WooCommerce Follow Up Emails: 5 Types of Post-Purchase Emails You Must Automate

Tavleen Kaur
February 6, 2020
WooCommerce Follow Up Emails: 5 Types of Post-Purchase Emails You Must Automate

Think about this, your customer just received a product they’d ordered from your store.

Now there can be one of these three cases:

1. They love it and start using the product almost instantly.

2. They need some more education. Or maybe a complimentary item.

3. They’re not completely satisfied and have feedback for you.

But most business owners do not engage with their customers after the product has been delivered.

Before the purchase, you send promotional emails, offer free shipping, run retargeting ads, send SMSs, and whatnot.

Post the sale, however, you cut the cord quite abruptly. And that right there is the problem.

Your competitive edge lies in engaging with your new customers.

And ensuring they don’t turn into one-n-done buyers.

Those who don’t circle back to buy again, instead find alternate products while you pay to keep them on your email list.

In this post, we’ll learn everything you need to know about having a solid WooCommerce follow up emails strategy in place.

Excited? Let’s dive in.

Watch this quick tutorial to know what the WooCommerce follow up emails are all about.

WooCommerce Follow Up Emails are Not Transactional Emails

Follow up emails are not transactional emails.

Transactional emails simply inform people of the whereabouts of their parcel and the final delivery of it.

WooCommerce follow up emails on the other hand:

  • Check-in with them about their shopping experience
  • Educate users on how to use the product if the product needs education
  • Recommend other relevant items based on what they bought
  • Offer a discount to encourage the next purchase
Follow-up or post-purchase emails keep the engagement going and don't let the relationship chord get cut abruptly.

More importantly, they lay the groundwork for second sale.

These are just as important for physical product sellers as for digital product sellers.

Why Don't You Have a Post-Purchase Strategy Yet?

Let’s look at some of the reasons why you don't really have a follow-up strategy in place.

I am sure you'll resonate with us.

WooCommerce follow up emails strategy
  • Too focussed on new acquisitions

Acquiring new customers clearly takes a bulk of your time.

Be it designing promotional emails or setting up ads or even procuring new products for sale.

These activities keep you busy.

  • Lack of post-purchase engagement ideas

You’re not sure what sort of engagement emails you should be sending out after the delivery.

Should these emails be from the company/brand or you personally?

Should you ask for a review or get them to fill up a feedback form?

  • Unaware of the right tech stack for post-purchase automation

What tool/plugin should you use to bridge the connection between WooCommerce and your CRM?

How can you send product education emails based on the exact product they had purchased?

Or cross-sell emails with a time-bound discount code?

Not being aware of the right automation tool is also stopping you from unlocking your competitive edge.

Let's design the strategy of our WooCommerce follow up emails.

Your Post-Purchase Strategy: 5 Types Of Emails + How to Set Them Up

Now that we've understood the importance of post-purchase engagement emails, let's look at the types of automated emails you must send.

We'll also dig deep and look at how to set them up once so that you can forget about it. For that, I'll be using FunnelKit Automations, the marketing automation engine for WordPress/WooCommerce.

Again, you can download the free version of FunnelKit Automations.

Sounds good?

Alright, let's get started with WooCommerce follow up emails.

1. Shipment Check-In Email or Satisfaction Assessment Email

It is an email that you send out to ask if the parcel was delivered as expected and if they're satisfied with the shopping experience.

Here's an example of a shipment check-in email from MOO:

follow up emails shipment check in
A shipment check-in email by MOO

I absolutely love this email because it comes from a character called 'Little Moo' which is a print robot, and it is very conversational as well.

This email works because you're training buyers to believe that there is a real person behind the store who cares about their satisfaction.

How to set up shipment check-in WooCommerce Follow up emails in FunnelKit Automations

Create a simple workflow such that when an order gets created, send an email:

Order created config
  1. Select 'Completed' to send the email after the order has been delivered.
  2. Choose end automation if you have more than one email in the sequence, and you'd like the automation to stop if the customer places an order during automation
  3. Validate the order status to perform a check at the time of sending the email

Set a delay in your email so that it goes a set number of days after the purchase.

You can also delay it until a specific day of the week (like Friday, Saturday, Wednesday) or a specific time of the day (10:00 am, 4:00 pm).

Here we've set a delay of 5 days in our WooCommerce follow up emails sequence.

WooCommerce follow up emails - Setting delays

Next, let's write the email using relevant merge tags for personalization:

WooCommerce follow up emails - email using relevant merge tags for personalization

2. Cross-sell or Product Recommendation Email

In this automated email, recommend items to your customers based on their recent purchases.

Since they've already bought from you, they know, like, and trust you. It's now time to leverage it.

Let's look at an example of a product recommendation email from a fashion store called Lowellita:

WooCommerce follow up emails - Example of Lowellita's cross sell product recommendation
A cross-sell/product recommendation email by Lowellita

In this email, they're acknowledging that the customer has bought from them and that they're not just another prospect.

They also recommend items based on their recent purchase.

How to set up product recommendation WooCommerce Follow up emails in FunnelKit Automations

So here's simple automation for sending out a cross-sell email in FunnelKit Automations as a part of WooCommerce follow up emails strategy:

Set up a product recommendation email in FunnelKit Automations

Notice the specific merge tags we've used here:

  • {{customer_first_name}} - To print the first name of the customer
  • {{order_items template='list-comma-separated'}} - To display the items that the customer purchased in their last order
  • {{order_cross_sells template='product-rows'}} - To display the products you want to cross-sell or recommend in a specified layout

These cross-sell are picked from the linked product section as added by you under the items purchased.

