3 Things to Remember in Post-Purchase Email Design

Leveraging your post-purchase campaign data to send customized email messages to your customers is no longer a thing of the past. This valuable info can be pulled right from your CRM into your ESP and – voila – you can use automation to schedule data-driven emails.

There’s no doubt post-purchase email campaigns receive more opens and engagement from subscribers. But what if the power of those personalized messages is mitigated by one overwhelming gap?

The Missing Piece in Your Post-Purchase Email

Without the right design, your post-purchase email is doomed to fall flat.

Look at your email reporting right now, and I bet most of your engagement – opens and clicks – comes from mobile devices. I know this because overall in email marketing, more than 53 percent of email opens occur on a mobile phone or tablet.

If you don’t have a post-purchase email design that looks good no matter what device it’s viewed on, your customers will abandon that message fast: 71 percent of consumers delete an email immediately if it isn’t mobile optimized. Ouch.

Solving the Post-Purchase Email Design Problem

Are you convinced your post-purchase email design needs an upgrade? There are three things to remember as you renovate these emails.

1. Make the design mobile worthy
Yes, it’s important your post-purchase messages look good on mobile devices. Here are a few tips for making that happen:

  • For mobile-friendly design, use a one-column layout, large images and text, and a large CTA that a thumb will be able to click on a smaller-than-desktop screen.
  • For a design that readjusts to an optimal format depending on what device it’s being viewed on, opt for responsive and/or fluid design


2: Make the design pretty

There’s no better way to say it; you want subscribers to open your email and have an “ooh, ah” experience. Having your message look good on a mobile device will certainly help foster this emotion, but branding, colors, and images play a significant role.

  • Your branding should be present, but not too loud – logo, company description, promoted products.
  • Colors should be on par with your brand standards, as well as align with color theory.
  • No cheesy images. There are a few websites that provide free, professional stock photos. 

3: Does the design work?

You should never send an email without testing the design first. Templates render in different ways on different devices.

  • Check your reporting to see on which types of mobile devices and in what browsers your emails are being opened. Is it mostly iPhones? Is it mostly Outlook? Especially consider how your post-purchase email design renders in these places.
  • If your ESP doesn’t have an in-app tool for render-testing emails, use a company such as Litmus or this simple workaround to view your email on multiple screen sizes.

You’re Not Done with Your Post-Purchase Email Design

Once you’ve made your post-purchase email design mobile friendly, ensured all the colors and layout are complementary, and render-tested, your still have one more step. Reporting and analyzing are key to making your post-purchase campaign perfect.
You’ll want to monitor click-through rate and time in email as you send your post-purchase emails to gauge how well they’re being received. An email marketers job is never done; we must always keep testing, improving, and iterating.


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