51 % of consumers prefer SMS for post purchase communication over any other channel. This isn’t just a preference; it’s a powerful signal that the customer wants fast, direct, and hassle-free communication.
The anxious period between clicking “buy” and receiving the package is a critical moment for building trust. However, many brands are not using this opportunity to make a repeat customer.
The solution is a post purchase SMS strategy that meets customers exactly where they are – on their phones.
If you’re looking for answers to the questions,
- Why is post purchase communication important?
- How to send post purchase SMS?
- Email and SMS strategy for post purchase communication
- Best practices to send SMS after a purchase
- Post purchase SMS templates
Send post purchase messages without the complexity and high costs using Retainful’s pre-built automation workflows.
What is post purchase flow?
A post-purchase flow is a series of automated messages, typically via email and/or SMS, that a business sends to a customer after they have completed a transaction.
The most basic form of this flow includes transactional messages, such as order confirmation and shipping updates.
However, an advanced post-purchase flow strategy aims to enhance the customer experience and bring in repeat customers.
Related Reading: 9 Best Post-Purchase Email Examples With Proven Retention.
2 Types of post purchase SMS messages
Based on the purpose of the message, there are two types of post purchase SMS:
- Transactional post purchase messages
- Promotional post purchase messages
Transactional post purchase messages
These are essential, timely messages that keep customers updated about their orders. Customers expect these transactional messages from businesses.
Transactional messages include:
- Order confirmation: Sent immediately after a purchase to reassure the customer that their order was successful. This message should include the order number and a link to view order details.
- Shipping updates: Keep customers informed about their package’s journey. These include notifications for when the order has shipped, is out for delivery, and has been successfully delivered. Including a tracking number or link is a must.
- Proactive customer service: Sent to notify a customer of a potential issue with their order, such as a shipping delay or an out-of-stock item. This shows transparency and a commitment to customer satisfaction.
Promotional post purchase messages:
These messages go beyond the transaction to nurture the leads, drive repeat purchases, and gather valuable feedback. These messages play a vital role in customer retention.
Promotional messages include:
- Thank you & feedback requests: Sent a few days after delivery to express gratitude and to ask for a product review or general feedback. This is a powerful way to get social proof and valuable insights.
- Upsell & cross-sell: Recommend complementary products or an upgraded version of what the customer purchased. This strategy leverages the customer’s purchase history to increase the average order value.
- Loyalty & referral program invitations: These messages incentivize long-term engagement and turn customers into brand advocates.
- Replenishment reminders: For recurring-use products, these SMS remind customers to reorder before they run out. This is a highly effective way to secure repeat business.
Create effective post-purchase campaigns that are triggered based on customer behavior and at well-timed intervals effortlessly with Retainful.
Related Reading: Email Drip Campaign: How to Create + Best Practices.
Top 5 benefits of post purchase SMS
The SMS channel is best suited to send time-sensitive post purchase messages as it has the highest open rates (98% ) and CTR (19%).
Here are the top 5 benefits of sending post purchase SMS:
- Enhanced customer satisfaction and trust: Post-purchase SMS provides customers with real-time, transparent communication, which is crucial for building trust. This proactive communication keeps them informed at every stage of the journey, leading to a more positive overall experience.
- Reduced support inquiries: One of the most common reasons customers contact support is to ask, “Where is my order?”. By proactively sending automated SMS notifications with tracking information, you answer this question before it’s even asked. This reduces the volume of “WISMO” (Where Is My Order) inquiries.
- Increased customer lifetime value (CLV): Post-purchase SMS is a powerful tool for driving repeat business and increasing the value of each customer. By sending personalized product recommendations or special discounts, you encourage customers to come back for more.
- Higher engagement and conversion rates: The immediacy of a text message means your communications are seen and acted upon instantly. This high engagement rate is ideal for time-sensitive offers or feedback requests, leading to high conversion rates.
