There are two kinds of people in the world that will buy from you. The
first group consists of people who like your product and have an appetite
for it. They want information; they want to know product offerings and
they want to know "what's new"?
Then there is the second group. These are people who don't actively seek
information about your product. Oh, they know of your product, might have
even have tried it a time or three, but they don't actively seek more
information about it.
Now that's not to say that the second group of people, we'll call them
"the no appetite people" won't have an interest in your product eventually;
they very well might.
But if you want to be successful, then marketing your product to the first
group certainly makes more sense. You identify them by how frequently they
bought your product. The more frequent the buyer, the more they like your
product and the more engaged they are when you send them information.
Try to get to this first group with product information and ask them to
bring a friend bowling, maybe even suggest that they bring someone who is
not as engaged as they are.
After all, everything old is new again.