Nespresso's Post-Purchase Experience: A Blend of Premium and Missed Moments

Plus, an AI prompt you'll want to steal and tips to scale smarter  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

June 12, 2025   |   Read Online   Jimmy Kim & Chase Dimond Join 350+ eCommerce marketers in our new community—Claim our intro offer $1 for 90 days. Learn more. Hey it's Chase and Jimmy here! This morning we're unpacking everyone's favorite espresso brand—Nespresso. They nail the premium unboxing experience. But what happens after you hit purchase? This week's breakdown walks through the post-purchase journey after ordering a VertuoPlus—from order confirmation to delivery, and beyond. While the espresso is strong and the emails are sleek, the strategy is a bit jittery. No onboarding. No personalized content. And a few messages that feel like they weren't meant for a buyer at all. Let's break down what they're doing well, where the gaps are and what other brands can takeaway from this experience. Also inside: 🧪 12 Ready-to-run A/B tests you can steal 🌴 Your early bird access to the biggest DTC event of the year 🤖 AI Power-Up: Smarter Segments, Less Guesswork Let's get into it 👇 🧪 Smarter A/B tests = better email results The A/B Testing Playbook for Smarter Email Campaigns Testing your subject line is a start—but it's far from the finish line. This Omnisend webinar breaks down how to run meaningful A/B tests across your entire email program—from campaigns and popups to automations and forms. Whether you're brand new to testing or need fresh ideas to plan out Q3, this replay gives you a practical roadmap (plus 12 tests you can run this week). 🎯 You'll learn: What actually counts as a good A/B test—and what to stop testing How to test more than just subject lines: think CTA copy, send time, layout, and more Ways to run split tests inside Omnisend automations and forms 12 ready-to-run experiments to gather real data before Q4 hits Watch the replay and start running smarter experiments! Upgrade Your A/B Tests ☕ Nespresso's Post-Purchase Experience: A Blend of Premium and Missed Moments When you buy a Nespresso machine, you expect more than just a good cup—you expect a polished experience from start to sip. But after placing an order for the VertuoPlus, we went through their post-purchase journey and noticed something surprising: the emails looked great, but the strategy felt… under-extracted. There's no onboarding. No machine-specific guidance. And some messages feel more like leftovers from a pre-purchase flow than thoughtful post-purchase content. In this breakdown, we'll walk through every email Nespresso sent after checkout—what's working, where they're falling short, and what other brands can learn from the journey. 1. Order Confirmation Wins ☕ The layout is clean and comprehensive, offering a full breakdown of every item in the cart—from capsules to accessories. It's a solid foundation that immediately reassures the buyer they got exactly what they paid for. ☕ Taxes, shipping, and total cost are clearly stated, eliminating any lingering uncertainty about hidden fees. ☕ The confirmation sets expectations clearly by noting that another email will follow once the order ships, helping customers feel guided and informed. Areas to Upgrade 🚀 There's no effort to onboard the user or introduce them to what they just bought. A first-time machine buyer would benefit from links to setup guides, FAQs, or even a short video showing how to brew their first cup. 🚀 Despite the presence of a Vertuo machine in the cart, there's no Vertuo-specific content. Even a simple "Get to know your VertuoPlus" module at the bottom would add immense value. 🚀 This is a high-intent moment, but there are no soft CTAs encouraging app downloads, account logins, or email preference setup—low-hanging fruit that could improve long-term engagement. 2. Shipping Confirmation Wins ☕ Tracking is front and center, giving customers immediate control and transparency over their order status. ☕ The email is short, direct, and professionally written—everything you'd want from a shipping notice. ☕ A small win here: they do prompt customers to opt into SMS updates, which can reduce anxiety and support load as the order moves through the system. Areas to Upgrade 🚀 This email misses an opportunity to build excitement around the upcoming delivery. A new coffee machine is an experience—this could've been a moment to tease what to expect in the unboxing, or how to prepare for setup. 🚀 No recommendations for what the customer could do while waiting: exploring recipes, learning about the capsule lineup, or creating a wishlist would keep customers engaged during the shipping window. 🚀 At this point, a gentle push toward their app (for tracking, brewing tips, or auto-replenishment) would feel helpful, not pushy. 3. Account Ready Wins ☕ The email delivers what it promises—confirmation that the user's account is ready, complete with their membership number. This keeps the customer loop tight and closed. ☕ The tone is consistent with Nespresso's upscale, minimalist brand—short, elegant, and polite. Areas to Upgrade 🚀 The moment is ripe for a stronger welcome sequence. Instead of just stating that the account is active, this email could invite users to complete their profile, select coffee preferences, or activate rewards. 🚀 There's no link to the account dashboard or overview of what the membership entails, which would help orient the customer within the broader Nespresso ecosystem. 🚀 No emotional or experience-based language to reinforce the value of being a member—this is a missed chance to deepen the brand relationship right at the start. 4. Package Shipped Wins ☕ The hero image featuring the Nespresso box being passed from hand to hand reinforces the sense of anticipation and care. It's a small detail, but it humanizes the logistics moment. ☕ A prominent "Track Your Items" button gives customers immediate access to the tracking link—no scrolling, no friction. ☕ Including both the order number and order date makes it easy to reference, especially if someone is managing multiple orders. Areas to Upgrade 🚀 This email feels nearly identical in purpose to the earlier shipping confirmation—creating unnecessary redundancy in the journey. These could be consolidated into a single, stronger message. 🚀 There's no added value in the content. Nespresso could have included a capsule prep checklist, linked to an unboxing video, or even introduced the recycling bag that's included in the shipment. 🚀 Since this moment happens just before the delivery, it's a prime opportunity to encourage downloading the app or setting up a profile—both of which are skipped here. 5. Welcome to Nespresso Wins ☕ Finally, a message that feels like a warm welcome. The tone, visuals, and layout are all aligned with the elevated experience Nespresso promises. ☕ The "choose your machine" CTA makes the email interactive and allows for more relevant content downstream—helpful for those who didn't convert yet. ☕ Highlighting perks like free delivery, recycling, and exclusive coffees sets the stage for the long-term relationship Nespresso is hoping to build. Areas to Upgrade 🚀 This email comes too late in the flow. If a new customer has already received a shipping confirmation and account activation, the welcome message feels like an afterthought. 🚀 Since we already bought a VertuoPlus, the email shouldn't ask us to self-identify our machine. This is information Nespresso already has and should use to trigger personalized content. 🚀 There's no continuity with the purchase experience. A stronger welcome would reference the order and offer support, tips, or product-specific guidance. 6. About Nespresso Email Wins ☕ The "coffee shop vs. Nespresso" comparison is clever and clearly outlines the lifestyle benefits of owning a machine. ☕ The structure of the email is easy to skim, with punchy headers and a strong visual anchor to keep the content engaging. ☕ Reframing the machine as a way to elevate your at-home coffee routine builds on emotional and experiential value—not just product specs. Areas to Upgrade 🚀 At this stage in the journey, the message feels oddly placed. It reads more like a pre-purchase persuasion email than something meant for someone who already checked out. 🚀 Instead of general lifestyle messaging, this should be a deeper dive into the specific VertuoPlus system—what makes it special, how to use it well, and what capsules pair best. 🚀 No tie-in to order history, account setup, or accessories that may already be en route. The disconnect makes this email feel like a detour, rather than a step in a thoughtful journey. 7. Package Has Arrived Wins ☕ Confirms delivery clearly and includes the shipping address for peace of mind—important for anyone receiving a high-ticket item like a coffee machine. ☕ The CTA to "See Delivery Details" is direct and useful, especially for customers managing multiple shipments or delivery locations. ☕ Consistent branding and tone help this message blend smoothly into the rest of the flow. Areas to Upgrade 🚀 The email does nothing to guide the user into their first use. There's no setup checklist, no capsule primer, no unboxing video—just a "your package has arrived" and that's it. 🚀 This is the moment to shine—customers are ready to engage and possibly even brew their first cup. A missed chance to build habit and momentum. 🚀 Including tips on cleaning, recycling, or even how to store capsules would show Nespresso is thinking ahead for the customer. Instead, it feels like the journey ends here—when it should just be getting started. 8. Shop Machines Wins ☕ Beautifully designed and cleanly organized—this is the kind of layout that converts. ☕ Smart segmentation in CTAs (Shop All / Shop Vertuo / Shop Original) gives users control over their journey. ☕ It's a strong sales asset… in the right context. Areas to Upgrade 🚀 This email feels completely out of sync. As recent buyers, we just purchased a VertuoPlus. There's no reason to serve us another "shop machines" promo at this stage. 🚀 If this were repositioned as a gift suggestion or a way to "add a machine for the office," it could make more sense. But without that context, it reads as a misfire. 