Freelance Web Writer

Building strong customer relationships is at the heart of every successful business. Because loyal customers spend more, refer friends, and become long-term supporters. According to research from Bain & Company, increasing customer retention rates by just 5% can boost profits by 25% to 95%.

A well-crafted series of post-purchase emails can increase revenue, enhance retention, and turn buyers into vocal brand advocates. These emails are a strategic way to integrate your brand’s story into the customer’s journey, reinforcing their connection with your business.

Here’s how to craft an effective post-purchase email.

Post-Purchase Email Copywriting Basics

Write concise subject lines that keep your audience engaged and eager to open your emails, because the first impression often determines if your message gets read. In the body, express genuine appreciation to show customers they matter, building loyalty. Use clear, compelling calls-to-action (CTAs) to inspire clicks, guiding them further along their journey with your brand.

Offer incentives to entice customers and draw them further into your sales funnel. A study by the Incentive Research Foundation found that incentives can improve performance by an average of 22%. Incentives work because they provide immediate value, increasing the likelihood of repeat purchases. This approach builds a strong foundation for more consistent customer relationships.

Before you Write your Copy

Before you start writing, ensure your email flows include essential details such as product names, specifications, order information, shipping updates, and payment details. Research by the Baymard Institute shows that 69% of online shopping carts are abandoned, often due to a lack of clarity or trust in the checkout process. Providing detailed and transparent information builds trust and reduces uncertainty. Because customers need clarity and transparency to build trust. Based on your brand’s goals, consider adding:

• Requests for social media follows to deepen engagement and create community
• Educational content to position yourself as a thought leader
• Review requests to collect valuable feedback and build social proof. 92% of consumers trust recommendations from peers (Nielsen).
• Suggestions for complementary products to drive cross-sells
• Invitations to loyalty or VIP programs to reward and retain customers

How to Tailor Your Messages to CBD Company USPs

Tailor your post-purchase emails to emphasize your unique selling propositions (USPs). According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This approach ensures you’re speaking directly to what your audience cares about most. By applying the Rule of One, you can focus on:

• One big idea that grabs attention
• One reader to create a personalized experience
• One offer to make your value proposition crystal clear
• One promise to reinforce the benefits and outcomes

One Reader

Loyal customers are more likely to refer others and continue supporting your brand. According to Nielsen, 92% of consumers trust recommendations from friends and family over other forms of advertising. Because personalized experiences make them feel seen and valued. Segmenting your customer list and tailoring content based on purchase history, preferences, and behavior strengthens these connections and encourages long-term engagement.

One Big Idea

Infuse your brand’s personality into every step of your post-purchase flow to make it truly memorable. Memorability means customers think of your brand first when they need your product or service again. A positive, engaging experience fosters loyalty and keeps you top of mind.

How to Write a Engaging Subject Line

Create captivating subject lines to encourage customers to open your email with personalized subject lines are 26% more likely to be opened (Campaign Monitor). Keep the body copy concise and express genuine appreciation for their business, which builds trust and sets a positive tone for what follows.

Stand out from generic subject lines like “Your Order Has Shipped” by adding personality with emojis or playful wording. Because customers are already anticipating these emails, and a unique touch can create a more memorable experience and strengthen their connection to your brand.

How to Write Compelling Body Copy

Clearly outline what customers can expect next. Setting clear expectations reduces uncertainty and builds trust. Your body copy should engage customers, gather feedback, encourage repeat purchases, and foster lasting loyalty, all tailored to the specific goal of each email.

Keep customers engaged by sharing updates on new arrivals, promotions, or relevant blog posts. Providing timely and relevant information makes them feel valued, strengthening their emotional connection to your brand and keeping your business top of mind.

How to Add Product Recommendations

Did you know that 30% of e-commerce revenue is driven by product recommendations (Forrester Research)? This statistic highlights the powerful role recommendations play in driving repeat purchases and boosting overall sales.

Maximize the impact of product recommendations by including them in the second or third email of your post-purchase funnel. This not only increases the chances of a repeat sale but also offers an opportunity to showcase your brand’s personality. For example, if a customer bought a CBD product from a collection, highlight other complementary items to enhance their experience. Word-of-mouth influences 72% of consumers purchase decisions.

Post-purchase campaigns offer a great opportunity to express gratitude. According to Harvard Business Review, expressing appreciation can increase customer loyalty and repeat purchases. A simple “thank you” goes a long way in fostering loyalty. Keep these emails concise and incorporate key brand elements to make confirmation messages impactful, ultimately maximizing customer lifetime value (LTV).

Because these emails span the period from order to delivery, they present an excellent opportunity to encourage social media engagement or offer enticing incentives. Meaningful and personalized email copy resonates more deeply with customers, making them more likely to engage with your brand.

Make your emails visually engaging by incorporating thumbnails instead of simple text lists of products. Visual elements capture attention more effectively and make browsing enjoyable. Infuse your brand’s personality with repurposed blog content, encourage social media engagement, and provide incentives for future purchases to keep customers coming back.

Personalized recommendations and offers resonate deeply with individual customers, leading to higher conversion rates. By addressing potential objections and emphasizing benefits that matter most, you build trust and encourage further purchases. Seamlessly integrate your unique selling propositions (USPs) into post-purchase emails with proven copywriting strategies for maximum impact.

Now you just need to use message hierarchy to determine the order.

A/B Test Your Copywriting

A/B testing is a powerful tool to boost email performance and maximize return on investment (ROI). Testing different approaches helps you understand what resonates best with your audience. Consistently analyzing post-purchase email results and customer feedback ensures your strategy remains effective and adapts to changing needs.

Get Expert Help

Partner with me to create 3-7 tailored post-purchase emails that meet the unique needs and goals of your health and wellness business. If you already have draft copy, I can provide a detailed review to maximize its impact and conversion potential.