Order Follow Up Emails
Learn how to set up and send order follow up emails in Retainful
What is an Order Follow-Up Email Series
An order follow-up email series is a sequence of emails sent to customers after purchase. These emails are sent to confirm the order, thank them for the purchase, and set the stage for the next purchases.
PRO TIP It typically starts with a thank-you email, followed by product usage tips, upselling or cross-selling emails, and reminders to complete any pending actions. (such as using a coupon or finalizing a purchase).
Why It Matters:
Creates a Positive Post-Purchase Experience: Follow-up emails show customers you care, leaving a lasting impression that enhances their overall shopping journey.
Increases Product Utility: Sharing usage tips or helpful advice ensures customers get the most out of their purchase, fostering satisfaction and trust.
Encourages Future Purchases: Strategic follow-ups lay the groundwork for the next purchase by recommending relevant products or showcasing what's next.
Best Practices for an Order Follow-Up Email Series
When focusing on sending Product Review Request emails, following a few best practices can help you achieve better results. Below are some of the key practices you should consider
Too many emails can be overwhelming, so, it’s recommended to send 2 to 4 order follow-up emails after a successful purchase. And, the emails should be sent at well-timed intervals.
An effective order follow-up email workflow needs to have a sequence of at least 2 or 3 emails, sent at well-timed intervals. Each email in the sequence should focus on different aspects.
Email 1 A simple nudge with the order summary and product recommendations
The purpose of this email should serve as a simple nudge regarding the order placed. You can send this email anytime between 12 hours to 24 hours after the order was placed.
Showcase the order summary
Include shipment-related information
Recommend related or top-selling products
Email 2 Product guide / Usage tips to nurture customers
You can add product guide/usage tips in the email to nurture the customers. T his email can be sent 3 days or 4 days after sending the 1st email. (Preferably, you can send this email after the delivery of the order).
Email 3 Feedback/review request email
In this email, you can ask the customers for feedback or review on the products that they had purchased. It is best to send this email 2 or 3 days after sending the 2nd email.
What Does a Typical Order Follow-Up Email Series Look Like?
We have listed a few Order Follow-Up Email Template examples below for your reference.
Example 1
Takeaways from this email template example,
Product Highlights: Emphasizes key features, reinforcing the purchase decision.
Product recommendations are included
Friendly Tone: Uses a warm, welcoming tone to strengthen the brand connection.
Example 2
Takeaways from this email template example,
Appealing design
Has product usage tip/guide
Example 3
Takeaways from this email template example,
Appealing design
Personalized email content
Provides incentive
Has a clear CTA
These email template examples may give you some useful insights on drafting an effective Order Follow-Up Email Workflow in Retainful.
Two types of automation in order follow-up:
Order Follow-Up: Sends a follow-up email to the customer after their order to keep them engaged and informed.
Order Confirmation with Next Order Coupon: Sends an order confirmation email that includes a discount coupon for their next purchase, encouraging repeat orders.
How to setup order follow-up email workflow
Ready to create your first order follow-up email series? Let’s walk through it step by step:
Go to Retainful Dashboard -> Automation -> Create New Workflow.
Select Pre-built Workflow -> Choose Order Follow-Up Template.
Name your workflow: Order Follow-Up.
1. Setup the workflow - Trigger and Rules
Choose which customer action should trigger the workflow and who should enter the workflow in the Trigger block
Choose a Trigger Block
Select the trigger event based on customer actions, such as when an order is placed or when a specific product is purchased. and
This ensures the workflow starts at the right time to engage the customer right after their purchase.
2. Setup Time Interval for Each mail
The waiting sequence ensures your emails are spaced out properly, helping maintain customer engagement without overwhelming them. Set up the timing for each email to create a balanced flow of communication.
Set Timing for Each Email Here’s an example of a typical order follow-up sequence:
Wait Block 1: Email 1 – Send within 1 day after the purchase, providing order confirmation and shipping details.
Wait Block 2: Email 2 – Send within 3 days later, offering product usage tips, guides, or additional resources to enhance the customer’s experience.
Adjust the wait periods based on your preferences and campaign goals to best engage your customers.
Adjust the wait periods based on your preferences and campaign goals to best engage your customers.
NOTE Adjust the delays based on your preferences to maintain a balanced flow of communication with your customers.
3. Configure Unique Coupon Code
When configuring a coupon for your product-specific follow-up, tailor the rules to fit your needs:
Coupon Type: Choose the discount type (e.g., product discount, flat discount, or free shipping).
Validity: Set the coupon's validity period (e.g., 7 days) to create urgency.
Conditions: Decide on conditions like:
Minimum order value for coupon application.
Exclude or apply to specific products.
Exclude sale items if needed.
NOTE Make sure you adjust these settings based on your promotional goals to ensure your customers receive the right offers at the right time.
