How to Write The Perfect Post Purchase Automation

6 years ago, I was in New York. 

It’s a bone-chilling winter morning in New York City.

32 degrees and snowing.

I’m standing at a desolate bus stop on 40th street and 10th avenue, which is know the swanky Chelsea Piers neighborhood, but back then?

Just a sprawling construction site. All concrete and metal skeletons.

The icy wind whipped through my coat as I checked my watch.

10:02 AM.

My stomach growled, reminding me I’d skipped breakfast in my rush to make the bus to visit my Mom in Philly.

That’s when I spotted it.

A beacon of hope in this urban wasteland.

A little street cart on the corner, steam rising from its griddle, promising the holy grail of NYC breakfasts: a sausage, egg, and cheese sandwich.

I jogged over, ordered one, and hustled back to the bus stop just as my ride pulled in.

As passengers filed off, I peeled back the foil wrapper, ready to sink my teeth into breakfast bliss.

But what I saw sent me into a hangry rage.

Barely half an egg. HALF. 

A pathetic sprinkle of cheese. 

ZERO sausage. 

Just a giant slice of bread and sadness.

Now, I’m usually a “grin and bear it” guy. But something in me snapped.

I stormed back to that cart and slammed the sandwich on the counter.

“Are you half-assing me, man??? This is the most pathetic excuse for a sausage, egg, and cheese I’ve ever seen. You should be ashamed to sell this.”

The vendor’s eyes widened and he gave me a sheepish smile.

Without a word, he turned to the griddle and whipped up a proper sandwich.

Two eggs. Real cheese. A sausage patty I could actually see.

As I walked away, it hit me.

This guy was just straight-up half-assing it.

Totally focused on one-time sales. Crank it out, move on, never think about the customer again.

And honestly?

That’s how a lot of brands treat their post-purchase automations.

They usually go a lil something like this:

 - Thanks for your order!
- Please, please, please review us.
- Here’s 10% off your next order!

Ugh… It feels just way too transactional, and makes it all about the brand, not the customer. 

Instead I like to do something like this:

1. Immediately after their purchase:

   1. Thanks! We got your order. Here’s what to expect.

2. 2-3 days before it arrives:

   1.  Here are some tips to get the most out of the product

3. 1 week after it arrives: 

   1. Plain text follow up “How are you liking it? Need any help?

4. 2 weeks after it arrives

   1. Based on what you ordered, here’s few other products people like.

You see the difference?

This post purchase automation puts the customer first. It builds anticipation for their product. 

And shows them that you actually care about them.

A post purchase flow like this will go a long way to making people love your brand and increasing repeat purchases rates.

Unlike that lazy food cart vendor.

If you need help crafting a post purchase automation that makes people thrilled they bought from you, just reply to this email and we can see if we’re a good fit to work together. 

Ben “Don’t F*&% with my sandwich” Fitterman

Got something on your mind? Reply to this email, I do my best to reply to them all.

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