💸 Losing Repeat Customers? Here’s How to Keep Them

Hey, it’s Ray.

Let’s get one thing straight:

If people buy from you once and never come back, that’s not a funnel problem.

It’s a retention problem.

And chances are, you’re not doing enough to fix it.

No judgment… most brands aren't.

They pour money into acquisition, obsess over ROAS… and treat retention like an afterthought.

But here’s the hard truth:

If you’re not actively keeping your customers close, you’re training them to forget you.

The Real Growth Isn’t in Acquisition, It’s in Getting Your Current Customers to Buy Again

Think about it: You put all this effort into getting the sale…

• Building the brand

• Creating content

• Running ads

• Writing emails

And then once they buy?

Crickets. 

Maybe a generic “Thanks for your order” and a coupon code that feels more like a formality than a gesture.

That’s not retention.

That’s hoping someone likes you enough to come back.

But hope isn’t a strategy.

Here’s What Real Retention Looks Like

That shift doesn’t come from begging people to buy again.

It comes from earning the second sale.

Here’s How to Do It:

1. Make the post-purchase flow actually useful
   → Skip the fluff. Send tips, tutorials, customer stories, anything that makes the product better to use.
   

2. Build a timeline, not a moment
   → Space things out. Give value. Create anticipation. Don’t blast 3 offers in 4 days and call it nurturing.
   

3. Personalize or don’t bother
   → Recommend products based on what they bought. Or their preferences. Or their behavior. Anything but “You might also like…” randomness.
   
   

Retention Starts Before They Buy Again

The second purchase isn’t random…

It’s earned through how you show up after the first one.

Your goal?

Make them think:

 “I’d be stupid not to come back.”

So give them a reason:

• Surprise gift after purchase #2

• Exclusive access to new drops

• A loyalty program that’s not just points, it’s a personality extension of your brand

And yes, sometimes all it takes is a well-timed, personalized email that doesn’t try to sell anything.

Here's A Quick Success Story 

The Problem:

Before teaming up with 11 Agency, The Pretzel Company relied on a mix of overseas freelancers to handle their email marketing. 

The results? 

Inconsistent design, weak copy, and no real strategy behind the sends.

They knew they were missing opportunities, especially when it came to driving repeat purchases through email.

Looking for a complete overhaul, they turned to us for full Klaviyo management. 

That included multiple weekly campaigns, fully built-out core and advanced flows, strategic pop-ups, and continuous optimization.

All designed to not just convert once, but keep customers coming back again and again.

Stop Treating Retention Like a Bonus

Retention isn’t something you focus on after the sale.

It is part of the selling process.

Anyone can convert a customer once. 

But the brands that truly succeed?

They design for repeat purchases, intentionally.

So here’s your challenge:

Don’t just send “post-purchase” emails.

Create customer-experience emails.

That means:

✅ Don’t beg for the next purchase
✅ Don’t over-discount
✅ Don’t talk at them, engage with them

Do that, and the second order won’t feel like a big win.

It’ll feel like the next step in an ongoing journey.

Want More Repeat Customers? Do These 3 Things Today

1. Audit your post-purchase flow.
   → Are you actually saying something meaningful, or just checking boxes?

2. Make the next step obvious.
   → Don't ask for another order—guide them to it. With value, not volume.

3. Reward the behavior you want.
   → If someone comes back twice, notice. Make them feel like a VIP.

What’s Your Next Step?

Most brands piece together email marketing and hope it works.

But you’re here because you know there’s more to it, especially when it comes to keeping customers coming back.

Even small tweaks to your flows, timing, or messaging can lead to big wins.

And if you're ready for a strategy that actually drives repeat purchases, not just one-off sales, 

I’m here to help.

Let’s build something great.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: 

📝 5 Email Loyalty Marketing Programs That Drive Repeat Business
Many brands struggle to turn one-time buyers into loyal customers.

We’ve put together 5 proven email loyalty programs that encourage repeat purchases and build long-term relationships with your customers. Want to see the programs that actually work? 👉 Check out the full list here: 5 Email Loyalty Marketing Programs That Drive Repeat Business

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.