Why Your Post-Purchase Emails Are Leaving Money on the Table

Hey, it's Jordan from the Email Intel Newsletter.

Let’s talk about something that doesn’t get enough attention:

Post-purchase emails.

Most DTC brands are amazing at marketing before the sale, but after a customer buys?

Crickets.

And that’s a huge missed opportunity.

Here’s the deal—your post-purchase emails should be doing more than just sending a receipt or shipping confirmation.

They should be creating repeat customers, cross-sells, and turning buyers into brand advocates.

Here’s how you can level up your post-purchase game.

1. The “Thank You” Email with a Twist

Don’t just send a generic “thank you for your purchase” email.

Add a personal touch—maybe a quick note from the founder or a behind-the-scenes look at how your products are made.

Show the customer that their purchase means something more to you than just a transaction.

This is where you build loyalty.

2. Cross-Sell Before They Forget About You

After the excitement of the purchase fades, it’s your job to keep the relationship going.

In addition to immediate checkout upsells (which you should have), send a follow-up email a day or two later with related products or complementary items.

Example: “You bought [Product A], and [Product B] goes perfectly with it—check it out!”

3. Provide Value Before the Product Arrives

While your customer is waiting for their order, build up the anticipation.

Send them an email that shows how to get the most out of their new product.

It could be a styling guide, a recipe, or simply how to use the product.

This keeps them engaged and excited—and might even inspire them to place another order before the first one even arrives.

4. Ask for Feedback, Not a Review (Free UGC)

Most brands make the mistake of jumping straight to asking for a review.

But here’s a better approach—ask them for feedback on their experience instead.

It feels more personal and it opens the door for you to respond, solve any issues, and turn potential critics into loyal fans that can even create authentic UGC for you!

5. Build a Community

Invite your customers to join your brand’s community, whether it’s through social media, a private group, or a loyalty program.

People who feel like they’re part of something bigger are much more likely to become repeat buyers and brand advocates.

So, what’s the takeaway?

Post-purchase emails are an untapped goldmine for building long-term relationships and increasing lifetime value.

Don’t just stop at “thank you.”

Keep the conversation going, and watch your repeat purchases soar.

Got a post-purchase flow that needs optimizing? I’m happy to take a look and give you some pointers—just shoot me a message!

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »