Somebody who bought from you once and was happy is the likeliest person to buy from you again. Reaching them is both easier and more constrained than sellers assume.
What the platform gives you
Followers. A buyer can follow your store, and that is the channel we support: they chose it, they can leave it, and it does not depend on you holding their address. Ask for it in your documentation and in your support replies.
What you may not do
A buyer's email address, given to you for support, is for support. Adding it to a newsletter without them asking is not on, and in many countries it is unlawful as well. That includes a footer note claiming they opted in by buying, which they did not.
What you may do
- Include a link in your docs inviting them to follow your store
- Run your own list, if people join it deliberately from your own site
- Announce new items in your changelog, where interested buyers look anyway
Why the restraint pays
Sellers who spam their buyers get reported, and a report about misusing purchase data is one of the few things that ends a store rather than warning it. The upside was never worth the risk.
The best channel is still the item
A buyer opening your admin panel every day is more reachable than any mailing list. A small, dismissible note about a new release, shown once, is read far more often than an email.
