Guides for getting more from the customers you already have.
Each guide opens with the short answer, then shows the working: formulas, examples and what to check in your own data.
E-commerce
Repeat orders, email and SMS, and what a customer is worth.
How to calculate your repeat purchase rate
Repeat purchase rate is the number of customers who have ordered more than once, divided by your total customers, over the same period.
Why customers buy once and never come back
Most one-time customers did not decide to leave.
How to win back lapsed customers
Define "lapsed" from your own data, using a point past the usual time between orders.
The Klaviyo flows every Shopify store needs
Five flows cover most of the value: a welcome flow for new subscribers, an abandoned cart flow, a post-purchase flow, a win-back flow and a review request.
Abandoned cart emails that recover sales
Send two or three messages across a day or two.
Customer lifetime value for e-commerce
Customer lifetime value is the profit a customer brings over the time you choose to measure.
How to measure whether email and SMS really drive sales
Hold back a random 10% of customers from a campaign or flow, and compare their orders with the group that received it.
After Black Friday: turning first orders into second orders
Black Friday brings many first-time buyers, and some came for the price.
Retail and hospitality
Repeat visits, customer details at the till, and loyalty programs.
Do loyalty programs actually make money?
Only some do.
How to get customers to come back to your venue or store
Capture customer details at the point of sale or booking, then follow up with timed messages that give people a reason to return.
Marketing leadership
Who should own marketing, and what to ask of them.
What does a fractional CMO do, and when should you hire one?
A fractional CMO is a senior marketing leader who works for you one or two days a week instead of full time.
Want it done on your numbers?
Start with the free Profit Leak Detector, or book 30 minutes.