I Asked ChatGPT to Write 5 Types of Counteroffer Emails — Here’s What I Got

You’ve made it through multiple rounds of interviews, the hiring team has selected you as their top candidate, and they’ve made you an offer. But you aren’t quite satisfied with all of the terms. This is where a counteroffer comes in.

Counteroffers are expected. If you haven’t written a counteroffer email before or feel like it’s not something you need to do, it may be time to reconsider.

According to a survey from Fidelity Investments, 85% of people who make a counteroffer receive at least some of what they negotiated. This can include an adjustment to the salary, terms, or benefits.

If you’ve never written a counteroffer email, you probably don’t even know where to start. Below, I’m breaking down exactly what a counteroffer is and how to make one. I also asked ChatGPT to help write a few counteroffer emails to give you an idea of what one looks like so you can start practicing writing your own.

What is a counteroffer letter?

A counteroffer letter is a letter, typically an email, that candidates send to a hiring team to negotiate the terms of a job offer. A counteroffer email is sent before formally accepting a job offer as part of the negotiation process. Counteroffers can negotiate any part of the offer, from the base salary to bonuses to work schedule.

How to Give a Counteroffer

To understand exactly how to write a counteroffer email, I spoke with Sarah Johnston, founder and CEO of executive resume writing and interview coaching firm Briefcase Coach. Here are the steps she recommends following when you have an opportunity to give a counteroffer.

Affirm you want the role.

Before you state your counteroffer, you need to affirm that you want to move forward with the company. Start by letting the recruiter or hiring manager know that you appreciate the offer and you’re excited about the opportunity to work at the organization.

Johnston also suggests emphasizing the knowledge you have about the role and the company.

“The more specific you can be about the passion you have for the mission or projects that you’ll be contributing to, the better,” she says.

Negotiate a specific counteroffer.

After you emphasize your desire to work with the team, it’s time to negotiate. Your negotiation should be clear and specific and outline the terms you want to adjust.

And don’t forget — the salary isn’t the only part open to negotiation. Your counteroffer can be about the benefits or other terms that contribute to your work-life balance, like your schedule.

“The negotiation period is a great time to ask for remote days as well as a non-traditional schedule,” says Johnston. “I recently had a client negotiate to start her day at 7:00 am so that she could leave by 3:00 p.m. to pick up her kids from school.”

Explain your justification.

Follow up your negotiation with a brief explanation that demonstrates you’ve done your research. Showing that you have given your counteroffer thought and have done market research helps prove not only how committed you are to the role, industry, and organization but also that you’re confident in what you bring to the table.

Johnston recommends framing your counteroffer like this:

“According to my market research, this position should pay between $75-92K a year. The offer of $76K that you presented falls in the low range for the position. I bring 10 years of experience to the table, and my compensation should reflect the depth and breadth of knowledge that I can offer. Additionally, the cost of living index for this area is one of the highest in the country. Based on my experience and qualifications, I think a salary of 85K would be more appropriate.”

Wrap up with final remarks.

Finally, wrap up your email by thanking the recruiter or hiring manager for their time and consideration. This could be the beginning of a new work relationship, so it’s important to remain professional and kind. The last thing you want is to be confrontational and end up hurting your chances of securing the job.

What ChatGPT Wrote Me: 5 Counteroffer Email Examples

I was curious to see if AI could help me write a counteroffer email that I could use in the interview process.

For this example, I found a job posting for a Field Marketing Manager at Wings and Rings, a restaurant franchise.

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1. Counteroffer Email Example: Salary Negotiation

For my first prompt, I’m going to assume the company offered me a salary at the low end of the salary range, $60,000. My counteroffer will be $75,000. Here is the first prompt I gave ChatGPT:

And here is the counteroffer email that it came up with:

While this email is on the longer side, it gets a lot of things right. The email begins by stating an appreciation for the job offer and an emphasis on why they’re excited to join the company.

The next section briefly touches on the candidate’s qualifications and why they’re proposing a counteroffer. The email then reiterates their enthusiasm for the opportunity and how they will contribute to the position.

If it were me, I’d remove the second to last paragraph. I don’t think it’s necessary to say, “I understand that salary negotiations are a standard part of the hiring process,” because the hiring manager is well aware of that already.

What I like: I like how the email communicates enthusiasm for the position before and after the counteroffer. In my experience, this shows that the candidate is taking this offer seriously and is eager to come to an agreement.

2. Counteroffer Email Example: Market Research

I want to see if ChatGPT can create a similar counteroffer negotiating a higher salary, but this time, I want to show that I’ve done my research.

