> For the complete documentation index, see [llms.txt](https://guides.paynow.gg/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://guides.paynow.gg/marketing/purchase-follow-ups.md).

# Purchase Follow-Ups

Where [Abandoned Checkouts](/marketing/abandoned-checkouts.md) chases people who did not buy, follow-ups target people who did, sending a coupon some time after a completed purchase to encourage the next one.

*Dashboard → Marketing → Purchase Follow-Ups. Needs `purchase_follow_up_read`. Available on every plan including Free.*

Customers must have accepted marketing consent during any previous checkout, either a completed order or a previous abandoned checkout where consent was given.

## Enabling it

Go to **Marketing → Purchase Follow-Ups** and toggle **"Send automated emails with discount coupons to follow-up successful purchases"**.

## Run Criteria

Which orders qualify.

| Setting                 | What it does                                |
| ----------------------- | ------------------------------------------- |
| **Email Delay**         | How long after purchase to wait, e.g. `7d`. |
| **Minimum Order Value** | Only trigger at or above this total.        |
| **Maximum Order Value** | Optionally skip orders above this total.    |

The delay is the strategy. Too short and you are discounting a customer who was about to buy again anyway. Long enough that they have used what they bought, and the coupon arrives as a prompt rather than a price cut. Seven days is a reasonable default; if you sell monthly ranks, consider timing it near the end of the period instead.

Set a maximum order value as well. Your highest-spending customers do not need a discount to buy again, so capping it points follow-ups at the middle of your customer base.

### Per user restrictions

| Setting                      | Example                                           |
| ---------------------------- | ------------------------------------------------- |
| **Max Coupons Per Customer** | 1                                                 |
| **Time Period**              | `7d`, so at most one coupon every 7 days per user |

### Global restrictions

| Setting                | Example                                   |
| ---------------------- | ----------------------------------------- |
| **Total Coupon Sends** | 100                                       |
| **Time Period**        | `28d`, so at most 100 sends every 28 days |

## Coupon Configuration

| Setting                          | What it does                                   |
| -------------------------------- | ---------------------------------------------- |
| **Discount Type**                | Percentage or fixed.                           |
| **Discount Amount**              | e.g. `10%` or `$5`.                            |
| **Recurring Discount Behaviour** | First payment only, or all recurring payments. |
| **Coupon Expiry**                | e.g. `1d`.                                     |
| **Minimum Order Value**          | Optional threshold to use the coupon.          |

Purchase conditions enable or disable **One-Time Purchases** and **Subscription Purchases**, and **Apply Discount Before Sales** decides whether the coupon applies before active sales.

{% hint style="danger" %}
**"All recurring payments" permanently discounts every renewal** for that customer, as with abandoned checkouts. Use **first payment only** unless you are deliberately running a long-term loyalty discount.
{% endhint %}

<figure><img src="/files/ovTAdgmNBJVkPMaimPR7" alt="The Purchase Follow-Ups page showing run criteria, restrictions and coupon configuration."><figcaption></figcaption></figure>

## Filtering

**Product & Tag Restrictions** limit follow-ups to specific products or [tags](/your-webstore/tags.md), and **Coupon Usage Limits** set how many times a customer can use the code.

Point follow-ups at products the customer did not just buy. A coupon for something they already own converts nobody: send a currency coupon to someone who bought a rank, not another rank.

Your **Support Email** from [Settings](/store-settings/store.md) appears in these emails.

## What the emails look like, and how they performed

The email itself is PayNow's template. **Its content and design cannot be customised** — the rules above control who gets one and which coupon it carries, not what it says or looks like. Custom content is planned, without a date.

Results live under **Analytics → Marketing**, alongside the other automated campaigns, so you can see whether the coupons are converting before widening the criteria.

## Follow-ups versus upselling

Both grow order value, at different moments.

|           | [Upselling](/marketing/upselling.md) | Purchase Follow-Ups     |
| --------- | ------------------------------------ | ----------------------- |
| When      | During checkout                      | Days after purchase     |
| Costs you | Margin on the upsell                 | Margin on a future sale |

Try upselling first. It is free to attempt, and costs you a discount only if it works.