Create a Post-Purchase (Email) Offer
Send a follow-up email after a customer completes their order with a personalized product offer they can add to their next purchase. Post-purchase emails are a great way to re-engage customers and drive repeat revenue without interrupting the checkout experience.
When to use post-purchase email offers
Recommend a complementary product after a customer buys something specific.
Re-engage customers who declined an upsell at checkout or on the thank-you page.
Reach customers who use express checkout (Shop Pay, Apple Pay) and skip post-purchase pages.
Setup
From the Manual Offers page, click Create Offer.
Select Post-Purchase (Email) as the offer type and click Continue.
Give the offer an internal name so you can identify it later in the Manual offers list. Shoppers will never see this name.
Choose your trigger product(s). The product(s) that are chosen will cause this email to be sent when purchased in an order.
Choose your offer products that you want to recommend in the email.
Under Conditions (Optional), add conditions to control when the offer is eligible to appear:
Date range - show the offer only between specific start and end dates.
Minimum Cart Value - only show the offer when the cart subtotal is above a set amount.
Customize the email
Under Style, customize the Post Purchase Email offer using the following customization options:
Email Subject Line
The subject line is the first thing your customer sees in their inbox. Keep it short, specific, and benefit-focused. You can use variables like {{customer_name}} and {{product_name}} to personalize.
Header Image URL
Add an optional header image to make the email feel branded and on-style. Use a hosted image URL (PNG or JPG). Recommended width: 600px.
Header Image Alt Text
Add optional text to describe the image.
Headline Text and Description
The headline appears prominently above the product. The description supports it with a short sentence explaining the offer.
Email Body
Enter the details of your offer that appear within the Post Purchase Email offer.
Email deliverability
Post-purchase emails are sent shortly after a qualifying order is placed. The customer must have completed checkout with at least one of your trigger products in the order.
Note: Post purchase emails will only trigger if the customer opts-in to email marketing. You can enable your email marketing opt-in within your Shopify settings.
FAQs
Will every customer who buys a trigger product get an email?
Yes, as long as the offer is active and the order contains at least one of your trigger products. Customers who have opted out of marketing emails are excluded.
Can I send more than one email per order?
Each offer sends one email per qualifying order. If you have multiple active post-purchase email offers, only the best-matching offer is sent to avoid inbox fatigue.
Does this replace my checkout or thank-you page upsells?
No post-purchase email offers complement on-site offers. They reach customers who skipped the thank-you page or used express checkout, and they give shoppers more time to consider the offer.
How do I track performance?
Open the Dashboard to see opens, clicks, conversions, and revenue attributed to each post-purchase email offer.