"Build your email list for repeat purchases!"
Great advice. Unless you sell swimming pools.
Nobody buys two pools.
So why bother with email marketing at all?
The Hidden Opportunity
You're right that John won't buy another $8,000 grill from you.
But John has friends.
John's neighbors see his backyard setup every summer. They ask where he got it.
Your job is to make sure John remembers you fondly and recommends you enthusiastically.
The Post-Purchase Sequence
Most stores send: 1. Order confirmation 2. Shipping notification 3. Nothing ever again
Here's what actually works:
Day 1: Order confirmation (obviously)
Day 3: Personal note from founder. "Thanks for trusting us with your backyard."
Day 7: "Your [product] is on its way. Here's how to prepare for delivery."
Day 14: "How's the setup going? Need help?"
Day 30: "How are you enjoying your [product]? We'd love to see photos."
Day 60: "Quick favor - would you leave us a review?"
Day 90: Referral program introduction
Day 180: Accessory recommendations
Day 365: Anniversary email. "It's been a year! Hope you're still loving it."
The Referral Angle
This is where high-ticket gets interesting.
Offer $500 off their friend's purchase. That sounds huge.
But if your average order is $6,000, that's an 8% referral cost.
Most businesses would kill for 8% customer acquisition cost.
The Pre-Purchase Sequence
Someone signs up for your email list but doesn't buy.
They're considering a major purchase. They need nurturing.
Week 1: Helpful content about choosing the right product
Week 2: Customer story / case study
Week 3: Behind-the-scenes of your quality process
Week 4: Comparison guide (you vs. alternatives)
Week 5: FAQ addressing common concerns
Week 6: Limited-time incentive
This isn't pushy. It's helpful.
They're trying to make a big decision. Help them.
The Real Metric
Don't measure email success by "repeat purchase rate."
Measure it by:
- Review completion rate
- Referral program participation
- Social shares
- Customer satisfaction scores
These drive the business forward, even without repeat purchases.