Turn New Members into Repeat Buyers: 5 Automated Ways to Lift Conversion

Contents

1. Communication strategy after a new member signs up
2. Measuring the results of automated marketing
3. Time to first purchase for new members across industries
4. Time to first purchase by product category

To turn new members into buyers, companies need a clear communication strategy and a range of marketing tools to reach members and help them get to know the brand. Using LINE, EDM (email marketing) and SMS to build automated marketing flows not only reaches new members effectively but also steadily lifts the order conversion rate.

Communication strategy after a new member signs up

After sign-up, companies need to set a sensible communication frequency and content so members feel noticed and valued. Here is a communication timeline for designing an automated marketing flow for new members:

1. Day 1 after sign-up: Welcome message
   Tools: LINE, EDM, SMS
   Content: Thank the new member for signing up, briefly introduce the brand and its values and the exclusive offers or benefits members enjoy, and include a quick-tour link.
   Goal: Make members feel valued and strengthen their impression of the brand.
   Example: Dear member, thank you for joining us! As a token of our appreciation, here’s an exclusive discount code for 10% off your first purchase. We look forward to bringing you the best products and service.
2. Day 3 after sign-up: Personalized recommendations
   Tools: LINE, EDM
   Content: Recommend relevant products or services based on the information the member provided at sign-up or their earlier browsing and clicks.
   Goal: Show the range of the brand’s products and encourage members to explore more on their own.
   Example: Hi! We want you to make the most of your membership. Here are some popular picks and a few tips for ordering easily. Don’t forget to use your discount code!
3. Day 7 after sign-up: Limited-time offer reminder
   Tools: SMS, LINE
   Content: Remind members that a current limited-time offer or their sign-up offer is about to expire, creating a sense of urgency.
   Goal: Prompt members to order now, using a short-term offer to spark buying motivation.
   Example: Hi! Your welcome offer is about to expire. Buy now and get 10% off for a limited time. Don’t miss out, take a look!
4. Day 14 after sign-up: Product recommendations or member-only events
   Tools: EDM, LINE
   Content: Recommend the latest products, or invite members to exclusive activities (such as lucky draws, member-get-member (MGM) referrals or quick quizzes).
   Goal: Increase member stickiness, strengthen interaction between members and the brand, and drive long-term conversion.
   Example: Dear member, we’re hosting a special online event to share our latest products and offers! Join us and share it with your friends so more people can get to know our brand.
5. Day 21 after sign-up: Shopping satisfaction survey
   Tools: EDM, LINE
   Content: Invite new members to complete a satisfaction survey, with a discount code as a reward for taking part.
   Goal: Make members feel valued while gathering useful feedback to refine future marketing strategy.
   Example: Your opinion matters to us! Please take a few minutes to fill out this survey and tell us what you think. You’ll get an exclusive coupon when you’re done!

Measuring the results of automated marketing

Once your automated marketing flow is in place, keep monitoring its results to make sure new-member conversion meets expectations. We recommend evaluating these metrics:

1. Open rate: Track how often new members open welcome emails and limited-time offer messages to judge whether the content is compelling.
2. Click-through rate: For personalized recommendations and exclusive offers on LINE and EDM, track whether new members click through to learn more.
3. Conversion rate: Measure how well automated messages perform and whether new members complete an order within the first-purchase offer.
4. Churn rate: Check whether message frequency is appropriate. If the block rate is high, adjust how often you send or what you send.

Converting new members doesn’t depend only on getting them to sign up. What matters more is the communication and interaction that follow. With tools such as LINE and EDM, companies can build lasting relationships with members and increase their engagement and willingness to buy.

Further reading: 4 common reasons for cart abandonment and 8 effective strategies to improve cart conversion

Time to first purchase for new members across industries

The time it takes new members to make a first purchase, and how often to remind them, varies by industry, target audience and brand strategy. According to multiple studies, these are the common trends:

• Time to first purchase: Many brands find that new members usually make their first purchase within 7 to 14 days of signing up. During this window, members are more interested in the brand and more willing to buy.
• Peak period: Research shows that days 3 to 7 after sign-up are the key window for driving the first purchase, when members respond most actively to offers and new products.

Time to first purchase does differ by product category.

Time to first purchase by product category

1. Apparel and accessories

• Conversion time: Usually within 3 to 10 days of sign-up.
• Why: Apparel tends to be an impulse purchase, and members may respond to promotions quickly.

2. Cosmetics and skincare

• Conversion time: Typically within 7 to 14 days of sign-up.
• Why: These products usually need some consideration time, and members may compare ingredients and results.

3. Home goods

• Conversion time: Usually within 14 to 30 days of sign-up.
• Why: Buying home goods usually involves higher decision costs, and members may need more time to research and compare options.

4. Electronics

• Conversion time: Possibly 14 to 30 days after sign-up, sometimes longer.
• Why: Electronics are more expensive, so consumers usually weigh specs and reviews carefully and do thorough research before buying.

5. Food and beverages

• Conversion time: Typically within 3 to 7 days of sign-up.
• Why: Purchase decisions for food are usually quick, especially for everyday consumables.

6. Gyms and services (such as subscriptions)

• Conversion time: Possibly within 7 to 30 days of sign-up.
• Why: Services may require users to learn more and evaluate them in depth, especially long-term subscriptions.

7. Travel and hospitality:

• Conversion time: Possibly within 30 to 60 days of sign-up.
• Why: Because of trip planning and similar factors, the first purchase takes 30 to 60 days on average.

Time to first purchase varies by product category depending on product characteristics, price and the consumer’s decision process. Companies should run targeted market analysis and adjust their strategies to their own products and audiences to optimize member conversion. Collecting data and feedback regularly and running A/B tests helps you understand customer behavior better and raise conversion rates.

In every industry, automated marketing with LINE, EDM and SMS can effectively drive new-member conversion. With precise messages sent in stages and personalized content, companies can increase the chance of a first order and gradually build brand loyalty. Adjusting the conversion timeline to each industry’s buying habits is key to better results. Reviewing marketing data regularly and adjusting in time also helps you achieve the best marketing return.

ESi Technology’s AIM is an all-in-one LINE marketing platform with solutions for running a lively LINE presence and understanding who your LINE friends are. Paired with in-depth data analysis, it helps you gain LINE friends more efficiently, avoid blocks and convert friends into real customers.

ESi CDP is an all-in-one integrated marketing tool that saves you from juggling multiple systems. By providing comprehensive, real-time, personalized data support, it helps companies adapt to the digital environment, improve business efficiency, customer experience and competitiveness, and drive digital transformation.

Want to learn more about the CDP customer data platform and how to get started? Visit our website for more information today.

Further reading:

• Build a complete data strategy with a CDP to drive precision marketing and growth
• How to market with a LINE Official Account: 8 principles for using LINE tools to boost member conversion
• 5 benefits of marketing automation you need to know: how it helps marketers reach and engage more audiences