Lesson 6 of 7 5 min
Bring buyers back
A second order costs almost nothing to win: the free email box on every page, writing to your list, a stamp card, a repeat-customer code, and a blog post that works while you sleep.
The hundredth order will probably not come from the hundredth customer. It will come from the thirtieth, buying again. A happy buyer needs a nudge, not an ad — the cheapest marketing you will ever do. But you can only nudge people you can reach, so start with the list.
Collect the email, on every page
The email signup strip is one row above the footer on every page of your store, in your store's colours. Switch it on under Settings → Email list, write what an email gets them (fresh batch alerts, restocks before Instagram), and every address lands in your Subscribers tab. Free on every plan, on every template. Do not promise a discount there unless you run one. See Collect emails on every page of your store.
From the Subscribers tab you can copy the list or download it for any email tool. To write to everyone from the dashboard, connect your own Resend account — an email-sending service with a free tier, where you verify your domain once — and an Email your subscribers box appears at the top of the tab, with the unsubscribe link handled for you. Sending campaigns this way is part of the Growth plan; the export is free. About ten minutes to set up: Email your subscribers with Resend.
One email a month, with one thing in it
A restock, a new product, a festival cut-off date. Plain text, your name at the bottom, one link. Subscribers forgive a quiet month; they do not forgive a weekly sale that was never real.
A reason to come back: the loyalty programme
Loyalty gives every customer a digital stamp card tied to their phone number — no app, no OTP. They scan a QR at your counter, or earn a stamp from a paid online order, see 3 of 8 on their phone, and when the card fills they get the reward you named, with a code that also works as a coupon at checkout if you give it a value. Scratch cards add a surprise prize after a stamp, with odds you set. Built for shops with a counter, it works for an online-only store too through the online-order stamp rule. It lives in the Loyalty tab on the Growth plan, with a print-ready QR stand.
Simpler, and free: a repeat-customer coupon. Create a code under Settings → Discounts with a minimum order value, leave Show this code on the store unticked so it stays private, and print it on the thank-you card in every parcel: ₹100 off your next order with BACKAGAIN. Give it an expiry, so it nudges rather than waits. Field by field: Discounts, coupons & offers.
A blog post that keeps working
Every store has a built-in blog, free, under Design → Blog. One post a month: How to care for handloom cotton, What to put in a Diwali hamper under ₹1,000. A care guide answers a question people search for months after you wrote it, and gives a past buyer a reason to open your store between purchases. Link every product you mention, and start with a sentence that says what the post is about — that line becomes the description Google shows. See Add a blog to your store.
The follow-up that does itself
Everything above you do by hand, once a month. The AI Co-founder plan adds the version that runs on its own — abandoned-cart reminders and broadcasts to subscribers and past buyers — worth knowing about once the list is bigger than you can write to; see Automations.
Write down
Signup strip on: yes / no. Subscribers today: ___. Repeat code: ______, ₹___ off above ₹___, in every parcel from ___. First blog post title: ______.
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