Best Practices for Repurchase Email Automations

Just because you've converted the sale doesn't mean your job is done. The sale isn’t the finish line. Coming off the back of a strong Q4 period, it's important to keep the momentum going. Many brands prioritised top-of-funnel strategies and new customer acquisition during this time without taking into consideration product adoption, customer satisfaction and laying the foundations for a repeat purchase. Your post purchase email & SMS automation can do a lot of that heavy lifting for you. Here’s my recommendations for a high-performing post purchase series: 👉 Send product specific emails based on what they purchased 👉 Personalisation is everything in 2024. This goes beyond just using first names. It's about crafting experiences tailored to individual customer preferences, past purchases, and behaviours, creating a uniquely engaging and relevant journey for each customer. 👉 Purchase Confirmation & Thanks: Go beyond a simple purchase acknowledgement; use these emails to show customers you appreciate their business, saying thank you and building the foundations for customer loyalty. 👉 Encourage product adoption. Send content that will guarantee they use the product right away and use it properly. A great way to do this is to incorporate how to’s & FAQs to maximise product usage. This is especially important for any products that require set-up, have special care instructions etc. 👉 Review Request: Capture customer reviews but time your review requests to arrive after the customer has received and used the product, ensuring relevant and constructive feedback. Use tools like Yotpo Reviews for efficient review collection and to add value to your site & product pages with genuine customer feedback. 👉 Cross-sell with Dynamic Feeds: Showcase products that pair nicely with items your customers have purchased, using dynamic feeds for a seamless cross-sell that prioritises experience over sales. 👉 Lifetime Value Focus: Highlighting loyalty rewards and the long-term benefits of staying with the brand can be a great incentive for customers to keep coming back. 👉 Highlight your returns policy. Simplify post-holiday returns and exchanges with direct, easy instructions & link direct to on-site returns page/policy. What happens after a customer makes a purchase determines whether or not they'll purchase again. This is why the post purchase experience is one of the most pivotal moments for an ecommerce brand. If a customer doesn’t have a good experience with your brand, it’s unlikely that they will come back - it's that simple.

You’re not going to get rich selling one product one time to one customer. You’ll get rich by having your customers come back for seconds and thirds. Dialing in your winback flow is mandatory. Your MAIN OBJECTIVE should be to: - Remind past buyers of your brand - Offer incentives to return - Reignite their interest Position yourself in their shoes with their problems. They need somebody who can truly relate to them. - What products are they buying and what’s the repurchase window? - What are all the reasons they’d need (or want) to buy it again? - What does your data say about why they wouldn’t buy the product again? Now that you have the data, you should know when to push these to the inbox AND how to write them: - Segment sending with a time delay that makes sense. It’s not a winback until they’re lapsed, otherwise it’s just post purchase. - Don’t send an email / sms / push all in the same short time frame. Space them out to give continuous reminders. - Write copy that promotes the actual need for a repurchase. - Overcome their objections to never purchasing again. Address their pain points and focus on the solution. Test. Adapt. Iterate. Each time you do it’ll be easier to get that second and third purchase.

I see so many 7-fig eCom brands going all in on email marketing, yet struggling to boost CLTV. It sucks because the culprit is usually embarrassingly simple: Ignoring their drop-off points. Every brand has moments when customers are less likely to buy again. If you don’t know when those moments are, your emails are just cluttering inboxes. Let’s say you've got: - 1,000 customers - $100 AOV - 40-day natural repurchase window - 85-day drop-off point And you're running: - Generic win-back at 120 days - Basic replenishment at 60 days What’s happening? You’re losing: - Natural repurchase opportunities at 40 days - Letting churn creep in before 85 days - And missing out thousands in revenue from poorly timed emails Painful, right? Here’s how to fix this: 1. Understand your timing. Use tools like Triple Whale 🐳 or Lifetimely to find your “time between orders” metrics. 2. For replenishment emails, look at the average time it takes your customers to reorder. If it’s 40 days, send those emails at 30–35 days with a solid incentive. 3. For win-back flows, figure out when your customers are unlikely to return. If most churn happens after 85 days, send win-back emails at 70–80 days to recover them before it’s too late. Bottom line? Your email marketing probably isn’t broken. Your timing is. Fix that first. Then focus on: - Subject lines - Design - Offers - Copy Because the best email in the world sent at the wrong time is just another unopened email. #emailmarketing #DTC #emailcampaigns