Email marketing
Post-purchase email examples from real stores
Post-purchase emails go out after an order, from delivery to a review ask to a refill; here are 8 real ones and when each is sent.
- higher open rate for post-purchase emails than the average email automation
- Almost 17%
higher open rate for post-purchase emails than the average email automation
Klaviyo - real post-purchase emails from 6 stores, each linked to its archive copy
- 8
real post-purchase emails from 6 stores, each linked to its archive copy
Our count of the emails below - make an offer: money off, a gift or a bundle
- 1 of 8
make an offer: money off, a gift or a bundle
Our count of the emails below - were sent with Klaviyo, per the archive
- 5 of 8
were sent with Klaviyo, per the archive
Our count of the emails below
Four jobs after the order
Timing from Klaviyo and Klaviyo Reviews. Every example below sits under the step it fits.
Confirm and deliver
At order, shipping and delivery
What's coming, where it is, and what to do if it's late.
Help them use it
The day it arrives
Instructions or answers to the first questions.
Ask for a review
After delivery, once they've used it
One product, one tap to rate it.
Bring them back
As the product runs out
A refill or the next product that goes with it.
Order and delivery emails
The emails every customer opens. These use them to do more than confirm.
01 · Confirm and deliver
1. Urth
Sells camera filters and bags
Subject line
“Thanks for your order”
Offer
None
Layout
Thank you over a photo, View order status, then the magazine and three product types.
Sent with
Klaviyo
Archived
Really Good Emails, 2023
Why it works: It fills the wait before delivery with something to read: how-to guides in Urth Magazine, not another sale.
See the full email
01 · Confirm and deliver
2. Dr. Squatch
Sells soap and grooming
Subject line
“Your Dr. Squatch order #65005000 has been delivered!”
Offer
None
Layout
Knock knock it's us, the address, Track package, order details, then Got questions? Reply.
Sent with
Klaviyo
Archived
Really Good Emails, 2023
Why it works: It answers the support question before it's asked: carriers sometimes mark a parcel delivered early, so give it a day, then reply.
See the full email
01 · Confirm and deliver
3. Vuori
Sells activewear
Subject line
“Your New Favorites Have Been Delivered”
Offer
None; give 20%, get 20% referral
Layout
Order number, See order details, what's in the package, then more styles and returns help.
Sent with
SparkPost
Archived
Really Good Emails, 2022
Why it works: It lists each item with color and size, so the customer can check the box, then shows styles that go with them.
See the full email
The how-to email
Sent on delivery, before the customer decides the product doesn't work.
02 · Help them use it
4. Sundays
Sells air-dried dog food
Subject line
“Checking in”
Offer
None
Layout
A letter from the co-founder vet, three guides on switching foods, then her signature.
Sent with
Klaviyo
Archived
Really Good Emails, 2023
Why it works: A vet answers the questions people ask when they switch dog food, before the customer gives up on the order.
See the full email
Review requests
Timed from delivery, not shipping, so the customer has the product in hand.
03 · Ask for a review
5. Vuori
Sells activewear
Subject line
“Review your Vuori purchase”
Offer
None
Layout
Two sentences, the product photo, then five star buttons right in the email.
Sent with
REVIEWS.io
Archived
Really Good Emails, 2022
Why it works: The rating starts in the inbox: one tap on a star opens the review. It names the exact product, the Kore Short.
See the full email
03 · Ask for a review
6. J.Crew
Sells clothing
Subject line
“Thoughts?”
Offer
None
Layout
So… did you love it? Two sentences, then each item bought with its own Share your thoughts button.
Sent with
Not listed
Archived
Really Good Emails, 2022
Why it works: One word in the subject, one button per item, and a reason to bother: “your comments could end up on jcrew.com”.
See the full email
03 · Ask for a review
7. Sundays
Sells air-dried dog food
Subject line
“Got two minutes?”
Offer
Give 50% off, get $50 for referrals
Layout
You have the write stuff, Leave a review, then the referral offer with Spread the word.
Sent with
Klaviyo
Archived
Really Good Emails, 2023
Why it works: It asks for two things in order: a review first, then a referral that pays $50 toward the next order.
See the full email
The refill email
For anything that runs out, the second order is the email's whole job.
04 · Bring them back
8. Graza
Sells olive oil in squeeze bottles
Subject line
“Down to the last drizzle?”
Offer
None
Layout
How was your first taste of Graza? Ready for a refill? Buy again, then Shop now.
Sent with
Klaviyo
Archived
Really Good Emails, 2022
Why it works: Olive oil runs out, so the email arrives as the bottle empties and the main button is Buy again, not a new product.
See the full email
Subject lines from these emails
Most say what happened or ask one short question.
“Thanks for your order”
Urth
“Your Dr. Squatch order #65005000 has been delivered!”
Dr. Squatch
“Your New Favorites Have Been Delivered”
Vuori
“Checking in”
Sundays
“Review your Vuori purchase”
Vuori
“Thoughts?”
J.Crew
“Got two minutes?”
Sundays
“Down to the last drizzle?”
Graza
Need more? The free email subject line generator writes them from patterns like these, and the email template generator drafts the body.
What the best post-purchase emails share
Answer the support question first
Dr. Squatch explains a parcel marked delivered too early before anyone writes in.
Name the exact item
Vuori and J.Crew show each product bought, so the review is about something specific.
Ask for one thing at a time
Sundays asks for the review first, then the referral, in one email.
Sell the refill, not something new
Graza's button is Buy again: the fastest second order is the same product.
Build the page your post-purchase email opens
Order emails get opened. Send the click to a page that helps the customer, then sells the next order.
A how-to page per best seller
Steps, sizing or care, the answers support gets asked most.
A reorder page
The product they bought with one button, plus a subscribe option.
A pairing page
The products that go with what they bought, for the second order.
Replo doesn't send email; your email app does. Replo builds the page, and with Klaviyo connected it drafts the emails for you to review and send.
Draft your post-purchase emails and their pages
With Klaviyo connected, Replo drafts the flow for you to send, and builds the how-to and reorder pages it links to.
More email examples from real stores
Email marketing for online stores
The six flows to run first, and which app to send from.
Abandoned cart emails
Twelve real cart emails and the three-email sequence they fit.
Welcome emails
Eight real welcome emails and the three-email series they fit.
Win-back emails
Eight real win-back emails, from a reminder to a last goodbye.
Browse abandonment emails
Eight real emails to shoppers who viewed a product and left.
Back in stock emails
Eight real restock emails and how a waitlist alert works.
Email subject line generator
Free subject lines modeled on real store emails.
Frequently asked questions
- What is a post-purchase email?
- Any email a store sends after an order: confirmation, shipping and delivery, a how-to, a review request, and a reminder to reorder. The first three are expected; the last three are where stores earn the second order.
- When should you send a review request email?
- After the product arrives, not when it ships. Klaviyo warns that a delay counted from fulfillment doesn't account for shipping delays, and its review tool can time the ask from delivery instead.
- What's a good post-purchase email subject line?
- One that says what happened or asks one short question. From the emails above: “Your New Favorites Have Been Delivered” (Vuori), “Thoughts?” (J.Crew) and “Down to the last drizzle?” (Graza).
- Does Replo send post-purchase emails?
- No. Replo doesn't send email, and your store or shipping app still sends order and delivery emails. With Klaviyo connected, Replo drafts the rest of the flow for you to turn on, and builds the pages it links to.
