The Email That *Actually* Affects Repeat Orders

Author

Victor Godsk
July 30, 2025

Hey, it’s Victor from Obzia.

If you sell anything to consumers online, this is a big one.

There’s an email that I see 8 out of 10 ecommerce brands (even the 8-figure ones) completely forget to send.

It’s not super sexy. It’s probably not a “groundbreaking” strategy you’ve never heard of before.

But it has an actual impact on repeat purchases, which I’d argue makes it one of the most important emails you can send to new buyers.

Let’s dive in.

The Mistake in Most Post-Purchase Strategies…

Most post-purchase flows are one-sided and basic.

→ “Thanks for your order” 

→ “Now follow us on socials”

→ “Here are more products you can spend your hard-earned money on”

But the best brands don’t stop there.

They teach the customer how to get the best possible outcome from what they just bought.

Because if your product just sits on a shelf…

…they’re definitely not coming back for more.

Use This ‘How To’ Email

Add an email in your post-purchase flow for first-time customers that clearly shows or tells them how to use and/or maximize the product they just bought.

Send it 1-2 days before they actually receive the product, so it adds to the excitement of receiving it.

Here’s what that could look like:

  • Skincare brand → Walk them through exactly when to apply it and how much to use.

  • Footwear brand → Show them how to keep the shoes fresh and break them in properly.

  • Wellness brand → Explain when to use the product and how to build the habit to stay consistent.

The point is…

If you help them use the product right, they’re way more likely to see results.

And if they see results, there’s a much better chance they’ll come back to your brand.

3 Real Examples of ‘How To’ Emails

My Favorite Email of the Day

The email: Click here to view »

Subject line: Thinking of trying?

The brand: Bite

My thoughts: Here they’ve taken an offer-driven ‘last chance’ email and actually made it interesting with a cool infographic. Most email marketers wouldn’t go the extra mile in this case, since the offer itself usually does a lot of the heavy lifting, so I love seeing brands that don’t always take the “easy” route.

Let me know if you’ve got any email-related questions I can help with!

Until next time,
Victor from Obzia

P.S. if you want a completely free audit of your ecommerce brand’s email marketing? Book a call here »