How do you calculate the performance of your marketing campaigns? Our retention platform does all the work for you.
Our email marketing platform grants you total transparency on the performance of your targeted email campaigns. See exactly which marketing efforts are generating the most return collectively with clear and concise reporting.
Top 10 Coupons by Date and Coupons Used
This chart allows you to see your 10 most popular promotions based on duration (how long they’ve been in effect), frequency (how many times they’ve been used), and intensity (how heavily they were used in a time period). With this graph, you can be sure that you have the right promotions active at the right time (for example, check that expired coupons are actually turned off). You can also analyze which promotions your customer base is responding to by looking at the types or promotions, such as discounts, gifts, or free shipping, your customers use most often.
Percent Repeat Buyers Days Until 2nd Purchase
This chart helps you understand customer latency, or how much time passes between their purchases. Statistically, you can see what percentage of customers purchase in what timeframes. You can also divide your customer base into three groups: 1) recent purchasers who are primed for branding experiences, 2) customers who are reentering the purchasing window, and 3) those who have yet to make a second purchase and likely will not, who are your reactivation opportunities. For this last group, your immediate task should be to contact your client success manager and put a Win-Back campaign in place.
Average Lifetime Value by Number of Purchases
To get an overall sense of the business, make sure to look at Average Lifetime Value by Number of Purchases. Customer Lifetime Value helps predict customers’ worth in the future, and is therefore a very important metric to evaluate when making future projections and deciding on where to use your marketing dollars. Here, the Average Customer Lifetime Value by Frequency of Purchase depicts the different segments of customers, those who have purchased 1 – 9+ times, and the revenue generated from each segment over a set period of time.
The goal is for your graph to trend upward like the one pictured above, because as the number of purchases per customer increases, so does their lifetime value. If your graph curves up and to the right, your goal will be to drive customers to purchase from you again, as the graph is showing you that the longer a customer is with you the more they are worth. If your graph is flat or decreasing, this is your chance to work on creating a strategy to entice customers to purchase higher priced items and keep them coming back. Post Purchase Thank You Series are an excellent way to increase post-purchase engagement with your customers, and ensure long lifetime values. Additionally, setting up triggered emails such as Best Customers, Biggest Ticket Single Purchase and/or Free Gift to Top 10% are strategic ways to lock in your best customers and increase their value.
Keep in mind, averages can be skewed by one or two large or very small purchases. Use this graph in conjunction with Median Lifetime Value to obtain a more holistic view of your different customers bases’ purchasing behavior.
Average Order Value of One Time Buyers vs Repeat Buyers
This graph helps you compare the value of your one-time buyers with your repeat buyers. Many retailers end up neglecting potential repeat customers by failing to really engage with them, causing them to go elsewhere for their next purchase. With a smart retention marketing program, you can achieve true customer engagement and convert one-time buyers to repeat customers.
Median Lifetime Value by Number of Purchases
Customer Lifetime Value is an essential metric for predicting what a certain type of customer will be worth in the future. This graph shows you the Median Customer Lifetime Value by Frequency of Purchase. If this chart curves upward, you’re on the right track! When your Customer Lifetime Value is increasing with Purchase Frequency, you should stay laser focused on retaining these best customers.
Average Order Value by Number of Orders
This graph helps you understand patterns in your customers’ buying behavior. For many retailers, we see a trend of Average Order Value increasing with the number of subsequent purchases. This may be because repeat customers trust your brand more, leading to them spending more on your products or discovering more of your inventory that they are interested in. If this applies to you, focus on winning over one-time buyers because their future purchases will likely become larger and larger.
Segmenting your customers is not a complicated process. Get the highest return on your email marketing campaigns by segmenting your email lists and implementing data-driven customization.
Contact us to learn how to significantly increase ROI on email marketing campaigns and start sending relevant messages to our customers.