🚀 A better approach here would be recommending accessories, travel mugs, or a capsule subscription—not sending customers back to square one. 9. Sustainability Email Wins ☕ Leans heavily into mission and purpose—always a smart move for brands with a recycling or ethical sourcing edge. ☕ The copy strikes the right tone: it's informative without being preachy and gives a clear reason to care. ☕ Introducing the recycling program is especially strong—it helps reinforce a circular customer relationship beyond the first purchase. Areas to Upgrade 🚀 This message would have landed more powerfully earlier in the journey—perhaps even paired with the shipping confirmation or "package arrived" message. 🚀 No clear explanation of how to recycle the exact capsules that came with your machine. A quick step-by-step or video link would remove friction. 🚀 Could use stronger integration with the app or account dashboard—allowing users to request a recycling bag, view impact stats, or sign up for a sustainability reminder flow. Overall: What They're Doing Well ☕ Nespresso's brand voice, design language, and visual consistency are best-in-class—every email feels polished and on-brand. ☕ Core transactional emails (confirmation, shipping, delivery) are reliable and well-timed. ☕ The introduction of sustainability and membership perks reinforces their lifestyle positioning beyond just "selling coffee." ☕ Strategic use of segmentation tools (like machine chooser buttons) shows a strong foundation is in place—they just need to use it more intentionally. Overall: Areas to Improve 🚧  The journey lacks flow logic—messages appear in the wrong order or repeat unnecessarily. 🚧  There's a gap in onboarding and education—especially for new machine owners, who would benefit from setup guidance, capsule recommendations, and first-use tips. 🚧 Personalization is underutilized. Nespresso knows what machine you bought but doesn't tailor content accordingly. 🚧 Several emails feel like pre-purchase assets, which creates a confusing experience for someone who already converted. 🚧 The absence of a true post-purchase welcome flow means Nespresso is missing out on building a habit, which is key to LTV. Final Thoughts Nespresso does a great job making their emails look premium—but there's a difference between being branded and being thoughtful. A post-purchase journey is more than just logistics—it's your chance to make the customer feel confident, supported, and excited. When you sell a product that can become part of someone's daily ritual, every post-purchase message should nurture that behavior. Because it's not just about getting someone to try their first cup—it's about getting them to make it a habit. Key Takeaways for Other Brands Build post-purchase flows around the product purchased, not generic segments Don't wait to educate—include capsule guides, machine setup tips, and usage reminders early Use delivery moments to prompt deeper engagement, not just logistics Avoid repetitive system messages—consolidate where possible and add value in every send Introduce values-based messaging (like sustainability) in context, not as an afterthought Turn your welcome email into a true experience builder, not just a brand intro 🌴 Everyone's favorite DTC event is coming back to San Diego The 2x SOLD OUT Commerce Roundtable is returning to the San Diego Embarcadero. This isn't your typical stuffy conference room with drab carpet and boxed lunches. It's where hundreds of brand founders, operators, and marketers come together to talk shop, swap strategies, and build real connections over good food and even better views. If you've been before, you already know—don't sleep on these tickets. If you haven't—this is your chance. 🎟 Your ticket includes: 10 keynote sessions from leaders at Ridge, Feastables, Obvi, BYLT, and more 10 interactive workshops with live Q&A—led by you, the audience Golden hour cocktail hour to rub shoulders with the best in the biz The best conference food you'll ever eat (seriously) All hosted at the scenic Port Pavilion on Broadway Pier Secure your spot now—use code EARLYBIRD for $100 off! Get Your Ticket 📊 AI Power-Up: Smarter Segments, Less Guesswork List slicing isn't a strategy. It's a time suck. AI helps you prioritize the people who actually matter—and reach them with the right message before they drift. Here's how smart brands are using it: Predictive segments: AI can group customers by likelihood to convert, churn, or engage—so you can tailor content based on real behavior, not guesswork Customer health scores: Instead of blasting your whole list, AI scores each contact and flags who's ready to buy (and who's slipping away) Proactive winbacks: Don't wait for unsubscribes—AI can trigger flows or offers before someone fades out Take it to the next level: Pair AI-powered segmentation with automation. You'll trigger smarter journeys and reduce your send volume—while lifting revenue. → Let AI handle the logic. You focus on the message. Annnnd that's a wrap for this edition!  Thanks for hanging with Chase and me—always a pleasure to have you here. If you found this newsletter helpful (or even just a little fun), don't keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let's get them on board so they don't miss next week's drops. Remember: Do shit you love. 🤘 Jimmy Kim & Chase Dimond Love this newsletter but want to receive it less frequently? Let us know by clicking here!  Update your email preferences or unsubscribe here © 2025 eCom Email Marketer 8701 Bellancia Drive Austin, TX 78738, United States of America Terms of Service