A Returning Customer? Yes, Please: How to Increase Purchase Frequency

Increasing purchase frequency is the Holy Grail of commerce. Because, let’s be honest, there’s little point in attracting a customer who buys only once and then disappears. The real value lies in repeat customers—those who come back time and again, because, at the end of the day, they’re the ones who truly keep you in business! How can you turn your customer list from a parade of “one-time buyers” into a list of “frequent fans”? The answer lies in email marketing, that tool that, when used well, can make your inbox not just sell, but also build loyalty.

Let's go and explore three key strategies to encourage your customers to return to your business more often: thoughtful incentives, personalized reminders, and loyalty programs. If you’re ready to put your email list to work, take note and let’s get started.

1. Incentives: A Gift or a Shot in the Foot?
Offering incentives is a classic strategy, and although it’s not new, it’s still effective if used wisely. But watch out—it’s not about tossing around random promotions. Offers and discounts are like a good cup of coffee: served at the right time, they’re perfect, but if you overuse them, you risk training your customers to only buy with a discount—and that, in the long run, hurts your margins and your brand.

How can you offer incentives that really work?
Temporary Discounts: Instead of sending a generic coupon, use the magic of exclusivity. A “20% off just for you this weekend” grabs attention and creates a sense of urgency. It’s not the same to receive a discount as it is to feel like that discount is just for you, right now.
Behavior-Based Offers: If you have a customer who always buys certain products, use that information to send them a related incentive. For example, if someone always buys coffee from your shop, offer them a discount on add-ons or a new variety.
Small Gifts: Sometimes a little detail can be as effective as a discount. Imagine sending an email that says: “Thank you for being a loyal customer! Enjoy a free accessory from our latest collection with your next purchase.” Even small gifts create an emotional connection.

2. Personalized Reminders: Don’t Let a Single Customer Slip Away
If you want customers to come back, make sure they remember you. There’s nothing worse than a customer who forgets you, and the best way to avoid that is to stay present. But—careful! Being present doesn’t mean being annoying. It’s a fine line between staying on their radar and being a bothersome fly.

How can your reminders be effective?
Personalized Recommendation Emails: Use each customer’s purchase history to send them recommendations they actually care about. If you know someone bought a certain product, suggest complements or similar items. Here’s where segmentation tools become essential: segment, personalize, and nail it.
Restock Reminders: Perfect for products customers buy regularly. If you know a customer buys a product every two months, schedule a friendly reminder just before they might run out. It’s a personal touch that prevents them from looking elsewhere.
Birthdays and Purchase Anniversaries: Nothing says “we value you” like remembering a customer’s birthday or the date of their first purchase. Use these occasions to send a reminder with a small promotion. These emails not only drive additional purchases but also show that your brand has a human touch.

3. Loyalty Programs: Because Being a Frequent Customer Deserves a Reward
Loyalty programs are an incredible tool for retaining customers and encouraging more frequent purchases. Not only do they make customers feel like they’re getting something extra with every purchase, but they also motivate them to come back to redeem points or perks.

How to create an effective loyalty program?
Keep It Simple and Clear: Nothing scares off a customer faster than a loyalty program that requires reading a manual to understand. It should be easy to follow. A good practice is to offer points for every purchase that can be redeemed for discounts, products, or special services. Be upfront about the rules and benefits from the start.
Offer Real Benefits: If a customer feels the loyalty program is just an excuse to make them spend more without getting anything in return, they’ll lose interest. On the other hand, make sure customers see real value in their rewards. This could include early access to new collections, exclusive events, or personalized products.
Make It Fun and Engaging: Adding games, raffles, or contests to the loyalty program can add excitement. It doesn’t have to be complicated—even something as simple as a monthly drawing among program members can motivate customers to participate and feel more connected to the brand.

Why Is Email Marketing the Ideal Platform to Increase Purchase Frequency?
Social media is great for visibility, but email marketing is your direct line to the customer. There are no algorithms hiding your message, and when someone opens your email, you have their full attention (even if only for a few seconds). It’s in this brief moment that you can create a connection that, done right, transforms a casual customer into a loyal one.

Plus, email marketing lets you personalize every message so that customers feel the communication is made just for them. With the right automation, you can send specific emails based on each customer’s behavior, purchase history, and even preferences.

Frequency Is Key, but Content Quality Is Everything
It’s important to remember that increasing purchase frequency isn’t just about sending more emails. Frequency is the result of content quality and the value customers perceive in your messages. If your content is relevant, useful, and even entertaining, your customers will be more likely to open your emails and respond to your calls to action.

To achieve this, it’s crucial that your emails don’t focus solely on selling, but also on delivering value. This can include recommendations, educational content, or relevant industry news. Quality communication builds an emotional connection with your customers that lasts much longer than a single transaction.

Make Customers Feel Like They Win by Returning
Increasing purchase frequency is more than just driving quick sales; it’s about building a relationship in which customers see clear value in returning to your business. With smart incentives, personalized reminders, and well-designed loyalty programs, email marketing can become a purchase frequency machine.

So, the next time you plan an email campaign, think about how you can make customers not just want to buy again, but actually look forward to your next email, expecting more than just another offer. Make your inbox speak, connect, and keep your customers coming back for more.

Aurelio G