# The Easiest Way to Get EXISTING Ecom Customers to BUY MORE

Channel: Emiel Dingemans | eCommerce Retention Marketing
Video: https://www.youtube.com/watch?v=ZUJOiznkXaU
Duration: 15 min
Language: English
Words: 2734
Transcript page: https://viewrankai.com/tools/youtube-transcript/ZUJOiznkXaU

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[0:00] Most e-commerce brands are obsessed with getting new customers, and I get it. New customers feel like growth, but here's what nobody talks about. The brands that actually scale profitably are not the ones with the best ads. They're the ones that figured out how to make every customer worth more after the first purchase. And the way most brands try to do this is completely wrong. So, they either spam their buyers with discounts until the margins are gone, or they do nothing at all and just hope the customer comes back on their own. But, there's a better way, and it doesn't require discounting. So, in this video, I'm going to show you the exact system

[0:39] we use across 120 e-commerce brands to turn one-time buyers into repeat customers without giving away margins every single time. Stay with me because the most important part of the system is something almost no brand has set up correctly, and it's probably costing you more than you think right now. My name is Emil, and I run Magically, which is an email and SMS marketing agency for e-commerce brands. And we've been doing this for over 7 years, and we've worked with more than 120 e-commerce brands, and we've generated over 300 million dollars in attributed email and SMS revenue for them. We also got over 30 five-star reviews on Trustpilot. And one

[1:18] of the biggest opportunities that we see over and over again when we take on a new client is repeat purchases because most brands are leaving a massive amount of money on the table right after the initial sale. And fixing that is usually one of the fastest ways to move the revenue needle. So, let's start with why this matters so much because the numbers are pretty striking. So, of course, as you know, ad costs on Meta, Google, and TikTok have been climbing steadily for years now. So, the customer acquisition cost is now one of the biggest threats

[1:53] to profitability for most e-com brands. So, you're paying more to get someone through the door than you've ever had before, which means that the first purchase by itself is often barely profitable once you factor in your ad spend. So, the real profit is in what comes next after that initial purchase. Here's what the data shows. Retained customers are nine times more likely to convert compared to new ones. And repeat customers spend 67% more than new customers on average. So, they already

[2:25] know your brand. They already trust you. There's no acquisition cost. There's no convincing needed from scratch. You just need a system in place to stay relevant and give them the right reasons to come back to your store. And here's the timing inside that most ecom brands miss completely. So, the majority of customers who are going to make a second purchase do this within 30 days of the first order. Within 30 days. Which means if your post-purchase experience is weak for those first few weeks, you're losing that window of opportunity and those customers are gone or they're shopping at one of your competitors. So, before we go further, I just want to mention

[3:07] that I have a free email marketing course on my website that goes much deeper into all of these systems. It's completely free and it covers flows, campaigns, list growth, segmentation, deliverability, the whole email marketing system. So, the link is in the description below, so download it for free. Uh let's continue with the video. Most ecom brands have a post-purchase flow, but what they don't have is a post-purchase flow that actually drives repeat purchases. So, the typical setup that I see all the time is that they send a thank you email and maybe a review request and then nothing. Or they hand the customer over to their general

[3:44] campaign list and just hope that the next promo lands at the right time. So, that's not an email system. A real post-purchase flow does three things. First of all, it makes the customer feel confident they made the right decision by buying from your store. And it helps them get the most out of the product that they just bought. And of course, it naturally introduces the next logical thing for them to buy without it ever feeling like a sales pitch. So, that's what a good post-purchase flow should do. But that last part is the one that most brands skip entirely cuz they think that the post-purchase flow is about the

[4:20] order that they just placed, but it's not. It's about the next order. So, every email in the flow is an opportunity to deepen the relationship and to move someone closer to buying again. Every single email in this flow should have that second purchase in the background. And you don't have to feel scared that you're just spamming your people. So, for most e-comm businesses, the average time between orders is around 20 to 30 days, which means that your average customer wants to buy from you during this post-purchase phase. Do make sure to always check your own analytics to see what the average time between orders is for your brand cuz of

