Good morning, Chase and Jimmy here.

Most brands obsess over the first sale.

But the real money? It’s in the second.

Getting someone to buy once is easy... getting them to come back is the real skill.

And that’s where most brands drop the ball.

This morning, we’re breaking down 6 proven strategies to double your repurchase rate - from what to say in your first 14 days to how to personalize offers that keep customers coming back for more.

Because loyalty doesn’t just happen. It’s built, one thoughtful touchpoint at a time.

Also inside:

✔️ How One Pet Brand Grew 525% with Smarter Email Automation
✔️ Knowledge Drop: AI holiday traffic to retail stores to surge over 500%
✔️ Up Next on Send It: The 80/20 of Email Revenue (Do Less, Make More)
✔️ Taylor Swift Gives a Small Brand a Big Break

Let’s break it down 👇

🐾 How One Pet Brand Grew 525% with Smarter Email Automation

Before Omnisend, Dukier’s emails were stuck on repeat: same message, every audience, every time.

No personalization. No automations. No real segmentation.

The result? Low engagement, high effort, and missed revenue.

Then they switched to Omnisend and rebuilt their strategy from the ground up.

In just three years, they grew their revenue from €82K to €518K (+525%).

Here’s how they did it:

• Automations that sell: 55% of revenue came from welcome, cart, and lead capture flows

• Localized campaigns: personalized in ES, DE, FR, IT, and PT for every market

• Smarter segmentation: behavior-based targeting that kept unsubscribes below 0.4%

• Responsible scale: higher AOV and stronger engagement with fewer sends

How to 2X Your Customer Repurchase Rate (Proven Tips)

You wouldn’t expect someone to become your best friend after just one coffee, right? Relationships take time and investment.

It’s the same with your customers. But most brands assume buyers will naturally come back after the first purchase. Spoiler: they don’t.

Here are six moves to double your repurchase rate.

1. Answer the silent questions

Just because someone hit “buy” doesn’t mean they’re sold on your brand.

They’re probably wondering:

• Did I just waste my money?

• Is this actually going to work?

• Can I trust these reviews?

• Should I have gone with a different brand?

If you don’t proactively address these doubts early on, churn wins. Every touchpoint should validate their decision and remove reasons to cancel or walk away.

What to do: Use your post-purchase emails, order pages, and even your packaging to reassure. Reaffirm the benefits and back up your claims. Show real faces, real testimonials, real results. Make them feel smart for choosing you.

2. Sell the truth, not the fantasy

Want to know the secret brands use to hit 85% repurchase rates in 30 days?

Stop overpromising. Set clear expectations right from the start.

Here’s what that looks like:

• Tell customers when they’ll start seeing results (week 1, week 3, month 1).

• Normalize the lag time. (“If you don’t feel anything the first week, that’s totally normal.”)

• Avoid “miracle” promises your product can’t deliver.

When your messaging matches what actually happens, trust builds. And trust leads to repurchases.

3. Take the first 14 days very seriously

Those first two weeks after someone hits “buy” are everything. That’s when customers are deciding if your product is worth keeping in their routine – or if they’ll quietly ghost you.

Unsurprisingly, this is where most brands lose people.

Here’s what works:

• Surprise extras: Free guides, recipes, or downloads buyers weren’t expecting.

• Transparent tracking: Think shipping updates (“your order is on the way!”)

• Community access: Private groups where customers connect and share experiences.

Build a simple 14-day “wow plan.” What can you deliver in that window that makes the product feel worth it before they even finish their first order?

4. Break onboarding into easy wins

Instead of overwhelming your customers, help them feel progress early and often.

For example, you could build two-minute daily emails (bite-sized masterclasses) that give people tiny wins each day.

This approach can make a big impact. Brands using daily micro-lessons or two-minute “masterclass” emails have seen 20% higher retention and 33% more upsells or cross-sells within their flow.

Action step: Break onboarding into short, daily nudges (via email or SMS). For example, you could try something like “Day 3: Mix your product this way for best results.”

5. Optimize your offers for conversion + retention

Acquisition teams love a flashy offer. And sure, sometimes it works. But not always.

One brand ran a free seasonal product promo. Sales exploded… and then churn did too. Turns out, customers didn’t want the core product. They just wanted the freebie.

What to do instead:

• Offer bundles or starter kits that set people up for long-term use.

• Avoid one-off gimmicks that attract the wrong crowd.

• Track retention by offer. See what brings customers back, and double down on that.

  

6. Personalize the journey

By week one, you’ll know who’s loving your product and who’s on the fence.

Use that data to tailor your messages:

• Not a fan of the taste? Send recipes.

• About to churn? Drop in a freebie they can claim (if they don’t cancel).

And if someone’s loving your product? Lock them in with a 3-month bundle that gets them past the critical 4-month churn point.

Pro tip: Switch your billing cycle from monthly to 28 days. It’s a subtle shift, but it adds an extra billing cycle per year = ~8% more LTV.

Final thoughts

Getting that second purchase doesn’t happen by luck. It happens by design.

If you want to build a brand people stick with (and keep buying from), you need to be intentional about what happens after the first sale.

Here’s your quick recap:

✅ Reassure new buyers early. Answer the silent doubts they won’t say out loud.
✅ Set clear expectations. Let them know what to expect and when, right from the start.
✅ Front-load the value. Deliver small wins and helpful content in the first 14 days.
✅ Personalize everything. Use what they do (or don’t do) to tailor your follow-ups and offers.

Double the repurchase rate, and you won’t just grow… you’ll grow profitably.

💡 Knowledge Drop:

AI traffic to retail sites is projected to surge over 500% this holiday season... and Jimmy’s calling it what it is: a wake-up call for eCom brands. In this post, he breaks down how AI is already shaping shopping decisions and why optimizing your product pages for bots (not just humans) could be the biggest unlock of Q4.

👀 Up Next on Send It: The 80/20 of Email Revenue (Do Less, Make More)

80% of your email revenue comes from 20% of your effort.

The problem? Most brands spend time on the wrong 80%.

In next week’s Send It! episode, Jimmy and Chase reveal the data-backed truth behind ecommerce email performance, and the exact steps to simplify your strategy without losing revenue.

Here’s what they cover:

• The 3 flows that do the heavy lifting (and how to fix yours fast)

• The segments that actually move revenue (VIPs and one-time buyers)

• Campaigns that drive engagement vs. those wasting your time

• The metrics to track in 2025 (and the ones to ignore)

🛎️ Subscribe to the channel and tap the bell to catch every new drop.

🔥 DTC Wins:

Taylor Swift wore a vintage gold necklace from small jewelry brand 100 Ways during her Zane Lowe interview... and the internet lost it. What started as a casual styling moment turned into a viral win for the indie shop after fans identified the exact piece and rallied behind the brand. No sponsorships. No seeding. Just one authentic moment that changed a small business overnight.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me, always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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