- Valuable feedback and reviews: Sending a well-timed SMS for a product review can gather social proof that is critical for acquiring new customers. This feedback also provides valuable insights that can be used to improve products, services, and the overall customer experience.
How to automate post purchase SMS communication?
Automated messages are the most efficient way to send timely post purchase SMS messages. Moreover, setting up your post purchase automation workflow is easy with an omnichannel marketing tool like Retainful.
Here are the 5 steps to automate your post purchase SMS sequence:
Step 1: Select a post purchase automation workflow template
Step 2: Customize your trigger and delay time
Step 3: Add your SMS block and edit your message
Step 4: Set up your workflow
Step 5: Launch your post purchase SMS automation
Related Reading: Email Automation: An Ultimate Guide for Beginners 2025.
1. Select a post purchase automation workflow template
- Log in to your Retainful dashboard, select the Automation option. (If you don’t have a Retainful account – Create One For Free).
- In the Automations page, click on Create Workflow. Under the Post Purchase Experience category, you can select:
- Product Follow Up
- Thank You With Next Order Coupon
- Order Follow Up
- For this illustration, we’ve selected the Product Follow Up automation workflow.
2. Customize your trigger and delay time
- Start by clicking the trigger block in your workflow to set up the rules.
- Add a wait time before sending the next SMS.
- This ensures compliance with US SMS guidelines (TCPA). TCPA requires at least a 24-hour gap between messages sent to the same customer.
3. Add your SMS block and edit your message
- Click on the Integration icon to include SMS blocks in your workflow.
- To customize your SMS content and the discount code, click on the SMS block. You can configure your SMS text and view the preview in the SMS Content panel.
- In the SMS Content sidepanel, modify the text message, discount coupon, and even add dynamic codes to personalize your SMS. Additionally, you can set the validity / minimum order value of your coupon and customize the opt-out message.
4. Set up your workflow
By following the above steps, you can add multiple SMS blocks in your workflow and set the interval between them for 24 hours.
5. Launch your post purchase SMS automation
After you’ve customized your SMS automation workflow, simply click on the Start Workflow button to make it live.
Now, whenever a customer has completed a purchase, they’ll enter the workflow, and the SMS will be automatically sent to them.
Email + SMS strategy for effective post purchase communication
An effective post-purchase communication strategy is a multi-channel approach that leverages both email and SMS. This way, you can keep your customer engaged without overwhelming them.
Immediately after an order is placed ( Transactional messages)
- SMS (immediately after purchase): Send a concise order confirmation with the order number. This message is critical as it has a 98% open rate and provides instant reassurance.
- Email (immediately after purchase): Include the full order summary, billing and shipping information, and a link to their order page. Use this as an opportunity to reinforce your brand story or link to your social media.
- SMS (when the order ships): Send a shipping confirmation with a tracking link. It is a high-urgency, high-value message that customers want to see instantly.
- Email (when the order ships): Follow up with a more detailed shipping confirmation email. This is useful for customers who prefer to check their email for a record of their transaction.
- SMS (on delivery): Send a final confirmation when the package has been delivered. This helps prevent theft and confirms the end of the shipping process.
The engagement & feedback flow
- Email (2-3 days after delivery): Send a Thank You email with educational content. Use it to share product usage tips, care instructions, or links to valuable content like video tutorials. This adds value beyond the product itself.
- SMS (5-7 days after delivery): Request for a product review. Keep the message short and sweet, offering a small incentive (like a discount on their next purchase) to encourage a response. SMS is ideal for this as it has a high response rate.
- Email (10-14 days after delivery): Follow up with an email to gather customer feedback. If they haven’t submitted a review yet, this is a gentle reminder. You can include customer photos or testimonials to inspire them.
The repeat purchase & retention flow
- Email (30-45 days after purchase): Send a personalized product recommendation email. Use their purchase history to suggest complementary products or items from the same category. This is a low-pressure, high-relevance message for upselling and cross-selling.