Here’s the prompt I gave ChatGPT:

And here is the email it generated. I highlighted the main difference between this email and the last.

This email is similar to the script Johnston provided when she shared her tips for writing a counteroffer email. It demonstrates that a lot of research has gone into this counteroffer, and I didn’t just request a random number.

The rest of the email could stand to be edited down, but overall, I think a strong point was made.

What I like: Using a numbered list makes the email easier to scan and digest.

3. Counteroffer Email Example: Benefits Negotiation

For my next prompt, I want my counteroffer email to negotiate a different work structure. Since this is an on-site field marketing position, we can assume that the work schedule would involve a lot of travel to different franchise locations. I want my counteroffer to negotiate having one day be remote or work from home.

I was curious to see how ChatGPT would frame this negotiation since it’s not about money. Here’s what the chatbot came up with:

Overall, I think this is a strong counteroffer email. Not only does it communicate enthusiasm for the offer, but it provides a strong rationale for remote work.

The email thoroughly describes the situation and shows an understanding of why the role needs to be primarily onsite. But the message also includes a line about the candidate’s proven track record in remote work environments, which reassures the hiring team that there won’t be an issue with this setup.

What I like: My favorite line is, “I believe that this arrangement would not only benefit my personal well-being but also contribute to my overall effectiveness in the role.” This outlines the benefit for both the candidate and the hiring team, communicating that the candidate will perform better overall if they have a more flexible work arrangement.

4. Counteroffer Email Example: Relocation Assistance

For my next prompt, I want to send a counteroffer that negotiates relocation assistance. The Field Marketing Manager role I’m using for this example is based in Cincinnati, Ohio, and I currently live in Austin. If I got an offer, I’d need to relocate. Here’s the prompt I gave ChatGPT:

Here’s the counteroffer email ChatGPT generated:

If I were this far along in the interview process, the hiring team should already be aware that I would need to relocate for the job. However, if they didn’t already include relocation assistance in my job offer package, this counteroffer email would be a strong way to negotiate.

What I like: I appreciate that the email is specific about what expenses I’d need assistance with, including moving costs and temporary housing. I also like that the email says this line to justify the counteroffer: “Considering my commitment to making a smooth transition and dedicating myself fully to the role…”

5. Counteroffer Email Example: Short Email

I noticed that all of the responses ChatGPT generated were long. I was curious what the email would look like if it were more concise, so I asked the chatbot to make it shorter. Here’s what it generated:

This is probably the closest to a send-ready email that ChatGPT has generated so far. It’s more straightforward and succinct while still outlining the essential parts of a counteroffer email. If I were actually about to send a counteroffer for a job, I’d be comfortable using this email (after some light editing to align with my voice).

What I like: The numbered talking points are briefer than in previous emails, but they still make a strong point and demonstrate that I’ve done my research.

What I Learned from AI

In my opinion, ChatGPT generated some pretty decent counteroffer emails. The structure and talking points of these emails aligned with the tips Johnston shared, indicating that ChatGPT is familiar with counteroffer best practices.

And, while I didn’t prompt ChatGPT to use a certain tone or style for this experiment, you can get more specific with your prompts if you want to generate a counteroffer email that aligns more with your voice.

If you want to use AI to assist in writing emails during the job search process, I’d use ChatGPT for practice rather than for your actual email to the hiring team.

You can conduct a similar exercise to the one I did by giving the chatbot multiple prompts for different negotiation scenarios. Writing and refining your prompts helps you narrow down what you’re willing to negotiate on and the terms you may be less flexible about.

Overall, AI works well for crafting a solid counteroffer email structure, but it’s up to you to conduct research, come up with a desired salary, and confidently pitch yourself.

Making Your Counteroffer

Making a counteroffer is an anticipated part of the interview process. Prepare ahead of time by practicing writing counteroffer emails. Preparing what you would negotiate in different scenarios can help you clarify your desired salary and non-negotiables and help you improve how to justify the counteroffer and communicate your value.

By practicing your script and following the expert tips above, you can write an effective counteroffer email that helps you land a job with a salary and benefits package that you’re satisfied with.

How to Use WordPress: Ultimate Guide to Building a WordPress Website

When you‘re just getting started with making a website, I know that the process of learning how to use WordPress can feel overwhelming. We’ve all been there, so you’re certainly not alone.

While WordPress does have a bit of a learning curve, I still think it‘s something that anyone can use to build a website — even people who have never done so before. That’s why WordPress is, by far, the most popular way to make a website.

