Hey, it's Chase and Jimmy here.

A good post-purchase flow doesn't just confirm orders and track packages. It reduces anxiety, builds trust, and quietly sets up repeat purchases – all without feeling pushy or transactional.

The result? Customers who feel informed, not ignored. And a flow that turns the waiting period into a loyalty-building experience.

Today we're breaking down what Oak and Luna gets right (and what they could do better) so you can steal the best parts for your own post-purchase strategy.

Also inside:
✔️ How Rachel Riley built an automation powerhouse to grow BFCM sales by 77%
✔️ The drop zone: New launches in wellness & protein

Let’s jump in👇

Meme drop:

Roses are red, violets are blue, if you don't open your own emails... oh please, we know you're lying.

Oak and Luna’s post-purchase flow: Transparency, reassurance, and gentle re-engagement

Oak and Luna’s post-purchase flow is built around one core idea: don’t leave customers guessing. From order confirmation through delivery, the brand consistently tells the customer what’s happening, what to expect next, and how to stay connected while they wait.

Instead of treating post-purchase emails as purely transactional, Oak and Luna uses them to reduce anxiety, reinforce trust, and layer in soft retention plays like SMS opt-ins and bounce-back incentives without disrupting the moment.

1. Order Received: Setting Expectations Early

Focus: Immediate confirmation and expectation setting

Why This Works

• Confirms the order clearly without overselling or distraction

• Includes estimated delivery timing upfront, reducing “Did it go through?” anxiety

• Itemized order details and shipping method are easy to scan

What Needs Work

• The design is very utilitarian. A small brand moment or reassurance headline could elevate the experience

• There’s no emotional acknowledgment yet, which feels like a missed opportunity for a gift-heavy brand

2. Order Confirmed: Progress and Reassurance

Focus: Reinforcing momentum and legitimacy

Why This Works

• The order status bar visually confirms progress, which builds confidence

• “Your order is confirmed” is unambiguous and calming

• Clear tracking CTA sets the expectation for future updates

What Needs Work

• The email leans heavily on logistics and could briefly remind the customer why this purchase matters (especially for gifts)

• There’s room to introduce post-purchase care or what makes Oak and Luna different here

3. Shipping Notification: Clear, No-Friction Updates

Focus: Transparency and control

Why This Works

• Shipping confirmation arrives promptly with tracking front and center

• Delivery date is clearly restated, minimizing inbox-driven support tickets

• Copy encourages customers to verify delivery details proactively

What Needs Work

• The tone is purely functional. Adding a light “on its way” moment could humanize the update

• This is a high-open email that could quietly reinforce brand values or craftsmanship

4. SMS Opt-In Push: Extending the Relationship

Focus: Channel expansion post-purchase

Why This Works

• SMS is introduced after trust is established, not before purchase

• Incentive framing feels optional, not forced

• The creative clearly explains what you’ll get, not just the discount

What Needs Work

• The value proposition leans heavily on incentives; previewing the type of updates customers will receive could strengthen opt-ins

• A softer CTA for customers who already received their order could increase relevance

5. Review Request + Bounce-Back Offer

Focus: Feedback and repeat purchase

Why This Works

• Ties a review request directly to a tangible reward

• Product-specific review CTAs reduce friction

• The offer feels like a thank-you, not a bribe

What Needs Work

• The timing could be more explicitly tied to delivery confirmation to ensure the product has been received

• The email does a lot at once. Separating review and incentive into clearer sections could improve clarity

6. Proactive Courier Delay Update

Focus: Transparency during a high-stress moment

Why This Works

• Acknowledges external issues before customers need to ask

• Uses a human sender and conversational tone, which builds trust

• Offers multiple resolution paths, putting control back in the customer’s hands

What Needs Work

• The message is text-heavy; light formatting or callouts could improve scannability

• This email could link back to tracking or order status more clearly

What Oak and Luna Gets Right

Radical Transparency: They don’t wait for customers to get frustrated. By proactively communicating delays and updates, Oak and Luna shows respect for the customer’s time and expectations.

Expectation-Driven Retention: Every email answers one simple question: What’s happening now? That clarity reduces anxiety and support burden while building trust.

Soft Monetization Timing: Discounts and SMS sign-ups appear only after the core transaction is stable, which keeps the experience customer-first.

Where They Miss the Mark

Limited Emotional Payoff: For a jewelry brand, the flow leans heavily operational. Adding moments that celebrate the purchase or its meaning could deepen connection.

Underused High-Attention Touchpoints: Shipping and confirmation emails are opened frequently, but brand storytelling and differentiation are minimal.

Density Over Design: Several emails rely on long blocks of text. Clearer hierarchy would improve scanning, especially on mobile.

Final Takeaway

Oak and Luna nails the post-purchase experience for a lot of reasons. By being upfront, clear, and proactive, they turn a potentially stressful waiting period into a trust-building experience.

The flow doesn’t rely on reassurance language or generic “we’re on it” messaging. Instead, it gives customers exactly what they want after checkout: clear confirmation, visible progress, and honest communication when timelines shift.

By acknowledging delays, explaining what’s happening behind the scenes, and offering helpful next steps, Oak and Luna removes uncertainty before it has a chance to turn into frustration. 

Key Takeaways for Brands

✔️ Use post-purchase emails to reduce uncertainty, not just confirm transactions
✔️ Communicate delays before customers feel them
✔️ Introduce retention plays only after trust is established
✔️ Treat shipping and status emails as brand moments, not throwaways
✔️ Optimize for clarity first, conversion second

How Rachel Riley built an automation powerhouse to grow BFCM sales by 77%

Rachel Riley has dressed royal babies for decades; but in 2024, their biggest growth moment came from modern retention.

After switching to Omnisend, the team leaned into smarter automations, email, and SMS to turn Black Friday into a full-month strategy. The result? A 77% YoY lift in BFCM revenue, with nearly half of total store sales driven by Omnisend and 46% of that coming from automations alone.

Proof that when timing, channels, and intent line up, even legacy brands can unlock modern growth.

→ Read how Rachel Riley blended tradition with performance marketing

The drop zone:

Wizard Wellness makes allergies fetch
A new line of nasal sprays, rinses, and oral strips treats allergies like skincare; with microbiome-friendly ingredients and bold, beauty-first branding.

Laird Superfood enters dairy with whey-based protein coffee:
The brand’s first dairy launch blends real whey protein, lion’s mane, and clean ingredients into a high-protein RTD coffee for hot or iced sipping.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with us, it’s always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

Love this newsletter but want to receive it less frequently? Let us know by clicking here!