What’s A Post-Purchase Nurture Flow?
A Post-Purchase Nurture Flow is the first few emails a customer gets after they make a purchase (besides transactional emails like an Order Confirmation). This is one of the most commonly underused but important emails for a DTC ecommerce brand because it builds brand loyalty with purchasers.
The best way to keep customers is to make sure they have a great experience of your brand and products, so they return to make future purchases.
That’s why building a great Post-Purchase Nurture flow is the first step to retaining more customers, getting more repeat purchases & increasing customer lifetime value (LTV). An effective Post-Purchase Nurture builds brand loyalty by thanking customers, educating them on how to get the most of your products.
# Of Emails: 5
Flow Length: 10-15 days
What’s the goal of a Post-Purchase Nurture Flow?
To nurture customers to become repeat customers & raving fans which:
- Increases your repeat purchase rate by getting more customers to return to make additional purchases
- Gets customers to return for their next purchase faster (ie. the amount of time it takes for a first time customer to place their second order, or a repeat customer to place their next order)
- Gets more customers onto a recurring subscription
- Gets customers to spend more over the lifetime with your brand (through increasing AOV, number of purchases, or upselling them into a subscription)
- Introduces customers to other products (ie. the number of different products a customer is purchasing)
- Generating word of mouth (ie. getting them to refer a friend, post on social media etc.)
Post-Purchase Nurture Flow Emails
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Email #1: Thank You
Thank them for their purchase, share brand/product values & give them other ways to engage with your brand which can include:
- Thanking them for their purchase
- Lightly introducing them to other products they might like and/or complement the product they bought
- Sharing the brand/product story & values
- Sharing social media accounts
Email #2: What To Expect
Build excitement for them to receive their product, sharing what to expect or unique elements of the product to look out for, and/or educating them on preparing to use the product which can include:
- Main benefits they can expect out of the product
- Key features of the product to get excited for
- How to use the product
- How to take care of the product
- Social proof (eg. before/after images, customer stories, testimonials)
Email #3: Content + Light Cross-Sell
Share value that your customers would be interested in & introducing them to other products they might like which can include:
- Plain-text check-in email from a CX team member on how they’re liking the product so far
- Info to contact for questions
- FAQs
- Tips on how to use the product
- 3-5 blog posts they might like
- 1-2 product recommendations
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Email #4: CX Check-In
A relationship-building email that is a check-in once they’ve received their product to make sure they get the most out of it which can include:
- Plain-text check-in email from a CX team member on how they’re liking the product so far
- Info to contact for questions
- FAQs
- Tips on how to use the product
- 3-5 blog posts they might like
- 1-2 product recommendations
Email #5: Cross-Sell
Building a brand relationship & why they should buy from you which can include:
- Introducing other products/collections they might like
- In-depth product education on a specific product you’re recommending
- A roundup of products they haven’t tried
- A custom recommendation block to suggest other products they’ll like
- A simple email driving them to an on-site quiz to find the best product for them
- A quiz-style or product catalog email that recommends specific products based on their preferences