To make the process as painless as possible, all you need is the right knowledge, which is what we‘ve created this post for. Below, I’ll take you step-by-step through how to use WordPress to build your very own website.

I‘ll cover everything that you need to build your own WordPress site, starting from zero and working up to adding your own content and plugins. Beyond the step-by-step guide, I’ll also share a list of tips and tricks to remember while working with WordPress.

But first, let’s answer the question most people have when they begin thinking about their new WordPress website: What is the difference between WordPress.org and WordPress.com?

WordPress.org vs. WordPress.com

The difference between WordPress.org and WordPress.com has to do with who is actually hosting your website.

When you use the WordPress.org software (AKA “self-hosted WordPress”), you host your own website or blog using a third-party hosting provider. You’ll need to purchase web hosting and a domain name, install the WordPress software on your hosting, and then manage your site going forward. While most web hosting services give you a lot of tools to make this easier, it’s still a more hands-on experience than WordPress.com.

WordPress.com offers to host your website for you, more like a software-as-a-service tool (SaaS). You also don’t need to download any software or manage a server. You can either use a WordPress.com subdomain for free (e.g. yoursite.wordpress.com), or you can pay to use your own custom domain name (e.g., yoursite.com), which I think is a better approach for most websites.

How to Choose Between WordPress.org or WordPress.com

You may be wondering whether WordPress.org or WordPress.com would be a better fit. Let’s review a few more of the pros and cons that come with both options, so you can make an informed decision.

WordPress.org is ideal if you want full power over customizing and controlling your website. However, there is more responsibility that comes with managing a WordPress.org website. You have to purchase and set up your own domain name, upload and install plugins and a theme, update your website’s software, and maintain your website’s security. WordPress.org is free to use, but you have to pay for everything else that goes into having a website.

I think that WordPress.org is still definitely something that a non-technical user can handle, but it’s still not as easy as WordPress.com.

WordPress.com is preferable if you’re looking for an all-in-one option that has most of the hard work done for you. You’ll never need to manage your server, pay for your hosting, or buy a domain. There are also a number of customization options that come with a WordPress.com plan to help you make your website look the way you want it to.

WordPress.com has a free and paid version. If you stick with the free version, you can’t upload any custom themes or plugins, and you will have a WordPress subdomain. I think this makes the free plan unsuitable for most serious websites.

If you want to use your own custom domain name and install your own WordPress themes and plugins, you’ll need to pay for at least the WordPress.com Creator plan, which costs $40 per month (or $25 per month if you pay annually).

WordPress for Beginners: How to Use WordPress

There are a number of ways for you to create your dream website with WordPress. Users generally find the software easy to use, but I know that getting started can be understandably intimidating if you’re completely new to the process. That’s why we have built this “WordPress for Beginners” guide. Want a quick introduction before you dive deep? Check out this helpful video:

For even more resources, I’ve also compiled some of the best websites for learning about WordPress — these can be incredibly valuable sources of information as you start your journey.

Here’s how you can create your own WordPress site using either WordPress.org or WordPress.com.

1. Select a WordPress plan (WordPress.com only).

To start, you‘ll need to choose whether you’re using WordPress.org (AKA self-hosted WordPress) or WordPress.com.

If you want to use WordPress.org, you can skip ahead to the next step.

If you want to use WordPress.com, you’ll have to choose between the five preset plans that WordPress.com offers.

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Again, I think that most people who are looking to make a serious website should choose at least the Creator plan. You’ll need this plan to install your own custom themes and plugins, which are some of the best parts of WordPress.

However, if you don‘t think you’ll need any custom themes or plugins, I think the Starter plan is also fine, as it lets you use your own custom domain name and removes the WordPress.com ads.

2. Set up your domain name and hosting provider (WordPress.org).

If you‘d rather use WordPress.org than WordPress.com, you’ll need to choose your hosting provider and set up your domain name before you can start building your WordPress website.

Before we talk about how to complete those tasks, I think that it’s important to discuss the difference between your domain name and hosting provider.

Think about your domain name as your website’s home address — it’s how your visitors are able to locate your website on the Internet. Your domain name will look something like this: www.example.com. For example, our domain name is hubspot.com.

Your hosting provider is like your house — it’s where your website files are actually stored. Without a hosting provider, your site wouldn’t have space on a server to “live.” Some of the best WordPress hosting providers include WP Engine, Bluehost, Rocket.net, and Kinsta.

