In Lessons 3 & 4 we will focus on arming you with a defined list of 10 best practices and steps for each.
6. Loyalty/Frequency Based
New customers (1x and 2x purchasers) are not as easily convinced to reorder as retained customers. Newer customers are ideal recipients for replenishment emails where a coupon is oﬀered. Set up this type of automation by selecting customers who have purchased a speciﬁc item two times or less to entice them to reorder and get them on the path to becoming a best customer.
Have the order button on the email click through to the speciﬁc product page or a pre‐prompted cart. This will streamline the checkout process.
Make sure your creative is easy to digest. Three elements that will help achieve this goal:
Call out product names in the subject line, so it’s clear what product needs to be reﬁlled.
Help your customers quickly identify the purpose of the email with a clear CTA in the copy.
Using an image of the product a customer needs to reorder is a great way to clue customers into the reason behind the email quickly and eﬃciently. Try making the image a link to the order page to cut down on time customers spend trying to place an order.
9. Bundle Replenishment Reminders
We talked about bundling reminder emails in the last lesson. Ensure your customers are getting their replenishment product emails with a bundle of their upcoming orders in one single email instead of multiple emails crowding their inbox.
We also touched on Frequency Capping in the last lesson. Frequency capping refers to the act of setting up the maximum number of emails per a given time period that you will allow each customer to receive.