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TASK • AOV boost playbook (post-purchase)

Omnisend Post Purchase Flow

Omnisend Post Purchase Flow — set up a 5-touch sequence that increases repeat purchases and lifts AOV with smart cross-sells, review requests, and a clean “done” checklist. Keep this tab open while you build inside Omnisend.

✓ Time: 35–55 min ✓ 5-touch timeline ✓ Cross-sell rules ✓ Test & publish
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Building the full system? See customer journey automation.

Flow map showing five post-purchase touches: thank you, education, cross-sell, review request, and winback for an Omnisend Post Purchase Flow
Build path: Confirm → Help → Recommend → Review → Repeat. Ship v1 today, optimize after 7 days.

Omnisend Post Purchase Flow template (timing + intent)

This flow is built for measurement. You’re not “sending more emails” — you’re creating a repeat-purchase system with clear intent at each step.

  • Touch #1 (0–2 hours): “Thanks + what happens next” (reduce anxiety, set expectations).
  • Touch #2 (Day 2): “How to use / care tips” (reduce returns, increase satisfaction).
  • Touch #3 (Day 7): “Smart cross-sell” (accessories, refills, bundles).
  • Touch #4 (Day 14): “Review request” (social proof engine).
  • Touch #5 (Day 30): “Winback / replenishment” (repeat purchase).
i Quality bar: publish v1 today. After 7 days, test one variable at a time (delay OR offer OR product rules).

Before you start Omnisend Post Purchase Flow

Prep these 6 items so you don’t get stuck mid-build:

  • Your store sends transactional order confirmations normally (keep those as-is).
  • In Omnisend you can segment customers by purchased product/category.
  • Choose 1–2 cross-sell sets (accessories / refills / upgrades).
  • Collect your support link, shipping page, and returns page URLs.
  • Have 1 real test inbox (Gmail recommended).
  • Decide exclusions: refunded/cancelled orders and wholesale/VIP (if relevant).

Ready? Open Omnisend and create a new automation workflow.

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Common mistakes (that waste hours)

  • Cross-selling too early → first reduce anxiety + help them succeed with the product.
  • No exclusions → refunded/cancelled customers still get upsell emails.
  • Generic recommendations → “you may also like” without rules performs worse than a tight accessory set.
  • Multiple CTAs → one clear CTA per email increases completion.
  • Never testing links → you lose revenue on broken product URLs.
! AOV boost comes from relevance, not pressure. Keep it clean.

Omnisend Post Purchase Flow Step-by-step: build the flow

1 Trigger 2 Rules 3 Touch #1 4 Touch #2 5 Touch #3 6 Touch #4 7 Touch #5 8 Test

Step 1/8 — Choose the trigger: “Order placed”

Goal: correct entry

Your post-purchase flow should start only after a successful purchase. Use the order-based trigger (not “signup”).

Do this

  • Create a new workflow in Omnisend.
  • Select the trigger: Order placed (or the equivalent purchase event).
  • Name it clearly (e.g., “Post-Purchase v1”).
i Success check: workflow entry count increases after a test purchase.

FOLLOW reference (official)

Omnisend workflow docs (helpful when you check trigger options): Omnisend Help Center

Use official docs to confirm event names and conditions for your store integration.

Step 2/8 — Add guardrails (exclusions + split)

Goal: relevance

Guardrails prevent awkward emails (refunds, cancelled orders) and help you personalize cross-sells by category.

Minimum exclusions

  • Exclude: cancelled and refunded orders.
  • Exclude: customers who made multiple purchases in the last 7 days (optional, prevents spam).
  • If applicable: exclude wholesale/VIP segment.
i If you can add one split: branch by purchased category (e.g., “Skincare” vs “Supplements”).

Copy/paste rule notes

Exclude orders with status: cancelled, refunded Optional: exclude customers with 2+ orders in last 7 days Optional: split by product category to improve cross-sell relevance

Step 3/8 — Touch #1 (0–2 hours): “Thanks + what happens next”

Goal: reduce anxiety

This is not a receipt replacement. It’s a reassuring message that reduces support tickets and primes the next steps.

