eCommerce email marketing – Post-purchase email FAQ

1. What are retailer branded tracking emails?
Retailer branded tracking emails are post-purchase notifications that keep customers updated on their order status. Unlike generic carrier emails, they are designed, owned, and sent by the retailer, maintaining full brand control and directing customers to a branded tracking page.

2. Why are post-purchase emails critical for eCommerce email marketing?
Post-purchase emails are critical because customer attention is highest after a purchase. They reduce anxiety, build trust, and create additional touchpoints for engagement, making them an essential part of eCommerce email marketing strategies.

3. How do branded tracking emails benefit retailers commercially? 

They deliver measurable returns by:

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• – Driving upsell and cross-sell opportunities with personalised recommendations.

• – Bringing customers back to the retailer’s own site (their branded tracking page).

• – Reducing WISMO queries, cutting service costs.

• – Increasing loyalty and lifetime value through consistent, reassuring communication.

4. What role does Scurri Track Plus play in eCommerce email marketing?
Scurri Track Plus allows retailers to own post-purchase communications, ensuring every tracking update is branded, consistent, and guides customers to the retailer’s tracking page rather than a carrier site.

5. What types of post-purchase emails should retailers send?

Key types include:

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• – Order confirmation emails (immediate reassurance)

• – Dispatch and in-transit updates (progress visibility)

• – Out-for-delivery notifications (anticipation)

• – Delivery confirmation (closure and delight)

6. How do branded tracking emails create upsell and cross-sell opportunities?
By incorporating personalised product recommendations, loyalty rewards, and curated collections, retailers turn post-purchase emails into additional revenue-generating marketing touchpoints.

7. Where should branded tracking emails direct customers?

Always to the retailer’s branded tracking page, not a carrier site. This keeps customers within the brand ecosystem, where engagement with offers, loyalty programmes, and upsell content is possible.

8. What common pitfalls should retailers avoid?

• – Using generic carrier templates that dilute brand identity.

• – Overloading emails with irrelevant promotions.

• – Not optimising for mobile.

• – Failing to send timely, proactive updates.

9. How can retailers make tracking emails more effective?

• – Keep designs on-brand with consistent logos, tone, and colour.

• – Prioritise tracking info first, promotions second.

• – Personalise recommendations based on customer data.

• – Use clear CTAs to the branded tracking page.

• – Automate emails for timely updates.

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• Keep the customer journey in mind – for more tips on that see how our post-purchase solution Scurri Track Plus can help you optimise the post-purchase journey.

10. How do branded tracking emails improve customer loyalty?
Proactive, branded updates build trust and reliability, increasing repeat purchases and brand advocacy.

11. Can post-purchase emails reduce customer service costs?
Yes. By proactively informing customers about their order status, WISMO queries drop, freeing up support teams. In fact, leading UK retailer Dobell were able to reduce headcount for support staff by 25% after implementing Scurri Track Plus due to a reduction in WISMO queries. Explore the full Dobell case study here. 

12. What ROI can retailers expect from branded tracking emails?
ROI comes from:

• – Revenue uplift through upsell/cross-sell.

• – Cost savings via reduced support enquiries.

• – Improved loyalty and repeat purchase rates.

13. How do branded tracking emails fit into the wider customer journey?
They bridge the gap between checkout and delivery, guiding customers to the branded tracking page, where they can engage with upsell offers and loyalty incentives.

14. Are tracking emails just for delivery updates?
No. While delivery info is essential, these emails can also include personalised offers, social proof, and loyalty nudges, making them a versatile eCommerce email marketing tool.

15. How can retailers personalise post-purchase emails effectively?
Use purchase history, browsing data, and customer profiles to serve tailored content — e.g., “Complete the look” suggestions or consumable product reminders.

16. How does Scurri Track Plus optimise eCommerce email marketing?
Our post-purchase communications software Scurri Track Plus gives retailers full control over post-purchase messaging by allowing retailers to send retailer-branded tracking email. It ensures consistent branding, and creates smarter, more engaging customer journeys that enhance upsell and loyalty opportunities.