How To Send Follow-Up Emails to Customers on WooCommerce

Following up with WooCommerce customers is probably one of the most missed opportunities for any store owner. Heck, think of nonprofits and their donors, same thing. And I don’t just mean a simple thank you, although that is important, too.

The Average Cart Abandonment Rate Across All Industries is 69.57 Percent

Just think about it. Every situation where a follow-up email could be the deal breaker, if not for right in the moment, certainly in the long-term.  It’s a chance to up-sell them after a purchase. Your client might thank them by including a coupon for a future purchase. Or send them a nudge or incentive if they abandoned the cart before checking out.

Naturally, exactly what —and when—you send is critical for the store owner. And that is where the WooCommerce Follow-Up Extension comes in.

Conditional Logic in the WooCommerce Follow-Up Extension

Creating and Managing Follow-up Emails

Follow-up Types

You will first need to set up the follow-up type on the email as each one gives you different options in the Follow-up Details. You should note that there may be other options added here. For example, if you were running the Subscription extension, that would be included as a follow-up type.

follow up types

Here you will see the full screen to compose and set up your email followup with Purchase Email as the type.

add new follow up email

The email types you can set up are designed by a specific email function and an action taken by your customer.

The next few screenshots, with the exception of one, will show you the options for the follow-up type purchase email. But keep in mind that all the settings I show you will change for each of those specific follow-up types that I showed you above.

Follow-Up Triggers

This is where you put the conditions. What appears here will depend upon your follow-up type. You can see all the options we have if we select Purchase Email:

purchase email trigger

You can delay the sending by minutes, hours, days, weeks, months or years. In addition, for this particular type, we can choose by product and/or category. Again, this will vary, depending on your follow-up type.

trigger timing

Using conditional logic, you can add as many tiggers you want to meet specific criteria. Each one of these will have their own separate options.

trigger condition

Followup Settings

The settings have a few options that you can trigger that will keep from accidentally sending out too many emails.

follow up settings

Follow-up Coupons

Being able to automatically add a coupon to the follow-up email is a great way to thank new or existing customers. Simply create a coupon like you do any other coupon in WooCommerce and it will be used specifically for the selected followup.

coupons for follow up

Follow-up Exclusions

You are able to exclude any categories or products from a specific followup:

follow up exclusions

Customize Who the Follow-up is From

Instead of the default, you can make it a bit more personal here, as well as add anyone you would like to a blind carbon copy.

customize who follow up email is from

Google Analytics Tracking for Followup

You can toggle this checkbox to add tracking by generating a link-tracking URL to use with your Google Analytics.

connect google analytics for follow up

Send a Test Email

Once you have put this together, you can send yourself or someone else a test email.

send a test email

Email Campaigns

You can group emails, or even tweets, into a campaign, as I will show you in a bit. You just create a campaign name here:

email follow up campaigns

And when you have created a followup, you can assign it to a specific campaign. So you could create four followups and have them going out every few days after a purchase has been made.

choose a campaign

Manage Lists

And here you can manage the lists that you have created through the follow-ups.

manage lists and subscribers

Follow-up Tweets

You can also create a followup with a tweet on Twitter. You will see these work very much like the follow-up emails in regards to the options you have.

create a new follow up tweet email

Here you can see all the triggers for the follow-up tweets.

triggers for follow up tweets

Follow-up Mailing Lists

Built into this extension is the ability to sign up new subscribers, give them the option to join a mailing list by adding a form, and sending or scheduling targeted single emails to those subscribers.

As you can see from this screenshot, you are able to:

  • Add a new subscriber individually or subscribers by bulk
  • Sort subscriber lists for target marketing
  • Give subscribers the chance to opt-out
manage list and subscribers of follow ups

Follow-Up Settings

Several general settings are available here.

The SPF and DKIM gets a bit technical, but will help with email deliverability and controlling SPAM. There is further documentation at WooCommerce explaining this more.


Here are some of the general settings for the mailing lists I showed you before:

follow up subscriber settings

Several tools are available for backing up and restoring, exporting mailing lists, logging, and some data management.

Plus some extras to help you with abandoned carts, subscriptions payments and connecting your Twitter account:

Customer Data Manager

Customers are listed here with information to help you manage your follow-ups as well as seeing who subscribed to the mailing list.

customer data manager


Previously, I had shown you where you can attached coupons to follow ups. These coupons are specific to this extension and the follow-ups and are created and managed separately from your regular WooCommerce coupons.

coupons for follow ups

Email Templates

When creating an email you can choose the the existing templates or create custom templates.

email templates


And lastly, there are specific reports available for your follow-ups.

follow up reports

I have touched just the tip of the iceberg here. For example, if you are working with a nonprofit it would be perfect way for them to follow-up with their donors.

And most importantly, this extension integrates smoothly with many WooCommerce extensions and other plugins.

A  missed opportunity in any online store is something hard—if not impossible— to regain unless you have the right tools in place. And the WooCommerce Follow-Up extension will do it for you and your client projects.

Some posts on the builder blog may have affiliate links. If you click on them and make a purchase, I'll get a few bucks, but you don't pay more.

Thanks to our Pod Friends for their support