Why Customers Don't Buy Twice, and How to Map It

The first order proves interest. The second order shows your brand is worth coming back to. Most email revenue is decided in the weeks between them.

Where the gap usually is

• The flow stops at the thank-you email.
• Marketing arrives before the customer has used the product.
• The same discount email goes to gift buyers and loyal reorderers alike.
• Nothing is timed to when the customer would naturally reorder.

The Second Purchase Map

The map walks through eight steps, from the first order to the second purchase, and what to do if the customer does not return. For every step you write down what the customer is asking, how they feel, what you send, when, and what could go wrong. Then you find your reorder window by counting the days between a first and second order for customers who have bought twice.

Part of Email Experience Design.