E-commerce
Post-purchase email: the sequence that cuts support
The confirmation goes out within the hour with the order number and the delivery date. Then tracking, usage guide, review: four emails, each with one job.
Key points
- The order confirmation leaves within the hour and carries no promotion.
- The shipping email carries the tracking link and what to do if the parcel does not arrive.
- The review request comes after delivery, with a direct link to the product.
- Without SPF, DKIM and DMARC transactional email lands in spam.
The first post-purchase email goes out within the hour and carries three things: confirmation, order number, expected delivery date. Everything else waits for the shipment.
The sequence, in order
| Moment | What it holds | What to leave out |
|---|---|---|
| Within an hour of the order | Confirmation, order number, total, expected delivery | Promotions, links to categories |
| On dispatch | Tracking, courier, what to do if the parcel does not arrive | The review request |
| On delivery | Usage guide, warranty, how to request a return | A discount on the next order |
| Seven to fourteen days later | Review request with a direct link to the product | Any other ask |
Four emails cover the whole path, and each has one job. An email asking for two things gets neither: a promotion inside the order confirmation goes unread and pulls attention away from the order number support needs.
The code: check that the email lands
# SPF pubblicato per il dominio che firma le email?
dig +short TXT esempio.it | grep -c "v=spf1"
# DKIM: il selettore lo decide il servizio di invio
dig +short TXT selettore._domainkey.esempio.it
# DMARC: politica e indirizzo dei report
dig +short TXT _dmarc.esempio.itIf the first command returns 0, the domain publishes no SPF and many providers treat transactional mail as suspect. The DKIM selector differs per service: read it in the sending console, never invent it. With no DMARC, the reports never arrive and you cannot see who is using your domain.
Who replies, and how fast
- Point replies to the confirmation at a real address and state a time: "we answer within one working day" is already a commitment.
- Put the tracking link in the confirmation too, when the courier supplies it at once: half the "where is my order" mail arrives before dispatch.
- State on the confirmation page and in the email how to request a return, with the time window. The same line in two places saves two email exchanges.
The limitation to name
We have no measure of ticket reduction: it depends on your volume and your queue, so read it in your own help desk before and after the change. Transactional email is not exempt from consent either: adding promotional content to a service message changes the legal basis, and that needs checking with whoever handles privacy.
Where to continue
The record closest to the order confirmation is order-confirmation-01, with order-01 as the commerCN variant and the newsletter category for sign-up forms. For the rest of the path read guest checkout, cart abandonment and the guide building an ecommerce site.
Frequently asked questions
How many emails does a purchase need?
Four: confirmation, dispatch, delivery with a usage guide, review request. One job each. A fifth only makes sense when the product needs maintenance or spare parts.
When should you ask for a review?
Seven to fourteen days after delivery, not after dispatch: someone who has not used the product cannot judge it. The message needs a direct link to the product, not a trip through the home page.
Can the order confirmation carry a promotion?
Better not. The confirmation is a service message people open for the order number; a promotion inside it changes the nature of the message and needs a privacy review.
Why does my email land in spam?
Almost always missing or incomplete authentication: SPF published, DKIM signing at the sending service, DMARC configured. The second suspect is a sending domain different from the shop domain.
Do I need a service for transactional email?
Yes, in nearly every case. A shop mailbox does not carry the volume and exposes no delivery log; a dedicated service gives tracking, bounces and the DKIM records to publish.