Best Follow-Up Emails To Send To Customers To Boost Loyalty

It’s important to keep communicating with your clients and keep delighting them with your dedication. They need a seamless experience and a friendly presence, so that’s what you should strive for. So, if you want to maintain that great communication with your clients, here are some emails you have to send.

Aimee Laurence
Aimee Laurence
Marketer and editor
November 26, 2019

Making a sale - or more of them - isn’t the only form of communication you should have with your audience. Especially so if you want to get their business again and earn yourself some amazing brand advocates and supporters.

It’s important to keep communicating with your clients and keep delighting them with your dedication after your 1st winning email. They need a seamless experience and a friendly presence, so that’s what you should strive for.

So, if you want to maintain that great communication with your clients, here are some emails you have to send.

Thank you emails

This goes without saying, but thank you emails go a long way. You can thank your clients for various things. For instance, you can thank them when they subscribe, when they buy or buy again, leave feedback or anything similar.

You may think that they won’t care, but they feel appreciated when they get an email that shows gratitude.

These emails don’t have to have all the bells and whistles. They can be very simple. But they can also contain valuable information for the customer. For example, how to track their delivery or link to customer service.

Of course, you could also personalize that email which means that you would include some shipping details or even recommendation based on their recent searches or products they bought.

Product review emails

This email allows you to collect valuable data on your products and how your customers see them. You can get straight to the point and ask for feedback. It’s clean and simple, no bells and whistles. But you can also add a bit of flair.

First off, offer something in return - a discount, a chance to win a contest, an exclusive sneak peak or something similar. This will be a lead magnet that will keep many customers on your review and get them to answer.

You can also add extra questions about your website, customer service, prices, other products and so on.


This is a great way to get your customer to repeat a purchase. You can use it to upsell or cross sell and it can be very effective. One of the best examples of companies that excel in these emails is Amazon. They always send recommendation emails and it is truly a great way to sell more products based on previous purchases.

But instead of combining it with a Thank you email or order information email, you should send it on its own. When a user has just bought something, they are less likely to buy something again. Mostly, this is related to money. So, wait for a bit and then send them that email.

Still, make sure that the recommended products go well with the ones they already bought.

Welcome emails

The Welcome email is similar to the thank you email but not equal. This is the email you should send if what you are offering is a service or subscription type business. This email will welcome new users to your service and thank them for subscribing or buying your service.

This email is great because you are presenting yourself and your other subscribers as a team or a family. The customer will feel that and they will feel happy and grateful that they are a member of your group.

This email, however, has to do a bit more than a thank you email. You would likely have to add some tutorials, useful content etc. instead of product recommendations. You should also make sure that they know how to access your customer service.

Use this email to build a relationship with your new customer. Be nice and friendly as well.

Shipping emails

This email is necessary. It’s not an option, but rather something customers need in order to know where their items are and when they’ll arrive. Customers expect this email to arrive so they can check if the information they added is correct. It’s not a matter of if you’ll send it or not - you need to send it.

However, it doesn’t mean that this email should be boring and dull. In fact, you can use it to spruce up your strategy and get more customers to become loyal to your brand. Use a friendly tone or add some humor to these pages. Of course, make sure that all information is still clear and visible, but make it fun.

Informative emails

The thing is, you can’t just sell. Of course, that is what you want to do, but in order to sell you have to impress your customers and build a relationship. And you can’t do that if you just keep sending one promotional email after another. It’s boring and no one will read that. In fact, they might unsubscribe.

On the other hand, informative emails offer useful information that will delight your users. Give them something helpful that will allow them to use the product they bought from you better or that will let them know all the benefits of your products.

People like reading and they like new information, especially about something they already like to use.

Abandoned cart emails

This is a great way to re-engage with customers that have been a bit absent from your sight. They wanted to buy something but didn’t because they didn’t have money or they had some concerns or they didn’t want to pay for shipping etc. Whether it’s your fault or theirs, you should make sure that you re-engage with them.

Remind your customers of something that’s still in their cart. Offer them a discount if they purchase the things from their cart in the next 48 hours. Tell them that it will soon be out of stock or unavailable. Engage with them - ask them why they didn’t purchase something.


Follow up emails are crucial if you want to keep your customers engaged and happy to be a part of your community. Customers want to be cared for, and that’s why follow up emails are your best friends... most of all if you follow specific email copywriting techniques!

Nurture your clients with a cocktail of informative emails, recommendations, reviews and so on until they are ready to buy again. And then start the cycle again.

Written by
Aimee Laurence
Marketer and editor

Aimee Laurence is a marketer at Big Assignments and Assignment Help Australia websites. She works on customer loyalty and communication. Also, Aimee is a freelance editor at Essay Services portal.

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