Want to increase repeat purchases without discounting?
Build a surprise-and-delight program.
At Magnet Monster, we help DTC brands go beyond the usual “10% off” playbook by injecting emotional value into their post-purchase experiences, using email, SMS, and even direct mail.
These programs create memorable touchpoints that deepen loyalty, increase LTV, and reduce churn without relying on heavy incentives.
Here’s how to structure a high-performing surprise-and-delight system inside your existing retention channels.
further in depth reading
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What is a surprise-and-delight program?
It’s a retention strategy built on this simple principle:
Do something unexpected. Make the customer feel special. They’ll come back.
It could be:
- A handwritten thank-you card
- A free sample in their next order
- An unexpected discount code sent via SMS
- A personalized email with a milestone reward
- A shoutout on social or in your newsletter
The key is personalization + unexpected timing + clear emotional impact.
Why it works
Repeat customers don’t just want good products.
They want to feel seen.
Surprise-and-delight works because:
- It creates an emotional connection
- It feels personal and thoughtful
- It makes the brand feel human
- It differentiates you from competitors
It turns a transactional experience into a relational one.
How we implement this at Magnet Monster
We build surprise-and-delight systems directly into your retention stack.
Here’s how we do it with email, SMS, and direct mail.
1. Email: Trigger thoughtful automations
Instead of more discount campaigns, create:
- Milestone emails (1st order, 3rd order, 1-year anniversary)
- “Just because” thank-yous
- VIP thank-you notes with exclusive perks
Examples:
• “You’re one of our top customers, enjoy free shipping on your next 3 orders.”
• “Happy 6 months with us! Here's a sneak peek at a product dropping next week.”
🎁Bonus: Use dynamic content to personalize messages based on product history or order count.
Don't miss: 7 ways to delight customers and improve retention
2. SMS: Send small, personal touches
SMS is perfect for quick, delightful surprises.
Examples we’ve launched:
- “We noticed this is your 3rd order. You rock. Enjoy 10% off, no strings.”
- “Thanks for being a loyal customer. Want early access to our next drop?”
Make it feel personal. Avoid sounding like a campaign.
Keep it casual, timely, and genuine.
3. Direct Mail: Surprise offline for stronger emotional impact
This is where you can really stand out.
Ideas:
- Thank-you postcard with a note from the founder
- “You’ve been selected” mailers with exclusive merch
- Stickers, samples, or handwritten cards dropped into the order
You can automate these using tools like PostPilot or Handwrytten, or batch-send them to high-value cohorts.
Why this works:
Most brands never do this. The emotional ROI is huge.
Also read: How to Delight Customers with Unique Experiences
How to know who to surprise (and when)
We typically trigger these based on:
- Order milestone
(e.g. after their 2nd or 3rd order)
- VIP status
(LTV above X, tagged in Klaviyo) - Customer anniversary
(6 or 12 months since first purchase) - Silent churn signals
(Open but not purchasing, or hasn’t returned in 90+ days)
Magnet Monster tip:
Use segmentation logic to build cohorts and layer surprise moments inside flows, not as one-off campaigns.
Don't miss: How to Create an Epic Birthday Flow
What to give (besides discounts)
Not everything has to cost you margin.
Surprise-and-delight ideas:
- Early access to new launches
- Small free samples
- Personalized thank-you messages
- Loyalty program boost
- Donation made in their name
- Digital gift cards for future use
Exclusive content or behind-the-scenes video
The unexpectedness is the reward.
Real results we’ve seen
One eCommerce skincare brand saw:
- 37% higher reorder rate from customers who received a handwritten thank-you card
- 2.5X higher CTR on milestone SMS messages
- 18% reduction in churn after layering “surprise gifts” into post-purchase flows
Why? Because people remember how you make them feel, not what you promised them in the subject line.
Conclusion:
Surprise-and-delight isn't fluff.
It’s a strategy.
When built into your lifecycle flows, it becomes a silent engine for loyalty, word of mouth, and retention.
At Magnet Monster, we help DTC brands design this into their retention stack from day one, no gimmicks, no guesswork.
Want us to build this into your Klaviyo, SMS, and direct mail system?
Reach out to us and we’ll show you exactly how.
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