Good customer service is critical to the success of a company. It leads to more loyalty from customers, and this loyalty translates into more sales. Email marketing is a key component to fostering the relationship with customers.

Additionally, email marketing accounts for approximately 23% of sales, rendering it one of the most effective marketing channels at your disposal.

Earlier, we described how to grow your customers using a target market analysis, but what is the use of finding them, if you can’t keep them? Here are 5 types of post-sale follow-up emails that can help you keep those communication channels open.

The “Thank You” email

Saying “thank you” can leave a lasting impression, but the problem with an online store is that it is not possible to say “thank you” to a customer in person for making a purchase.

According to the expert digital marketer at Write My Essay UK, many online businesses have the attitude that once a sale takes place, their work is done. However, it is proven time and time again that it is more difficult to find new customers than retain existing ones. It makes sense to work on building loyalty.

A “thank you” email offers a golden opportunity to send customers a heartfelt message that conveys your appreciation and helps grow the relationship with them.

All Birds sells sustainable footwear made from Merino wool and their “Thank Ewe” is a clever play on words that stands out in an inbox. The rest of the email is simple and clean. This shows that you can brainstorm and get creative about wording that works for your brand.

The Review Request email

request review email

Savvy consumers are used to receiving requests for reviews, so you must make yours stand out. When asking them for a review via email, it is important to think from their point of view.

They may need a little encouragement to take the time to leave feedback. Keep the email brief and cut to the chase so as not to waste their time. Be polite and make sure your brand is instantly recognizable.

Biscuiteers sells hand-iced luxury biscuits and uses the same visual style and tone of voice as their website in their review request. The heading states, “We’d like to know what you think.”

The text reads, “Thank you so much for your recent order. Buying presents should be good fun, and we’re curious to find out how easy you found it.” This is followed by a request for a review, a call-to-action button, and some examples of reviews others have written. They end the email with love and kisses.

The Product Recommendation email

This email maintains contact with a customer but also offers an opportunity to up-sell or cross-sell. This is typically sent a week or two after a customer has received the product.

Recommendations can be made based on previous purchases, either by proposing similar items or making suggestions about items that go well with the previous purchase. A little something extra, such as a discount, can help to boost sales and loyalty.

Beauty Bay adds a short recommendations section for every promotion it sends out. These recommendations of products are personalized to each recipient based on browsing history, and clicking on them takes the recipient directly to the product page.

The Abandoned Cart email

There are many reasons why people abandon a cart. They may have simply forgotten to finish a purchase, or perhaps they couldn’t find what they were looking for. They may have decided they will come back later and it just takes a friendly reminder for them to do so.

The cosmetics brand Tarte makes their abandoned cart emails interesting by offering alternative products alongside those the buyer first added to the cart.

Providing some similar alternatives could coax them back to the checkout. They say, “We saw you looking at … You may also love …” A flashing call-to-action stating, “Okay, I want it” is a great attention-grabber.

The Back-in-Stock email

back in stock email

A frustrating challenge a customer often experiences when shopping online is finding out that an item is out of stock. Letting customers know when an item is back in stock is a great way to make them return to your website and prevents you from losing out on a sale. It is possible to get more use out of such emails by adding product recommendations.

Sephora lets customers know that the product they want is back in stock and also offers personalized recommendations based on their preferences. They also show customers what other customers think of the recommendations by adding customer testimonials alongside them.

A final word

Once customers have purchased a product, post-sale emails offer a way of maintaining contact with them, increasing their loyalty, and making recommendations for further purchases. The above examples should have helped to give you some inspiration so that you come off as caring about your customer rather than too promotional.

Justin Osborne is a writer at He loves to share his thoughts and opinions about education, writing, and blogging with other people on different blogs and forums. Currently, he is working as a content marketer at Write My Essay UK.