The January Ghost Town: 7 Email Sequences That Keep December Buyers Coming Back

Why December Buyers Are Different (And Why That Matters)

December customers present a unique challenge: approximately 40% are gift-givers with no direct experience with the product, and many purchases are impulsive. This contrasts with typical buyers who actively seek out a brand, necessitating a relationship-building approach after the initial purchase, a reversal of the usual customer journey. Failing to engage these buyers quickly results in significant lost revenue; research from Klaviyo shows a 70% drop in the likelihood of a second purchase if engagement doesn’t occur by mid-February.

Key Insights

• 70% drop in repeat purchase likelihood: Klaviyo research highlights the urgency of post-December engagement.
• Gift-givers vs. typical buyers: December purchases often come from a different customer mindset, requiring a tailored approach.
• Automated sequences drive retention: A client using these sequences saw a 16% increase in repeat purchase rates.

Working Example

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Practical Applications

• Supplement Company: Implementing these sequences increased repeat purchases by 16% from their December cohort.
• Pitfall: Relying solely on promotional emails after a purchase can lead to disengagement and lost customers.

References:

• https://dev.to/synergistdigitalmedia/the-january-ghost-town-7-email-sequences-that-keep-december-buyers-coming-back-hkg