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Moves: Repeat purchases

Ecommerce email marketing agency

Email built around your reorder cycle: automated flows first, campaigns worth opening second, deliverability protected throughout.

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Ecommerce email marketing agency: digital marketing specialist manages email marketing, email notification, business communication, customer engagement, message delivery, digital messaging, marketing campaign, and inbox management.

Who it's for

  • Stores whose email account only sends when there is a sale on
  • Brands selling consumables where the reorder date is predictable
  • Retailers with a list they have collected for years and never segmented
  • Merchants whose flows were set up once at launch and never revisited
  • Stores seeing open rates fall while list size grows

Email is the only channel where the audience is already yours. You are not renting it from an auction, the cost does not rise when a competitor raises their bid, and the people on it have bought from you or asked to hear from you. Most stores still use it as a discount broadcast, which trains the list to wait for the next code and slowly stops working.

We build email the other way round. Automated flows come first, because welcome, browse, cart, post-purchase, replenishment and win-back keep running long after anyone has touched them. Then campaigns, planned around what your customers are actually doing that month rather than around a retail calendar borrowed from somewhere else.

Underneath both sits deliverability. Authentication set up correctly on your sending domain, a list that is cleaned rather than hoarded, sending volume that grows at a rate inboxes accept, and content that people open often enough to keep you out of the promotions graveyard. None of the writing matters if the message is not delivered.

It mainly moves the repeat purchases lever, and it does more for average order value than most stores expect. What we would build, and the base fee plus growth share for running it afterwards, are set out in the free plan.

How we run it

The honest process, in order.

  1. Read the order history before writing anything

    Your own data answers most of the questions a flow strategy has to settle. How long between first and second order. Which first products lead to a second purchase and which do not. What share of revenue comes from people who have bought more than once. Which products get bought together and in what order. We pull those numbers from your store, not from an industry average, and they set the timing, the segments and the offers for everything that follows.

  2. Build the flows that run without anyone watching

    Welcome, abandoned cart, abandoned checkout, browse abandonment, post-purchase, replenishment, win-back and back-in-stock. Each gets a purpose, a trigger, an exit condition and a message count that suits the price of what you sell. A considered purchase deserves more contact than an impulse one. We build them in your account, in your voice, then leave them running and check them monthly rather than rebuilding them constantly.

  3. Set the timing from the product's own cycle

    Replenishment reminders work when they arrive slightly before the customer runs out, and are ignored or resented at any other time. We calculate the cycle from the product itself, a bag size divided by a daily dose, a bottle divided by a pump count, then correct it against what your repeat customers actually do. Where a store sells items with different cycles, the flow branches by the product bought rather than sending everyone the same reminder on day thirty.

  4. Protect the sending domain before scaling volume

    We check the authentication records on your sending domain, use a subdomain for marketing so a deliverability problem cannot damage your order confirmations, and set a policy that tells inbox providers what to do with anything forged. Then the list gets cleaned: people who have not opened anything in a long time are either won back deliberately or stopped. Sending to a big unengaged list to protect a vanity number is the most reliable way to end up in spam.

  5. Plan campaigns around what customers are doing

    A campaign calendar built on national holidays produces the same email as everyone else on the same day. We plan around your customers instead: the season your product is used in, the moment stock returns, the thing your buyers are trying to do this month, the question support keeps getting. Discounts are kept for when they genuinely change a decision. The test of a campaign is whether someone would notice if it stopped arriving.

  6. Report revenue per recipient and act on it

    Open rate has become an unreliable number and click rate only tells you the subject line worked. We report revenue per recipient, per flow and per campaign, alongside list health and unsubscribe rate, so a message that gets a lot of clicks and no orders is visible. Each month we change one thing per flow rather than rewriting everything, so the effect of a change can actually be attributed to it.

Worked example, not a result

Example: what one flow is worth over a year

Say a store gets 1,000 orders a month at an average of $60. A post-purchase flow goes out to every buyer, and over time 4 in every 100 recipients order again directly from it.

That is 40 extra orders a month, or $2,400, from a sequence of three emails written once. Over a year, without any further work, it is around $28,800. The same flow also carries the care instructions that reduce returns and the review request that fills the product pages.

The point of the example is the shape, not the figures. A store with a $200 average order and a slower repeat cycle would see completely different numbers. These are round made-up figures, not a result.

Questions about ecommerce email marketing agency

Often enough to be recognised, rarely enough to be welcome. For most stores that is a handful of campaigns a month on top of the flows, with more during a genuine event and less when there is nothing to say. Frequency matters less than relevance: a segmented send to the people it applies to can go out more often than a broadcast to everyone without any harm.

No, and the ones that do should be the minority. A list that only ever receives codes learns to wait for the next one, and your margin pays for orders that were coming anyway. The emails that carry the load are usually the useful ones: how to use the thing, what is back in stock, what changed, what other customers do with it. Keep the discount for the moment it changes a decision.

For most stores that is where shoppers expect commercial mail, so it is not automatically a problem. It becomes one when engagement is low enough that providers start filtering you further. The fixes are the boring ones: authenticate properly, stop mailing people who never open, make the first message after signup genuinely worth opening, and keep the list clean rather than large.

Smaller than most people think, because the flows are triggered by behaviour rather than by list size. If you get orders, you have a post-purchase flow worth building. If you get carts, you have an abandonment flow worth building. Campaigns need more subscribers before they are worth the writing time, which is why we build the automations first.

We write them by default, in your voice, and you approve before anything sends. Some stores prefer to keep the writing in house once the structure exists, which is a fine outcome and we will hand over the templates and the reasoning. What we do not do is leave you with a set of flows nobody understands well enough to change.

Niches where this matters most

See how ecommerce email marketing fits your store.

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