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How to promote a new product to past customers

Introduce something new to people who have already bought from you, which is the warmest audience you have.

The workflow

1. 1Delay: 14 days, held to 10:00 their time
2. 2Send email: no campaign chosen yet
3. 3Condition: splits the flow in two
4. 4Tag: "interested-in-new"
5. 5Exit flow

Before you start

The warmest list you have is people who already paid you once. The only real risk is pace: a shop that promotes something new every fortnight to everyone who has ever bought turns its best list into its most unsubscribed one. Use this for launches, not for a weekly offer.

You will need: a connected store, one campaign.

How to set it up

1. 1Connect your store and choose the Promote a product template.
2. 2Leave the wait at a fortnight so the promotion does not land on top of their delivery.
3. 3Assign the campaign. Say why this is for somebody who bought the other thing.
4. 4The condition tags anyone who clicks, which gives you a list for the launch itself.
5. 5Activate.

What goes wrong

• Running several of these at once. Each is reasonable alone and together they are three promotions a month to the same people.
• Promoting to everyone who ever bought rather than to buyers of a related thing. Relevance is the whole advantage of this list.