The Smart Reminder Playbook: How to Drive 50% More Repeat Purchases

Anandhi Moorthy

Senior Content Marketer

December 26, 2025

TLDR

Most repeat purchases are lost because customers forget, not because they dislike your product
E-commerce brands average ~28% repeat purchase rates, but consumables can reach 30–45% with the right reminder system
Cart abandonment alone is not enough; reminders must cover the entire customer journey
A high-performing reminder strategy has three layers:
- Wishlist reminders to convert saved interest into purchases
- Low stock reminders to create urgency using real inventory signals
- Replenishment reminders to build repeat buying habits
Wishlist reminders work best within 48–72 hours after a product is saved
Low stock reminders should trigger when inventory drops below a real threshold and escalate urgency gradually
Replenishment reminders should be timed using real usage cycles (30, 45, or 60 days, depending on product type)
Combining all three layers creates a compound effect that increases repeat purchases significantly‍

When a customer buys your product and doesn’t have any complaints, they most likely want to buy from you again. E-commerce sites average 28.2% repeat customer rates, with consumables reaching 30-45% through natural cycles.

In most cases, your customers just need a reminder to come back to your store. Yet most brands focus only on cart abandonment. While cart recovery is essential, it is the final stage of a much longer journey. By the time a customer adds an item to their cart, they have already bypassed several other opportunities where a well-timed nudge could have secured the sale.

The reality of modern e-commerce is that attention is the scarcest resource. A customer might love your brand, browse your latest collection, and even save a few items for later, only to be interrupted by a phone call or a social media notification. Without a systematic approach to reminders, they forget all about you.

To drive a 50% increase in repeat purchases, you must move beyond the basic checkout recovery email. You need a comprehensive reminder system that captures intent at every stage: from the initial spark of interest in a wishlist to the urgent need to buy before stock runs out, and finally to the habitual need for a refill.

This playbook outlines the three-layer reminder framework designed to convert interest into consistent, predictable revenue.

The Reminder Marketing Framework

Reminder marketing works because it aligns with the psychology of "nudges." In behavioral economics, a nudge is a small change in the environment that encourages a specific behavior without being coercive. In e-commerce, a reminder acts as a cognitive shortcut. It reduces the effort a customer needs to make to return to a product they already liked.

Most retention managers struggle with low repeat purchase rates because they treat every customer the same. However, a customer who saves an item to a wishlist has a different mindset than a customer whose favorite moisturizer is about to run out. To maximize revenue, your strategy should employ a three-layer approach.

The Three-Layer Approach

Wishlist Reminders (Convert Consideration): These target the "maybe later" crowd. They bridge the gap between browsing and intent.
Low Stock Reminders (Create Urgency): These use real-world scarcity to force a decision. They are high-velocity triggers that convert browsers and past buyers alike.
Replenishment Reminders (Build Habits): These create a predictable revenue loop for consumable goods. They turn one-time buyers into lifelong subscribers.

When these layers work together, they create a compound effect. A wishlist reminder might not convert immediately, but if that same item later triggers a low stock alert, the combined psychological weight of interest and scarcity often leads to a purchase. This system ensures that no matter where the customer is in their lifecycle, your brand remains top-of-mind.

Let’s look at how you can employ each of these strategies in detail.

Layer 1: Wishlist Reminders (Convert Interest)

A wishlist is a high-intent signal. When a customer "hearts" or saves a product, they are telling you exactly what they want to buy in the future. Unfortunately, many brands treat the wishlist as a graveyard for items that will never be purchased.

The goal of a wishlist reminder is to move the customer from "dreaming" to "doing." Because the intent is already established, these messages do not need to be aggressive. Instead, they should feel like a helpful assistant, reminding a friend about something they liked.

How to Implement Wishlist Reminder Campaigns

Data shows that the highest engagement for wishlist items happens shortly after the initial save. The "Golden Window" is typically 48 to 72 hours. If you wait too long, the emotional connection to the product fades. If you send it too soon, you risk being intrusive.

Campaign Sequence for Wishlist Reminders

To effectively convert saved interest, implement a multi-stage sequence:

Day 2 (48 hours after save): "Still dreaming of this? It's waiting in your wishlist." This should be a soft nudge featuring a high-quality image of the saved product.
Day 5: "Still thinking about [Product]? Grab it while it's in stock." This adds a subtle layer of availability awareness.
Day 10: "Your wishlist items are waiting for you." This serves as a broader roundup if they have saved multiple items.
Day 14: "Final reminder: Your saved favorites expire soon." While wishlist items don't literally "expire," framing the reminder as a final check-in creates a natural endpoint for the sequence.

