Discover how trade-in programs can do more than drive sustainability - they can deepen customer relationships, power CRM, and turn first-time buyers into lifelong brand advocates. Explore four key email flows to activate your resale strategy and boost long-term value.
In today’s retail landscape, real growth happens after checkout - when brands shift from one-time transactions to ongoing relationships.
That’s where trade-in programs come in. Beyond sustainability, trade-ins are a powerful CRM tool: they bring customers back, create new touchpoints, and fuel deeper engagement through every stage of the product lifecycle.
By integrating circular services like trade-ins into your email strategy, you’re not just promoting a new initiative - you’re building a more connected brand experience.
In this post, we’ll walk through 4 high-impact email flows that help you:
- Re-engage past buyers
- Extend customer journeys
- Personalise communication
- Strengthen loyalty
- And ultimately, boost lifetime value all while staying true to your brand’s values
Reach new subscribers while they’re most engaged
New sign-ups are at their peak attention level. They’re learning who you are and what you stand for - which means it’s the perfect time to introduce your trade-in or resale program as part of your brand DNA.
- Make sure your customers are aware of your program at the start of your relationship (offering takeback boosts conversion, as well as loyalty)
- Position your program early on to reinforce your commitment to quality, longevity, and sustainability
- Let customers know their purchase isn’t the end of the journey
Build long-term value at the moment of conversion
The moment after purchase is a great time to plant the seed: this product has a second life. Even a simple sentence in your order confirmation or shipping email can spark future engagement.
- Normalise resale and circularity as part of ownership
- Drive repeat purchase behaviour down the line
- Set the stage for loyalty - not just one-off sales
Re-engage lapsed customers with an unexpected incentive
Customers who haven’t purchased in a while may need a different reason than 'shop again'. Asking them to trade in something they already own? That’s an easy invitation to revisit a brand they've bought from before.
- Give customers a reason to return without pushing a sale
- Reframe circularity as convenience, not effort
- Turn product clutter into store credit
This kind of campaign works especially well for lifestyle changes, seasonal resets, or gifting moments.
Celebrate ownership - and invite circular action
Whether it's one year since a purchase or the customer’s first order anniversary, a well-timed email can celebrate the milestone and offer trade-in as the next step.
- Show customers you remember
- Invite participation at a relevant, emotional moment
- Drive a second purchase with store credit
Out of sight, out of mind. Don’t let that happen to your trade-in program. When woven into the everyday customer journey - across welcome, post-purchase, win-back, and anniversary emails - it becomes part of how your brand creates long-term value.
Questions? Contact us hello@tern.eco
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