What is Past Purchaser Email?

The concept of a past purchaser email has its roots in the genesis of digital marketing, especially when online businesses noticed the potential of retaining customers by tapping into their purchasing history.

It represents a tactical approach that involves sending tailor-made emails to customers who have previously bought items from a certain product category. Past purchaser email, above all, has become an integral part of the retention strategy, long been harped on by marketers to forge long-term relationships with customers.

Why is this tactic good when your intention is retention? Well, think about it this way--people have a preference for what they know. By tailoring an email that's focused on a product category that they've shown an interest in before, you're able to keep their attention. The email isn't just another generic marketing message, but a personalized conversation starter that shows you pay attention to your customers' choices. It emphasizes the importance of personalization and segmentation in email marketing, leading to more meaningful and engaging communication boosting customer retention.

Examples of Past Purchaser Email

1. A sports equipment retailer could send an email to customers who previously bought tennis rackets, showcasing their latest collection of tennis shoes and offering a first-time purchase discount.

2. A bookstore sending tailored recommendation emails based on the genre of books a customer has purchased in the past.

3. A fashion e-commerce store sending an email to customers who have bought jeans, advertising their new range of designer belts that would pair well with jeans.

4. A Software as a Service (Saas) company sending an email to past customers notifying them of new or enhanced features in the service they previously purchased.

5. A travel agency sending an email to past customers who have booked beach vacations, showing them travel packages for trending beach destinations.

Marketing Tactics Similar to Past Purchaser Email

• Segmented Email: This marketing practice involves dividing your email subscribers into smaller segments based on set criteria, allowing businesses to personalize their messages and target them effectively.

• Re-Engagement Email: These are carefully crafted messages sent to subscribers who haven't interacted with your brand over a while, intending to rekindle their interest and bring them back to actively engaging with your brand.

• Cross-Selling: This involves selling a different product or service to an existing customer, often related to products they've purchased before. This is similar to the past purchaser email tactic in that it focuses on customers' previous purchasing behavior.

• Upselling: This is a sales technique where a seller induces the customer to purchase more expensive items in an attempt to make a more profitable sale. Like past purchaser email, upselling relies heavily on understanding customers' past purchasing behavior.

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