How to Create The Perfect Post-Purchase Flow

Welcome back to the EcomAdvertisers Newsletter, the go-to resource for marketing founders and professionals looking to level up their email marketing skills.

I’m Daniel, and it’s great to have you here!

👇 Let’s get into today’s message.👇

Your post-purchase flow is one of your most important email automations.

Here’s how to create the perfect post-purchase flow for your brand:

There’s a common misconception regarding post-purchase flows.

They’re not just for upselling and cross-selling your buyers for additional AOV.

You want to keep your buyers excited while their product is in transit.

Buyer’s remorse is real.

The last thing you want are refunds.

First, you’ll need to conditional split

Looks something like this.

Then you’ll build an email for first-time buyers and repeat buyers.

These are 2 different people in different journeys.

Tailor the copy to what they are going through, this is why we need to treat repeat buyers differently.

Personalization will lower your refund rates. Secondary goal is to upsell and cross-sell customers depending on the product they purchased.

The first-time buyers' post-purchase flow will also invite subscribers to your loyalty or referral program, if you have those set up. (worth doing)

For repeat buyers, focus on delivering product value while pushing for an upsell.

Naturally, repeat buyers trust your brand more, meaning your copy can be more about how great it is to have them trust your brand.

Both emails should include plenty of social proof, happy customers, product use cases, etc. This will reinforce their great decision to buy from you.

Want the final result? 

Here’s a sequence we’ve used plenty of times, with millions generated for our clients:

Try it out and more importantly test lots of variations!.

Anything to keep your buyers excited is always worthwhile.

And the cross-sell is a powerful bonus.

If your products are in transit for weeks, spreading each email out is key.

If you're a DTC brand with a short transit period, send them closer together.

That’s it!

This is one of the most important flows in your arsenal.

Make sure it’s polished, but don’t overcomplicate it.

Keep it simple, and watch your AOV rise.

Talk soon,
Daniel

PS: If your e-commerce brand has achieved product market fit, and you want to increase profit, customer retention and lifetime value.

Claim your free Klaviyo audit call with me or our COO on ecomadvertisers.com and we’ll show you where revenue is being lost, and how to turn that around.

We’ve helped over 60 DTC brands and generated $50m+ in email/SMS revenue.