be aggressive.
Space out the emails - think it more long-term.
Educate where it makes sense (setup tips, styling advice, recipes).
Don’t flood them with five emails in two weeks; remember, they’ll also be getting your campaigns.
You’re building a relationship, not chasing an immediate second sale.
Referral = Free New Customers
Happy customers are your best sales reps.
Once someone has had time to enjoy the product, invite them to refer a friend. Offer something simple in return - store credit, a small discount, or a free gift.
This turns one satisfied buyer into two (or more) without additional ad spend.
BONUS
You don’t have to cram everything into one giant “post-purchase flow.”
Have a dedicated Review Flow for gathering feedback.
A Referral Flow that only goes to happy repeat customers.
A Cross-Sell Flow built with personalized product suggestions.
Breaking it down keeps messaging clear and purposeful.
Email of the day
Strong example by Sundays to ask for a review. Though in this case there is no reward for the review the copy is good, and they have a Friends Referral Program
Your post-purchase flow isn’t just a thank-you. It’s where customer relationships are built.
Get this right, and you’ll see:
Higher repeat purchase rates
More organic social proof
Lower acquisition costs over time
And the best part: once it’s built well, it runs on autopilot - quietly increasing your LTV with every new buyer.
Until next time!
Edoardo
P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.