Writing Follow-Up Emails for Purchase Orders—With Templates

Discover the effectiveness of a follow-up email for purchase orders. Learn to navigate the process smoothly with our expert templates and strategies.

Ashley Stander
By Ashley Stander
Photo of Danell Theron
Edited by Danéll Theron
Joel Taylor
Fact-check by Joel Taylor

Updated November 18, 2024.

Laptop of an eCommerce merchant on a table surrounded by empty boxes with an email alert floating above it

Following up on purchase orders requires a delicate touch—a gentle, professional nudge is all that's needed to avoid irritating clients. As a business owner, every interaction is an opportunity to impress your clients and build lasting relationships.

A well-crafted purchase order follow-up email can help ensure timely responses while strengthening trust and communication with your clients. With the right approach, these emails can keep customers coming back and encourage repeat business.

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Benefits of Effective Follow-Up Emails for Purchase Orders

Effective follow-up emails for purchase orders serve an important purpose—they contribute to a seamless process while improving the overall customer experience. Here are the benefits:

  • Increase online sales: A well-timed, thoughtful follow-up can greatly boost the chances of closing a sale. By reminding clients of the product's value and benefits, you give them an extra nudge to complete their purchase.

  • Build stronger relationships: Follow-ups show your clients that you care about their experience and are invested in providing them with the best service. Personalizing your message fosters a sense of connection, making clients more likely to return in the future.

  • Enhance customer retention: Follow-up emails that address concerns and provide key details help clients feel valued and supported, showing you care about their time and business.

  • Improve brand perception: When your emails are polite, professional, and helpful, they reinforce your brand’s credibility. A clear, friendly follow-up email can leave a lasting positive impression on clients, making them more likely to recommend your brand to others.

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Things to Consider Before Writing a Follow-Up Email for Purchase Orders

It is essential to ask yourself these important questions before you send a follow-up email to your clients:

Questions to Ask Before Writing a Follow-Up Email

What information do I need to include to add value to my client?

Perhaps links to important information that will tip the sale in your favor or even show your client that you want them to understand the true value of the product.

Is it easy to read and understand?

Are you getting to the point and using plain English? The less wordy, the better.

Is it professionally designed?

Any communication that you send to your clients must look professional. Even one silly spelling error to a pedantic client will tarnish your brand image.

Have I included a clear call to action?

Ensure your email includes clear next steps, whether it’s confirming the order, making a payment, or addressing any issues.



» Learn more about the importance of back-in-stock emails 



Follow-Up Purchase Order Email Samples

Now that you are ready to get started, let's look at samples of follow-up emails for purchase orders:

Example #1:

Subject line: We're still waiting for your purchase order—[product] is selling out fast!

Dear [Name],

We are grateful for your interest in purchasing our [product or service].

We will need the purchase order to keep your order aside—we are selling out very fast.

Just a gentle reminder that you will be able to enjoy these key benefits: [add product benefits]

If you finalize the sale in the next three days, we'll throw in a discounted shipping fee.

We hope to hear from you soon.

The team at [company name]

[contact details]

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Example #2:

Subject line: Reminder: We need your purchase order to seal this incredible deal!

Dear [Name],

Thank you for taking a keen interest in buying [product or service].

Here are some of the reasons why you won't be sorry for buying the [product or service]: [add reasons]

If you send us your purchase order as soon as possible, you'll get all of this and more!

For more information about [product or service], follow these links: [add links for more information]

You may also be interested in hearing what other customers are saying about [product or service]:

[add testimonials]

We can't wait to hear from you!

The team at [company name]

[contact details]

Requesting a purchase order by email is all about timing and tone—professional, polite, and accommodating, not pushy. Share key details, offer flexibility, and follow up thoughtfully to make it easy for the client to say yes. Done right, it’s a helpful step toward closing the sale.

» Engage your customers with the best Shopify apps with email templates



5 Additional Tips for Writing a Follow-Up Email for Purchase Orders

Let's look at some important tips for writing your follow-up emails:

  1. Take time to write your subject line: It must catch your client's attention and encourage them to open the email and read it.
  2. Get to the point and get personal: Personalize the email as much as you can. Research has shown that people engage more with personalized communication.
  3. Be strategic about your timing: You shouldn't overwhelm your client with too many emails sent soon after each other. This can be very frustrating for people who are very busy and don't want their inboxes spammed unnecessarily.
  4. Keep the hook in: Keep highlighting the value they will get from your product or service.
  5. Keep following up: Just not too often, and each time with a new angle. Don't send the same email over and over.

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Maximizing the Impact of Purchase Order Follow-Ups

The effectiveness of follow-up emails can vary widely by client. Some will appreciate the proactive outreach, while others may find it intrusive. The reality is you won't be able to please everyone—and the key is providing a clear and easy unsubscribe option. If a client does opt out, a quick call or message could be worthwhile.

Ultimately, the primary goal of a follow-up email is driving sales. But it also serves to strengthen your brand and cultivate customer loyalty over the long term. While it takes effort to get it right, the benefits to your bottom line make it a worthwhile investment.

» Effortlessly provide personalized discounts and follow-up emails to your customers

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