Anniversary of a customer's first order

Send it to customers who are still buying a year after their first order. Marking the anniversary feels personal in a way a generic sale message never does, and telling them what has improved reminds them why they stayed. Keep it to customers with at least two orders, so it lands with people who will actually care.

Best time to send. On the anniversary date itself, in the late morning, so the date matches what the message says.

Hi [customer name], it has been exactly one year since your first order with [store name]! Thank you for sticking with us.

A lot has changed since then: we now roast every Monday and Thursday, and your coffee ships within a day of roasting.

To say thanks, here is 15% off your next order with the code [coupon code], valid until [code valid until], on anything in the store.

• Mention one real improvement, like faster dispatch or a new product line; it makes the message more than a coupon.
• Give the code a clear end date and honour it; an expired code at checkout undoes all the goodwill.
• Skip customers who have an open complaint; a celebration message to an unhappy customer goes badly.