Two different relationships.
WHY SEPARATE THEM
A customer knows your product, has paid you, and has a relationship.
A prospect has given you an address and nothing more.
Sending both the same message wastes the difference.
WHAT CUSTOMERS SHOULD RECEIVE
Acknowledgement that they have bought Guidance on getting more from what they bought Related products, appropriately Early access, as a benefit of being a customer Requests for reviews
WHAT PROSPECTS SHOULD RECEIVE
Reasons to trust you Useful content demonstrating competence Answers to the questions that come before buying A first-purchase incentive, where that suits your business
THE CONSENT DIFFERENCE
Rules on marketing to existing customers differ from rules on marketing to prospects in many jurisdictions.
That does not remove the need for an unsubscribe link and honest identification.
THE PRACTICAL SEGMENTATION
If you do one segmentation, do this one.
It requires only knowing who has bought, which your shop already records.
THE MISTAKE
Sending a first-purchase discount to loyal customers who buy at full price.
