We are trying to bring up a loyal and long-term customer. The customer base had been segmented on the basis of RFM analysis. It became clear that customers made 1-2 purchases and stopped. It was just unacceptable, so we had decided to work out the letters, stimulating customers at all stages.
In the very first letter manager gets acquainted with the customer and congratulates him/her with the first order (in non-working hours, the manager informs that he/she will call back for confirmation in the morning). After order confirmation and assembling, the customer gets a letter with a favourable discount, if something else is added to the cart until the shift change, i.e. later on the same day.