Selling again to an existing customer costs far less than finding a new one.
WHAT WORKS
A follow-up email after delivery, asking whether everything arrived well. It catches problems early and opens the relationship. A reminder when a consumable product would be running out. Early access to new stock for existing customers. A discount on a second order, sent after the first.
BUILDING THE HABIT
Make reordering easy. Customer accounts with order history let someone repeat a purchase in two clicks. Package the order well. How a parcel arrives is the strongest impression you make. Include a note or a card. Small, and remembered.
WHAT DOES NOT WORK
Discounting constantly, which trains customers to wait Emailing weekly with nothing to say
MEASURING IT
Look at what share of orders come from returning customers. If it is low and your product is repeatable, the follow-up sequence is where to spend effort.
PRACTICAL FIRST STEP
Set up one automated email, sent a week after delivery, asking how it went. That single message earns more than most campaigns.
