In the world of Australian retail and e-commerce, it costs significantly more to acquire a new customer than it does to keep an existing one. A well-crafted post-purchase journey ensures your customers feel valued after they click 'buy', reducing buyer's remorse and significantly increasing the likelihood of a second purchase.
By automating this process, you create a 'set and forget' system that builds brand loyalty while you focus on running your business operations.
Prerequisites
Before you start, ensure you have the following ready:- An Email Service Provider (ESP) like Klaviyo, Mailchimp, or Omnisend.
- Integration between your website (Shopify, WooCommerce, etc.) and your ESP.
- Basic brand assets (logo, brand colours, and high-quality product imagery).
- A clear understanding of your typical shipping times within Australia.
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Step 1: Define Your Goal and Timing
Don't just send emails for the sake of it. Decide what success looks like. Is it a product review? A second purchase within 30 days? Or perhaps a social media mention? What you should see: Open your email platform's 'Automations' or 'Flows' tab. You’ll see a dashboard with a 'Create New' button. This is where your journey begins.Step 2: Create the Trigger
Your journey needs a starting point. In your ESP, select the trigger 'Placed Order' or 'Order Fulfilled'.Pro Tip: For Australian businesses, we recommend using 'Order Fulfilled' as the trigger for the actual 'journey' content, so the timing aligns with when the customer actually receives the goods, rather than just when they paid.
Step 3: Send the Immediate 'Thank You'
While your website sends a transactional receipt, your marketing journey should send a branded 'Thank You'. This is about emotion, not just data. Express genuine gratitude and welcome them to your brand community. Screenshot Description: You should see a drag-and-drop email builder. Place your logo at the top, a hero image of people enjoying your product in the middle, and a personalised greeting using a 'First Name' tag.Step 4: Set a Time Delay for Shipping Expectations
Australian geography means shipping can take anywhere from 2 to 10 days. Set a time delay in your workflow. If you are based in Brisbane and shipping to Perth, allow for that window. A 3-5 day delay is usually a safe starting point to ensure the 'How is it?' email doesn't arrive before the package does.Step 5: Deliver Value-Add Content (The 'Educational' Email)
Before asking for a review, help the customer get the most out of their purchase. If you sell skincare, send a 'How to apply' guide. If you sell tools, send a 'Maintenance tips' checklist. This builds authority and trust.Step 6: The Review Request
Now that they’ve had the product for a few days, ask for feedback. Link directly to your Google Business Profile or your website's review tool. Common Mistake: Making the review process too complicated. Use a simple 'Star' rating image that links directly to the review form.Step 7: The 'Cross-Sell' or 'Upsell' Logic
Use 'Conditional Splits' in your automation. If a customer bought a coffee machine, show them your premium coffee beans. If they bought a summer dress, show them matching accessories. What you should see: In your flow builder, a diamond-shaped icon usually represents a 'Split'. You will see two paths: 'Yes' (bought X) and 'No' (did not buy X).Step 8: Incentivise the Second Purchase
Offer a 'Bounce Back' discount. A simple '10% off your next order' can be the nudge a customer needs to move from a one-time buyer to a repeat client. Ensure the code is easy to copy and paste.Step 9: Introduce Your Social Community
Invite them to follow your Australian social media pages (Instagram, Facebook, or TikTok). Use user-generated content (UGC) in this email to show real Aussies using your products. This provides 'social proof'.Step 10: The Re-engagement Safeguard
Add a final step for customers who haven't purchased again after 60 days. This is a 'Win-back' email. Ask if everything was okay with their order and offer a slightly higher incentive or a helpful resource to bring them back to the site.Step 11: Test and Optimise
Before going live, use the 'Preview' function. Send test emails to your own inbox and check them on both a desktop and a mobile phone. Check that all links work and that the 'Unsubscribe' link is clearly visible (this is a legal requirement under the Australian Spam Act 2003).Step 12: Go Live and Monitor
Hit the 'Publish' or 'Live' button. Monitor your 'Open Rates' and 'Click-Through Rates' (CTR) weekly. In Australia, an open rate of 30-40% for post-purchase emails is considered healthy.---
Tips for Success
- Personalise everything: Use the customer’s name and mention the specific product they bought.
- Watch your frequency: Don't bombard them. 3 to 5 emails over a 30-day period is usually the 'sweet spot'.
- Mobile First: Most Australians check their email on their phones while commuting or on breaks. Ensure your buttons are large enough to tap easily.
Common Mistakes to Avoid
- Ignoring the Spam Act: Always include your physical business address (or PO Box) and a functional unsubscribe link.
- Bad Timing: Sending a 'How do you like it?' email 24 hours after purchase when Australia Post hasn't even picked it up yet. This leads to frustrated customer support tickets.
- Over-discounting: If you always offer 20% off, customers will never pay full price. Use discounts sparingly.
Troubleshooting
- Emails going to Junk: Check your 'Sender Reputation'. Ensure you are using a custom domain email (e.g., hello@yourbusiness.com.au) rather than a Gmail or BigPond address.
- Low Engagement: Your subject lines might be boring. Try A/B testing a 'curiosity' subject line vs a 'direct' subject line.
- Flow not triggering: Re-check your integration. Sometimes the connection between your shop (like Shopify) and your email tool needs to be re-authorised.
Next Steps
- Audit your current emails: See what your customers are currently receiving.
- Map your journey: Draw it out on paper before building it in the software.
- Need help with the technical setup? Our team at Local Marketing Group can help you build high-converting automations tailored to the Brisbane market. Contact us today to discuss your email strategy.