5. Customize The Email Templates
When designing your product-specific follow-up email template, focus on a clean, user-friendly layout that highlights key elements to drive engagement and conversions.
Once you’re done with the customization, click the “Edit content” button.
Email Editor
After you’re done, click “Save” at the top-right corner of the page.
Configure coupon code in Email Template
NOTE Configure Coupon Code In Email Template Add a Coupon: Click "Configure" in the email template to generate a dynamic coupon code.
Bind Across Emails: The same coupon code will automatically attach to all emails in the series (e.g., 1st, 2nd, and 3rd emails).
NOTE You can use the “Send test email” button to preview how your email will look in your recipients’ inboxes
Testing Email Template
NOTE The values shown are for illustration purposes only.
6. First Email - Purchase Follow-up
A Purchase Follow-up Email is sent after a customer has completed an order. Its main goal is to maintain engagement and foster a positive post-purchase experience.
Email 1: Order Confirmation and Thank You
Timing: Send immediately after the purchase.
What to Say: Thank the customer for their order and confirm that it has been successfully processed. Include details about the purchased product(s), order summary, and shipping information. Express excitement about their purchase and let them know you’re here to assist with any questions.
CTA: Encourage them to explore related products that complement their order, or check out tips and guides on how to get the most from their purchase.
Email 2 - Reminder Email: Product Usage Tips and Reminder
Timing: Send 1-2 days after the purchase.
What to Say: Remind the customer about their recent purchase and provide helpful tips on how to use the product effectively. You can include product guides, tutorials, or videos that show how to get the best experience. Mention similar products that might enhance their experience and encourage them to check out these items.
CTA: Invite them to explore accessories, upgrades, or additional products that complement their purchase. For example, "Enhance your experience with these accessories!"
8. Test Your Workflow
Send yourself a test email to make sure everything looks perfect on both desktop and mobile.
Double-check your timing and triggers.
9. Activate the Workflow
Once everything looks good, hit Activate and watch your emails work their magic.
10. Testing Email
Once you have completed editing the email template, you can test the email.
With an email customized, return to the top of the email editor and click the ‘Send Test Email’ button to make sure all of the content displays as expected in your inbox.
11. Going Live
Once you’ve finished configuring the Order Follow-Up Emails Workflow, click on the ‘Start Workflow’ button at the top right to set the workflow LIVE.
This will activate your follow-up email series and start engaging your customers automatically.
Summary
Retainful’s order follow-up email automation allows you to create customized email sequences after a customer completes a purchase. By setting triggers based on the product purchased, you can deliver a personalized experience. Additionally, you can generate dynamic coupon codes for future purchases and adjust the timing of follow-up emails to maximize customer engagement.
With conditional checks, you can design specific email paths based on customer actions, such as whether they’ve redeemed a coupon. This ensures that follow-up emails are relevant, personalized, and timely.
The goal of this workflow is to enhance customer retention, encourage repeat purchases, and create a positive post-purchase experience by offering tailored product recommendations, helpful content, and time-limited offers to drive customers back.
How to Set Up an Order Confirmation with Next Order Coupon Emails
Ready to create your first order follow-up email series? Let’s walk through it step by step:
Go to the Retainful Dashboard -> Navigate to the Retainful dashboard and select Automation.
Retainful comes with a pre-built workflow template for Order Confirmation with Next Order Coupon—engage customers after their purchase with personalized messages and offers.
1. Choose Pre-Built Workflow
Click on the Pre-built Workflow option and select the Order Confirmation with Next Order Coupon template.
Give your workflow a name, such as “Order Confirmation with Next Order Coupon,” to make it easy to find later.
2. Start of the Workflow - Trigger
To set up your order follow-up email series, customize when the first email should be sent by setting the trigger event.
Choose a Trigger Block
Select the trigger event based on customer actions, such as when an order is placed or when a specific product is purchased.
This ensures the workflow starts when you want to engage the customer post-purchase.
3. Configure the Waiting Sequence
The waiting sequence ensures your emails are spaced out properly, helping maintain customer engagement without overwhelming them. Set up the timing for each email to create a balanced flow of communication.
Set Timing for Each Email Here’s an example of a typical order follow-up sequence:
Wait Block 1: Email 1 – Send immediately (within 10 minutes) after the purchase, providing order confirmation and shipping details.
Wait Block 2: Email 2 – Send 14 days later, offering product usage tips, guides, or additional resources to enhance the customer’s experience.
Wait Block 3: Email 3 – Send 14 days after the second email, suggesting complementary products, upgrades, or offering a final reminder for the customer to complete their purchase.
Adjust the wait periods based on your preferences and campaign goals to best engage your customers.
NOTE Adjust the delays based on your preferences to maintain a balanced flow of communication with your customers.
4. Create Coupon - Set Your Preferences
When configuring a coupon for your product-specific follow-up, tailor the rules to fit your needs:
Coupon Type: Choose the discount type (e.g., product discount, flat discount, or free shipping).