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How to Pick Domain and Hosting Providers

Again, WordPress.org requires you to purchase your own domain and find a third-party hosting provider for your website. WordPress.com allows you to decide whether or not you want a custom domain depending on the plan you choose, but it takes care of the hosting for you.

Your hosting provider is important because it impacts your website’s speed, security, and reliability. There are hundreds of providers to choose from, which is why we put together a list of the best WordPress hosting providers to help you decide what will work best for you. All of these providers meet WordPress’s three basic hosting requirements:

PHP version 7.4 or greater
MySQL version 5.7 or greater OR MariaDB version 10.4 or greater.
HTTPS support

When considering hosting providers for your WordPress site, make sure they meet all of the above criteria.

For domain names, getting one is as easy as searching and purchasing one through your domain registrar of choice. Many web hosts also offer their own domain registration services, and some will even give you a free domain name for the first year.

If you are new to WordPress but have already purchased and created a domain name elsewhere, no problem — you’ll have the option to transfer or map it to your WordPress website.

For the sake of this guide, let’s assume you do not yet have a domain or hosting provider. Here’s how to start creating your website with the popular hosting service Bluehost.

First, head to Bluehost’s WordPress hosting page and click View Plans.

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From here, you’ll be taken to Bluehost’s pricing page to choose from four plans.

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I recommend using the Choice Plus plan if it fits your budget, but the Basic plan is fine if you want to keep costs as low as possible.

Once you choose your plan and click Select, you’ll be taken to another page to sign up with a domain name (which is free for the first year).

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Once you select your domain name, you’ll be brought to a page to complete your account and billing information for your purchase.

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I don‘t think most people need any of the Package Extras, so feel free to disable them. For example, Bluehost already offers free SSL certificates via Let’s Encrypt, so there’s no need to purchase the Single Domain SSL add-on.

After confirming your account and purchasing your domain, you will gain access to your hosting dashboard, where you’ll be able to install the WordPress CMS.

3. Install WordPress.

If you are using your own WordPress hosting provider (instead of WordPress.com), you’ll need to install the WordPress software to connect your new domain to your website.

To make this as easy as possible, most web hosts offer simple one-click WordPress installer tools. I think it’s also worth noting that some WordPress hosting services will pre-install WordPress for you as part of the hosting account setup process.

For this example, let’s continue using Bluehost. However, I think the same general principles that you see here will apply to pretty much any WordPress host.

To start, log in to your Bluehost account, select Hosting on the left side, and click Add Site.

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On the next screen, choose the option to Install WordPress.

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You can then give your site a title and choose which domain you want to connect to this site (you should already see your domain name if you chose a free domain name when signing up for Bluehost).

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After you click Continue, there will be a short wait while Bluehost installs WordPress for you.

Once the installation process finishes, you’ll see an option to Log Into WordPress, which will take you to your WordPress dashboard.

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As I mentioned above, the process will look slightly different if you’re using another WordPress host, but the basic steps will be the same.

For example, here’s what the WordPress installer looks like at Rocket.net, a dedicated WordPress host:

Now, on to step four: making your website look nice.

4. Choose your theme.

You can customize your WordPress website’s design using WordPress’s many themes and templates, each of which contains a multitude of layouts, formatting styles, colors, fonts, and other visual options.

When you first install the WordPress software, WordPress automatically applies a default theme that looks rather plain. Instead of using that default theme, I recommend installing a new WordPress theme that matches your preferred design aesthetic.

You can find thousands of free or paid themes, so you’re almost certain to find a design that you like.

We have a post on our favorite WordPress themes and a guide on how to choose your WordPress theme. For most people, though, I think that choosing a lightweight multipurpose theme like Astra, Kadence Theme, or GeneratePress is a great place to start.

All of these themes are multipurpose (which means you can use them for any type of site) and include dozens or hundreds of importable “starter sites.” This basically means that you can import a starter site design with just a few clicks and then instantly have a beautiful website.

To find a theme that works best for you in WordPress.org, head to your WordPress admin dashboard. Click Appearance, then Themes. Then, click the Add New Theme button at the top.

You’ll be brought to another screen where you can browse available themes or search for a specific one you have in mind.

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IMG: theme

Once you find the perfect theme, you can install it to begin customizing. Each theme has different steps required during the customization process, so be sure to follow them closely.

Generally, you can customize most WordPress themes by going to Appearance, then Customize.

If you choose one of the newer “Full-Site Editing” themes, you can customize it by going to Appearance, then Editor.

