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Turn Refunds into Sales Using This 1 Email Flow
Zsombor Nagy
March 21, 2025
Hey ya’ll, it’s Nagy from Polarmail, in this post i’m going to explain how to fix refunds and chargebacks, let’s get right into it!
Why Do People Want A Refund?
Shipping Delays – If delivery takes too long, customers lose patience and cancel.
Found a Better Option – They came across a cheaper or faster alternative.
Unexpected Costs – High shipping fees, taxes, or customs duties make them rethink.
Changed Their Mind – Impulse buyers sometimes regret their purchase before it even ships.
Lack of Updates – If they don’t get tracking info or order confirmations, they assume the worst and request a refund.
Most common fixes:
Delayed Response to Refund Requests Some brands purposely slow down customer support responses, hoping the order ships before the refund request is processed. By the time the customer gets a reply, they may have already received the shipping confirmation, making it harder to cancel.
Overcomplicated Refund Process Requiring multiple steps to request a refund (e.g., filling out a form, providing unnecessary details, or waiting for approval). Making customers call support instead of handling it via email or chat, discouraging cancellations.
"Already in Processing" Excuse Telling customers their order is already being packed—even if it isn’t—to make it seem like it’s too late to cancel. Claiming that once an order enters the fulfillment system, it cannot be stopped (even if that's not entirely true).
Store Credit Instead of a Refund Automatically issuing store credit instead of processing a full refund, making customers feel like they have no choice but to buy again. Burying this policy deep in the terms and conditions so customers don’t notice it before purchasing.
Strict No-Cancellation Policy Having a policy that says, “All sales are final” or “Orders cannot be canceled once placed.” Making it sound like every order is custom-made or processed instantly, even if there’s a delay.
Using a Virtual Assistant to "Diffuse" Refund Requests - MOST COMMON
Hiring a VA who’s trained to stall, redirect, or convince customers to reconsider instead of actually resolving their request.
They might ask unnecessary questions, claim the system is down, or “escalate” the issue to delay action.
Why It's bad:
Using shady refund-avoidance tactics might help you keep short-term revenue, but it comes at a huge long-term cost: losing customer trust, repeat purchases, and ultimately, your Customer Lifetime Value (CLTV). Here’s why:
Customers Feel Manipulated and Tricked If someone struggles to cancel an order, they’ll feel like they were forced into a purchase rather than making a choice. Instead of seeing your brand as trustworthy, they’ll see it as sketchy and avoid future purchases.
Bad Word Spreads Quickly Angry customers talk. They’ll leave negative reviews, share their experience on social media, or tell their friends not to buy from you. Even if you keep the refund, you could lose thousands in potential sales from bad press.
Chargebacks Hurt More Than Refunds If customers can’t get a refund, they’ll issue a chargeback—which not only costs you money but also damages your payment processor reputation. Too many chargebacks can lead to higher processing fees or even banned merchant accounts.
Lost Future Sales and CLTV Ecom success is built on repeat customers. If a customer has a bad experience, they’ll never buy again. Instead of gaining a loyal buyer who could spend thousands, you get a one-time sale and a permanent lost opportunity.
The Best Way To Fix Refunds And Future Chargebacks Using A Post Purchase Flow
Your post-purchase flow isn’t just about confirming orders—it’s about building trust, reducing refund requests, and increasing repeat purchases. Here’s the breakdown of the emails you should send:
Pre-Shipping Emails
Email #1 – Order Confirmation (Sent Instantly)
Goal: Reassure the customer that their order is received and get them excited.
Tone: Friendly, warm, and personal.
What to Include:
Order confirmation details
A thank-you message
What happens next (processing time, shipping updates)
A light brand touchpoint (why your product is special)
Example Subject Line: "Your Order is In! 🎉"
Email #2 – Shipping Update (Sent After 1 Day)
Two Scenarios:
Shipping Time Above 5 Days:
Acknowledge the wait and explain that your team is working hard.
Keep them engaged so they don’t cancel or request a refund.
Emphasize that they’ll be notified every step of the way.
Shipping Time Below 5 Days:
Focus on how to use the product and why they’ll love it.
Include social proof (reviews, UGC, influencer content).
Highlight the key benefits of what they ordered.
Example Subject Line: "Quick Update on Your Order + A Little Surprise"
Email #3 – Manufacturing Update (Sent After 2 Days)
Goal: Keep them informed about their order’s progress.
What to Include:
Let them know their order just finished manufacturing.
If shipping is below 5 days → Provide tips on how to take care of the product.
Add Trustpilot reviews from past happy customers.
Example Subject Line: "Your Order is One Step Closer!"
Email #4 – Shipped to Carrier (Sent After 2 More Days)
Goal: Let them know their order has officially left your warehouse.
What to Include:
Tracking link (if available)
A reminder of the estimated delivery time
A thank-you message for their patience
Example Subject Line: "Your Order is Now on the Way!"
Post-Shipping Emails
Email #5 – Review Request (Sent 7 Days After Delivery)
Goal: Get customers to leave a review on your store.
What to Include:
A simple request to share their experience.
A link to the review page.
Optional: A small incentive (discount, entry into a giveaway).
Example Subject Line: "How’s Your [Product Name]? We’d Love to Hear!"
Email #6 – Trustpilot Review Request (For 4+ Star Ratings Only)
Goal: Move happy customers to Trustpilot for more credibility.
What to Include:
A short message thanking them for their support.
A request to share their experience on Trustpilot.
Example Subject Line: "Loved Your Order? Help Us Spread the Word!"
Set this flow up once, and it’ll keep bringing in more sales, fewer refunds, and stronger customer relationships automatically.