Trade-in isn’t just a sustainability initiative - it’s a revenue driver. To maximise participation, the smartest brands are embedding trade-in messaging directly into their most effective email flows. Here are four email touchpoints where promoting circularity can engage customers and increase sales.
Trade-in isn’t just a sustainability story - it’s a revenue engine.
But to get the most from your trade-in program, customers need to know it exists and not just once, at launch. To really build awareness, trust, and participation, trade-in needs to be embedded into your core communication channels. Email is one of the best places to start.
At TERN, we help brands integrate circularity across the customer journey. Here are four email flows where adding a trade-in message can drive measurable results.
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.
- Position your program as a reason to trust you
- Reinforce your commitment to quality, longevity, and sustainability
- Let customers know their purchase isn’t the end of the journey
Try this line:
''Designed to last. Made to return. Trade it in and help close the loop.''
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
Try this CTA:
"Done with it one day? Trade it in and get credit toward something new."
Re-engage lapsed customers with low-commitment offers
Customers who haven’t purchased in a while may hesitate to return with a full-price offer. But asking them to trade in something they already own? That’s a low-barrier way back in.
- Give customers a reason to return without pushing a sale
- Reframe circularity as convenience, not effort
- Turn product clutter into store credit
Try this hook:
"Still holding onto pieces you don’t wear? Send them back and earn store credit - no receipt or photos needed."
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 journey and offer trade-in as the next step.
- Show customers you remember what they bought
- Invite participation at a relevant, emotional moment
- Drive second purchase behaviour with store credit rewards
Try this copy:
"Your [item name] turns one today. Still wearing it? If not, send it back for credit - and give it a second life."
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 milestone emails - it becomes part of how your brand creates value.
Let’s grow the future of retail together. Contact us hello@tern.eco
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