The moment they had you

You just bought something. You’re excited.

This is the moment a brand has been working toward. After they spent money to acquire you, you’re in.

Now they need to reinforce to you that you made a great decision. Done right, this can make the next purchase feel like your idea.

Some brands get this right. Many don’t. Instead of welcoming you, they barrage you.

One recent shoe purchase triggered daily generic offers — pitching to me as if my last purchase never happened. Signing up for a streaming service earned me four emails on day one, and four more by noon on day two — almost begging me to watch something, anything.

It’s the difference between earning your loyalty and wearing you down until you open your wallet.