When your customers move In Market, they've just hit their purchase cadence, and are now expected to purchase again. It’s time to convert these customers, as these are transactions you cannot miss.
Even though they are expected to purchase again, it is still important to reach out to them to encourage another purchase from your brand.
Campaign Strategy
Message Stream:
Refresh → What We’re Using/Wearing → Social Proof → Perceived Value Offer
The Value of this Campaign:
A customer’s value increases significantly with repeat purchases. When they are in market, they are ready to buy again. This is your chance to target them with messages with minimal offers and promotions.
Campaign Theme:
Show them what’s available, what others like, and that it’s time to make a refresh purchase.
Touch 1: Refresh
Strategy: Best Categories/Flagships
The Value of This Touch:
A “Refresh” touch is a useful technique to prime your buyers to purchase again, as it elevates the products and brands without simply comparing it to a consumable. This puts into your customers’ minds that it’s not only normal, but important to refresh what they have.
Messaging Theme:
Educate your customers on how often they should refresh, and a reminder that they are due for one. Focus on your top categories and flagships.
Subject Line Examples:
It’s time for a refresh!
Touch 2: What We’re Using/Wearing
Strategy: Employee Stories/Routines
The Value of This Touch:
It’s a powerful statement for a brand to be able to say, “We use it, too.” This allows customers to both view how others use the brand, but also to relate with the employees, and therefore, the brand.
Messaging Theme:
Short quotes from “employees” that reference specific products, and give brief insights into the benefit of the products. Focus on the product and the brand over price.
Subject Line Examples:
Check out our routine! See what we’re wearing
Touch 3: Social Proof
Strategy: Consumer Reviews
The Value of This Touch:
Exposing the individual to different categories increases the probability they buy in other categories. Category breadth is a proven predictor of higher customer value and spending.
Messaging Theme:
Utilize actual customer reviews to tell the story of your products. Focus on emphatic reviews in which customers mention how often they purchase or use, or how the quality is. Utilize a set of 5-star reviews from Google.
Subject Line Examples:
We’re hearing great things from people like you!
Copy Example:
We love what we make - but don’t just take it from us...
Final Touch: Free Shipping
Strategy: Stimulate Purchase
The Value of This Touch:
As the customer is already in market, you don’t need to incentivise them with an offer that directly advertises discounts. Focus instead on perceived or light offers. This will move the customer closer to completing their expected purchase.
Messaging Theme:
Use perceived value or existing incentives such as free shipping. Since the customer is expected to purchase again soon, rather than give up margin, present an existing offer (which can be real or perceived).
Subject Line Examples:
Don’t worry about the shipping.
Copy Example:
Get what you want. The shipping? It’s on us.
