New Customer Email Best Practices

OK, so you’ve attracted a shopper, converted them into a buyer and their purchase is on its way. What you do next could determine whether this is a one-shot deal or you’re on your way to an ongoing relationship with this customer. These new customer email best practices will help you keep that person engaged.



The Welcome Email

Also known as a confirmation message, this will be your first personal contact with the customer. Too many ecommerce merchants waste this opportunity by only providing purchase and shipping information. Meanwhile, that first message could be used to establish the foundation of a long-term relationship, as follows:

Hi Rebecca,


Thanks for your purchase of the Richard Wright Desk Clock. It’s an exquisite timepiece and we’re certain you’re going to enjoy it. Your clock is shipping today, and your tracking number is 9457889733674271-31.


With your free two-day shipping, it should arrive on the 24th.


We’re confident you’re going to love it, however, should you have any questions or concerns, our customer service team will happily assist you. And, should you decide you’d like a different one, remember you have 30 days to exchange it or return it for a cheerful refund.


Thanks again for your purchase Rebecca, we’re looking forward to hearing how you like it! By the way, while you’re waiting for your clock to arrive, here are a few items other shoppers who purchased that clock found interesting.


Naturally, the tone of these messages should reflect your website themes and above all, avoid coming across as pushy.

The Follow-up Email

Most merchants avoid contacting a customer after the product is delivered, preferring to let sleeping dogs lie. This presents you with an opportunity to stand out as someone who is concerned about their satisfaction.

When you get delivery confirmation from your shipping service, send “Rebecca” another message to confirm she has the clock and ask her what she thinks of it. If you’re lucky, she’ll respond with a message you can use as testimonial on your site.

If you don’t get delivery confirmation and it’s past the date when the clock should have arrived, send a different message asking if she got it. Include a link to contact your customer service team to help her track it down.

The Review Request

About seven days or so after the clock arrives, check in with Rebecca again.

Now that she’s had the clock for a week or so, what does she think of it? Is it performing well for her? What did she think about her buying experience? Was she happy with her interaction with your site? Is there anything you could have done to make the experience even better?

This can take the form of direct questions, or you can put together a short survey.

The Hot New Promotion

A few days later, send her a limited time only discounted promotion on something that relates to the clock, such as the items from the “other customers also bought” list in the first email—if she didn’t buy them.

You can also tap into her browsing behavior for products to offer. Whatever it is, give the offer a solid expiration date to incite a sense of urgency.

Promotion Follow-up

If she doesn’t make a purchase from the promotion, send her a follow-up just before the expiration date you mentioned to remind her the window is about to close on her deal. Thank her again for the purchase and let her know you’re there for her for any future needs.

The goal of these new customer email best practices is to let the buyer know you appreciate their business and that you value keeping them informed. Get it right, you’ll create a new evangelist for your company, as well as attract their repeat business.