Benefits and Best Practices:

 1. Reinforce the customer's decision
 
It's very important that you make people feel they've made the right decision buying from you. Why?

• Decrease returns and chargebacks
• Create customer loyalty

 Make sure you emphasize your product's benefits in the follow-up emails to keep the customer excited about their purchase. They'll be happier with their purchase, less likely to return it, and more likely to buy more of your products in the future.
 
2. Give relevant information about the specific product
 
For example, let's say you sell two software products, an antivirus program and a spam filter. The email you'd send to people who buy the antivirus software could have tips about avoiding viruses and links to relevant articles. On the other hand, your spam filter email might have tips about how to avoid being put on spam lists and links to spam-related articles.
 
3. Keep selling after the purchase.
 
If you have complementary products that a customer might be interested in, tell them about it! If they missed it on your site, they may notice it now and purchase it (Cha-ching!) They may even re-read the email decide they want to buy later, after being pleased with their initial purchase. Don't miss any opportunity to upsell!