Why Your Top Customers Aren’t Opening Your Emails

They want to hear from you

Author

Varun Oshi
June 23, 2025

The eCommerce Marketing Newsletter

Hello there, Varun from The eCommerce Marketing Newsletter here!

You probably have great offers. Solid content.

But the truth is: your best customers might be ignoring your emails, not because they don’t care, but because you’re not talking to them the way they expect.

Here’s how to fix that, fast.

1. Your “Best Customers” Need Their Own Strategy

If someone’s bought 3+ times, and you still send them the same emails as a first-time buyer… you’re leaving serious money on the table.
Do this instead:

  • Create a segment: “3+ Orders in the Last 6 Months”

  • Send them behind-the-scenes content, exclusive launches, and appreciation offers

  • Reduce the frequency slightly, these people don’t need constant reminders
    Treat them like VIPs, because they are.

2. Time-Based Sending > Batch and Blast

Most brands still send at 10 AM local time across the board.
That’s average.
Use engagement data in Klaviyo to time your sends by when customers actually open and purchase.
Example:

  • Segment A: High-value night shoppers (8PM–11PM)

  • Segment B: Mobile-only mid-morning readers (10AM–12PM)
    This will improve opens, clicks, and AOV, without changing a word of copy.

3. Drop the Discount Crutch, Use “Milestone Nudges”

Constant discounts fatigue your audience and hurt LTV.
Instead, use milestone logic in your automations:

  • “You’re 1 order away from reaching VIP status”

  • “You’ve purchased 2 times in 3 months, here’s a private offer”
    No discount needed, just a reason to act.
    And it positions your brand as premium, not desperate.

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How I Can Help

  1. Interested in having us handle your email & SMS marketing fully done for you

    Schedule a call here: runjmedia.com

  2. Get high-converting automated email flows set up for your e-commerce brand with a one-time payment – if we don’t beat your current purchase rate, you’ll get a full refund.

    Book a call here: runjmedia.com/book-in-page

What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.