[4:57] course, every niche is different. But if you want the full breakdown of how exactly to structure each email in the post-purchase flow, things like the timing, the splits, all of it, I have a full dedicated tutorial on the YouTube channel. So, I'll put a link in the description below so you can check out the full tutorial. Now, let's talk about replenishment timing. And this one is specific to a consumable or recurring product. But it's one of the highest ROI moves in email marketing when executed properly. So, if you sell something that runs out, whether that's supplements, coffee, skin care, cleaning products, pet food, anything with like a

[5:34] predictable consumption cycle, you have the ability to time your emails around when the customer is probably about to run out of their products. And you can do that with the replenishment reminder flow. If someone bought it on day one, they're likely running low around day 25 to day 20 days. So, that's your window. An email that arrives at exactly that moment is not just a generic promo, but a hey, you might be running low. Here's how to reorder message. And this is going to convert significantly better than the same email sent at a random time. So, that's why a replenishment

[6:08] reminder just works so extremely well. So, in Klaviyo, this is super easy to set up. You just create a flow that triggers based on the placed order, and then you just delay it for the appropriate number of days based on your product's consumption cycle. So, if you sell multiple products with different cycles, you can use conditional splits to make sure people get the timing right for whatever they actually bought from you. And again, a super easy flow that

[6:32] you can set up yourself inside Klaviyo. So, the key thing with the replenishment reminder is working on the right messaging. So, it shouldn't feel like a sales email. It should feel more like a useful reminder for them. So, something like, hey, based on what you ordered, you might be getting close to running out. Here's how to restart before you do. And that's it. So, there's no discount needed in most cases. The

[6:53] timing itself is doing the work for you. Now, the first two tips in this video all require the customer to make an active decision to come back to your store. A subscription model removes that decision entirely. And that's why more and more e-com brands are launching a subscription model into their business in 2026. So, instead of hoping the customer remembers to reorder, hoping your emails land at the right moment, hoping the timing is right, the customer has already committed to your store. So, the purchase happens automatically. And that changes everything. And here's why this matters so much in 2026 specifically. Because again, ad costs are not going down. Competition is not

[7:33] getting easier. And customers have more options than ever before. So, in that environment, predictable revenue is not just a nice to have, it's a competitive advantage. So, the brands that have a significant portion of their revenue coming from subscriptions can model their growth. They can manage their inventory and can make acquisition decisions with a level of confidence that brands relying entirely on a one-time purchase simply cannot. And that's why you're seeing more and more e-commerce brands, especially in consumables, supplements, beauty, pet, and food, aggressively building out their subscription offering. So, the

[8:09] economics are just fundamentally better. Think about it from a customer lifetime value perspective. So, a customer who buys once and never comes back might be worth $60 to your brand. But, a customer on a monthly subscription is worth $60 every single month. So, the acquisition cost is the same, the LTV is completely different. And that's of course something that will make a big impact on the growth of your e-com store. And the nice thing is that subscriptions don't just improve your LTV, but they also improve your relationship with your customer because a subscriber is just

[8:42] way more invested into your brand. They're more likely to try a new product. They're more likely to read a review. And they're more likely to refer you to a friend cuz they made a longer-term commitment and not just a one-time transaction. From an email marketing perspective, subscribers also tend to be your most engaged segment. So, they open more, they click more, and they're far less likely to churn off your list, which means your email deliverability stays stronger and your campaigns perform better across the board. So, if you sell a consumable product and you don't have a subscription option yet, this is one of the highest leverage things you can add

[9:19] to your business right now. And on Shopify, you can use tools like Recharge and Skio, which makes this relatively straightforward to set up. You don't need to overhaul your entire store, you just need to give customers the option to commit to a repeat purchase up front. And then of course you have to make that option attractive enough, so yeah, they will pick this option over the one-time purchase. So, typically what we see a small discount for subscribing, say 5 to 10% off, is usually enough of an incentive. So, the customer saves money and you get predictable revenue. So, you both win basically. Next up, let's talk

