Replenishment emails

Course content (14 lessons)

Some products naturally lead themselves to repeat purchases when they need to be refilled or replenished after a certain amount of time.

Learn how you can utilize this nature of your products to encourage repeat purchases with a replenishment email automation. Even if you don’t sell products that require reordering on a regular basis, George shows you how you can still implement this type of automation.

[MUSIC PLAYING] Different products and services have wildly different repeat buying rates. But whether you sell health supplements weekly to the same customers or Teslas every three years, it's important to focus on encouraging repeat buying based on your customers' buying cycles. This job is made easier if you sell items that people need to purchase regularly like cleaning supplies, personal care products, or even pet food.
And it's especially easy if you automate a replenishment email. Replenishment emails are an automation that send right around the time your customer is going to run out of the product they purchased. It encourages them to refill or restock by placing a new order, and it doesn't have to be all that sales-y. You can frame these emails as a friendly reminder that your customers might be getting low on an important supply.
And they should reorder now to avoid running out. Just because you only sell items that people don't typically purchase regularly, doesn't mean you can't get in on the action either. With a bit of creative thinking, you will be able to come up with a replenishment strategy for many different products that people don't buy regularly. For example, if you're a bookseller, you could automate an email asking if your customers are looking for a new book to read.
And then recommend some from the same category that they purchased from already. The key to replenishment emails is to identify which products in your store people buy on a regular or even semi-regular basis, then determine the average length of time between those purchases. Now this may take some Excel wizardry to calculate. Or you can always guesstimate based on how long your product takes to consume.
Once you've done that, you can set up your email automation to send just before people typically repurchase the item. OK, that's it for our post purchase emails. Not that hard, right? Now we're going to look at how you can utilize your existing customer data to create some targeted email flows. [MUSIC PLAYING]

Think about which products you sell that customers tend to reorder on an even semi-regular basis. Then take a look at how long the interval between purchases is on average and create a replenishment email to send after this amount of time from the original purchase.

Replenishment emails

Course content (14 lessons)

Module 1: Overview

01 |Module 2: Optimizing transactional emails

02 |Module 3: Following up every purchase

03 |Module 4: Utilizing customer data for targeted flows

04 |Module 5: Keeping customers coming back