Order follow-up email (aka Thank-you email) is sent after completing a purchase. It belongs to the family of automated email and can be set up by all Shopify and Bigcommerce store owners that use Omnisend Free, Standard, and Pro plans.


Before you start
When should Order Follow-ups be sent?
Eligibility and requirements
Automation set-up
Content of the message (personalized information)

Before you start

  • Automation workflows can be used on all the Omnisend plans. Find more information on Omnisend pricing.

  • Except for the Analyst, all user roles can access automation workflow settings.

  • The automation can be triggered for subscribed and non-subscribed customers. See what workflows can be triggered for different customers' statuses.

  • The automation can be triggered Retrospectively.

When should Order Follow-ups be sent?

With an Order Follow-up email, you can show appreciation and interact with the customer after making the purchase.

Follow-up emails are great for:

  • Inviting customers to connect on social media. Say Thank You, and include big and clear call-to-action buttons linking to your social media.

  • Positive feedback will reinforce positive feelings about your products by adding value to your brand.

  • Sending an invitation to leave a review on your store.

  • Offering a discount on the next purchase.

Eligibility and requirements

Order Follow-up is one of the pre-set flows Omnisend has in its library. We always recommend choosing the default automation, as its trigger should be tailored to the platform your store is built on. The Order follow-up automation should have an 'Order placed' trigger with the 'Order status is paid' trigger filter.

Here's the table for your reference to show which order statuses in different platforms are equal to Omnisend's 'paid' status:

Automation set-up

To create the Order Follow-up workflow, proceed to the Automations tab -> click on the Create workflow button and pick one of the suggestions for the Order Follow-up automation.

Automation trigger settings

The default trigger in the automation settings is set to Order Placed-> Order Status -> Paid.

In the Trigger filter settings, you may target your automation more specifically. However, the rule specified in the filter settings should be met before your automation is triggered. For example, if you choose to trigger the workflow when the Order has a specific tag, this tag should be added automatically. Otherwise, you can add this filter to the Split Condition.

Audience filter/Conditional filter

You may also target your automation based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment. If you want to use the Segment based on the purchase behavior, you should remember that it adds a little overhead to the system and may prevent your automation from being triggered.

Learn more about the Segment-based Audience filter.
Learn more about segment-based Split Conditions.

Note, if you create a workflow targeted for a specific category, adjust your standard flow so that those clients would not receive two messages in the same Order.

Exit conditions

Order Follow-up email doesn't have the default exit condition, meaning the customer exits the flow after getting all the messages. However, you may add up to 5 different Exit conditions to cancel the flow under certain conditions. For example, when the Order has a particular tag or the customer meets specified criteria.


If you choose not to trigger the workflow for contacts already in this automation, the same customer won't be able to trigger this sequence within a specific time. If the order frequency is high, you should limit the number of automations your customers may trigger.

Content of the message (personalized information)

You may add Email, SMS, and Push notifications when setting this automation. While the email channel is suitable for delivering the information, SMS and Push notifications will update your customers immediately.

Once you add the Email message block to the sequence, ensure you provide the Subject line, Pre-header, and sender's email address.

Once done with the general settings, you may start editing the email.

In the email builder, we suggest adding Order-related items like Order summary (Order Confirmation) and Billing & Shipping. It's also always an excellent idea to follow up with your customers with incentives, like a small discount using the Discount Item.

💬 Find more examples in our Blog article: How to Create Post-Purchase Emails that Renew the Customer Journey


Order Follow-up reports are available in the Reports tab, like all other E-commerce features. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Month-by-month view and Activity feed with detailed information is also available.

Have any questions? Contact us at [email protected].

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