For more details, we have a whole post on how to customize a WordPress theme. You can also consult your theme developer’s documentation for instructions that are specific to your chosen theme.

5. Add posts and pages to your website.

When you add content to your WordPress website, it’s usually displayed in the form of posts and pages:

Posts — Use these when you want to create blog posts or other similar content. New posts will automatically appear at the top of your blog listing page, and each post will have its own public publish date.
Pages — These are better for static content that doesn’t have a publish date. For example, your “About” page, “Contact” page, and so on. There‘s no default page that lists all of your “Pages,” but you can add links to them using your site’s navigation menu or other areas.

For more advanced use cases, you can also create your own WordPress custom post types. However, I don’t recommend going that route until you become more familiar with the WordPress software.

To add a post to your website, go to the admin dashboard, click Posts, and then Add New Post.

To add text, you can just click in the editor and start typing. For other elements — e.g., images or buttons — you can add blocks to the editor.

For more details, we have a whole guide on how to use the WordPress block editor.

When you’re finished, click Save Draft to save your changes as a draft, or click Publish to immediately take the post live.

Adding a page to your website is a similar process. In your admin area, click Pages, then Add New Page.

You can then add content using the block editor and Publish it when you’re finished.

6. Customize your website.

Beyond the theme you choose, there are a number of ways to further customize your website. I think that now is a good time to review a few options.

First, you can customize your site title. From your admin dashboard, select Settings > General. Here, add your website title and tagline. You can also toggle other basic site information like your URL, email, time zone, and more.

Next, you can customize your reading sections. Under Settings > Reading, you can change your homepage to a static page.

By default, WordPress will display your latest blog posts on your site‘s homepage. If your website isn’t a dedicated blog, you’ll probably want to show a static homepage instead.

You can create your homepage as we showed you above (Pages → Add New Page) and then assign it in this settings area.

You can also customize your WordPress site’s navigation menu, which can help your visitors to easily find information on your website.

Add a navigation menu by going to your admin dashboard, clicking Appearance, and then Menus.

If you‘re using a new “Full-Site Editing” theme, you’ll go to Appearance and then Editor instead. However, most popular WordPress themes still use the Menus interface.

From here, you can determine how you want your navigation menu to look, how many pages you want to include, what you want to title those pages, and what order you want them to be listed in.

The exact design of your navigation menu will depend on your WordPress theme.

Of course, this is just a fraction of what you can do in the dashboard — this post offers more information on your WordPress site settings and customization options.

7. Install plugins.

WordPress plugins are pieces of software that add functionality to your WordPress website and enhance the user experience. You can use plugins for small features (such as adding a contact form) or big features (such as turning your site into a fully functioning online store).

With over 59,000 free plugins in the WordPress.org directory (and thousands more at other locations), there are options for almost every type of website and user. Some of the most popular plugins available include:

HubSpot WordPress Plugin. Easily add pop-ups, forms, and live chat to your WordPress website. And, as an added bonus, pair this plugin, or other CRM plugins, with your HubSpot CRM.
All in One SEO. A top-rated SEO plugin that’s used by businesses to improve their rankings and uncover new SEO growth opportunities.
The Events Calendar. An effortless events calendar that makes scheduling events from your site easy.
Yoast SEO. The go-to plugin to help you with on-page SEO. This app makes sure you’re following best practices before you push your site live.
TablePress. Need a table on your site? Look no further.
The SEO Framework. Another plugin that can help you master SEO on your site.
Weglot. A top translation plugin for translating WordPress and WooCommerce websites.

To discover even more options, we have a whole post on the best WordPress plugins. You can also search the HubSpot blog for lists of plugins for specific use cases, such as the best WordPress survey plugins.

To install a new plugin, head to the Plugins section in your admin dashboard. This shows you all the plugins currently installed on your site.

Depending on your host, you might have several plugins installed already. Note that for a plugin to work, you must activate it after installing.

To add a new plugin, click the Add New Plugin button (or go to Plugins, then Add New Plugin). Search for your desired plugin and then click Install Now, wait a few seconds, then click Activate.

For plugins that are not listed in the WordPress.org plugin directory, you can also upload a Zip file by clicking the Upload Plugin button at the top. You’ll typically use this approach if you purchase a premium plugin directly from the developer.

Get the WordPress CRM plugin that helps you organize, track, and nurture your leads.

8. Optimize your website to increase page speed.

Website performance is a critical part of the user experience. If a page takes too long to load, your visitors will move quickly to another site. You don’t want to frustrate visitors with slow speeds.

