Post-purchase flows for repeat revenue

Structure

1. Email 1 (immediate): thank you + what happens next (dispatch, delivery estimate).
2. Email 2 (day of dispatch): tracking + preparation ("get ready to use it").
3. Email 3 (day 3-5 post-delivery): usage tips + hero product education.
4. Email 4 (day 10-14): review request + UGC ask.
5. Email 5 (day 25-35): cross-sell or bundle recommendation.
6. Email 6 (day 45-60): second-order incentive (small discount or bundle).

Timing by category

• Consumables (skincare, food, supplements): 45-60 days.
• Apparel: 90 days.
• Furniture, home: 180+ days.

Match the flow to the natural repurchase window - stop the flow before natural repurchase would occur.

Review request timing

7-14 days after delivery, never at purchase. Requesting reviews before the shopper has used the product tanks response rate. Judge.me and Klaviyo integrate cleanly - trigger on the fulfilled event with a 7-day delay.

Metrics

• Second-order rate (target 25-35% for beauty/food, 12-20% for apparel).
• Review request response rate (10-20%).
• Post-purchase flow revenue per recipient £5-£15.