> ## Documentation Index
> Fetch the complete documentation index at: https://help.retainful.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Post-purchase & cross-sell

> Turn a first order into a second one — thank customers, set expectations, and recommend the perfect next product.

The moment after someone buys is the warmest you'll get. They've trusted you with their money and they're watching for confirmation — post-purchase emails earn some of the highest engagement of any flow. A good post-purchase series does three jobs: it reassures, it deepens the relationship, and it sets up the second order, which is the hardest and most valuable one to win.

## When to use it

* You want new customers to feel taken care of after checkout.
* You sell products with natural companions ("bought a camera → needs a case").
* You're trying to lift repeat-purchase rate and customer lifetime value.

<Note>
  This flow is for relationship and cross-sell — not the order receipt itself. Transactional receipts are sent by your store. Use this automation to start the *next* conversation.
</Note>

## How it works

<Steps>
  <Step title="An order is placed">
    The **Order placed** trigger starts the flow. Add an audience filter for **first order only** to give new customers a distinct welcome-to-the-family experience.
  </Step>

  <Step title="A thank-you goes out">
    Shortly after the order, a genuine thank-you — what happens next, how to get help, and a reason to feel good about the choice.
  </Step>

  <Step title="A cross-sell follows">
    A few days later, recommend the products that pair with what they bought, with a product block and a gentle incentive.
  </Step>

  <Step title="The flow rewards loyalty">
    A [Binary](/automations/steps#binary-ifelse) step can check whether they've ordered again — repeat buyers get added to a "Repeat customers" [list](/audience/lists); the rest get a nudge.
  </Step>
</Steps>

## Set it up

1. Go to **Automations → Templates** and choose **Order Follow Up** (thank-you + cross-sell) or **Product Follow Up** (recommendations tied to what they bought).
2. Set the trigger to **Order placed**. Add an audience filter on order count if you want to target first-time buyers only.
3. Write the thank-you, then the cross-sell email with a product block.
4. Optionally add a [Coupon](/automations/coupons) step — a small next-order discount — before the cross-sell.
5. **Publish.**

## The proven sequence

| Email                       | When                     | Angle                                                                                           |
| --------------------------- | ------------------------ | ----------------------------------------------------------------------------------------------- |
| **1. Thank you**            | \~1 hour after the order | "Thanks for your order!" Reassure, set delivery expectations, point to support. No selling yet. |
| **2. Get the most from it** | \~3 days                 | Tips, how-to, or care advice for what they bought — useful first, commercial second.            |
| **3. You might also like**  | \~7 days                 | Cross-sell complementary products with a product block, optionally a small next-order coupon.   |

<Tip>
  Recommend *companions*, not replacements. Someone who just bought running shoes wants socks and insoles — not a different pair of shoes. Relevance is what makes a cross-sell feel helpful instead of pushy.
</Tip>

## Make it work harder

* **Branch on behavior.** Use a [Binary](/automations/steps#binary-ifelse) step: already ordered again? Add them to **Repeat customers** and exit. Not yet? Send the cross-sell with an incentive.
* **Time it to delivery.** A "how are you enjoying it?" email lands best *after* the product arrives — trigger on **Order fulfilled** instead of **Order placed** for review requests.
* **Protect margins.** If you add a next-order coupon, keep it modest and set a minimum purchase in the [coupon](/automations/coupons) step.

## Measure it

Open the automation's [analytics](/automations/analytics) and watch the **repeat-purchase revenue** it drives. The number that matters here isn't opens — it's how many first-time buyers come back for a second order.