The ultimate guide to post sales emails

Steve White 4 mins

Man using credit card to make online purchase

As a business owner, you have many responsibilities. You need to keep customers happy, satisfy shareholders and investors, and focus on the future of your products or services. One thing that can get overlooked in all that hustle is the post-purchase email.

While it may not be as flashy as a marketing email or as important for your bottom line as a sales email, it is critical for fostering customer satisfaction—and ultimately loyalty—after they’ve made their purchase. In this guide, we’ll walk you through what you need to include in your post-purchase emails to help set yourself up for repeat business down the road and turn those one-time customers into lifelong fans of your brand and business.

Welcome your customer and thank them for the purchase

You’ve made it to your first email! Congrats. Now, the most important thing is to welcome the customer and thank them for their purchase. This should be short and sweet. You want to make sure they know how much you appreciate their business and feel like they’re getting a good value out of the deal.

Next, tell them where they can find their product or service after purchase. If you’re selling something online (which hopefully you are), link directly to that item on your website so that customers can get started with using it immediately if they’re ready—or bookmark it if they want some time before diving in. Make sure this link goes somewhere relevant: if someone bought a pair of shoes from you, for example, don’t send them off into an unrelated area of your website; instead send them straight back where those shoes are located within your inventory or shop page so that they will have no problem finding what was bought at checkout during this transaction process!

Finally, offer any additional resources or support options available via email/phone/chat depending on how long ago it has been since these services were purchased.”

Share the value the product or service provides

Sharing the value of your product or service is a great way to close the loop with your customers. It tells them why you’re so excited about what you do, and it gives them a glimpse into how they can benefit from it. Customers are more likely to buy from someone they trust, which is why it’s important to show them that there’s real value in what you have to offer.

If you keep in mind that your customer wants something specific out of their purchase (e.g., getting away from an old brand or finding a new career), then sharing these details will help make sure that they’re not just satisfied but happy as well!

Provide a next step

Once you’ve provided information about the product, it’s important to give your customer a next step. This can be as simple as a link back to your site or store, or it can be something more complex like asking them to fill out a survey and provide feedback on their experience.

It’s also recommended that you ask for reviews or testimonials from your customers. You could even create opportunities for them to write reviews by offering discounts or prizes in exchange for leaving one!

Another great way to get feedback is by connecting with others on social media platforms like Facebook and Twitter; this way they know who they’re speaking with when they leave comments ranging from positive experiences all the way down through negative ones too!

Give the customer additional resources

By now, you have done the hard work of making sure that your product is perfect for your customers. You have made sure that it has all of the features and functions that they need, and now you want to make it as easy as possible for them to use.

But what if there are still some questions? What if they want more information about how to get started using your product? Or what if they just want help getting through any initial difficulties?

That’s where additional resources can come in handy. By providing helpful links or instructions in the post-sale emails you send out, you offer additional support for your customers without interrupting their user experience—and build goodwill with them in the process.

Provide a discount on their next order

Your customers will be more likely to buy again from you if they feel like they’ve gotten a good deal on your products.

  • Discounts can be used as an upsell—offering a small discount when someone is about to purchase a product with the intention of getting them to think about buying another product instead. For example, if someone is about to buy a £15 box of chocolates, you could offer them a £5 discount if they add another set of chocolates or two in their cart at the same time.
  • Discounts should be offered at appropriate times: Don’t give discounts when there’s not much chance that people will actually use them because once again—duh! – people don’t like wasting money on stuff that isn’t going anywhere unless there’s real value in it for them! Also, you don’t want to train your customers to waiting for an offer or discount.

Post sales emails are an important part of converting customers into repeat business

Post sales emails are an important part of converting customers into repeat business. They can be used to upsell, cross sell, and sell additional products; however, they can also be used to retain customers and provide customer support.

You should have a clear goal in mind when you send out post sales emails. If your goal is upselling or cross selling, you’ll want to make sure that the offer presented provides value for the customer while still being profitable for you (or another party).

Cross sell is when a business attempts to sell a customer an additional and unrelated product to their previous purchase.

For example, if someone has purchased a pair of red shoes then send them an email showcasing relevant and complimentary products, such as red bags and accessories.

Upsell is the when a business attempts to sell the customer something additional or more expensive.

For example, if someone has purchased a basic insurance product such as a savings account, it might then be appropriate to highlight the benefits of the Super Savings Account.

The same goes for providing customer support—you don’t want to annoy your customers with unnecessary emails!

Post sales emails also work well as reminders of past purchases made by the consumer. This will help them remember why they liked doing business with you in the first place and may even inspire them to purchase more items from your company again soon!


Post sales emails are a great way to solidify your relationship with the customer. Don’t forget, it is just as important to keep them engaged after their purchase as it was before. These emails help you do that and more. They also allow you to ask for feedback, build trust and even upsell them as an added benefit of purchase.


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