The very fact that you’re reading this blog is proof that your store is better than ghosting your customers after purchase. In fact, the way you stay in touch with a customer after they’ve checked out plays a big role in whether they come back through your digital doors.

Post-purchase flows are triggered either when somebody places an order on your website or once an order is marked as fulfilled within your website.

The purpose: As one of the Six eCommerce Core Email Marketing Pillars, the post-purchase sequence serves a few purposes:

• Thank people for choosing you and placing an order. 
• Share any relevant education about their purchase and what they can expect.
• Provide shipping information and give an estimated timeframe for delivery. Nowadays, everyone expects prime delivery. So if a customer goes three days without receiving their product, they start to raise customer service questions. Preempt these and avoid issues by being upfront, honest and transparent with your customers about shipping times. 
• Request a review after they’ve had time to try the product. User-generated content like reviews are gold for your business, and nobody is a better salesperson for your brand than someone who’s already using your products.
  That being said, if you are also going to leverage a paid advertising component to your marketing mix, user-generated video testimonials are going to help lower your cost to acquire a customer pretty significantly.
  
  

In addition to the review request prompting, we also include cross-promotional product recommendations to get people to come back and purchase complementary/supplementary product offerings.

As long as your business has more than one product skew, a post-purchase flow is crucial to help build repeat buyers and extend the lifetime value of your existing customers. It is always much easier to resell to an existing customer base than it is to try and acquire a new customer.