Email sequence for e-commerce: 7 emails that drive the second purchase

Samuel Freitas · 2026-10-07

A well-structured email sequence can be key to encouraging customers to make a second purchase. Here are the five main emails you should include.

1. welcome

This email should be the first point of contact after the purchase. Thank the customer for their purchase and reinforce your brand identity. Include a summary of what they can expect, like delivery times and information about the product they bought.

• Tip: Use a friendly tone and include images of related products or usage tips.

2. education

After delivery is confirmed, send an educational email. It should include information on how to use the product, its benefits, and maintenance tips.

• Example: If the customer bought a skin cream, send tips on how to work it into their skincare routine.

3. social proof

An email featuring reviews and testimonials from other customers who bought the same product can build trust. Include links to review pages and encourage the customer to share their own experience.

• Tip: Use before-and-after images, if applicable, to drive more engagement.

4. offer for a repeat purchase

Once the customer has tried the product, send an email with an exclusive offer for their next purchase. This could be a discount or free shipping on their next order.

• Example: “Since you already know our cream, enjoy 15% off your next purchase!”

5. win-back

If the customer doesn’t come back after their second purchase, send a win-back email. Ask if they had any issues with the product or if there’s anything you could improve.

• Include an incentive, like a discount code, to encourage them to come back.

Extra: product suggestions

After a few interactions, add an email with personalized suggestions based on the customer’s previous purchases. This can increase conversions because it shows you’re paying attention to what they like.

• Use browsing and purchase history to personalize your suggestions.

Extra: news and launches

Keep the customer informed about new products or categories they might like. Emails about launches are a great opportunity to build curiosity and engagement.

Send the email sequence at strategic intervals, respecting the customer’s engagement timeline. Ideally, start with the welcome email and follow up with the others on a schedule that doesn’t feel intrusive.

What’s your average open and conversion rate on repeat-purchase emails?