Post-Purchase Email Sequence
The automated email series sent to customers after they place an order.
Definition
A post-purchase email sequence includes: order confirmation, fulfillment notification, delivery confirmation, product experience check-in, review request, and re-engagement emails. It is the highest-ROI email program for most Shopify brands.
Why It Matters for Shopify Brands
Post-purchase emails have open rates 3–5x higher than marketing emails, making them the most effective channel for both ops communication (reducing WISMO) and retention marketing (driving repeat purchases).
Benchmarks
Order confirmation open rate: 60–80%. Shipping notification: 50–70%. Review request: 20–30%. Re-engagement (day 30): 15–25%.
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