- SMS (45-60 days after purchase): Offer a time-sensitive special discount to drive a repeat sale. For example, “Enjoy 15% off your next order. Don’t miss out!” The high-urgency nature of SMS makes it effective for these limited-time offers.
- Email (60-90 days after purchase): Start a winback campaign. If they haven’t purchased again, send a series of 2-3 emails over a few weeks to re-engage them.
Best practices for post purchase SMS
Here are the best practices for post purchase SMS communication:
- Get customer consent first: Always use SMS opt-in forms or checkboxes during checkout. Ensure compliance with regulations like TCPA and GDPR.
- Set the right timing: Send the first confirmation SMS immediately after purchase. Space out follow-ups (e.g., shipping updates, feedback requests) to avoid overwhelming customers.
- Keep messages short & clear: Stick to 160 characters or less. Use plain, easy-to-read language with key details upfront.
- Segment and send personalized SMS: Include the customer’s name and order details. Send personalized product recommendations or loyalty offers.
- Provide value beyond transactions: Share exclusive offers, care tips, or loyalty program invites. Encourage repeat purchases instead of only sending status updates.
- Include clear CTAs (Call-to-Action): Use links for tracking, leaving reviews, or redeeming discounts. Keep CTAs simple and action-oriented.
- Provide Opt-out potions: Respect opt-out requests with clear “Reply STOP to unsubscribe” instructions.
Post purchase SMS templates
We’ve curated highly engaging and converting SMS templates that you can send after a customer completes a purchase.
Order confirmation SMS template
[Your Brand]: Thanks for your order, [Name]! Your order #[Order Number] is confirmed. View details: [Link]. Reply STOP to unsubscribe.
Shipping updates template
[Your Brand]: Great news, [Name]! Your order #[Order Number] is on the way. Track it here: [Tracking Link] Reply STOP to unsubscribe.
Thank you & feedback requests template
[Your Brand]: We hope you love your new [Product Name]! We'd be grateful if you'd leave a quick review. [Review Link] Reply STOP to unsubscribe.
Upsell/cross-sell template
[Your Brand]: We noticed you bought a [Product Name]! Our customers also love the [Complementary Product Name]. Shop now for 10% off: [Link] Reply STOP to unsubscribe.
Replenishment reminders
[Your Brand]: Looks like you're running low on your [Product Name]! Use code [CODE] for 15% off your next order. [Link] Reply STOP to unsubscribe.
Send automatic post purchase SMS and emails in-sync using Retainful’s omnichannel automation workflows.
Wrap up!
80% of sales come from just 20% of returning customers, which is why post-purchase communication is crucial. However, following up after a purchase may seem overwhelming, but it doesn’t have to be.
With tools like Retainful, you can set up post-purchase flows once and let automation handle the rest.
From personalized SMS to follow-up emails, Retainful helps you nurture relationships, drive repeat purchases, and manifold CLV - all from a single workflow.
Also Read:
- 11 Best SMS Marketing Strategies for 2025
- WooCommerce SMS marketing – An Ultimate Beginner Guide
- E-commerce SMS Marketing Guide: Setup, Strategy & Templates
Frequently asked questions
Send the order confirmation instantly, followed by shipping and delivery updates. Promotional or feedback requests should have at least a 24-hour gap (to stay TCPA-compliant).
Order confirmations, shipping updates, delivery alerts, feedback/review requests, personalized product recommendations, and loyalty program invitations.
Collect explicit opt-in from customers, follow TCPA/GDPR rules, include opt-out instructions (e.g., “Reply STOP to unsubscribe”), and avoid sending too many messages.
Yes. By adding personalized offers, discounts, or recommendations, post-purchase SMS encourages repeat purchases and boosts customer lifetime value.
Keep it under 160 characters, with clear details and a call-to-action link when necessary.
Yes, using the customer’s name, order details, or tailored product suggestions makes the message more relevant and engaging.
