Post Purchase Series

What is a Post Purchase Onboarding flow?

🥳 Hooray! Your customer made their first purchase. Now what?

Give them a warm welcome to your community with a strong post purchase series. If there are any best practices, account setup requirements, or important tips to get started, this sequence should cover them.

The post purchase series is a fundamental one—it ensures your customers have a seamless onboarding experience and establishes a foundation for long-term loyalty. If executed correctly, it can turn a first-time customer into a lifelong fan (and lifelong fans = increased retention and brand affinity). It can also activate levers like cross-selling and upselling to increase customer lifetime value.

Setting up your flow

The post purchase series is for new customers. It is triggered after a buyer makes their first purchase, with the goal of nurturing, engaging, and adequately preparing them for their experience with your brand or product.

The sequence generally includes 5-7 emails. Of course, this number can vary depending on the length of your product's lifecycle and the unique needs of your customers.

Below, you’ll find a few key topics to cover in your sequence:

• Order confirmation / thank you for your purchase
• Product tips or instructions on how to use
• Dedicated email to join your community (e.g. CTA to follow on social)
• Cross-sell or upsell (e.g. save 20% when you upgrade to annual billing)
• Write a review or share feedback

We recommend waiting 2-3 days between each email send, with a longer delay (7-10 days) before asking for a review or feedback.

For a longer series, here are some additional topics to consider:

• 1:1 consultation
• Referral or loyalty program invite
• Sign up for additional newsletters (e.g. product updates or new releases)
• Education (e.g. whitepapers or guides)
• Finish setting up your account

Conclusion

The post purchase sequence is critical to ensuring your customers have a smooth onboarding  and are prepared for their experience with your brand. By covering key product tips and providing valuable information, you can increase customer loyalty, retention, and lifetime value.