Post-Purchase and Customer Success

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A post-purchase flow supports the customer after an order and can build loyalty, product success, reviews, and repeat purchase. [KL-POST-01]

When and where

• Trigger from placed, fulfilled, delivered, or product-usage events according to the job of the email. [KL-POST-01][KL-XSELL-01]
• Keep receipts, shipping notices, account updates, and other essential information in the transactional stream; place optional promotions in the marketing stream. [BRAZE-TRANS-01][MC-PERM-01]

How

• Branch by first-time vs repeat buyer, product/category, order value, delivery state, loyalty tier, and likely usage needs. [KL-POST-01][KL-VIP-01]
• Sequence only relevant jobs: gratitude/expectations, setup or care education, support resources, review request after adequate experience, and later cross-sell or replenishment. [KL-POST-01][KL-XSELL-01][KL-REPLEN-01]
• Do not send a review or cross-sell before the customer is reasonably likely to have received and used the product. [KL-XSELL-01][KL-POST-01]
• Suppress product recommendations already purchased or incompatible with the order. [KL-XSELL-01]
• Measure support deflection, activation/usage, review completion, repeat purchase, time to second order, revenue, refund/return rate, and complaints. [BRAZE-METRIC-01][MC-CONV-01]