New format
Gently remind clients you’re here: channels and occasions
Selling once is half the job. The emotion of a purchase fades fast: you need a fitting reason to remind people you’re here — not a stream of “come visit us.”
Below: channels and informational occasions. Trigger, cart, and greeting details live in related guides; here — how not to tip into nagging. Marketing messages only with consent and a clear unsubscribe.
Principle: an occasion, not pressure
A reminder should restore a good experience or give value (order status, usage tip, seasonal fact, loyalty bonus). Hard sell in every touch burns the list.
Service and product beat templates. A bad experience won’t be fixed by an email.
Push: short and useful
If you have an app (or web-push), the client allowed pings — that’s responsibility. The job is to improve their day: motivation, event reminder, useful niche news — not “you haven’t visited.”
Keep 1–2 sentences, a calm tone when you use sound, no shouting. Frequency stays low or they’ll revoke permission.
A good push:
- usefulness or care, not a hard offer
- specifics without a wall of text
- tied to what the person already did in the product
Email: win-back, cart, surprise
After a purchase or a long pause, a win-back email with care and a bonus (shipping, promo) works — not the whole catalog.
Abandoned cart: remind that items are waiting; if the price changed — say so. Launch the series relatively fast (hours to days); test tone and offer. More in the abandonment piece.
Loyal clients can get exclusive bonuses — a “special status” feel without pressure.
Informational occasions
Holidays and birthdays are soft occasions if the date was obtained legally and the tone is warm. See the greetings guide.
Service news, shipping improvements, brand events — if the segment truly cares.
Asking for a review and answering the feedback strengthens the relationship better than “rate us 5 stars” with no reply.
Takeaways
Consent and usefulness first, offer second.
Handle cart and pause with fresh-timed triggers — not “in a month and a half.”
Don’t harvest birthdays from other people’s profiles against the rules.
FAQ
How is this different from trigger emails?
Triggers are event mechanics. Here — the broader logic of a “gentle occasion” across channels, including push and the offline meaning of holidays.
Push without an app?
Classic app-push comes from an app. On the site, web-push is possible with browser permission; same rules: useful, rare, not a hard “buy now” in every ping.
When should you write about an abandoned cart?
Usually hours to a few days, in a series of 1–3 emails — not “in a month and a half.” Follow your funnel and consent to communicate.
Can you take birthdays from social profiles without consent?
You shouldn’t. A birthday is personal data: only what the client left at signup or in a form and allowed you to use.
Is “you haven’t visited in a while” fine?
It often annoys. Better: usefulness, a meaningful bonus, a service update, or a question about their experience.
Do you also need retargeting?
Yes as a complement to email, not instead of service. See retargeting materials.
WhatsApp* and SMS?
Only with consent and in a channel where the client already expects service messages. Otherwise — complaint and block risk.
What matters more than the creative?
Fit and frequency. One useful ping beats ten “cute” spam messages.
Win-back emails that sound like “you haven’t visited” spam?
We’ll set consent-first occasions: cart, pause, holidays — usefulness over nagging.
Discuss the task
