Four Creative Ways to Drive Repeat Sales

Getting customers to open your email is one thing.

Convincing them to repeatedly engage with you over time is a completely different story.

And one that’s totally worth it!

According to a study, first-time customers are 32% more likely to purchase from you again.

But that’s not all.

Second-time customers are 53% more likely to buy from you a third time. And by the time they’ve made their tenth purchase, they’re 83% more likely to buy from you again!

If that doesn’t convince you, check this out:

It costs around 5x more to acquire a new customer than it does to nurture an existing one!

The stats have spoken. Loyal customers are a gold mine. And if your emails aren’t doing anything to keep readers coming back, you need to make some changes ASAP.

Here are 4 ways you can boost customer loyalty and drive repeat sales with your email marketing!

1. Reward Your Customers

We get it. You’re a BUSINESS. You can’t give away free stuff all the time.

But surprising your customers with small tokens of appreciation every now and then doesn’t hurt.

If anything, it incentivizes them and gives them a reason to be more loyal to you!

Here’s how you do it.

First, identify your most loyal customers. Not just the customers who buy the most from you, but also those who consistently engage with your emails, campaigns, and website.

Most email marketing tools, like Sendlane, can help you with that.

You can then send out automated discounts, coupons, or offers to these special customers to encourage them to keep engaging with your brand!

Here’s how Virgin Experience Days rewards its customers:

Sending a recent customer a discount on their next purchase is a great way to show appreciation and entice them to buy again!

You can also send out emails related to any loyalty programs you have in place.

Like if you offer customers redeemable points every time they make a purchase or a referral, you can regularly send out ‘point balance’ emails.

These emails can serve as a gentle reminder, or even a nudge, to encourage point redemption (and purchase!).

The Canadian bookstore, Indigo, actually sends out bonus loyalty points to their members several times a year:

How cool is that?

2. Write like a Friend

Think back on the last 5 emails you’ve sent out to your audience.

How would you describe the tone of those messages?

Do they feel friendly and conversational? Or do they give off a more detached, business-to-customer-communication vibe?

Unless you’re addressing a serious situation that requires a more formal message (like a billing issue or email mistake) you need to know that crafting friendly emails will earn you more points.

It’s true!

No matter what email branding strategy you have in place, or how large (or small) your company may be, when you take a friendly approach with your audience, you’ll cultivate a loyal following faster.


It’s much easier for email contacts to connect with you as a person (or even as a brand or business) when their experience with you feels human and real.

Dropbox offers a great example of how adding a friendly, and even slightly humorous touch, to your emails can take you places:

When you write like a friend and not like a nameless, faceless company, you build likeability and trust with your audience. So when your emails hit their inbox, they’re excited to hear what’s new with you!

3. Get ‘Social’

What’s the best way to connect with your contacts?

It’s simple.

Show up where they’re spending most of their time: Social media!

Integrating your email marketing strategy with the social platforms your customers use the most shows them you’re “one of their kind”.

They’re ideal places for encouraging participation and conversation, which ultimately leads to engagement.

Sony witnessed jaw-dropping results by integrating Pinterest with their email strategy:

With the launch of its new summer line-up, the electronics giant included ‘Pin It!’ buttons in their emails.

The result?

They got 3000 additional clicks and beat their “revenue by email” goal by 172%!!

But that’s not the only reason why going ‘social’ matters.

Leveraging social proof in your emails can do wonders for building credibility and winning over the hearts of your contacts.

Go ahead and showcase your certifications and badges. They make you come across as legit. And trust cultivates loyalty!

Oh, and don’t forget to leverage any positive reviews, testimonials, and cool-sounding numbers and stats! You got 50,000 readers? That’s something to flaunt!

Lastly, going social also enables cross-pollination of users; from email to social, and vice versa.

For example, you can add in social sharing buttons in your emails to drive more traffic to your website!

4. Celebrate Special Moments

You want your customers to swear loyalty to you? Share their joy!

No, really. Why do you think people celebrate birthdays and anniversaries?

It makes them feel special! And if you want to land that soft spot in their hearts, you need to become a part of their happy moments.

Leverage the customer data collected during the sign-up process, like their DOBs, or the day of the sign-up itself.

You can use it to send out personalized birthday or anniversary emails to make their day. Maybe even send out a little discount their way!

Check out how Gap gives its customers a reason to smile on their big day:

Celebrating special moments with your contacts increases their emotional affiliation with your brand.

And that, ultimately, leads to increased loyalty!

Are You Earning Loyalty and Repeat Sales?

Okay, so here’s the thing. Too many businesses are focusing on acquiring new customers instead of trying to retain existing ones.

The truth is, your current customers deserve special treatment!

A loyal customer will make tons of repeat purchases, regularly engage with your brand, AND refer you to their friends and family.

The strategies above will help you leverage on your existing customers, and turn them into advocates of your brand to help you multiply your growth, engagement, and revenue.

But they’re not the only ones out there.

Be ready to think outside the box. Sometimes, a truly unique and creative strategy that’s entirely your own can help you you stand out from your competition!

What strategies do you use to win over your contacts and earn more repeat sales? We’d love to know. Feel free to drop us a comment below!

Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!