5 examples of post-purchase transactional emails
Miguel Nicolás
24/09/2024
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Post-purchase transactional emails are a key element in building customer loyalty and encouraging repeat purchases. Check out the following examples.
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Every single interaction we have with the customer has strategic value. This is something worth keeping in mind (or, at the very least, written on a post-it where you can see it daily).Transactional emails have huge potential, but they are often used solely to convey a direct message: successful registration, instructions to reset a password, or the classic post-purchase email that informs the customer that their order has been placed successfully.Sure, we said "classic," which means we are talking about something far from innovative, disruptive, or revolutionary. Attributes that are more closely associated with marketing.
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Examples of post-purchase emails
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If you were expecting a long, technical, and theoretical post, I am sorry to disappoint you. This time, we thought it would be much more interesting to work with real examples and explain their strengths and what you can extract to apply to your own transactional emails.Let's dive in, without further ado.
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#1 – Reinforcing their purchase decision like AG
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Athletic Greens is an online store that sells nutritional supplements for athletes—a fascinating eCommerce niche where authority, knowledge, and the credibility of the people behind the brand are crucial. Equally important is the buyer's lifestyle, which often has an aspirational element.
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Knowing all this, why do I like this post-purchase email?
- Direct headline: "Your order is on the way," which ties in with the image, reminding us of the process of preparing the supplement.
- The orange button stands out in the design, again emphasizing functionality, to allow customers to track their order.
- Explanation about your "new habit," appealing to lifestyle and indirectly promoting the idea of recurring purchases.
- A bit of social proof, which always has a positive effect.
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#2 – Encouraging cross-selling like Cole Haan
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Moving to another category: fashion. Cole Haan is an eCommerce focused on footwear and accessories for both men and women. Here we have an example of how to do cross-selling effectively from the very first moment.
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- You have already bought a pair of shoes, I know what you are interested in, so why not offer you a matching accessory?
- After a scroll filled with products, there is space to talk about sustainability.
- The footer is reserved for discounts, driving traffic to physical stores, social media... service and engagement, ultimately.
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#3 – Generating empathy like J.C. Crew
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Continuing with fashion, a sector that often excels (partly because of how competitive it is). J. Crew is a well-known brand, but if you have not heard of them, they have been based in New York since the 1940s.
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- Just one massive word: THANK YOU. A direct message.
- I am not selling you anything; I just want you to feel good. Pets generally have that effect, but it is especially effective online.
- Very subtly, links to social platforms, newsletters, and blogs are incorporated.
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#4 – Building loyalty like Nani
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Do you have a loyalty program? You could take a page from Nani’s book, a women’s swimwear brand that blends design with a distinctly sporty spirit.
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- Like J.C. Crew, the goal seems to be simply being nice, or that’s what we’d think seeing the large headline, but there is more.
- I also appreciate that the message has been personalized, which helps build empathy quickly.
- While it may not be the first thing you notice hierarchically, the most important aspect in terms of visual space is the section explaining their rewards program. It makes perfect sense to include this in a post-purchase email.
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#5 – Seeking reviews like Sundays
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Sundays specializes in pet food, specifically for dogs. The interesting twist here is that the recipients of this communication are not the end customers (for obvious reasons). Nevertheless, it is clear how we can turn a post-purchase email into an opportunity for the business.
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This example is a little different, but it perfectly illustrates what I mean. Let’s take a closer look:
- After the purchase, with the experience still fresh and the product in hand, this is the best time to ask for a review.
- Assuming the experience is positive, it is also a great idea to use this post-purchase email to activate a referral program, encouraging satisfied users to act as brand ambassadors (in exchange for a generous discount).
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Can you see how much potential post-purchase transactional emails have? Would you like us to write a second post? Just ask on our social media!