Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers / How a Watch Brand Retains Customers with Email and SMS
Transcript
- Lucas: So there's this watch brand — I won't name them because they're pretty niche, but they've built a whole retention engine around something called the 'vault waitlist.' Luna: The vault waitlist — that sounds like something out of a spy movie. What is it exactly? Lucas: It's essentially a private list where existing customers get first dibs on limited-edition releases. But the way they frame it is key: it's not about 'buy now or miss out,' it's about 'you're part of an inner circle that gets access before anyone else.' Luna: So it's a status thing. That's smart for a product like watches where the emotional connection is huge. Lucas: Exactly. And they use email to nurture that waitlist. Every couple of months, they send a beautifully written email that doesn't push a sale — it tells a story about the upcoming piece, the inspiration behind it, the materials. They're building anticipation, not just broadcasting availability. Luna: But how do they make people feel like being on the waitlist is actually exclusive? I feel like every brand has a waitlist these days. Lucas: That's the thing — they cap the list. They only allow a certain number of people on it, and they've even closed it a few times. That scarcity is what makes it feel like a privilege, not just a marketing tactic. Luna: Closed waitlists. That's a bold move. Doesn't that risk excluding potential new customers? Lucas: It does, but they're okay with that because their goal isn't maximum reach — it's deep loyalty. They'd rather have a smaller, engaged group than a huge list of people who never buy. And they've seen repeat purchase rates go up significantly since they introduced it. Luna: Okay, but what about SMS? I assume they're using that too, given the show. Lucas: They are, but in a very targeted way. SMS is reserved for the actual drop moment — a 'it's live' text with a direct link. That's it. No weekly blasts, no 'check out our sale.' Luna: So SMS is the trigger, email is the anticipation. That's a classic right-brain left-brain split. Lucas: Right. And they're careful about frequency. They know that if they text too much, people will opt out. So they save SMS for moments that genuinely warrant it. Luna: I love that they're respecting the channel. So many brands treat SMS like email's cheap cousin. Lucas: Now, the other piece is post-purchase. After someone buys, they get a series of emails that aren't about the next sale — they're about the craftsmanship. They share behind the scenes photos from the workshop, interviews with the watchmaker, even a story about the leather on the strap. Luna: That's a smart way to reinforce the value of what they already own. It makes the purchase feel more meaningful. Lucas: And it sets up the next purchase. When someone feels like they're part of a story, they're more likely to come back for the sequel. Luna: So this is a high-consideration product. Do you think this playbook could work for, say, a skincare brand? Lucas: The principles translate, but the execution has to match the product. Skincare is more replenishment-driven, so the cadence would be different. But the core idea — building anticipation and exclusivity around a drop, and then reinforcing the craft — that works for any brand that wants to move beyond 'buy again because you're running out.' Luna: That's a good way to put it. It's about creating desire, not just convenience. Lucas: And that's the real takeaway. Retention isn't just about automating a 'we miss you' email. It's about giving people a reason to feel invested in your brand. Luna: You know, this episode has actually given me a new way to think about retention for my own projects. Lucas: Glad to hear it. And if you found it useful, the way we keep these conversations ad-free is through listener support. You can buy me a coffee at buy me a coffee dot com slash fexingo. Luna: Yeah, it's a small gesture that keeps the lights on and helps us keep diving into these niche strategies. Lucas: And speaking of niche — I was thinking about how this brand's approach to the vault could be adapted to a completely different industry. What if a coffee roaster did a 'single-origin vault'? Same principle, but with beans. Luna: Ha, I'd sign up for that. And they could send an SMS when a new batch is roasted. Lucas: Exactly. The model is flexible — it's about the psychology, not the product. Luna: So what's one thing our listeners can steal from this watch brand today? Lucas: I'd say look at your own waitlist or early-access mechanism and ask: is it actually exclusive? If it's just a form on your site that anyone can join, it's not creating the same kind of loyalty. Luna: That's a good challenge. Make it feel like a club, not a mailing list. Lucas: And then think about how you can use SMS sparingly — for the moments that really matter, not just as another channel to push discounts. Luna: Thanks for the deep dive, Lucas. This was one of those episodes that makes me want to buy a watch. Lucas: That's the retention working on you. Maybe they should put you on the vault waitlist.