Your most profitable revenue is ususally a customer’s second order. This playbook turns “thanks for your order” into “I’m back for more” using a tiny set of lifecycle flows, a helpful thank‑you/tracking experience, and respectful nudges. You don’t need fancy tools, just clarity, consistency, and a simple scoreboard.

Why post‑purchase matters (and how this guide helps)

Acquisition is noisy and expensive. Post‑purchase is quiet and personal. The buyer just trusted you with their hard earned cash, now we have momentum. We’ll keep that momentum by removing first‑use friction, sending them relevant add‑ons, earning social proof, and timing gentle reminders before anyone goes back to search for competitors.

The 90‑Minute Setup (6 flows to turn on)

Timeboxed: 15 minutes each. Build basic versions now; polish later.

1. Thank‑You + Setup Tips (T+0–2h)
   This is the immediate post‑purchase message that welcomes the customer and shows the fastest path to first use. Its job is to deliver one simple setup tip and a link to a short care or setup guide so they get value before you mention anything else. Send it within the first two hours, ideally with a 15–30 second captioned gif or video so it plays well on mobile. Example: “You picked well, here’s how to set it up in 2 minutes.”

2. First‑Use Reminder (T+2–5d) (pending shipping)
   This follow‑up is for people who haven’t engaged with your setup content yet, and its purpose is to reduce “left in the box” returns. Remind them of one common friction point and provide a 30‑second video that removes it, then link straight to the guide. Exclude anyone who already clicked or watched the setup content so you don’t nag. Example: “Quick nudge, most people love it after they try this.”

3. Accessory / Attach (T+5–12d)
   This is a targeted suggestion for a genuinely useful add‑on that fits the product they bought. Map each SKU to one or two compatible accessories, and show only those so the recommendation feels personal, not pushy. Keep the ask small and benefit‑led and include a deep link to the variant they need. Example: “Customers with X add Y to see twice as much X.”

4. Review + UGC (T+12–21d)
   Here you ask for social proof that helps the next buyer and improves your product pages. Make it as easy as possible: one‑tap star rating, a single sentence, and an optional photo upload, with a light incentive only if you need it. Call out why photos help and link to the exact order if possible. Example: “Mind a 10‑second review? Photo reviews help others choose.”

5. Reorder / Refill (T+21–45d)
   For consumables or parts with predictable usage, send a reminder before the customer runs out. Base the timing on typical depletion for that SKU, include a single click reorder link, and consider free shipping or a small bundle to increase basket size - or even better a subscription option. Keep the copy practical and respectful. Example: “Running low? Refill ships free today.”

6. Winback (T+45–90d)
   This re‑engagement message brings customers back with value rather than a generic coupon. Offer a quick how‑to, an upgrade path, or a small bundle that makes ownership better, and frame it as helping them get more from what they already own. Discounts are optional and should be used sparingly. Example: “Ready for round two? Here’s the fastest way to get even more out of it.”

Amend the timings for each of these based on your product, depletion rate and ideally individual customer behaviour.

The two pages to tidy (big impact, low effort)

Thank‑You page (order confirmation):

• Embed the setup video and a single relevant add‑on (not a carousel).

• Show delivery window and a small “what’s next” checklist.

• Offer one‑click account creation for tracking and exchanges.

Order Tracking page:

• Add a care/use tip and a link to exchange portal.

• Surface support macros (e.g., sizing, missing items) so customers self‑serve.

Copy blocks you can paste

• Setup tip: “Open the pack, rinse, and run for 30 seconds before first use.”

• Reorder nudge: “Most people reorder in 28–32 days. Want us to save you a trip?”

• Upsell: “Protect your X with our 2‑pack filter—10% off today.”

• Review ask: “How did we do? One tap for stars + one line helps others choose.”"

Tiny scoreboard

Track weekly: second‑order rate, days‑to‑second, attachment rate, review rate.
Guardrails: watch unsub/complaints, if they rise, reduce cadence and tighten targeting.

Common pitfalls (and quick fixes)

• Spray‑and‑pray upsells. Fix: map add‑ons to SKUs; cap to one suggestion.

• Walls of text. Fix: 1–2 lines + a link/video; captions on mobile.

• Over‑incentivized reviews. Fix: ask small, reward lightly, focus on photos.

FAQ

Should I push subscriptions immediately? Only if the product is truly repeatable. Otherwise win a second order first, then offer a low‑friction plan.

Email or SMS/WhatsApp? Use email for depth, SMS/WA for short nudges (tracking, refill). Respect quiet hours.