No.
140
Sep 21, 2026
Customers
4 min read
Your best customers are hiding in your inbox
I searched four years of email for the word “again”. Here’s what the people who come back have in common.
On a slow Tuesday I searched our shop inbox for one word: “again”. Ordering again, coming again, buying again.
It turned up 312 emails. Almost all of them mentioned the same thing — not the product, but the note in the box.
What repeat customers remember
A note with a name on it.
A reply from a person, within a day.
A small surprise the second time, not the first.
None of this costs much. All of it is hard to copy.
— Lena
Reply to this email and tell me what you tried. I read every one.
Like this? Get one every Sunday.
One short letter every Sunday. Free, and you can leave whenever you like.
Keep reading
No.
142
The price you’re afraid to charge
Why the number that scares you is usually the right one, and a three-step way to raise it without losing anyone you want to keep.
No.
141
Hire slower than feels comfortable
The two hires I rushed, the one I didn’t, and the paid trial week that now does most of the interviewing for me.
No.
140
Your best customers are hiding in your inbox
I searched four years of email for the word “again”. Here’s what the people who come back have in common.