Lesson 6

The Post Repeat Purchase Series

Goal: Reward and retain your most loyal customers.

Chapter 6: The Post Repeat Purchase Series

We say it all the time: repeat customers are the bread and butter of an ecommerce business. New and one-time customers are great, but if you aren’t rewarding customer loyalty, you’re missing out. A VIP email series rewards and encourages customer loyalty. Plus, by encouraging your VIPs to share their love with their friends and contacts, you can harness the power of word-of-mouth marketing.

This email series includes 3 emails, and each email serves a specific purpose.


Customers who have placed more than one order.

Email 1: Thank You

Call out loyalty specifically, and if you’re including a special offer, include that here too. Here are some examples:

  • Psst, here’s your discount code
  • Thanks for being a loyal customer

Loyal customers rock! This email series will help you reward your VIPs and keep them coming back for more. You can use the first email in this series to offer a discount code, free shipping, or special deal, as well as recommend new or related products.

Email 2: Social Shares

This email is an ask for social shares and user generated content. Here are some subject lines we like:

  • Spread the love and get rewarded
  • Share a pic and win big

We all know word of mouth is a force to be reckoned with when it comes to marketing. Use this email to encourage your VIPs to share your products with their friends. Offering a referral link with an incentive can be a powerful way to encourage your most loyal customers to spread the word about your company.

Is there a social channel that your people are using a lot? Ask them to share a picture of them using your product and do a monthly drawing for a prize!

Their posts give you the chance to identify your loyal VIPs and learn about your best customers—which will inform your marketing in the future.

Email 3: Lean from your best customers

This email is your chance to solicit feedback from your customers. Here are some example subject lines:

  • We want to hear from you!
  • Tell us what you think

You have a few options on how you do this, such as:

  • Linking to a form (create and link to a simple Google form!)
  • Having customers request a phone or zoom call
  • Simply asking customers to reply to this email

Pick whatever makes sense for you!

Lesson 6
5 min read