Best Practices for a Wishlist Reminder Strategy

To get the most out of your wishlist reminders, segment your audience by the age of the wishlist.

A customer who saved an item three months ago needs a different message (perhaps featuring a "New Season" update) than someone who saved an item yesterday.

Always include product images and a direct link to the cart for a frictionless experience.

Brands that personalize these wishlist reminders see a significantly higher click-through rate compared to generic "back in stock" emails.

Test incentive thresholds, such as free shipping or small discounts, and track conversion by days since save.

Expected outcomes

Well-structured wishlist reminders consistently improve wishlist-to-purchase conversion rates and reduce abandoned consideration. They also provide valuable signals for future personalization

Layer 2 – Low Stock Reminders (Create Urgency)

Scarcity is one of the most powerful drivers in marketing, but it must be authentic. Today’s consumers are savvy; they can spot a fake "limited time offer" from a mile away. Low stock reminders are effective because they are based on real-time inventory data.

This layer targets users who have viewed a product multiple times or added it to their cart but haven't checked out. When you alert them that the item is physically running out, you provide a rational reason for them to stop procrastinating and complete the purchase.

How to Implement a Low Stock Reminder Campaign

The key to a successful low stock campaign is the inventory threshold. You should trigger these alerts when stock drops below a specific level, such as 10 units or 15% of total stock. This ensures the urgency is genuine and the customer doesn't feel misled.

Campaign Flow for Low Stock Reminder

A high-converting low-stock sequence moves from a "heads-up" to a "last call" tone:

Day 0 (Stock drops below threshold): "Almost gone! Your favorite pick is almost sold out." Trigger this immediately to your most engaged segments.
Day 1: "Quick heads-up! The [Product] you liked is running out fast." Focus on the popularity of the item.
Day 2: "Only a few left! This popular item won't last long." Use specific numbers if your platform allows (e.g., "Only 3 left in your size").
Day 4: "Last chance! Final pieces remaining." This is the final push before the item is marked as out of stock.

Strategic implementation guidelines

Set inventory thresholds, such as under 10 units
Trigger messages in real time when thresholds are crossed
Use real numbers where possible
Progress urgency gradually across messages

Best Practices for Low Stock Reminder Campaigns

Personalize with product name and image
Target only engaged users
Avoid sending multiple urgency messages on the same day
Never simulate scarcity

Expected outcomes

Low stock reminders reduce cart abandonment, accelerate purchase timelines, and increase conversion rates during high-demand periods

Layer 3 – Replenishment Reminders (Build Habits)

For brands selling consumables—skincare, supplements, pet food, or coffee—the replenishment reminder is the backbone of customer lifetime value (LTV). These reminders anticipate the customer's needs before they even realize they are running low.

Instead of waiting for the customer to realize their bottle is empty and then go to the store to find a replacement, you reach out at the exact moment they need a refill. This prevents churn and blocks competitors from entering the decision-making process.

How to Implement Replenishment Reminder Campaigns

Calculating Usage Cycles

The effectiveness of this layer depends on timing accuracy. You can calculate the average usage cycle by looking at the "Mean Time Between Purchases" for specific products.


Product Category	Typical Usage Cycle	First Reminder Trigger
Skincare/Supplements	30 Days	Day 23
Haircare/Vitamins	45 Days	Day 38
Body Care/Household	60 Days	Day 53

Campaign Sequence for Replenishment Reminders

The tone here should be helpful and service-oriented. You are making their life easier by ensuring their routine remains uninterrupted.

Initial Trigger (7 days before depletion): "Time to refill? Your [Product] might be running low."
Refill Window (3 days before depletion): "Refill time! Don't run out of your [Product]."
Due Date: "Running low reminder: Keep your routine uninterrupted."
Past Due (7 days after depletion): "Final refill reminder: Don't let your supply run out."

Optimization tactics

Track actual reorder behavior and adjust timing
Send reminders slightly before depletion
Emphasize routine and consistency
Offer subscription or auto-reorder options

Best practices for Replenishment Reminders

Base timing on real purchase and usage data
Personalize by product category
Make reordering one click where possible
Test different reminder windows

Expected outcomes

Replenishment reminders increase retention, stabilize revenue, and build long-term purchasing habits that compound over time

How to Use Wishlist Reminders, Low Stock Reminders, and Replenishment Nudges Together?

