How to Personalize Post-Purchase Emails in Shopify

Sending a thank-you email after someone buys from your Shopify store? Good move—but a generic message won’t cut it. Personalised post-purchase emails can do way more than confirm an order—they can boost repeat sales, build trust, and keep your brand front of mind.

Whether it’s suggesting the right follow-up product or timing a check-in just right, getting personal with your emails can turn a one-time shopper into a loyal customer. Here’s how to set it all up without making it a full-time job.

• Segment Customers: Group customers by purchase history, spending habits, or order frequency (e.g., new, returning, or high spenders).
• Use Dynamic Content: Tailor email content with customer names, order details, and personalized product recommendations.
• Set Triggers and Timing: Automate emails based on actions like order confirmation, shipping updates, or delivery follow-ups.
• Include Product Suggestions: Recommend items based on purchase history or seasonal trends.
• Track Performance: Monitor open rates, click rates, and revenue per email to improve your campaigns.

Setting Up Customer Groups in Shopify

Use Shopify's tools to organize your customers into groups and create targeted engagement strategies.

Creating Customer Groups

To create customer groups in Shopify, go to Customers > Customer Groups. Follow these steps to segment your audience:

1. Choose Group Criteria

Decide on the filters you’ll use, such as purchase history or spending habits. Shopify allows you to segment customers by factors like:

• Total spending
• Number of orders
• Date of their last purchase

This helps you create groups like first-time buyers, loyal customers, or high spenders.

2. Establish Value Thresholds

Define thresholds based on your business goals. For example, you could create these segments:

• New Customers: Shoppers who made their first purchase recently (e.g., within the past 30 days).
• Returning Customers: Buyers with multiple purchases (e.g., three or more orders).
• Top Spenders: Customers with a high total spend (set thresholds that align with your business metrics).

Sample Customer Groups

Here’s a quick look at some customer segments you can create:

Adjust your email strategies to fit each group. For instance, new customers might benefit from a welcome series introducing your products, while returning customers and top spenders could appreciate loyalty perks or exclusive offers. Use these segments to customize your email templates effectively.

Building Personalized Email Templates

Once you've segmented your customer groups, take it a step further by creating personalized post-purchase emails. Use dynamic templates and tailor product suggestions to make your messages more relevant.

Adding Custom Content Fields

Make your email templates more engaging by adding dynamic content fields that fill in customer-specific details automatically. Here’s how you can use these fields:

To get started, open Shopify admin and navigate to Settings > Notifications. Select the email template you want to customize, click Edit code, and use Liquid tags (e.g., {{customer.first_name}}) to add dynamic content.

You can also tailor emails for different customer groups. For instance:

• New customers: Share product care tips or how-to guides.
• Returning customers: Highlight loyalty rewards or discounts.
• Top spenders: Showcase exclusive product launches or early access offers.

Setting Up Product Suggestions

Elevate your post-purchase emails by including dynamic product recommendations that align with each customer’s purchase history or browsing habits.

• Configure Recommendation Settings
  Go to Settings > Apps > Product Recommendations in Shopify to set up your preferences for suggested items.
• Implement Smart Recommendations
  Add dynamic product suggestion blocks to your emails. These can highlight items based on recent purchases or seasonal trends. For example, if a customer buys a winter coat, suggest matching gloves or scarves.
• Customize Display Options
  Make your recommendations visually appealing. Use high-quality images, clear prices (including discounts), and direct "Shop Now" links. Keep descriptions short and limit the number of suggestions to avoid overwhelming the reader.

Need help with advanced email automation? UltraLabs offers professional Shopify email marketing services to take your campaigns to the next level.

Setting Up Post-Purchase Email Sequences

Set up post-purchase email sequences in Shopify to keep your customers engaged and guide them through their journey after buying from you.

Setting Email Triggers and Timing

Set up email triggers based on customer actions and choose the right timing to maximize engagement. Here’s how you can do it in Shopify:

1. Go to Apps > Email Marketing > Automation.
2. Click Create Workflow > Post-Purchase.
3. Select a trigger event, like order confirmation or shipping notification.

Here’s a simple timeline to help you plan your email sequence:

This timeline can serve as a starting point for your email strategy.

Building Email Sequences

Create a series of emails that guide your customers through the post-purchase phase. Shopify’s automation builder makes it easy to map out and organize your sequence:

1. Order Confirmation

Include the order summary, expected delivery date, and a "Track Order" button. For more complex products, consider adding care instructions or a quick-start guide.

2. Shipping & Delivery Updates

Provide real-time tracking details and estimated delivery dates. You can also include tips for using the product or suggest complementary items.

3. Post-Delivery Follow-up

Send helpful content like maintenance tips or guides. Invite customers to join your loyalty program or follow you on social media.

Personalize each email based on customer segments and their purchases. To do this, head to Apps > Email Marketing > Workflows and make adjustments:

Keep your branding consistent while ensuring each email feels relevant and helpful.

Pro Tip: Test your entire email sequence by running yourself through the workflow. Check metrics like open rates and clicks to refine your timing and content for better results.

Tracking Email Performance

Keep an eye on your Shopify post-purchase emails to improve customer engagement and drive more revenue.

Pay attention to these key metrics in your Shopify email dashboard to evaluate how well your campaigns are doing:

You can find these metrics by navigating to Apps > Email Marketing > Analytics in your Shopify dashboard. Instead of focusing on a single campaign, look for trends over time to better understand customer behavior. Use these insights to fine-tune your email campaigns for better results.

Running Email Tests

Testing is a great way to improve your post-purchase emails. Here's how to do it effectively:

1. Subject Line Testing

Try two different subject lines and send them to separate audience segments. See which one gets better open rates after at least 1,000 sends to ensure reliable results.

2. Content Testing

Experiment with different content elements, such as:

• Where product recommendations are placed (e.g., at the top or bottom)
• The number of items suggested (e.g., 3 vs. 5)
• Image placement and size
• The color and text of your call-to-action buttons

3. Timing Tests

Send emails at different times and adjust the intervals between them. Track engagement rates to figure out the best days and times to reach your audience.

Conclusion

Personalised post-purchase emails aren’t just a nice touch—they’re a smart way to keep customers engaged after checkout. With the right timing, content, and segmentation, you can turn simple follow-ups into meaningful interactions that drive repeat sales. Use your data, test what works, and keep refining. The more relevant your emails feel, the more likely customers are to come back for more.

Need help fine-tuning your Shopify store’s email strategy or overall performance? Our team offers Shopify theme builds, eCommerce consultancy, and SEO & content strategy to help you scale smarter.