Earn the next
purchase.
Don’t buy it.

Give customers a reason to come back.
Repeat revenue without the discount or the ad spend.

Plan your first program Explore the work

01 / The creative possibilities

Useful. Interesting.
Worth opening.

The next purchase starts with a reason to return. Here’s what that can look like.

Each starts with a different customer need; your program starts with yours.

FORM / FIELD Journal No. 01

Sculptural navy ceramic vase and pale textured bowl in an editorial still life

The things we keep.

From the studio
to your shelf.

Your new piece began as a lump of clay. Meet the hands, the glaze, and the small decisions that made it yours.

Meet the maker ↗

01 / Build anticipation

Earn the second purchase

A story worth following. Give first-time buyers a reason to open the next chapter.

Who it’s for: Customers who have bought once
What we measure: Second purchase within 60 days

DAILY RITUAL A moment for you

Find your next ritual

How do you
take a pause?

Five minutes to yourself. How would you spend them? Choose one to find a ritual for your day.

An invitation to participate. No offer needed.

02 / Invite participation

Restart the conversation

A pick, a quiz, a small ritual. Turn passive attention into participation.

Who it’s for: Customers who engage but haven’t bought recently
What we measure: Repeat purchase within 30 days

EVERYDAY / ESSENTIALS Right on time

A good thing, continued.

Getting down
to the last drop?

If your daily favourite is running low, here’s an easy way to restock. Still well stocked? Come back when you’re ready.

Navy skincare bottle with a silver pump, water and glass details

Keep your routine going ↗

03 / Arrive at the right moment

Arrive before they run out

A useful reminder when they’re running low. Their routine sets the timing.

Who it’s for: Buyers of products that get used up
What we measure: Full-price reorder rate

THREAD / HOME Made to stay

Make it yours.

Better with
every day.

A cool wash. A gentle dry. A little care keeps your linen soft and ready for everyday use.

Indigo woven linen folded over pale stone, showing its texture and stitching

01 / Care 02 / Repair 03 / Pair

Get to know your piece ↗

04 / Extend the first purchase

Make the first purchase matter

Help customers get more from what they bought, then introduce a relevant next purchase.

Who it’s for: Customers after a considered first purchase
What we measure: 90-day repeat rate

EDITION / 004 For the familiar faces

Your first look.

Before
everyone else.

As a returning customer, you’re invited to see the new collection first.
Take a look before the wider release.

A preview of a sculptural ceramic collection

Edition
004

Explore the edition ↗

05 / Recognise loyalty

Recognise your regulars

First pick. Early access. Give regulars recognition, rather than another discount.

Who it’s for: Your most frequent buyers
What we measure: Purchase frequency

02 / The tension

The offer works.
Until it’s the
only thing
that works.

A discount brings customers back. It also teaches them to wait for the next one.

Every repeat order costs you margin.

Your sale calendar becomes their buying calendar.

Everything that isn’t an offer stops getting read.

Larkle builds the other reasons to come back. The ones that hold at full price.

03 / Our method

The right reason.
For each customer.

Your targets shape the brief. We use your customer behaviour, brand voice, and buying cycle to design email and lifecycle programs with a specific reason to return.

Understand

Understand your targets, customer behaviour, and the gaps in your current journeys.

Create

Develop the idea, email copy, and journey around a customer need and an agreed outcome.

Run

Build in your existing platform where possible, with data checks and approval before launch.

Learn

Compare outcomes with an agreed baseline or holdout, then decide what to improve.

04 / The evidence

How we measure
success.

Opens and clicks help diagnose a campaign. Repeat purchases and revenue tell us more. Where feasible, we compare a program with a similar group who don’t receive it, to estimate the difference it makes.

How the comparison works

Illustrative example

+20.4% more revenue per customer
at week 8

In this example, the program earns more than the holdout.

Program Holdout Earned gap

Explore the experiment Week 0 — Week 8

Sample data, indexed to week 0. An explanation of the method, not a forecast or client result.

05 / Start with one program

Start with one.
Build on what works.

Start with your target: more second purchases, timely reorders, or stronger loyalty. We scope a first program around it and agree how we’ll judge progress.

01 / Set the question

Scope & design

One customer group, one reason to return, one measure of success. Agreed before anything is built.

02 / Put it into motion

Build & launch

Email creative, lifecycle journeys, and any supporting agents, built for your stack and reviewed before launch.

03 / Follow the evidence

Read & decide

A clear readout against the agreed target, including the limits of the evidence. Decide together whether to refine, expand, or stop.

Everything we build stays in your account.
You see the results, including what didn’t work.

Plan your first program

06 / Let’s begin

Let’s earn your
next repeat purchase.

Where do repeat purchases get stuck? Tell us about your brand and what you’d like to change.

What happens next

We’ll review your goals, current setup, and the customer journey you want to improve. Then we’ll discuss a suitable first program, what it involves, and how we’d measure it.

Earn the next purchase. Don’t buy it.

Useful. Interesting. Worth opening.

From the studio to your shelf.