What emails should a post-purchase flow include?

A thank-you, product guidance, a review request, a relevant cross-sell and, for consumables, a replenishment reminder.

When should I ask for a review after purchase?

After the item has arrived and the customer has had time to use it, so base the timing on delivery rather than the order date.

Should I include discounts in post-purchase emails?

Only if it makes commercial sense. Value-adding content and relevant recommendations often work without a discount.

Klaviyo Post-Purchase Flow for Shopify: Turn First Orders into Repeat Customers

1. Trigger and goal

Trigger the flow from Placed Order, or from Fulfilled Order for messages that should follow shipping. Decide the goal: a good first experience, a review, or a second purchase. Different goals suit different emails.

2. The emails

Thank-you: confirm the order, set expectations and give a support contact.
Getting started: how to use or care for the product, with tips or a short guide.
Review request: send it after the item has had time to arrive and be used.
Cross-sell: suggest products that complement what they bought.
Replenishment: for consumables, remind them shortly before they run out.

3. Timing that respects the customer

Base the review request on delivery time, not the order date.
Do not push a cross-sell before the first product has arrived.
Keep transactional messages (receipts, shipping) separate from marketing.

4. Segment by what they bought

Tailor guidance and cross-sells to the product or category.
Treat first-time buyers differently from repeat buyers.
Handle high-value customers with extra care, such as personal thanks or early access.

See Klaviyo segmentation for how we structure this.

5. Measure repeat purchase

Track repeat purchase rate, review volume and revenue per recipient, as well as unsubscribes and support contacts. Pair this flow with a win-back flow for customers who go quiet. Our post-purchase flows service covers setup and copy.

Frequently asked questions

What emails should a post-purchase flow include?: A thank-you, product guidance, a review request, a relevant cross-sell and, for consumables, a replenishment reminder.
When should I ask for a review after purchase?: After the item has arrived and the customer has had time to use it, so base the timing on delivery rather than the order date.
Should I include discounts in post-purchase emails?: Only if it makes commercial sense. Value-adding content and relevant recommendations often work without a discount.