Validity: Set the coupon's validity period (e.g., 7 days) to create urgency.
Conditions: Decide on conditions like:
Minimum order value for coupon application.
Exclude or apply to specific products.
Exclude sale items if needed.
NOTE Make sure you adjust these settings based on your promotional goals to ensure your customers receive the right offers at the right time.
5. Draft Your Email Template
When designing your product-specific follow-up email template, focus on a clean, user-friendly layout that highlights key elements to drive engagement and conversions.
Once you’re done with the customization, click the “Edit content” button.
Email Editor
After you’re done, click “Save” at the top-right corner of the page.
Configure coupon code in Email Template
NOTE Configure Coupon Code In Email Template Add a Coupon: Click "Configure" in the email template to generate a dynamic coupon code.
Bind Across Emails: The same coupon code will automatically attach to all emails in the series (e.g., 1st, 2nd, and 3rd emails).
NOTE You can use the “Send test email” button to preview how your email will look in your recipients’ inboxes
Testing Email Template
NOTE The values shown are for illustration purposes only.
6. First Email - Purchase Follow-up
A Purchase Follow-up Email is sent after a customer has completed an order. Its main goal is to maintain engagement and foster a positive post-purchase experience
Email 1: Order Confirmation and Thank You
Timing: Send immediately after purchase.
What to Say: Thank the customer for their order and confirm that it’s been successfully processed. Include details about the purchased product(s), order summary, and shipping information. Express excitement about their purchase and let them know you’re here to help with any questions.
CTA: Encourage them to explore related products that complement their order, or to check out tips and guides on how to get the most from their purchase.
Reminder Email 2: Product Usage Tips and Reminder
Timing: Send 1-2 days after purchase.
What to Say: Remind the customer about their recent purchase and provide helpful tips on how to use the product effectively. You can include product guides, tutorials, or videos that show how to get the best experience. Mention similar products that might enhance their experience and encourage them to check out these items.
CTA: Invite them to explore accessories, upgrades, or additional products that complement their purchase. For example, "Enhance your experience with these accessories!"
Reminder Email 3: Last Chance for Discount or Special Offer
Timing: Send 3-5 days after purchase.
What to Say: Create urgency by reminding them that they can still use their personalized discount or special offer. This email should highlight the value of the original purchase and suggest complementary products they may like. Include a limited-time discount to encourage them to act quickly.
CTA: Encourage them to complete their purchase of additional items with a strong call to action, like “Claim Your Discount Now” or “Get Free Shipping Today!”
7. Conditional Check for Coupon Use
The conditional check helps tailor your follow-up emails by ensuring that customers who have already used their coupon don’t receive the same offer again. This process ensures a more personalized experience and avoids unnecessary repetitions.
How it works:
Select the Rule: Choose a condition like “Coupon is not used” to target customers who haven’t redeemed their coupon yet.
Create Paths: Based on the customer's action (whether they’ve used the coupon or not), you can create different email paths:
If coupon hasn’t been used, send a reminder email with the coupon again.
If coupon has been used, skip the coupon reminder and move to the next follow-up email or a different offer.
NOTE Place this conditional check block before the email block. This way, the system can evaluate whether the coupon has been used, ensuring the customer receives a relevant and non-redundant email.
By adding this check, you avoid sending a coupon again to customers who have already redeemed it, ensuring a smooth and tailored experience for each customer.
8. Test Your Workflow
Send yourself a test email to make sure everything looks perfect on both desktop and mobile.
Double-check your timing and triggers.
9. Activate the Workflow
Once everything looks good, hit Activate and watch your emails work their magic.
10. Testing Email
Once you have completed editing the email template, you can test the email.
With an email customized, return to the top of the email editor and click the ‘Send Test Email’ button to make sure all of the content displays as expected in your inbox.
11. Going Live
When you’re done with configuring the Order Follow-Up Emails Workflow, you can click on the ‘Start Workflow’ on the right top to set the Workflow LIVE.
Summary
Retainful’s order follow-up email automation enables you to create tailored email sequences after a customer makes a purchase. By setting triggers based on the product purchased, you can provide a personalized experience. You can also generate dynamic coupon codes for future purchases, adjusting the timing of follow-up emails to optimize customer engagement.
With conditional checks, you can create specific email paths depending on customer actions, such as whether they’ve redeemed their coupon. This ensures follow-up emails are relevant, personalized, and timely.
This workflow aims to enhance customer retention, drive repeat purchases, and foster a positive post-purchase experience by offering product recommendations, helpful content, and time-limited offers, encouraging customers to return.
Need More Help?
We’re here to make things easier for you!
Email Us: Reach out anytime at support@retainful.com.
Schedule a Call: Still stuck or need a hands-on walkthrough? Book a quick session with our support team, and we’ll guide you step-by-step.
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