Why You Should Create a 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.
How to Write a Post-Repeat Purchase Series
We like including 3 emails in a VIP series, but more than 1 at minimum is good. The first email is a great place to say a simple thank you to your loyal customers, and offer a discount code. If you don’t want to offer a discount code, you could send a special offer or free shipping.
The second email is where you encourage your customers to share the love with their contacts. Offering a discount code they can send to other people is a good way to accomplish this (you can just duplicate the offer in the first email). Plus, the unique code will give you the ability to track the performance of this email.
The third email is a good spot to ask for customer feedback. Your VIPs are highly engaged and will likely have some things to say. You can include a link to a survey, or simply ask them to respond to the email.
What to Include In Your Post-Repeat Purchase Series
Brand colors and imagery
A simple thank you note
A discount code, special offer, or free shipping offer
A discount code, special offer, or free shipping offer that can be shared
A request for feedback
Post-Repeat Purchase Series Mistakes to Avoid
Only sending one email
Not sending a compelling offer to thank your loyal customers
Not saying thank you