Here are the cross-sells for the men's waistcoat:

WooCommerce linked products for cross-sell strategy

So when someone buys this waistcoat these 3 linked products will be presented as cross-sell items.

Next, set a delay in your email so that it goes a set number of days after the delivery:

How to make product-specific recommendations in your WooCommerce follow up emails

Let's say you want to be able to recommend specific items based on the exact item(s) they bought.

Then set an 'if' condition i.e. if the item(s) in order to match the waistcoat:

WooCommerce Follow up emails - condition

You can create emails for a specific product(s) in your store and your recommendation emails will start bringing in more sales.

Tip: In your WooCommerce follow up emails, you can even add a coupon code, say a 10% off to encourage them to buy from the list of recommendations.

3. Purchase Anniversary Email

This email can be sent 3 months, 6 months, or 1 year after they've made the purchase. You can choose the time when to send it out based on your strategy.

Here's a mind-boggling stat:

Open rates for anniversary campaigns are nearly 34.4% which is 3x higher than that of mass-promotion emails.

Take a look at an email from Zappos.

WooCommerce follow up emails - purchase anniversary

I love this email because it is brimming with personality.

In this email, they're simply wishing the customer and reminding them of the brand. Again, you can go a step further and offer an anniversary discount!

How to set up purchase anniversary WooCommerce follow up emails in FunnelKit Automations

Create automation such that if it's the customer's first order then - a coupon code will be created and an email will go out, after a set number of days:

Create automation such that if it's the customer's first order then - a coupon code will be created and an email will go out, after a set number of days.

Create the coupon using WooCommerce settings, then come back to FunnelKit Automations and personalize it.

You can even set the expiry here (number of days).

Set the expiry for the coupon code in FunnelKit Automations

Paste the coupon code in the email section here:

WooCommerce follow up emails - anniversary sequence

You can set a 3 month, 6 months, or 1-year delay within your WooCommerce follow up emails as per the strategy.

So here's how the email looks:

WooCommerce follow up emails - purchase anniversary autonami
A purchase anniversary email sent using FunnelKit Automations

It's a very conversational and one-on-one email and such text-based emails work so much better than image-heavy emails.

Thoughtful WooCommerce follow up emails like these increase your AOV, customer trust, and your sales.

4. Product Education Email

The educational emails guide users on how to get the most out of the products they've just bought.

As a store owner, you must send out WooCommerce follow up emails like these to help them at every step of the way.

It also leads to them having a memorable experience and makes them believe that you're not leaving them in the lurch.

Create a hands-on tutorial, a step-by-step plan to help them get started with your product.

Here's a wonderful example from a company called Framebridge that sells arts and frames:

WooCommerce follow up emails - product education example by Framebridge
A product education email sent by Framebridge

They lead customers to an educational blog post where they explain how to hang their art pieces.

Everything's laid out step by step.

How to set up product education WooCommerce follow up emails in FunnelKit Automations

The set up of this email automation is very similar to cross-sell or product recommendation email.

Here you can create different emails for different products that need education.

Alternatively, you can add a tag in your CRM for the item purchased.

By doing this you'll be able to segment your list and communicate with the buyers of a specific item separately:

Select an action in FunnelKit Automations

FunnelKit Automations integrates with Active Campaign, Drip, ConvertKit, GetResponse, Keap, and more to provide you the flexibility to handle your campaigns from the CRM you prefer using.

Read this documentation on how to connect CRMs with FunnelKit Automations.

5. Customer Win-Back Campaign

If a customer hasn't bought from your store in 3 months or 6 months, you can send them a win-back campaign.

Most store owners don't acknowledge that the customer hasn't shopped in a while and continue to send blast emails.

You can set yourself apart by making an attempt to woo them back!

As per a stat published by MarketingLand.com, 45% of the customers who get a win back will open your future emails too.

Here's a detailed guide on some of the other types of post-purchase emails to get more conversions.

And that's because a win-back email gets their attention and starts a conversation.

follow up emails - winback email campaign

It's nice, witty, and to the point.

There's also a coupon code worth 15% off that they're offering to bring the customer back to the shop.

Let's now set this campaign as our WooCommerce follow up emails strategy:

How to set up a win-back WooCommerce follow up emails campaign in FunnelKit Automations

Here's the win-back automation:

WooCommerce follow up emails - win back campaign

When you select this event, you'll need to specify the time period for which the customer has been inactive.

Take a look:

Specify the time period for which the customer has been inactive

'Over 45 days' and 'Under 90 days', mean that the customers who haven't bought for 45 days but they bought 90 days back - so they are lapsed but not lost & forgotten.

The next thing you can do is share a personalized and time-bound coupon code in the email.

Here's how your email looks:

Here's how your email will look

There you go! You're now ready to win back the inactive customers through an effective win-back campaign.

Ready to Set Up WooCommerce Follow-Up Emails?

So are you going to now automate your post-purchase emails and set up a perfect WooCommerce follow up emails sequence?

You definitely should not end the relationship with your buyers after sending the fulfillment emails.

It will only take you a few hours to set up the post-purchase engagement emails and you can reap the benefits for a long time!

So go ahead and use FunnelKit Automations to create your automated follow-up emails >>

Author: Tavleen Kaur
Do you know after Amazon implemented the 1-click buy system, their sales shot up year-on-year hitting $88.9 Billion mark in 2014? Jeff Bezos attributed it to a friction-free & streamlined buying process. At FunnelKit (formerly WooFunnels), we're determined to give you the tools you need to do the same in your business. I am Tavleen and I help you get there faster.
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