Hi there,

Most post purchase flows I audit are terrible.

A generic order confirmation. Maybe a review request. That's it.

Here's the 6-email flow we use to give every first time customer a great experience with your brand.

Keep it simple. No design. Just a genuine note from the founder.

Tell them why you started the brand and how their purchase supports your mission. Make it feel like it actually came from a real person.

Remind them of the benefits they're going to experience when they start using the product.

What will they feel? What will change for them? Use social proof and customer results to paint that picture. Include a link to your contact page in case they have any questions.

Either a how to use email or a how to take care of your product email.

Don't assume they know how to get the most out of what they just bought. A customer who uses the product correctly is far more likely to buy again.

Get them following you on your social platforms.

Give them an incentive if you can. The more touchpoints they have with your brand the better. A customer who follows you on Instagram is significantly harder to lose than one who only hears from you through email.

Ask for a review.

Show them the product they bought with a dynamic product block so they know exactly what they're leaving a review for. Keep the ask simple and direct.

"Your order pairs well with" or "your new item will look great with."

One of the easiest ways to drive a second purchase without it feeling like a hard sell. Show them one or two complementary products and let the recommendation do the work.

Split this flow by first time vs repeat customers.

A first time buyer needs education, reassurance, and handholding. Someone who has bought from you three times before doesn't need the same experience. Use a conditional split in Klaviyo based on number of orders placed to send each group the right emails.

Hope this helps.

Best,
Luca

Use these resources to help improve your brand’s pop-ups.