Post-Purchase Email
Post-purchase emails are automated messages sent to customers after they buy. They include order confirmations, shipping notifications, delivery confirmations, and follow-up sequences requesting reviews, offering complementary products, or providing usage tips.
Why It Matters for Shopify Stores
Post-purchase emails have the highest open rates of any email type (60–80%) because customers are engaged and expecting them. This high-intent moment is the best time to request reviews (dramatically improving social proof) and introduce complementary products (increasing CLV). Shopify's built-in order confirmation email is functional but unstyled — using Klaviyo or other email platforms to customize the post-purchase sequence is one of the highest-ROI marketing investments.
How to Check Your Store
Purchase a low-cost item from your own store and track the post-purchase email sequence. Are you receiving a review request? Is there a follow-up offer? Are shipping notifications automated?
Use the free trust score calculator toolHow to Fix It
Set up automated post-purchase emails via Klaviyo or Shopify Email. Include: order confirmation, shipping notification, delivery confirmation (+ review request), 7-day follow-up with care tips, 30-day product recommendation.
Related Terms
Customer Reviews
Trust & CROCustomer reviews are written evaluations of products by verified purchasers, typically displayed on product pages with a star rating.
Customer Lifetime Value (CLV)
Trust & CROCustomer Lifetime Value is the total revenue a business can expect from a single customer account throughout the entire business relationship.
Cart Abandonment
Trust & CROCart abandonment is when a shopper adds items to their cart but leaves the site without completing the purchase.
Social Proof
Trust & CROSocial proof is the psychological phenomenon where people follow the actions or endorsements of others.
Check your store's Post-Purchase Email with our free tools
Get a full audit across all 6 performance categories — including trust cro — in under 60 seconds.
Run a Free Store Audit