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When to send: Depends on product or purchase
cycle, but typically within one month of
purchase–some retailers send within a week of
purchase. Test to find optimal interval.
Why: Intended to reward purchasers and encourage
repurchasing from your most engaged
customers/subscribers.
Benefit: Additional revenue and another opportunity
to engage and say “thank you” for
buying.
7. Purchase Anniversary
What: Sent on a logical anniversary date (typically
one year). Invites the customer to repur-
chase and typically includes an incentive, crosssell/upsell,
replenishment or other inducements.
Why: Reminds customer of previous purchase and
offers an incentive to return and purchase again.
Benefits:
• Can be part of a reactivation campaign for
inactive/non-responding customers.
• Provides another touch point for contacting
customers outside of the regular promotional
calendar.
• For one client, purchase anniversary emails deliver
a 15 percent higher conversion rate than
standard broadcast promotional messages.
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