| Retention edition: Weekly Lifecycle Marketing and Klaviyo insights. Join 30,000+ brand owners, operators and marketers. Subscribe here. |
Hey all,
Two customers can buy the same product for very different reasons.
Treat them the same after purchase, and you’ll miss what each one actually needs.
Instead, use the reason they bought to make your next message more relevant.
Here’s how.
In less than 2 minutes, learn:
Reach the holiday buyers your campaigns miss.
Learn how to adjust your email and SMS campaigns for the different buyers shopping during the holidays.
🎯 WEEKLY INSIGHT
Use why customers bought (not just what they bought) to determine what you send next.
Take a menswear brand.
Two customers buy the same dress shirt.
Customer #1 got it for work.
He wears dress shirts every week and could use more in his rotation.
Customer #2 bought one for a wedding.
He may not need another dress shirt for months (or years).
Now the obvious question: how do you know why they bought it?
Start with what your customers are already telling you.
Use a post-purchase survey to ask customers why they bought.
For example:
What did you buy this shirt for?
Work
Wedding or event
Everyday wear
Something else
Save their answer as a customer property. Now you can segment customers by purchase intent and tailor what you send next.
A couple ideas:
Bought for work?
Subject: Your Monday-Friday rotation
Recommend another color, a second style, or pants that work with what they already bought.
Bought for an event?
Subject: One less thing to figure out before the wedding
Follow up with a tie, belt, or other pieces they may still need.
Same first purchase.
Now, a much more relevant second message.
Action Item
Pick one of your top-selling products.
Identify two or three main reasons people buy it through a post-purchase survey.
Use that answer to determine what product and message they receive next.
Then test a follow-up campaign based on those use cases against your standard product-based campaign.
⭐ Takeaway: What customers bought tells you what happened. Why they bought it tells you what to send next.
📹 QUICK TAKE
A discount, promo calendar, or landing page can change what the campaign data means.
Sammy and Allen explain why Klaviyo analysis needs promo and storefront context before you trust the answer.
🗞️ NEWS HIGHLIGHT
What changed: Attentive surveyed 600 U.S. consumers and found that 88% tried a new brand last quarter, but 77% regularly shop with five brands or fewer.
Why it matters: Lifecycle teams should treat the second purchase as a shortlist test. The job is to prove value, relevance, and confidence before the customer defaults back to the few brands they already trust.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
Most homepage hero videos add motion without helping shoppers understand the product.
A tea brand tested a sensory video that made the product ritual easier to picture.
See why that distinction helped lift conversion 18.8%, and when the format is worth testing.
👀 FROM LAST WEEK
Most post-purchase flows start asking for reviews or another sale before the customer has gotten much value from the product.
The first email after delivery can do more to support the next purchase when it focuses on what happens before customers are ready to buy again.
See the post-purchase shift that can make repeat purchases more likely, and what to look for in your current flow.
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen