How can I improve the performance of my post purchase flow?

Question

Hey There,

I created a post-purchase flow based on my company's ideas, but the performance hasn't been very good over the last few weeks.

We have four different paths. First, they are divided by a conditional split based on whether the customer bought product A or B, and then a second time if they bought product C or D.

Before I started, I had a few things to consider. One concern was that the post-purchase flow might be too long and contain too many emails for the customer. We're sending one offer email for a product and then a reminder three days later. The longest path includes 4 offer emails and 4 reminders.

Before making any major changes, I'm thinking of adjusting the timing since customers currently receive the first offer email 14 days after their purchase. However, I'm not sure if this will really improve performance. Actually, I believe the best approach might be to reduce the number of emails.

I wanted to ask if anyone has more experience with post-purchase flows and could suggest a good approach for making improvements.

Thanks for reading and your time.

annasophiefc · Accepted Answer

Hi @Leon13055Thank you for posting in the Community!When working with a flow like this I would really consider the customer journey and respect the time since their first purchase.In many cases, say I have just purchased something - and the same company is trying to make me purchase again. They might only just have received their product after 14 days and don’t yet know how they feel about it. If I were you, I would put a longer delay on the inital message of this flow and later on say - 30 days or even more depending on your price category and product - warm them up the buying again.Besides from this I would set up some additional filters on the flow - for example “Has refunded order zero times since starting this flow” and “Has not placed order in the last ## days” so we are eliminating those from the flow that are actually converting.I hope this gives you some perspective! And remember, you don’t have to redo the entire flow. Start with a few Splits on send time to review performance over time and this will give you the answer to what works with your audience.

Leon13055 · Answer

Hi@Leon13055Thank you for posting in the Community!When working with a flow like this I would really consider the customer journey and respect the time since their first purchase.In many cases, say I have just purchased something - and the same company is trying to make me purchase again. They might only just have received their product after 14 days and don’t yet know how they feel about it. If I were you, I would put a longer delay on the inital message of this flow and later on say - 30 days or even more depending on your price category and product - warm them up the buying again.Besides from this I would set up some additional filters on the flow - for example “Has refunded order zero times since starting this flow” and “Has not placed order in the last ## days” so we are eliminating those from the flow that are actually converting.I hope this gives you some perspective! And remember, you don’t have to redo the entire flow. Start with a few Splits on send time to review performance over time and this will give you the answer to what works with your audience.Thanks for your comment. I will keep that in mind and test it. But I'm wondering how to test it with the timing.

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