Challenge	Identify the optimal moment to remind a customer about a repeat purchase. Send offers when the customer is likely running low on a product and ready to place the next order.
Solution	Replace standard reactivation messages like “purchased 30–60–90 days ago” with a personalized trigger: “Regular Demand.”
Result	+167% conversion in the email channel +65% revenue with communication costs reduced threefold
Resourcesㅤㅤㅤ	BAYADERA.UA CRM Manager and Yespo Marketing Specialist.
Terms	3 months

Acquiring a new customer is exponentially more expensive than bringing back someone who has already purchased. But the question remains: when exactly should you remind them to make a new purchase? Too early — you annoy them, too late — they’ve already turned to competitors.

The classic approach — sending reminders 30, 60, or 90 days after a purchase — misses the most important factor: every customer has their own buying frequency. Some order wine weekly for weekend gatherings with friends, others once a month for special occasions, and some only on holidays.

This case shows how BAYADERA.UA enhanced standard reactivation workflows with a new tool — a trigger that automatically determines the optimal moment to remind a customer about a purchase – and the results they achieved.

About the Project

BAYADERA.UA is an online alcohol retailer with physical stores, part of BAYADERA GROUP, the largest Ukrainian alcoholic beverage holding. The company began working with the Yespo CDP in September 2022 and expanded the collaboration by onboarding support from our marketing agency in June 2023.

Challenge

BAYADERA.UA has always prioritized sending timely reminders that don’t annoy customers. To achieve this, the company used automated reactivation workflows.

The problem was that these workflows followed a one-size-fits-all approach: reminders were sent at fixed intervals after a purchase, regardless of each customer’s buying frequency. The challenge was to determine the unique purchase cycle of each customer and send reminders precisely when the purchased product was likely running low.

Solution

Let’s first look at how the previous communication scheme worked. The system had three standard automated workflows set up with time-based intervals: 30, 60, and 90 days after the last purchase.

When a customer met the conditions (for example, 30 days had passed since their purchase and they hadn’t made a new order), a reactivation message chain was triggered.

All workflows followed the same logic and content but were triggered sequentially based on time without a new order, to avoid over-communicating. If a customer hadn’t purchased for 30 days, the first push would be sent on day 31. If no purchase was made within 60 days after the reactivation chain, the system would start communication on day 61, and similarly on day 91. In other words, each customer received one communication every three months.

Omnichannel Approach: 4 Messages Across 3 Channels

Each workflow consisted of a sequence of four messages:

• Web push + Email (Email 1) — an immediate reminder combined with the first email containing a special offer and discount promo code. If the user made a purchase within two days, the chain ended. If not, the system sent the next email.
• Email (Email 2) — a follow-up reminder highlighting the opportunity to take advantage of the offer (“Last Chance”).
• SMS — ensures guaranteed reading and the highest conversion. This message was sent after the second email if the customer hadn’t made a purchase within two days.

These three workflows were triggered for customers who met the time-based conditions since their last order. The dynamic segments required for this were created in the Yespo editor as an example, and the system automatically distributed customer contacts across segments based on BAYADERA’s order data.

The reactivation triggers worked fairly well, but BAYADERA.UA wanted to increase repeat purchase conversion. The company was already actively using various Yespo functionalities: multi-channel communication, widgets, and advanced audience segmentation.

They decided to test another ready-made triggered workflow— “Regular Demand.” This trigger automatically determines the optimal moment to send a reminder based on each customer’s individual purchase frequency.

For personalized email offers, AI-powered product recommendations were used — the algorithm analyzes purchase history to select products the customer usually buys, while also suggesting additional relevant items.

How the Trigger Works

The Yespo platform collects data on every customer order: what was purchased, when, and how often. Based on this history, the algorithm calculates each customer’s purchase cycle and predicts when they are most likely to be ready for their next order.

Up to six product recommendations that the customer usually buys can be included in the email, along with up to six additional suggestions. This way, the email not only reminds the customer about a repeat purchase but also simultaneously stimulates upsell and cross-sell opportunities.

Why the “Regular Demand” Trigger Was Chosen

Before launching, the Yespo and BAYADERA.UA teams conducted a joint analysis of the customer database. Using the platform’s analytical tools, they studied purchase frequency and patterns. The results showed that a significant portion of the audience had a clear order cycle — stable intervals between purchases and recurring products.

The platform’s calculations aligned with BAYADERA.UA’s internal analytics, which increased confidence in the test results. Therefore, the decision was made to proceed without hesitation: design the messages, configure the workflow, and launch the new trigger.

The overall logic of the workflow remained consistent:

1. Send a web push, immediately followed by the first email.
2. Wait 2 days and check whether an order was placed within the past 51 hours.
3. If not, follow up with a second email.
4. If the customer still hasn’t purchased, send an SMS.

At the same time, BAYADERA.UA decided to test the following hypothesis: if the reminder arrives exactly when the customer actually needs the product, is additional motivation in the form of a discount necessary?

In previous reactivation workflows, the promo code was provided in the first message. In the “Regular Demand” workflow, they did it differently: the first web push and email contained no promo code — just a simple reminder. The promo code only appeared in the second email and SMS if the customer did not respond to the initial messages.

The results confirmed the hypothesis: a significant portion of customers made a purchase after the first reminder, without any discount. This proved that proper timing is more important than aggressive promotions.

Here’s what the messages looked like across different channels

Result

Testing showed that over three months, the “Regular Demand” trigger generated more conversions and revenue at lower costs than standard reactivation triggers:

• email channel conversion increased by 167%
• SMS channel revenue increased by 65%.

Lower costs were explained by the workflow structure: many customers converted after receiving the free web push notification or the low-cost email. Far fewer contacts reached the most expensive channel — SMS — because most customers had already placed an order at earlier stages.

At the same time, email conversion increased by 167% because customers received offers when the product was actually needed. SMS generated 65% more revenue because only customers who did not respond to previous reminders and had not unsubscribed reached this channel — in other words, an interested but undecided audience.

The combination of three factors worked perfectly:

• Accurate timing — the trigger identified the moment when the product was actually needed.
• Promo code — additional motivation provided specifically in SMS (unlike the first messages without a discount).
• High-conversion channel — SMS has nearly a 98% open rate and is read almost immediately.

As a result of implementing the “Regular Demand” trigger, communication costs decreased threefold compared to standard reactivation workflows, while revenue increased.

Conclusion

The results achieved by BAYADERA.UA confirm that personalization works not only in content but also in timing. When a reminder arrives exactly at the moment of need, customers make purchases naturally — without additional pressure from discounts.

The “Regular Demand” trigger with AI-powered product recommendations helped achieve 167% better email results and increase SMS revenue by 65%. At the same time, communication costs decreased threefold: since most customers converted after free web push notifications or low-cost emails, the number of messages sent through the most expensive channel, SMS, was significantly reduced. The platform itself determined who should receive a reminder and when, which saved not only the messaging budget but also the team’s time on manual segmentation.

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