Everyone has a favorite shoe. Or bra. Or apparel style. However, unless you are in the industry, nobody knows when it’s time to refresh with the latest version – or stock up on the current version about to sunset. This email is a simple message (or series of messages) that reminds customers to reorder their favorite product(s). Replenishment emails are extremely effective because they tap into customer FOMO, product brand loyalty, overall naïveté regarding the run specialty industry.
In November, new shoe model [x-8] is being released. Customers who bought [x-6] or [x-7] are happy to upgrade if it is about time to get new shoes anyway. Not all like the new version, so they buy something else. That’s OK – either way, you win. Replenishment emails are effective because they’re timely and relevant. If you want to drive recurring revenue, you should take advantage of replenishment campaigns.