Quick Overview On The "Thank You For Your Purchase Email Flow" - What Is It?
Welcome to a post all about purchase email flows, and why they are super helpful in your marketing!
If you are wondering "What is the Thank You For Your Purchase Email Flow", don't worry, you are probably not alone. It's a term that may sound confusing at first, but is meant to simplify a marketing tactic that is all about following up with customers after purchase. The hope is to potentially inspire new sales, or to at the very least provide great customer service that might inspire a good review from them. ;)
When set up correctly, this email flow is triggered when someone purchases a product. Once their purchase is complete, this flow sends out an automatic email, thanking customers for their support to your business. Additionally, it usually offers them incentives for further action (and we highly recommend that when you make yours, it does!)
So How Do I Set It Up?
Good question!
The way you set up the thank you email flow will depend on the ecommerce solution you use, and the email service you use. Most of our clients use Shopify to sell their products, and Klaviyo as an email service. These two services have integrations with each other that make this process easy and intuitive. You can absolutely still set this up with a variety of other ecommerce and email services, but they will each have their own processes. No matter what, we recommend that you use two platforms with an integration together to make it much easier. We actually go a bit more in depth on this in our post - Why Customers Abandon Purchase, And How To Avoid It - which we recommend checking out first.
Once you do have your platforms chosen and linked, it is down to configuring settings within the platform to trigger emails to be sent to customers after each purchase, and to then customize those emails.
Next, let's get into what these emails should say!
Email One: Immediate Thank You
In the first email of the purchase email flow, which should be scheduled to be sent immediately after the customer purchases, you will want to start by expressing your gratitude for the customer's purchase. Let them know how valuable you find their support of your brand, and how much you appreciate them for it.
Next, give your customer a confirmation of their order. This should include a summary of the order and any relevant shipping information. Include a next steps section that invites your customer to reach out with any questions or concerns.
And finally, finish off with a CTA (Call to Action) that encourages your customer to look at similar products, to leave a review, or to follow your social media.
Each of these things will both help in providing fantastic customer service, while also encouraging the customer to do something for you they might have otherwise not thought of (such as leaving a great review).
Here is an example of what this email might look like for an example brand we created called Willow & Wick:
Subject Line: Thank you for your order 💛
Header: Your order is on its way!
Body:
Hi [Customer First Name],
Thank you so much for your recent purchase from Willow & Wick — we’re truly grateful to have you as part of our candle-loving community!
We’ve just wrapped up your order and it’s headed your way.
Here’s what you can expect:
- Order #2849
- Items: Amber Woods Candle (8 oz), Matchstick Jar
- Estimated Shipping Time: 3–5 business days
(We’ll send a tracking link as soon as it ships!)
We hope your space feels a little warmer and cozier the moment you light your new candle. Once you've had a chance to enjoy it, we’d love if you could leave a quick review—it helps small businesses like ours more than you know. 💫
And if you're already thinking about your next scent, we've got a few you might love just as much:
👉 [Explore More Candles]
Thanks again for supporting handmade, small-batch goods. You’re the best!
Warmly,
The Willow & Wick Team
Crafted with care in Asheville, NC
Email Two: Exclusive Offer Or Loyalty Program Invitation
Our next email will be scheduled a bit later, to let the customer sit with the first one and take action if desired. This email will be sent a full day later.
In our second email, we want to focus more on what other things the customer can do to interact with our business. It's time to both pitch the idea of them buying more products/services, while offering your customer a special thank you in exchange for the support they gave your business. This makes it enticing for them and less sales-pitchy.
The special thank you can come in the form of a freebie or special discount, or if you have a loyalty rewards program you can give them a head-start on it. Whatever you choose to offer, be sure to give the customer a clear outline of the details of the offer and encourage them to take advantage of it. If there are any time constraints (such as a coupon code being good for only one week), be sure to let them know.
Here's an example of how this might look:
Subject Line: A little thank-you gift (just for you) 🎁
Header: Your exclusive 15% off — good for one week!
Body:
Hi [Customer First Name],
We hope your recent Willow & Wick order is bringing excitement your way! There’s truly nothing better than a candlelit evening, and we’re so happy you are choosing to share that moment with us. 🕯️
As a special thank you for purchasing from us, we’d love to offer you 15% off your next order. Maybe it's time to add a few new scents to the experience?
Use code THANKYOU15 at checkout — but don’t wait too long! This offer is just for you and only valid for the next 7 days.
Need a little inspiration? Our community favorites this season include:
✨ Sandalwood Rose – warm, floral, and endlessly relaxing
✨ Golden Hour – a soft citrus blend that brightens any room
✨ Candle Care Kit – because your candles deserve a little TLC, too
👉 [Browse Bestsellers]
Thanks again for supporting our small batch studio — we can’t wait to send a little more joy your way.
With gratitude,
The Willow & Wick Team
Thoughtfully crafted in Asheville, NC
Email Three: Post-Purchase Check-in
And finally, it's time to ask your customer how they are enjoying their purchase and reiterate your gratitude in our third email. This one should be scheduled for after they receive the product/service. The second one can also be scheduled that way if desired, the timeline is ultimately up to you! Just make sure you're capitalizing on their interest while it's still fresh. ;)
In the third email, you will want to focus on checking if they are satisfied with their purchase. This helps the customer feel valued and appreciated. And here is again where we want to push them to leave a review more than anything else.
They have had a few opportunities now to purchase more products if they are interested, so we don't want to overwhelm them with more sales pitches. This email is focused on providing good customer service, and landing more positive reviews for your business.
Here is an example of what this may look like:
Subject Line: Just checking in 💛
Header: How’s your new candle?
Body:
Hi [Customer First Name],
We just wanted to take a moment to check in and see how you’re enjoying your recent purchase from Willow & Wick.
Your order should have arrived by now, and we hope everything was just as you expected—if not even better. Whether you’ve already burned through your new favorite scent or you’re saving it for a special moment, we’d truly love to hear what you think.
If you have a minute, would you consider leaving a review? Your feedback helps us continue crafting products with care—and it means the world to our small team.
📝 [Leave a Review]
Thanks again for supporting small, handmade goods. It’s customers like you who keep the candles burning (literally!).
With warmth,
The Willow & Wick Team
Hand-poured with love in Asheville, NC
You can download the template by clicking here!
Conclusion
This thank you email flow is so great for providing great customer service, boosting repeat sales, and getting more social proof and positive testimonials for your business. Now that you have an outline for purchase thank you flow, you can start looking into how to implement it within your setup. Need some help? Feel free to get in touch with Lauren and I with questions! We would love to help you personally, whether it's a quick chat or a service to set it all up for you. ;)
That's all for now, thanks for reading!
Meagan
