Ecommerce discipline 04 of 06
Retention & LTV
Make every customer worth more than the cost of winning them.
Most brands pay to win customers, then let them drift. We build the lifecycle email, offers and, where they fit, loyalty and subscriptions that bring them back, and track what each customer is really worth.
Sound familiar?
Signs customers buy once and drift away.
- Most customers buy once and never return.
- Email is a weekly discount blast.
- You don’t know your customer lifetime value.
- Subscriptions cancel as fast as they start.
What we do
Three areas. One commercial goal.
The goalRaise the contribution of every customer you win, through better first offers and repeat buying.
CRM & email
Build lifecycle email and SMS that speak to where each customer is.
What you’re left with- Lifecycle flows
- Segmentation
- Campaign calendar
Lifecycle & repeat purchase
Shape the journey to the next order, using loyalty and subscriptions where they fit how customers buy.
What you’re left with- Repeat-purchase journey
- Loyalty or subscription offer
- Churn reduction
Customer lifetime value
Measure value by cohort, channel and first product, and grow it.
What you’re left with- Cohort dashboard
- Lifetime value model
- Retention targets
The question we’d answer first
Data on its own can mislead. Context shows what to do.
One question we’d bring to Retention & LTV straight away, answered twice: with one system’s data, then with the rest of the business joined in. Figures are illustrative.
04 · Retention & LTV
Which first purchases create the most valuable customers?
Repeat purchase rate, 12 months
Looks likeRetention is improving.
Share of each cohort still buying, by first order, months 0 to 12
ActuallyThe cheapest first order brings in the least valuable customers.
Lead acquisition with the kit, and test it against the discount.
How it works
We don’t hand you a strategy. We get in and do the work.
Diagnose
Track each cohort by first product, offer and channel.
Prioritise
Find the first orders that build the best customers.
Do the work
Build the flows and offers that bring them back.
Embed
Review cohort value monthly, and adjust.
What changes
- More repeat orders, at a lower cost.
- Customer value tracked, and growing.
- Less reliance on paid acquisition.
Start with a conversation
Find the constraint. Build the plan. Do the work.
Whether it’s Retention & LTV or somewhere else in the system, finding the real constraint is the first thing we do.