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We pay so much attention to converting a prospect into a customer – contests, discounts, specials, free shipping etc. all in the hopes of having a new person walk through the door. Following conversion, there is often a disproportionate shift in retaining the customer. Think of the number of one-time buyers you have; maybe these ideas could help increase their likelihood of re-purchase:

1) A simple thank you email goes a long way; thank the customer and ask them to come back.

2) A survey with and without an incentive, asking the customer about the transaction (and addressing any issues) does well in keeping your brand top of mind.

3) Send a reminder X days/ weeks after the purchase, reminding the customer of their experience and inviting them to revisit.

4) If you are selling financial services – it’s important to explain the benefits of the purchase/ investment made; give the account holder the opportunity to invest again.

5) Mix channels – send a postcard or call them to take measure of the purchase.

6) Solicit their feedback and leverage on a testimonial page.

7) Insert a copy of the email that made inspired their purchase, include your contact information and encourage the recipient to contact you with any suggestions.

8) Give a super deal on their third (fourth or fifth) transaction.

9) Go back in time and remember what they did a long time ago. Your consumer will appreciate it.

I'm Loyal

I travel a lot – presenting best practices and meeting great email marketers across the globe. I try to be loyal to certain hotels (not just chains), restaurants (going back to the same place), airlines and car companies. I do this for two main reasons – the first is the assurance that I will be treated better for my loyalty, the other are the points (to travel more.) These intangible and tangible benefits help people pay attention and insure active, future involvement.

As marketers we need to focus on getting customers to repeat their purchase behavior.