The Repeat Purchase Campaign Calendar: Your Year-Round Roadmap for Retention Revenue

If you’re only emailing customers when there’s a discount, you’re not doing retention.
You’re doing desperation.

And if your “strategy” for repeat purchases is a last-minute campaign that goes out to your full list with a vague seasonal theme, you’re not building loyalty. You’re draining margin.

Here’s the truth: repeat purchase revenue doesn’t just happen.
It’s planned. It’s paced. It’s segmented.
And when it’s done right, it compounds.

That’s why we built the Repeat Purchase Campaign Calendar—a 12-month retention planning tool that helps brands systematize post-purchase communication, increase LTV, and drive sustainable revenue through email, SMS, and paid remarketing.

Whether you're running Klaviyo campaigns, Attentive automations, or Yotpo loyalty nudges, this calendar helps you align content, offers, and targeting around customer behavior—not just your internal launch schedule.

What You'll Learn

  • What the Repeat Purchase Campaign Calendar is
  • Why every DTC brand needs one
  • How to use it to increase AOV, retention, and customer lifetime value
  • What makes it different from a standard marketing calendar
  • A month-by-month sample campaign map
  • How to build your own using our free planning template

What Is the Repeat Purchase Campaign Calendar?

The Repeat Purchase Campaign Calendar is a 12-month planning framework designed specifically for post-purchase revenue. It’s not about first-time acquisition or cold list growth. It’s about what happens after the first order—when most brands drop the ball.

This calendar helps you map out campaigns that target:

  • Past purchasers
  • Inactive but engaged customers
  • At-risk segments
  • VIPs and loyalists
  • Subscription buyers (or buyers likely to convert)

Each month includes:

  • A campaign theme
  • Ideal target segments
  • Channel mix (email, SMS, ads, loyalty)
  • Strategic objectives (AOV boost, replenishment, reactivation, etc.)
  • Space to track test results and creative inputs

Why You Need a Repeat Purchase Campaign Calendar

Too many brands treat repeat purchases like a bonus. Something that might happen… if the product is good… if the discount is right… if the customer remembers you.

But here’s what the data shows:

  • For most DTC brands, 30–50% of revenue should come from returning customers
  • The cost to sell to an existing customer is 5x–10x lower than acquiring a new one
  • A 5% increase in repeat purchase rate can drive up to 25% more profit
  • Most customers who don’t buy again in the first 45–60 days… never do

And yet, retention is usually handled ad hoc.
A few flows. A campaign when someone remembers.
No testing. No targeting. No pacing strategy.

That’s a revenue leak.
The Repeat Purchase Campaign Calendar is how you plug it.

What Makes This Different from a Standard Campaign Calendar?

This calendar is retention-first.

  • Every campaign is built around a lifecycle segment—not your whole list
  • Every message is mapped to a purchase behavior or timing cue
  • Channels are coordinated across email, SMS, and paid—not siloed
  • Offers are targeted and purposeful—not blanket discounts
  • Testing is built in
  • Themes align with purchase psychology, not just holidays

You don’t need to invent something brand new every month.
You just need to speak to the customer based on where they are in their journey—and move them one step closer to their next order.

Month-by-Month Sample: Repeat Purchase Campaign Strategy

Here’s a sample structure from the Repeat Purchase Campaign Calendar. Adjust based on your vertical, repurchase window, and audience behaviors.

  • January – New Year, New Routine
    1x buyers from Oct–Dec | AOV-focused
  • February – Loyalty Love Month
    VIPs | Loyalty tier + surprise offer
  • March – Spring Reset
    Inactive high-AOV | Winback
  • April – Customer Favorites
    Repeat buyers of top SKUs | Cross-sell
  • May – Subscription Push
    Multi-order no-sub | Convert to subscription
  • June – Summer Essentials
    Past seasonal buyers | Replenish

...and so on through the rest of the year.

How to Use This Calendar With Klaviyo, Yotpo, Postscript & More

In Klaviyo

  • Build segments like “1x buyers with >$50 AOV in last 90 days”
  • Tie campaign themes to abandoned cart or browse behavior
  • Use conditional splits in flows to introduce campaign logic
  • Track performance with UTMs and Klaviyo revenue reporting

In Postscript or Attentive

  • Mirror emails with SMS reminders
  • Use keyword replies for surprise offers
  • Send early access to high-intent segments
  • Respect quiet hours and compliance logic

In Yotpo

  • Align loyalty nudges to campaign themes
  • Reward reviews, quizzes, and referrals
  • Insert point balances into campaign emails
  • Tie rewards to reactivation flows

In Recharge

  • Target customers who paused/canceled subs
  • Use winback email/SMS logic
  • Trigger resubscribe offers based on churn risk
  • Build campaigns around bundle reminders

Who This Calendar Works Best For

  • DTC brands doing $5M–$50M in annual revenue
  • Teams using Klaviyo, Attentive, Postscript, Yotpo, or Recharge
  • Brands with 60–180 day repurchase windows
  • Retention marketers who are buried in execution
  • Agencies or freelancers running email/SMS for multiple brands
  • Founders who want to grow LTV and margin

Download the Free Repeat Purchase Campaign Calendar Template

To make your life easier, we’ve created a plug-and-play planning template that includes:

  • A 12-month calendar pre-filled with campaign themes
  • Editable rows for email, SMS, ads, loyalty, and on-site
  • Sections for testing notes, segments, and KPIs
  • A sample campaign brief to copy into your workflow
  • Color-coded priority tiers (Tier 1 = essential, Tier 2 = optional, Tier 3 = experimental)

📥 Download the Repeat Purchase Campaign Calendar

Final Thought: Repeat Purchase Revenue Doesn’t Happen By Accident

If your retention calendar is built around holidays, promos, and panic, you’re not alone. But you’re also not going to scale.

The brands that win in retention don’t win because they send more emails. They win because they send the right messages—to the right segments—at the right time.

The Repeat Purchase Campaign Calendar helps you build that discipline. It turns reactive sending into proactive growth. And it gives your team the roadmap to grow smarter—not just louder.

Retention isn’t a mystery. It’s a muscle. And this is how you train it.

Want us to build your campaign calendar for you—or run it start to finish?
Contact Sticky Digital to get started.

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