Repeat Purchase Motivation Flow

After a customer places an order, you have a short window to bring them back for a second purchase. A repeat purchase motivation flow keeps your brand top of mind, suggests complementary products while interest is high, and then follows up with a curated selection of new items. This guide walks through building that flow in Maestra end to end.

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What this flow does

The flow is triggered by an order status change. Once a customer’s order reaches a target status (for example, “Paid” or “Delivered”), Maestra sends a sequence of automated campaigns:

1. A first campaign with complementary products related to what the customer just bought.
2. A second campaign featuring new or popular products the customer hasn’t seen yet.

Along the way, the flow checks that the order wasn’t cancelled, that the customer is still subscribed and reachable, and that they haven’t already made another purchase or received a recent campaign.

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Before you start

Create the automated campaigns you plan to use in this flow, in whichever channels your audience prefers:

• Email
• SMS
• Viber
• Mobile push
• Web push

Each campaign should be ready to send before you reference it from the flow.

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Build the flow

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Step 1. Add the launch trigger

Use Launch — by event “Order status changed” as the entry point. How the trigger behaves:

• It fires when an order reaches the status you select (for example, “Paid” or “Delivered”).
• It also works for backdated orders, as long as the status change falls inside the relevance window you configure.
• By default, all order line items must move to the target status before the trigger fires. You can switch this to “any line item” if you want the flow to start as soon as a single item reaches the status.
• Status transitions are counted cumulatively from the moment the flow is activated.
• You can cap how many times the flow runs per order to prevent duplicate sends on the same order.

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Step 2. Add a delay with quiet hours

Add a Delay block after the trigger so the flow doesn’t send messages in the middle of the night. Set time-of-day restrictions that match your audience’s local quiet hours, so customers receive the first campaign at a reasonable time.

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Step 3. Check that the order wasn’t cancelled

Add a condition that verifies the order has not been cancelled between the trigger and the send. If the order is cancelled, the flow should exit — there’s no reason to motivate a repeat purchase on an order that no longer exists.

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Step 4. Verify subscription and contact details

Add a condition that confirms the customer:

• Has a valid contact (email address, phone number, or push token) for the channel you’re about to use.
• Is still subscribed to that channel.

This step prevents wasted sends and keeps your deliverability healthy.

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Step 5. Send the first campaign: complementary products

Send an email (or other channel) featuring products related to the order the customer just placed. You have a few options for picking the products:

• Related Products algorithm, based on the customer’s latest order.
• Manual category matching — for example, if the order included a coffee machine, recommend coffee beans and filters.
• Reference recommendations in the campaign template using the Recipient.Recommendations.{algorithm name} parameter.
• Alternatively, use the new email builder with recommendations blocks built in.

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Step 6. Add a second delay

Insert another Delay block between the first and second campaigns. The gap gives the customer time to read the first campaign — and ideally act on it — before you reach out again.

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Step 7. Check recent activity

Before sending the second campaign, add a condition that checks whether, in the past 24 hours, the customer:

• Made another purchase, or
• Already received a campaign from you.

If either is true, skip the second send. This prevents over-messaging and avoids competing with a campaign the customer just received.

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Step 8. Send the second campaign: new products

For customers who pass the activity check, send a second campaign showcasing fresh inventory. You can build the product list using:

• Products from a recalculated or static product segment.
• Popular products recommendations.
• Personalized recommendations tailored to the customer.
• Optional filtering by customer preference attributes — for example, preferred category, brand, or size.

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Step 9. Set a per-customer frequency cap

In the launch block, configure a frequency limit so a single customer can’t be re-entered into this flow too often. This is especially important for customers who place multiple orders in a short period — you don’t want them receiving the same complementary-products email three times in a week.

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Step 10. Launch the flow

Once every block is configured and your campaigns are linked, activate the flow.

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Supporting mechanics

A few additional mechanics pair well with this flow:

• Repurchase reminders for consumable products (coffee, supplements, pet food, skincare refills) timed to typical replenishment cycles.
• Post-order satisfaction surveys sent a few days after delivery, which both gather feedback and re-engage the customer.

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Tips for higher repeat-purchase rates

• Keep the first campaign tightly relevant to what the customer just bought. Generic recommendations underperform here.
• Test the delay between order and first send. Same-day, next-day, and three-day delays all work for different categories.
• Use the recent-activity check in Step 7 strictly — sending a second campaign to someone who just bought again is a fast way to feel spammy.
• Segment by customer value or order amount (for example, customers whose last order exceeded $100) and run a higher-touch variant of this flow for your most valuable buyers.