The Most Overlooked Driver of Repeat Revenue

Welcome back to the 116th edition of Nord Media

This week, I want to tell you an old folk tale. 

(Stay with me here)

There once was a farmer with two fields.

One field needed constant attention. He chased every raincloud, adjusted for the wind, and hoped for perfect weather.

The other field was planted with slow-growing trees. Nothing flashy. Just steady care, season after season.

Over time, the trees produced fruit on their own. Not just once, but every year.

While the first field gave bursts of crops and constant stress, the orchard became his most reliable source of food and income.

This is how most brands treat their marketing.

They pour everything into ads. New campaigns, new platforms, new creative, but forget about the quiet channel that keeps producing revenue long after the work is done.

That channel is email.

It doesn’t spike the dashboard like a big media buy, but it compounds quietly in the background.

In this email, I’ll show you how to build that orchard. 

• From the foundational flows that drive retention

• To the segmentation strategy that turns one-time buyers into repeat customers

• And the creative that keeps your audience coming back

Let’s dive in:

Most of the revenue from email doesn’t come from your weekly campaigns.

It comes from the flows that run behind the scenes.

Here are the core flows every retention-focused brand should have dialed in:

1. Welcome Series

First impressions matter. Introduce your brand, set expectations, and lead with value.

Use this flow to educate, build trust, and move new subscribers closer to a first purchase.

2. Abandoned Checkout

Still one of the highest-converting flows across eCommerce.

Remind customers what they left behind, reduce objections, and give them a reason to come back.

3. Post-Purchase

Don’t let the relationship end after the sale.

Use this flow to confirm value, reduce buyer’s remorse, and introduce complementary products.

4. Winback

Every brand has lapsed customers sitting on their list.

This flow helps re-engage them with new offers, product drops, or helpful content.

5. Browse Abandonment

Subtle but powerful.

When someone browses but doesn’t buy, this flow nudges them back based on what caught their attention.

6. Repeat Purchase Nudges

Timing is everything.

Use purchase data to anticipate when someone is ready to reorder or upgrade, and show up right when they need you.

These flows work because they meet the customer where they are.

Once they’re set up, they keep running without added pressure on your team.

How Smart Segmentation Turns Buyers Into Lifers

Blasting your entire list with the same message is a fast way to get ignored.

Segmentation helps you send the right message to the right person at the right time, especially when turning one-time buyers into repeat customers.

Here’s how to break it down:

1. Purchase Behavior Segments

Separate buyers based on how much and how often they buy.

Example: First-time buyer vs. repeat customer vs. VIP.

Tailor your messaging based on where they are in their journey.

2. Product Category Interest

Group customers by the types of products they’ve purchased or browsed.

Follow up with cross-sells, bundles, or restocks that match their interest.

3. Time Since Last Purchase

Create buckets like 30, 60, or 90+ days since last order.

Adjust tone and urgency based on how long it’s been.

Someone who bought 90 days ago needs a different nudge than someone who bought last week.

4. Engagement Level

Use open, click, and site activity to segment active vs. inactive subscribers.

Winback flows and reactivation offers can help revive colder leads.

5. Location or Seasonality

Target offers based on climate, region, or seasonal patterns.

For example, promote winter gear in colder states or region-specific bestsellers.

This is how you turn generic emails into tailored conversations that move people to buy again.

How Smart Segmentation Turns Buyers Into Lifers

Strong email creative is what turns attention into action and builds a brand people remember.

• Make the value obvious in the first few lines. Your reader should know exactly why this email matters.
  

• Use visual hierarchy to guide the eye. Bold headers, short paragraphs, and clean design make your content easy to scan and absorb.
  

• Match tone to audience. Speak like a human, not a brand manual. The closer your tone is to how your customer talks, the more trust you build.
  

• Reinforce product value visually. Use lifestyle photography, gifs, or UGC that shows your product in context and action.
  

• Include a clear and compelling CTA. Don’t make people guess what to do next. Whether it’s “Shop Now” or “Restock Your Favorite,” be direct.

Final Thoughts

Email is one of the most reliable channels for driving consistent revenue.

It does not rely on algorithm changes or rising ad costs.

It works in the background to convert, retain, and grow your customer base.

If you want long-term growth, email needs to be a core part of your strategy.

Focus on building strong flows, segmenting your list based on real behavior, and using creative that makes the value clear.

When done correctly, email becomes a predictable and profitable driver that supports your entire business.

Want to learn more? Connect with me on social 👇
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Thank you for reading! I appreciate you.

Sincerely,
Kody

Disclaimer: Special thanks to Webtopia and eCom Email Certified for sponsoring today’s newsletter.