Subject lines (copy)

Thank you — your order is in motion
Quick update: what happens next

Minimum content

  • One sentence: thank you + confirmation
  • Shipping expectation (simple)
  • Support link (one click)
  • One CTA: “Track order / View order” (if available)
i Success check: links work and the message looks clean on mobile.

Building in Omnisend right now? Keep going — the next touch is where AOV lift starts.

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Step 4/8 — Touch #2 (Day 2): “How to use / care tips”

Goal: success

This email increases satisfaction and lowers returns. It’s also the best place to introduce a complementary add-on softly.

Copy/paste skeleton

Headline: Make the most of your purchase Bullets: • Tip #1 (30 sec) • Tip #2 (mistake to avoid) • Tip #3 (best practice) Optional: one accessory recommendation (single product) CTA: See tips / Get the guide
i Keep recommendations minimal here: 0 or 1 product only.

Success check

  • Easy to scan on mobile
  • One CTA only
  • Any product links open correctly

Step 5/8 — Touch #3 (Day 7): “Smart cross-sell”

Goal: AOV lift

This is your money email. The trick is relevance: recommend 2–4 items that logically complete the purchase.

Cross-sell rules (copy)

Rule: Recommend accessories/refills that match purchased category Show: 2–4 items max (best sellers) Avoid: full catalog links CTA: Complete your setup
i Best practice: if you can, branch by purchased category and show different items per branch.

Subject lines (copy)

Complete your setup (recommended add-ons)
Most customers add these next

Step 6/8 — Touch #4 (Day 14): review request

Goal: proof

Reviews increase conversion for future buyers and improve ad performance. Keep the ask simple and gratitude-based.

Copy/paste skeleton

Headline: How did it go? Line: Your feedback helps other customers choose with confidence. CTA: Leave a review Optional: 1 bullet on what to mention (fit, quality, shipping)

Guardrails

  • Exclude refunded/cancelled orders
  • Use one CTA
  • Make review link direct (no hunting)

Step 7/8 — Touch #5 (Day 30): winback / replenishment

Goal: repeat

This touch pulls forward the second purchase. Use “restock” language for consumables or “next step” language for durable goods.

Two copy options (pick 1)

Option A (consumables): Time for a restock? CTA: Restock now
Option B (durable): Your next step (recommended upgrades) CTA: Shop recommended

When to add an incentive

  • If second purchase rate is low
  • If you have margin room
  • Use only here (don’t train early discounts)
! If you add a code, set expiry (e.g., 48 hours) and keep one CTA.

Step 8/8 — Test, publish, and monitor for 7 days

Goal: prove it

Do one clean test order, verify emails arrive in a real inbox, and confirm every CTA lands on the right page.

Testing checklist

  • Place a test order (real email)
  • Temporarily shorten delays if needed
  • Check mobile formatting for each email
  • Confirm links are correct (products, review, support)

What to track (first 7 days)

  • Revenue per email (Touch #3 is key)
  • Clicks on cross-sell products
  • Unsubscribes (too frequent or too generic)
  • Review completion rate

Omnisend Post Purchase Flow Flow diagram (timing + intent)

Visual reference for your 5-touch schedule so the sequence stays consistent.

Timeline diagram showing five post-purchase touches for an ecommerce customer: 0 to 2 hours, day 2, day 7, day 14, and day 30
i If you need plan limits, see Omnisend pricing .

Omnisend Post Purchase Flow Done checklist (you’re finished when…)

  • The workflow trigger is “Order placed” and you tested a real order.
  • Refunded/cancelled orders are excluded.
  • Touch #1 reduces anxiety (support + expectations).
  • Touch #2 provides help tips (lower returns).
  • Touch #3 cross-sells with relevance (2–4 items max).
  • Touch #4 requests a review with a direct link.
  • Touch #5 drives the second purchase (winback/restock).
  • The workflow is ON (not draft) and inbox tests succeeded.
  • You’ll optimize after 7 days (one variable at a time).
i Final quality bar: publish v1 today. Optimization is a second pass.

Publish your post-purchase system today

You now have a clean 5-touch sequence designed to lift repeat purchases and AOV. Open Omnisend, publish v1, then optimize with 7 days of real data.

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