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


Before you start
When Order Follow-ups should 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.

  • All of the user roles, except for the Analyst, 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 Order Follow-ups should be sent?

With Order Follow-up email you can show appreciation and interact with the customer after the purchase is made.

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.

  • Adding value to your brand - positive feedback will reinforce positive feelings about your products.

  • 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.

Here is the table for your reference:

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 choose to target your automation way 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 Segment-based Audience filter.
Learn more about segment-based Split Condition.

Note, if you create a workflow targeted for a certain category, make sure to adjust your standard flow, so that those clients would not receive two messages on the same order.

Exit conditions

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


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

Content of the message (personalized information)

When setting this automation, you may add the Email, SMS, and Push notification. While the email channel is good to deliver the information, SMS and Push Notification will update your customers immediately.

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

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

Among the suggested blocks you may find the Discount content block, Billing and Shipping information about the order and Customer Feedback block.

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


Like all other E-commerce features, Order Follow-up reports are available at the Reports tab. 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 available as well.

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

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