What is Post-purchase flow?
A post-purchase flow is an automated series of emails sent after a customer buys, to help them use the product and set up the next order.
Useful emails here are care or usage guidance, a review request once the product has arrived and a relevant cross-sell. Order confirmation emails are separate and transactional.
This flow is where repeat revenue starts. It should end the conversation only when the customer has what they need, not when the receipt is sent.
A worked example.
After a customer buys a knife, he gets care instructions when it ships, a review request two weeks after delivery and a sharpening accessory suggestion after a month. None of the emails offer a discount on what he just bought.
Common mistakes.
- Sending only a receipt
- Asking for a review before the product arrives
- Offering a discount on the item they just bought
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