Product Purchase: send an email to your customers after their purchase

In this article, we will explain how to automatically send an email to customers who made a purchase on your website.

After a shopper purchases a product on your website you may want to thank them, collect their feedback regarding their shopping experience, or offer them a promo code for a future purchase. The Product Purchase workflow can help you improve your service or product and build a stronger relationship with your customers.

Before you start

How does the Product Purchase workflow work?

After installing the Brevo tracker and creating track events on your website, you will be able to track and add identified shoppers who make a purchase on your website to your Product Purchase workflow. After a specific delay, a personalized email will be sent to thank them, collect their feedback, or offer them a promo code!

The Product Purchase workflow consists of 3 actions and conditions:


Select the Product Purchase workflow

To select the Product Purchase workflow:

  1. Go to Automations.
  2. Click Create an automation.
  3. Select the Product Purchase workflow.
  4. Click Use this automation.

From now on, you will automatically be guided through a series of 3 steps to create your Product Purchase workflow.

Step 1: Contact purchases their cart (entry point)

The entry point for the Product Purchase workflow is An event happens. Events are alerts that Brevo can receive from your website when certain key activities occur, such as when a shopping cart is purchased.

❗️ Important
The track event names are pre-determined by the method your website uses to track and share abandoned cart data with Brevo, either via a plugin or custom tracking events. If someone else set up your website tracking, please ask them to provide the event names to you.

To add your entry point:

  1. In the Custom Event (Track Event) field, enter the event name that indicates when a cart is purchased.
    Note: if you are using the Brevo plugin, the event name is order_completed. If you are using your own custom events, please enter your own event name.
  2. If you want to apply a specific condition to the event:
    1. Select Add conditions to the selected JS event.
    2. Create your condition by selecting data in the drop-down lists and fields.
      In our example, we added a condition so that a contact will only enter the workflow if they purchase a specific product (based on the URL of the product).
  3. Click NEXT.

Now, as soon as a contact makes a purchase on your website, or purchases a specific product if you've added a condition, they will enter the workflow.

To learn more about track events, read our technical documentation.

Step 2: Add a delay before the sending of your email

In the Product Purchase workflow, you will be prompted to add a 1-minute delay between the time of the purchase and the sending of the email. You can update the delay to best meet your needs. 

To update the delay:

  1. In the first field, enter the delay you want your contact to wait for.
  2. In the drop-down, select the time units you want to use.
  3. Click NEXT.

Step 3: Send your email

Once the delay is up, the next step in the Product Purchase workflow is to send an email. You will have to choose the email template you want to send to your contact.

  1. Select your email template.
    Note: If you haven't created your email template yet, read Create an email template to learn how to create and personalize an email template.
  2. If necessary, select the following options:

    • I want to send a hidden copy of this email: select this option if you want to receive a copy of the email every time a contact receives it. You can send a hidden copy of the email to specific recipients separated by commas or to contacts that contain a certain contact attribute.

    • I want to choose when to send this email:
      • Send at best time: select this option to maximize the open rate by delivering your emails at the optimal time for each recipient over a 24-hour period.
        💡 Good to know
        This feature is available for Business and Enterprise plans.
      • Choose a specific time frame: select this option to choose when you want to send the email, for example any day of the week at 8 am.
    • Use my event data to customize the email: if you have personalized your email template with placeholders (contact name, quantity of items, etc.), you must select this option in order to pull data from the event. Otherwise, the values in the email sent will be empty. 
      • The event data which triggered the workflow: customize your email with additional parameters included in the event you added as your entry point
      • Data from the last received event: customize your email with the values generated by the last received event of the workflow
  3. Click NEXT.

Activate your workflow

Once you are done setting up the workflow, you can activate it to allow contacts to enter it and receive your email after their purchase.

To activate your workflow, click Status: Inactive and select Active.

Test your workflow [highly recommended]

❗️ Important
You must activate the workflow in order to test it and to allow data to be pulled from your website.

To make sure your workflow works well, you can test it yourself. For the Product Purchase workflow, we recommend testing the workflow with a real test scenario:

  1. Create an account on your store.
  2. Purchase a product.

This should trigger the workflow and provide you with a true sense of how the workflow is functioning.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.

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