Why You Should NEVER Overlook Your Repeat Email Buyers

“A buyer is a buyer is a buyer” - Dan Kennedy

I love this quote from the marketing legend Dan Kennedy.

What he’s trying to say is that people who already bought a product from you…and have the purchasing power to buy another one…

Are much easier to monetize compared to a new buyer.

For example…

If a person owns 11 luxurious watches, it’d be relatively easy to sell him another watch.

Why?

Because:

1 - He has the monetary resources to buy another watch

2 - He LOVES luxurious watches.

Simple, right?

On the other hand…

If you talk to someone who never bought a watch, it’s going to be harder to sell him the first watch.

Truth is, selling to new buyers is not as easy as selling to repeat buyers.

Did you catch the 2 keywords?

REPEAT BUYERS.

You see…

Most eCommerce store owners spend a lot of time and money on looking for new buyers…

And they overlook their repeat buyers.

Now…

Acquiring new buyers is VITAL for any business.

However, if you don’t keep in touch with your repeat buyers, chances are that:

1 - They’re going to buy somewhere else

And…

2 - You’ll leave a lot of money on the table (aka. you don’t give them the chance to buy from you again)

That’s why it’s very important to treat repeat buyers differently.

When it comes to email marketing, you can set up specific flows that target existing buyers based on their behavior…

So you can (1) build a relationship with them and make them feel special and (2) offer specific incentives to buy from you again.

So my “2-cents” tip?

Treat your repeat buyers with kid gloves.

Cheers,

Ugo “Salsero” Balestrazzi