Think your best use case for email marketing is only in-market buyers? Think again.
Customer Re-Engagement Campaigns Generate 180% ROI
The Challenge
Most dealers understand the value of automated emails—such as welcome emails and cart reminders—to capture in-market/duress customers.
But such a narrow focus leaves out a huge revenue opportunity: your past customers.
These customers already trust your brand, but without ongoing communication, they forget you when it's time to upgrade or replace an item.
In short, your past customers are massive untapped revenue potential.
The Solution
AVB Marketing's email specialists worked with several members to test simple, one‑off re‑engagement campaigns.
Campaign Types
Anniversary Sale, July 4th Promo, Columbus Day Promo, Labor Day Promo
Target Audience
Existing online customers, subscribers, POS customer data
Investment
Only $250 per campaign
*design fees can range from $250-$850
The goal was straightforward: remind them of the brand, highlight current offers, and keep them in the loop between major buying cycles.
The Results
The performance spoke for itself across every member tested:
25%–39%
Open rates
Strong attention from repeat customers
7%
Click-through rates
Well above retail benchmarks
$1000s
Revenue generated
Directly from repeat buyers
Campaign Performance Breakdown
Member 1 - Anniversary Promo
$2,485.36 from 2 purchases
33,504 emails sent with 32.1% open rate, 6.9% CTR
Member 2 - July 4th Promo
$707.94 from 1 purchase
53,128 emails sent with 25.9% open rate, 6.3% CTR
Member 3 - Columbus Day Promo
$2,517.48 from 3 purchases
176,367 emails sent with 31.7% open rate, 3.5% CTR
Member 4 - Labor Day Promo
$6,636.10 from 7 purchases
277,864 emails sent with 39.4% open rate, 3.6% CTR
Key Takeaways
1
It's a low‑risk, high‑reward investment.
Spending roughly $250 per campaign is one of the most cost‑effective ways to generate reliable revenue between major promos.
2
Your past customers are still listening.
Even months later, they open and click through at rates that rival new leads.
3
Not all sales come from "duress" or "in‑market" buyers.
A well‑timed sale email catches plenty of repeat customers when the need quietly arises.
4
Re‑engagement keeps your brand top‑of‑mind.
Customers think of you first when the next upgrade or replacement season hits.
Think of each $250 campaign as an investment that keeps your pipeline warm. It's not money out—it's money waiting to come back in.
Our Advice
Keep your automated emails running, but don't stop there!..
Supplement them with monthly or seasonal re‑engagement campaigns. They give your brand presence between buying cycles and help you capture both spur‑of‑the‑moment and planned purchases.
Plan ahead! Ask your AVB Marketing rep to help you strategize upcoming promotions and see how Email IQ can increase your sales.