Choosing quality web hosting is one way to ensure that your site loads quickly. Beyond that, you can implement essential WordPress performance best practices such as page caching, code optimization, image optimization, and so on.

For an easy way to implement all of these important strategies, WP Rocket is a WordPress caching plugin that will make your site faster in a few clicks. Thanks to powerful options such as Remove Unused CSS and Delay JS Execution, you’ll save time and effort while improving your Core Web Vitals grades, the PageSpeed Insights score, and the overall loading time.

9. Get inspired by WordPress website examples.

As you begin to customize your website, you may feel overwhelmed by all the options you have. Instead of starting completely from scratch, it helps to grab some inspiration from other exemplary WordPress websites.

Here are some of our favorite WordPress website examples.

99% Invisible is a popular podcast that focuses on design and architecture. The 99% Invisible website is sleek and modern. It offers easy navigation for visitors to quickly access each podcast episode.

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The Houston Zoo’s website displays its main attraction on the homepage. The magnifying glass icon on the top menu bar makes searching the site effortless.

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Awesome Motive, the creator behind several WordPress projects, engages visitors with a polished, yet simple, website. It features subtle animation to grab people’s attention.

WordPress Website Tips and Tricks

There are a number of WordPress tips and tricks to make your website as impactful and user-friendly as possible — we’ve listed them below to help you do just that.

1. Use dashes and not underscores.

When naming your files, use dashes and not underscores. Google looks at underscores as joiners, meaning your file will look like one big word. That won’t help you with your SEO. Use dashes to make it obvious there are separate words.

For example, use www.example.com/this-is-an-example, not www.example.com/this_is_an_example.

2. If you built your website with WordPress.com, use its online support.

When building websites, you’ll probably have one or two questions — maybe more than that. That’s where WordPress support comes in. If you have any questions, check out their support documents. You’ll find a number of forums and ways to reach out to WordPress experts listed on their website.

3. Back up and update your website regularly.

Backups sound like extra work until you hit a technical roadblock and need a hard refresh. If you ever lose access or have technological difficulties, you have everything you need to completely restore your content.

There are a number of plugins, such as Snapshot Pro, made specifically for backing up your WordPress site. Your WordPress host might also offer its own backup tool.

Beyond that, you need to update your WordPress site and plugins regularly. WordPress will tell you when updates are released. This will keep your website looking fresh and working efficiently. It’s also important to protect your site from newly discovered security vulnerabilities.

Updating your website is also an essential security best practice. Updates keep your site secure to ensure no hackers can take advantage of system vulnerabilities. Again, there are plenty of plugins, such as WP Defender, to help you with security.

4. Understand SEO.

Learn and understand SEO basics to ensure your website is completely optimized so you can boost your conversions. Research which keywords you want to rank for and use them throughout your copy. You can even start a blog so you can share your knowledge while improving your ranking.

Beyond that, make the most of multimedia. Image alt text on photos can give you an extra boost. Visuals and video content can also break up the text on your website pages.

Create custom permalinks. Permalinks are the permanent URLs that you plan to keep static for the foreseeable future. They’re important because they improve user experience and enhance your WordPress website SEO. We have a guide on choosing an optimized permalink structure.

Keep an eye on your website’s performance and know what is and isn’t working for your visitors. There are a number of useful WordPress plugins, as well as Google Analytics software, to help with this.

5. Create a custom homepage.

As mentioned earlier, WordPress will provide you with a default homepage. Take the time to create your own with a theme that works for your business — remember, this is your visitor’s first impression of your business, blog, or portfolio.

Pro tip, you can feature social proof on your home page to show your new website visitors how many other people have already viewed your content. There are plugins to help you do this in a matter of minutes.

6. Include an “About Us” page on your website.

Your customers want to know who you are. That’s where your About Us page comes in. Show your visitors that you’re a trustworthy person and/or business. “About Us” pages are known to be one of the most-visited pages on websites (after homepages) — so introducing yourself is important. Here are some “About Us” examples to inspire you.

7. Make the most of your blog posts.

Include excerpts on your blog posts so people don’t land on your blog page and see your entire piece at once. By only including excerpts on your blog page, you make room to list all of your blogs in one location. Visitors can then read the excerpts and click through to read the posts they are most interested in.

8. Consider what your website looks like on mobile.

It’s no secret that people are searching the Internet while on their phones, tablets, and other mobile devices these days. All modern WordPress themes are “responsive,” which means they work on different devices. However, I still recommend browsing your site on mobile to catch any issues or quirks.

