Create an email flow for welcoming new customers that encourages a second purchase.
Here is a recommended email flow to welcome new customers and drive a second purchase within 30 days:
New Customer Welcome Series
Email 1: Welcome & Thank You
- Timing: Immediately after first purchase
- Audience: All new customers
- Subject: Welcome to [Brand]! Thanks for your purchase.
- Content:
- Personalized thanks and welcome, referencing product purchased
- Intro to brand, values, mission
- Link to helpful getting started resources or guides
- Prompt to complete account setup
- CTA: Visit My Account
Email 2: Product Recommendations
- Timing: 3 days after first purchase
- Audience: Engaged new customers who clicked Email 1
- Subject: You might also like these...
- Content:
- Curated product recommendations based on first purchase
- User reviews and social proof for recommended products
- Personalized content based on product category purchased
- CTA: Shop Recommended For You
Email 3: Incentive/Discount Offer
- Timing: 7 days after first purchase
- Audience: New customers who haven't made 2nd purchase yet
- Subject: 20% off your next order!
- Content:
- Limited time discount code for 2nd purchase
- Reminder of product recommendations
- Create urgency - offer expires soon
- Upsell/cross-sell related items
- CTA: Shop Now & Save 20%
Email 4: Social Engagement
- Timing: 14 days after first purchase
- Audience: All new customers
- Subject: Connect with us for exclusive perks
- Content:
- Prompt to follow/engage on social channels
- Showcase user-generated content
- Highlight community, loyalty program, referral perks
- Reminder of 2nd purchase discount expiring soon
- CTA: Follow Us, Shop Now & Save
Email 5: Expiring Soon - Last Chance
- Timing: 25 days after first purchase
- Audience: New customers who still haven't made 2nd purchase
- Subject: Don't miss out! Your 20% off expires in 5 days
- Content:
- Urgent reminder that discount is expiring
- Reiterate product recommendations
- FOMO - "Customer favorites selling fast"
- Incentivize immediate purchase
- CTA: Claim 20% Off Now
This flow leverages personalization, product recommendations, a compelling discount, and urgency to guide the new customer through a journey from first to second purchase within the first 30 days. The targeting and cadence is optimized to engage customers when they are most likely to buy again.
