What to Automate After Someone Buys
Making a sale is a great feeling — but what happens next?
That’s where a lot of online businesses fumble. The delivery, the follow-up, the “what do I do now?” emails… all of it can turn a clean sale into a clunky mess.
If you’re using Squarespace, the good news is:
You already have built-in automation tools — especially for email follow-ups — that make this part smoother.
Here’s what you should automate right after someone buys, so your new customer feels taken care of (and you don’t have to be glued to your inbox).
1. Automated Confirmation Email (Built Into Squarespace)
Squarespace sends a default order confirmation email the moment someone buys. It includes what they purchased and their order details.
But here’s where it gets better:
You can customize that email — or create your own automation using Squarespace Email Campaigns (if enabled on your plan).
Customize It To Include:
A clear thank-you message
Next steps (what happens now?)
Where to find their course, download, or booking link
Support contact info
Bonus: If you’re selling access to a Member Area, Squarespace will automatically trigger the login or access email once the purchase is complete.
2. Deliver Access or Content Automatically
Depending on your offer, you can use Squarespace’s features to handle delivery too.
For Courses or Private Content:
Use Member Areas to give buyers instant access to pages, videos, PDFs, or modules. No separate tool needed.
For Downloads:
Use digital products in the Commerce section — your buyer receives a direct download link immediately after purchase.
For 1:1 Coaching or Services:
Include a Calendly or Acuity booking link inside the confirmation or follow-up email (you can embed or link it).
Everything happens behind the scenes once they check out.
3. Add to Your Email List (With Tags or Segments)
If you’re using Squarespace Email Campaigns, you can automatically add buyers to a specific mailing list and tag them by product or purchase type.
This allows you to:
Welcome them properly
Send follow-up resources
Upsell related offers later
Avoid repeating yourself to past buyers
Tip: Use product-based automations to segment who gets what. Example: Someone buys your “Social Media Starter Kit”? Automatically tag them and send a bonus tip sequence.
4. Trigger a Follow-Up Sequence (Built-In Option)
Squarespace Email Campaigns also allows you to automate email sequences after a purchase.
You can create a short series like:
Day 0: Welcome + access instructions
Day 2: Tips for using the product
Day 5: Invite to join your free community
Day 10: Upsell or testimonial request
You write it once — and every buyer gets the same consistent, helpful follow-up without you lifting a finger.
5. Internal Notifications (Optional, But Helpful)
You can also set Squarespace to notify you of each new sale.
Why?
Because even if your customer experience is automated, you might want to:
Reach out personally
Track high-ticket buyers
Celebrate the sale or follow up manually
You’ll find this in Commerce → Notifications.
Final Thought
Automation isn’t about replacing the human touch — it’s about protecting it.
You show up where it counts, and let the system take care of the repetitive stuff.
With Squarespace, most of this can happen inside the platform:
Built-in email confirmations
Member Area access
Product delivery
Follow-up sequences
Email tagging and segmentation
Start with just one automation — like improving your confirmation email.
Then layer in more over time. Your future self (and your buyers) will thank you.
