Short answer: Repeat customers come back when they remember you, trust you and have a reason to buy again. Collect contact details with consent at every sale, thank customers after they buy, send a regular email with news and offers, use SMS for short time-sensitive messages that must reach every phone, and keep WhatsApp for conversations and important updates. Automate the welcome, thank-you, birthday and win-back messages.
Why repeat customers matter so much
Finding a new customer costs money: adverts, discounts, time. A customer who already bought from you knows your quality and needs far less persuading. For most small businesses a minority of loyal customers brings in most of the sales. The goal isn't to message everyone more; it's to stay in touch in a way people welcome.
Which channel for which message
| SMS | |||
|---|---|---|---|
| Cost per message | Lowest | Paid per page | Business Platform: Meta fee per template |
| Reaches phones without data | No | Yes | No |
| Photos and long content | Excellent | No | Good |
| Best for | Newsletters, new stock, offers, receipts | Reminders, flash offers, urgent notices | Conversations, order updates, personal follow-ups |
| Rules to respect | Consent, unsubscribe link | Consent, DND, quiet hours, opt-out | Opt-in, approved templates, 24-hour window |
Most businesses do best with email as the backbone (cheap and rich), SMS for the few messages that must be seen today, and WhatsApp for one-to-one service.
Step 1: capture contacts at every sale
Ask for an email and phone number at checkout, delivery or booking, and record which channels the customer agreed to. A QR code at the counter, a link in your bio, and a line on receipts all help. Record consent separately for email, SMS and WhatsApp; the law and the platforms treat them differently.
Step 2: the four automations that do most of the work
- Thank-you after the first purchase (email, same day): thanks, care tips or what to expect, how to reach you.
- Review or feedback request (email, a week later): one question, one tap.
- Birthday treat (email, with an optional SMS): a small discount or freebie that week.
- Win-back (email at 60 to 90 days without a purchase, SMS a week later for those who didn't open).
These run by themselves in ENB automations, and the SMS step only fires for people who didn't open, so you only pay for SMS where email didn't work.
Step 3: a simple monthly calendar
| Week | Message | Channel |
|---|---|---|
| 1 | Newsletter: what's new, one tip, one offer | |
| 2 | New arrivals or a featured product or service | |
| 3 | Short flash offer or reminder ("Weekend only") | SMS to opted-in customers |
| 4 | Customer story, behind the scenes, or a useful guide |
Add seasonal campaigns three weeks before Christmas, Easter, Sallah, Valentine's, Mother's Day and resumption.
Step 4: segment, don't blast
Send new arrivals to customers who bought that category before. Send "we miss you" only to people who haven't bought recently. Remind only the customers who owe you. Segments that use purchase history (from your invoices) make every message more relevant, which lowers unsubscribes and raises sales.
Step 5: make it personal and easy to reply
Use the customer's first name, sign off with a real name, and make replying easy: a WhatsApp button in emails, a reply-to address you read. People buy again from people they can talk to.
What to measure
- Repeat purchase rate: of last quarter's customers, how many bought again?
- Clicks and replies per campaign.
- Unsubscribes and opt-outs: if they rise, send less often or more relevant messages.
- Revenue from campaigns: use a code or ask "where did you hear about this?"
Respect the rules
Message only people who agreed, honour opt-outs immediately, avoid late-night promotional SMS, and use WhatsApp's official platform for bulk messages. It's the law under the Nigeria Data Protection Act, and it's also simply what keeps customers happy to hear from you.
Example: a salon's first 90 days
A salon in Surulere starts by printing a QR code for its signup form at the reception desk and asking every client to scan it while they wait. In the first month, about 200 clients join with email and phone, with SMS consent ticked.
- Automations on day one: a welcome email with the price list, a rebooking reminder five weeks after each visit, and a birthday offer.
- Weekly email: new styles, a stylist spotlight and one offer.
- SMS on slow days: a Monday evening text to clients who haven't visited in a month: "Midweek treat: 15% off braids Tue to Wed. Book: [number]".
After 90 days the salon looks at three numbers: how many clients rebooked within six weeks, which emails got the most clicks, and how many SMS bookings came from the Monday texts. Then it keeps what worked and drops what didn't.
Key takeaways
- Capture email and phone with consent at every sale, per channel.
- Use email as the backbone, SMS for what must be seen today, WhatsApp for conversations.
- Automate the thank-you, review request, birthday and win-back messages.
- Segment by what people bought and when, instead of blasting everyone.
- Measure repeat purchases, not just opens, and adjust every quarter.
Frequently asked questions
What is the best way to get repeat customers?
Collect contact details with consent at every sale, thank customers after they buy, stay in touch with a regular, useful email, and automate birthday and win-back messages.
Is SMS or WhatsApp better for marketing in Nigeria?
They do different jobs. SMS reaches every phone, even without data, for short messages. WhatsApp is better for conversations and rich updates, and bulk WhatsApp needs the official Business Platform.
How often should I message customers?
Email weekly or fortnightly; SMS a few times a month at most; WhatsApp when there's something specific to say.
We build the ENB business platform and support Nigerian businesses from our offices in Yaba, Lagos and Owerri. This guide is general information, not legal, tax or accounting advice; for your own situation, speak to a qualified professional.