After working with hundreds of Shopify brands, I’ve learned that most post-purchase thank you sequences are painfully generic. You know the ones - “Thanks for your order!” followed by the exact same message to repeat customers. It’s boring, impersonal, and honestly a missed opportunity.
In this guide, I’ll walk you through building a customer thank you flow that actually engages your buyers and sets proper expectations - without falling into the common traps that make customers tune out.
Key Insights for Better Thank You Flows
- Move beyond basic new vs. returning customer splits - Generic messaging gets old fast
- Use psychological timing techniques to manage delivery expectations
- Include product education for better customer experience and repeat purchases
- Position upsells strategically without destroying brand value
- Leverage dynamic content for truly personalized experiences
Setting Up Your Thank You Flow Structure
Initial Flow Configuration
Start by creating a new flow in Klaviyo using the thank you template. The default setup needs some tweaks right away.
First, delete that weird “delay until 1 day with 9:00 a.m. fixed time” - I have no idea why Klaviyo includes that by default.
Next, add a crucial profile filter: “Placed order since start of flow = 0 times”. This prevents customers who place multiple orders in quick succession from getting bombarded with thank you emails.
Rethinking the Traditional Approach
Most agencies set up a simple conditional split between new and returning customers. While this works, it’s not engaging enough for customers who’ve bought from you multiple times. Getting the same “thank you again for placing order” message gets stale quickly.
Instead, I recommend a three-email structure that works for all customers:
The Three-Email Thank You Sequence
Email 1: Post-Purchase Welcome (Immediate)
This isn’t your standard order confirmation - Shopify already handles that perfectly, and customers trust those native templates. Instead, this is a personal letter from the founder explaining:
- What to expect next in terms of delivery
- Any special instructions for product use
- A genuine thank you note from leadership
Keep the Shopify order confirmation unchanged. It builds trust because customers recognize the format from other reputable Shopify stores.
Email 2: Progress Update (2-3 days later)
Here’s where psychology comes in. I learned this trick from studying Uber’s approach to wait times.
People don’t mind waiting - they mind not knowing what’s happening. Uber solved this with their GPS tracking feature, showing the car moving toward you. We can apply the same principle to shipping.
For Drop Shippers: Send an “apology for warehouse delay” email on day 2-3, then a “great news, your order shipped!” email around day 5-6. This breaks down a 14-day shipping window psychologically, even though it’s just normal processing time.
For Brands: Use this email to share product education. If you’re selling something that requires specific usage instructions (like the shampoo bars I worked with), this timing is perfect.
Email 3: Delivery Confirmation (When order arrives)
Time this for when the package typically arrives. Include any final instructions, care tips, or gentle nudges toward the next purchase.
Product Education That Drives Retention
I’ll share a real example: We worked with a brand selling shampoo and conditioner bars. Most customers (myself included initially) would rub the bar in their hands first, then apply. But the correct method is to rub the bar directly on your head.
Without proper instruction, customers:
- Get worse results from the product
- Use less product per wash
- Take longer to repurchase
We included usage instructions in email 2, which improved both customer satisfaction and repurchase rates. If your product has any learning curve, address it in your thank you sequence.
Smart Upselling Without Destroying Value
Here’s where most brands mess up: They discount the original product heavily in thank you emails. I see brands offering “2 more bars for $10” when customers just paid $30 for one bar. This destroys perceived value instantly.
Better Upselling Strategy
Instead of discounting the main product, position complementary products strategically:
“We’re offering these complementary products at cost to you because when used with [original product], they make it significantly more effective. This means you’ll get better results and want to reorder [original product] sooner, which benefits us long-term.”
This approach:
- Aligns brand and customer incentives
- Maintains product value perception
- Positions the upsell as beneficial rather than pushy
Advanced Implementation: Dynamic Content
For brands doing $1M+ monthly with specific customer segments, dynamic content blocks can personalize the experience further.
Using Klaviyo’s dynamic image functionality, you can create if-then statements:
- If customer bought shampoo → show shampoo instructions
- If customer bought conditioner → show conditioner instructions
- If customer bought serum → show serum instructions
This requires custom coding that layers multiple images with conditional logic. While I don’t handle the coding myself anymore (my team does), it’s definitely possible for high-volume brands where the ROI justifies the complexity.
Timing Your Email Delays
| Timing | Purpose | |
|---|---|---|
| Email 1 | Immediate | Welcome & expectation setting |
| Email 2 | 2-3 days | Progress update or education |
| Email 3 | Upon delivery | Confirmation & next steps |
For more advanced setups, integrate with fulfillment tools like ShipStation to trigger emails based on actual shipping events rather than estimated timeframes.
Implementation Tips
Email Design Approach
I upload emails as single JPEG images rather than coding individual HTML blocks. Before you comment about deliverability - we’ve been doing this for years across 8-9 figure brands with consistent results. The key is handling everything else correctly: segmentation, compliance, domain setup, and warming.
Essential Technical Details
- Always add alt text to images
- Remove left/right padding to prevent cropping issues in dark mode
- Test on both mobile and desktop before going live
- Include relevant CTA links (homepage, FAQ, shipping info)
Avoiding Common Mistakes
Don’t: Send the same generic message to all customers
Don’t: Heavily discount your main product in thank you emails
Don’t: Ignore the psychological aspect of shipping delays
Don’t: Skip product education for complex items
Do: Personalize based on purchase behavior
Do: Use strategic timing to manage expectations
Do: Include valuable educational content
Do: Position upsells as beneficial rather than promotional
Measuring Success
Track these metrics to optimize your thank you flow:
- Open rates across all three emails
- Click-through rates on educational content
- Upsell conversion rates
- Time to second purchase
- Customer satisfaction scores
Most importantly, pay attention to customer feedback. Are they asking fewer support questions after implementing product education? Are they leaving better reviews mentioning they understood how to use the product? These qualitative signals often matter more than pure conversion metrics.
FAQ
How long should I wait between thank you emails?
Email 1 should go immediately, Email 2 after 2-3 days, and Email 3 when the package typically arrives. Adjust based on your actual shipping times.
Should I include upsells in every thank you email?
Only if you can position them strategically without damaging brand value. Focus on complementary products rather than discounting the original purchase.
Is it worth coding dynamic content for smaller brands?
Generally not. Focus on solid messaging and timing first. Dynamic content makes sense when you’re doing $1M+ monthly with clear customer segments.
What if my shipping times are inconsistent?
Use broader time ranges and focus on setting proper expectations rather than specific delivery dates. The psychological approach of breaking down wait times still works.
How do I know if my thank you flow is working?
Look for reduced support tickets, improved review quality, faster repeat purchase cycles, and higher customer lifetime value. These indicate customers are properly onboarded and satisfied.