9. Pick a CRM that works with your WordPress site.

A CRM can help you keep track of the way users are interacting with your website and company. You’ll have the opportunity to see what offers are garnering the most attention and becoming leads. Here’s a list of some of the best WordPress CRM options. You can also get started with HubSpot, which has its own WordPress integrations.

Build a Website With WordPress

Having a great website matters. It’s how you connect with your visitors and leads, create a positive first impression with new users, and boost conversions. The good news is creating your own website doesn’t have to be a daunting process…at least not with WordPress.

The easy-to-use CMS offers completely customizable plans suitable for all needs. With no prior knowledge necessary, you can start building your own site for your business, blog, portfolio, or online store immediately.

15 Post-Purchase Email Examples to Inspire Your Next Campaign

I recently ordered a swimsuit online to get ready for a beach vacation. Choosing between hundreds of swimsuit styles after months in sweats is overwhelming, so I breathed an audible sigh of relief when I saw the order confirmation in my inbox.

I could almost smell the ocean and feel the sand under my feet in that moment.

That “shopping high” is a feeling of instant gratification and anticipation after an order. You can leverage this valuable window to boost customer loyalty and retention as a brand. To achieve this, you need the post-purchase email.

How Post-Purchase Emails Drive Customer Retention
The Best Post-Purchase Emails
Best Practices for Post-Purchase Emails

How Post-Purchase Emails Drive Customer Retention

In the retail and e-commerce industry, email drives a whopping 45x ROI. Angie Jones, fractional CMO and author of the e-commerce newsletter The Brand Love Brigade explains why post-purchase emails are a powerful tool for customer retention.

“I’ve seen that the impact for brands who nail post-purchase campaigns is a higher retention rate and, ultimately, higher customer lifetime value (LTV),” Jones says. “The toughest leap to make is from the first order to the second, and post-purchase campaigns help do that.” 

The Best Post-Purchase Emails

Ready to build on the brand momentum you’ve already built? Read on for my favorite post-purchase emails, why they work, and how to make them your own.

Order Confirmation (Man Crates)

First and foremost, your customer needs to know that their order is correct and has been received. Share the critical order details with your customer before anything else in an order confirmation email.

What we like: The celebratory image and saucy copy are exactly on-brand for Man Crates. However, it’s the icon progression that makes this order confirmation effective. Customers can tell from a glance where their order is in the process.

Below this, Man Crates follows a best practice of including the order and customer service contact details.

Shipping Confirmation (Etsy)

The following critical information you should share is a shipping confirmation when the package arrives.

What we like: I like how clean and effective Etsy’s shipping confirmation email is. The content is conversational and clear, reminding me of what I ordered with photos of my en-route items.

Etsy also uses valuable one-click order tracking to see where my package is — no copy/pasting a tracking number into a separate website.

Onboarding (Audible)

If a customer doesn’t understand a product or doesn’t use it, they’re unlikely to continue paying for it. Boost product engagement and customer retention with an onboarding email sequence.

What we like: Audible gives step-by-step, scannable instructions to help new subscribers use the app for the first time and discover content.

Technical Onboarding (Descript)

Onboarding is critical when you sell a complex or technical product like software. Set up onboarding sequences that guide your customers through adoption and offer support.

What we like: This onboarding email from podcast and video editing software Descript is a perfect example of an accessible way to help new users adopt the product.

Note the friendly design, five steps, video tutorials, and the invitation to join Descript’s user community.

Cross-Selling (Uncommon Goods)

Cross-selling is a common commerce strategy recommending similar or complementary products to recent customers.

This can be very effective since previous buyers already have experience with you and are more likely to buy again. Cross-selling can occur in a separate email or beneath your order confirmation (always place your order details first!).

What we like: This “You might also like” section from Uncommon Goods came in my order confirmation beneath my order details. The original order contained puzzles and games, so this recommendation tracks perfectly.

As a bonus, the email features other brand messaging, like their sustainability initiatives.

Loyalty Programs (Nani)

A loyalty or rewards program is the best way to build a loyal audience. Enrolling customers means you’ll have more data to analyze and can drive more orders by sending exclusive emails and incentives. But how do you convince them to join?

What we like: This rewards program email from Nani starts with gratitude and shares why you should sign up, with incentives like 100 reward points and exclusive offers.

The design pops, and the CTA is engaging (“Start Earning” versus “Sign Up”).

