When online retailers use email to market to loyal customers, those stores are applying one of their most effective marketing tools to some of their richest sales prospects.
Repeat customers are significantly more valuable than new shoppers. Shoppers familiar with an online store not only spend more over the lifetime of their relationship with the store, but they also tend to spend more on each visit.
An often-cited Adobe study from August 2012 showed that shoppers who had returned to an online store for at least the third time to place an order spent an average of five times more per purchase than a new customer.
