How Automated Repurchase Reminder Emails Increased LTV by 78%

We created contextual repurchase reminder emails for each product to make the experience relevant and useful. We coded the templates using custom HTML/CSS so the brand was fully captured. We then worked with Fig.1’s product R&D team to determine the optimal timing for each product reminder and constructed the automated campaigns in Klaviyo, their CRM platform. To measure the impact of reminders on new customers acquired through their product launch advertising campaign, we created experimental attributes in Klaviyo and devised a randomized controlled experiment.

Within 90 days, a significant amount of new customers had made it through the reminder campaigns. We learned that exposure to repurchase reminder emails caused a 78% lift in customer lifetime value. Most importantly, the incremental lift in repurchases was statistically significant. This insight gave Fig.1 the information they needed to continue investing resources in the expansion and optimization of the repurchase reminder email series.