Benefits Reminder (Kohl’s)

It costs five times as much to acquire a new customer than to retain an existing one. That’s why you should work hard to build loyalty programs and show your members some love.

This can include sending special offers and promotions, but it should also include value-added content and fostering a sense of belonging.

What we like: Kohl’s is famous for its rewards program. This benefits email reminds members of the value they have access to for free, which builds brand loyalty and nudges them to return soon.

Giving a Return Incentive (Live Nation)

You can boost your LTV by giving customers a reason to wander back in (or visit your site). If you’re like me, the language you respond to best is money. Try either a discount, in-store credit, or extra loyalty points to encourage another visit.

What we like: Last year, I saw one of my favorite bands in concert. It was a great evening, and a few days later, this email with $20 concert cash landed in my inbox.

Concerts aren’t cheap, so I happily flagged this email in my inbox as I scoped out my next concert.

Upsell (Audible)

Once you have a happy customer, your next goal is to increase their CLV. A great way to do this is to offer an upgrade, also known as an upsell, from the product they’re currently using.

What we like: Audible’s upsell email is a master class in email design and messaging. First, it’s all focused on the value to the user (cost savings, access bestsellers, etc.).

Next, the comparison chart layout makes it easy to see the differences at a glance. With an enticing CTA above the fold and the promise of “Cancel anytime,” I think it’s a slam dunk.

Order Pickup (Target)

When an item isn’t being shipped, you might need to send pickup instructions. Don’t underestimate this step — it’s all a part of your user experience.

What we like: Bullseye will bring a smile to my face any day, but what has me smiling more is the clear steps on how to pick up my order and links to click if I need to extend my pickup window or contact the store.

Refer a Friend (MeUndies)

After a purchase, you want to give your customers a reason to share about it with their friends. A referral program is one way to incentivize your new customers to spread the word.

What we like: This referral email from MeUndies is fun and kaleidoscopic. There’s an incentive for both the referrer and their friend — driving the customer back to a return purchase.


Survey Request (Warby Parker)

One big reason you may want to send a post-purchase email is to collect feedback. This helps you improve, and it also helps you follow up with customers who may be less than satisfied.

I personally don’t like clicking through to a survey when I have no idea how long it’s going to be, so short post-purchase email surveys are best.

What we like: This Net Promoter Score® survey from Warby Parker is short (just one question) and shows respect for the customer’s time and opinion.

Survey Incentive (Express)

If you need more extensive feedback, consider offering your customer an incentive to participate. Offer a freebie, a worthwhile discount, or a charitable donation in exchange for their feedback.

What we like: Express’s survey email is bold and visual and focuses on the benefit to the consumer.

Asking for a Review (World Market)

Reviews can drive future sales and give you valuable insights into your product lines. But what’s the best way to prompt reviews without pestering customers?

What we like: It’s easy. It’s helpful. It’s fun. Rather than a generic ask, this World Market email shows me photos of every item in my recent purchase.

That visual evokes an emotional response (Yes, I loved that sesame seed shaker!), and I’m more likely to leave a review.

Buying Again (Starbucks)

Not only should you prompt people to return, but you can prompt them to buy the exact same item they’ve purchased before.

If you sell a skincare product and know that the average purchase frequency is every two months, for example, then you can prompt them to stock up when they’re running out.

With products like food and beverage, you can incentivize return purchases, building regular habits.

What we like: If you’re a Starbucks lover like me, you’re likely used to emails like this one. Not only are these post-purchase emails effective because they gamify earning points, but they’re personalized.

Customers are 80% more likely to buy from a personalized experience, so lean into personalization. You have the data. You just need to leverage it the right way.

Best Practices for Post-Purchase Emails

As many ways as there are to engage customers after a purchase, there are even more ways to frustrate your customers when you get it wrong. Find the balance between overwhelming them and adding value with these tips.

Make the critical information easy to find. Keep order details, dates, and tracking codes at the top of emails, not buried in text.
Get the timing right. Don’t send a review or survey request before an item has arrived or before the person has had a chance to use the product.
Don’t ask for the next sale too soon. Focus on product adoption and brand loyalty before asking for another purchase.
Test, test, and test again. Use A/B testing to find the right messaging and timing.
Use automation for success. Use an email marketing hub with a CRM like HubSpot to automate customer journeys and email sequences based on customer actions.

Getting Started

Want to inspire that shopping high in customers? When you get post-purchase emails right, you turn that shopping high into long-lasting brand loyalty. You can build an audience of loyal brand advocates who return to buy again and again.