[9:54] about cross-selling, but the right way. So, cross-selling is one of the most obvious opportunities for repeat purchase and one of the most poorly executed ones. So, most brands either don't do it at all or they do it completely wrong by just dumping their entire product catalog into an email and just hoping something sticks. That's not cross-selling. That's just a product

[10:17] page with an email wrapper around it. Effective cross-selling is about recommending the next logical product based on what someone already bought. And the keyword with this is logical. So, if someone bought a face moisturizer, the next logical product would be a serum or a cleanser and not a body lotion. If someone bought a protein powder, the next logical product is a shaker bottle or a amino acid and not some unrelated product line. The post-purchase flow is the best place to do this because you have context. You know exactly what they bought and you can use Klaviyo's product feed to pull in dynamic recommendations based on what

[10:56] they ordered the first time. Or you can set up conditional splits based on the product category to send manually curated cross-sell suggestions. Especially if you have a store with multiple product lines and product categories, it's better to use conditional splits. The timing of the cross-sell matters, too. So, you don't want to cross-sell in the first email after the initial purchase cuz that's the thank you email. The relationship comes first. But, emails two to six are the better spots cuz by email two, they're excited about their delivery and by email six, they've been using the product and they trust you more. So, both are natural moments to introduce

[11:31] something complementary. And even with a great post-purchase flow, replenishment emails, and a subscription option, some customers will still drift away. So, they buy once, engage for a while, and then they just go quiet. And that's just the reality of e-commerce, but it doesn't mean that they're gone forever. So, this is where the win-back flow comes in. It's an automated sequence that triggers when a customer hasn't purchased in a set period of time. And its entire job is to bring them back before they're completely lost. The most important strategic decision in your win-back flow is timing, and this is where most brands get it completely wrong. Because the default advice on

[12:12] YouTube and social media is to trigger at 90 days. But if your average customer repurchase every 35 days, and you're waiting until day 90, you've already missed this window, and they simply moved on. So, before you set your trigger timing, look at your actual repurchase data, and build your customer win-back flow around your real numbers, and not just some generic industry default. And of course, with this you should take into account that you already have the post-purchase flow, and maybe even a replenishment reminder flow. And the other thing to keep in mind is that your win-back customers are not sitting in a vacuum, because they're also receiving your regular campaigns

[12:52] three to four times a week. So, the customer win-back flow needs to be spaced out carefully to avoid piling up too many emails in someone's inbox in the same week. The customer win-back flow itself should be short and intentional, so you want to start without a discount, and just warming up the customer, first of all, and then you only want to introduce an offer once you've reestablished this connection. I have a full dedicated tutorial on exactly how to build this flow on our YouTube channel, so I'll put a link in the description below, so you can take a look at it. So, to pull this all

[13:25] together, getting customers to buy more is not about discounting more. It's about having the right system in place at every stage after that first purchase. So, that means a post-purchase flow that's actively working toward that second purchase, not just confirming the first one. It means replenishment timing for consumable products, so your emails arrive exactly when customers need them. It means a subscription model if you sell something people buy repeatedly because predictable revenue beats hoping

[13:54] that they come back every single time. It means cross-selling the next logical product at the right moment. And it means a customer win-back flow that triggers at the right time to recover customers before they're gone for good. Build these systems properly and your repeat purchase rate goes up, your LTV goes up, your revenue becomes more predictable, and your dependence on expensive ad spend to hit your monthly targets goes down. Now, here's the thing. All of this only works if your customers are actually seeing your emails. If your open rates are low or your emails are landing in the promotions tab or the spam folder, the best retention system in the world won't

[14:34] perform the way it should. So, if you want my team to build and manage the full email and SMS system for your brand, so from flows to campaigns to segmentation, deliverability, all of it, check out the first link in the description below and book a free call with me. During this call, we will look at what you currently have, find the biggest gaps, and show you exactly what's possible for your e-commerce store. And right after this, go watch my next video where I break down exactly how to increase your email open rates because once your retention system is solid, the next priority is making sure that every email you send actually gets

[15:12] seen. So, I'll see you over there.

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