Running three different types of reminders simultaneously requires a clear hierarchy to avoid "reminder fatigue." If a customer receives a wishlist nudge, a low stock alert, and a replenishment reminder in the same week, they will likely unsubscribe.

Priority Hierarchy

When multiple triggers overlap, use the following priority:

Low Stock (Urgent): This takes precedence because it is time-sensitive and inventory-dependent.
Replenishment (Timely): This is the second priority because it fulfills a physical need.
Wishlist (General): This is the lowest priority and should be suppressed if the customer is currently in a replenishment or low stock flow.

How to Avoid Reminder Fatigue

Implement frequency caps.

A common rule is to limit automated marketing touches to no more than three per week across all channels.

You can also use exclusion logic. If a customer has purchased in the last 7 days, they should be excluded from wishlist or low stock reminders to give them a "cool-down" period.

Which Channel Is Effective for Reminder Campaigns?

Email works well for detailed reminders and replenishment campaigns
WhatsApp performs best for urgency and time-sensitive alerts
Combining channels improves visibility without overloading users

Example customer journey

The customer saves a product to the wishlist
Receives a reminder on Day 2
Product stock drops, and an urgency alert is triggered
Customer purchases
After 30 to 45 days, replenishment reminders begin

Result: multiple touchpoints, one cohesive journey, and a loyal repeat buyer

Measuring Success

To understand if your reminder playbook is working, you need to track metrics beyond just the open rate. Focus on behavioral shifts and revenue impact.

Key Metrics to Track

Wishlist Conversion Rate: Percentage of users who purchase an item after receiving a wishlist reminder.
Low Stock Alert Effectiveness: The lift in conversion rate for "low stock" items versus items with high inventory.
Replenishment Reorder Rate: The percentage of customers who buy again within 15% of their predicted usage cycle.
Revenue Per Message (RPM): This helps you identify which reminder type is your "heavy hitter."

Optimization Opportunities

The first version of your reminders will not be the most profitable. Use A/B testing to refine your strategy. Test different subject lines (benefit-driven versus urgency-driven), different timing (Day 2 versus Day 3 for wishlists), and different incentive levels. Sometimes, a "free shipping" offer is more effective than a "10% off" discount for replenishment reminders.

Wrapping Up

Building a complete reminder system is the most effective way to turn a "one-and-done" buyer into a loyal advocate. When layering wishlist nudges, low stock alerts, and replenishment cycles, you address the different psychological triggers that lead to a purchase.

The multiplier effect of these three strategies is significant. Wishlist reminders capture interest early, low stock alerts create the necessary urgency to close the sale, and replenishment reminders build the long-term habits that sustain a brand.

Start by implementing the reminder type that aligns most closely with your product catalog. If you sell clothes, start with low stock alerts. If you sell beauty or wellness products, prioritize replenishment. Once one layer is automated and optimized, add the next until you have a full-funnel reminder engine driving your growth.

ZEPIC helps e-commerce teams automate wishlist reminders, low stock alerts, and replenishment flows from one unified platform. Try it today!

FAQs

How many reminder emails can I send before they become annoying?

Most experts recommend limiting automated reminders to three messages per week per customer. Using a priority system is important so only the most relevant message is sent. For example, if a customer is already in a low-stock flow, other reminders should be paused to avoid inbox fatigue and reduce the risk of unsubscribes.

What is the best way to time a refill reminder?

The ideal timing depends on how quickly customers typically use your product. You can estimate this by analyzing the average number of days between a customer’s first and second purchase. A good rule of thumb is to send the first refill reminder 7 to 10 days before the product is likely to run out, giving customers enough time to reorder and receive the shipment.

Do low stock alerts really help increase sales?

Yes. Low stock alerts are effective because they create a natural sense of urgency. When shoppers see that only a few items remain, it triggers a fear of missing out, which often pushes them to complete a purchase they were already considering. Brands using real-time inventory data typically see faster conversion rates than those relying only on generic sales emails.

What is the difference between a cart reminder and a wishlist reminder?

A cart reminder targets shoppers who were very close to purchasing but got interrupted. A wishlist reminder is meant for customers who are still in the consideration phase. Cart reminders are usually more direct and may include an incentive to close the sale, while wishlist reminders should be softer, focusing on the product’s benefits, design, or use cases to keep interest alive.

Is it hard to set up these automated reminders?

Not anymore. Modern marketing tools can connect directly to your store’s inventory and customer data. Once you define rules, such as sending an email when stock drops below a certain level, the system runs automatically. This allows reminders to generate sales in the background while you focus on other areas of the business.

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