Segmenting and Recovering Latent Customers

Customer Latency and eCommerce

In the eCommerce industry, latency is defined as the amount of time between two customer engagements with your eCommerce business such as last purchase date. For example, if Charles G. buys a pair of running shoes on July 1, 2014, and then returns to buy dress shoes on August 1, 2014, then his customer latency is calculated at 32 days.


In the sample data below, our customer retention software calculates customer latency. Notice how the median customer takes 100 days to make a second purchase, yet the third purchase happens in less than half that time (45 days) and the amount of time between repeat purchases drops again for the fourth purchase (in less than 30 days).

Sample Days Between Purchases (Latency)

Life Cycle Marketing Strategies using Customer Latency

Using the data our software provides, you can create a retention strategy for latent customers.

  1. Use a post purchase welcome series and map a simple life cycle campaign with the goal of 100 days till a first time buyer converts
  2. The first post-purchase email thank you the new customers, surveys overall satisfaction with the purchase process, and reinforces brand trust.
  3. Around day 50 send a targeted email campaign based on the customers specific product purchase history
  4. As your goal of 100 days approaches, send a triggered incentive to meet the next customer purchase timeframe.
  5. If the customer deviates outside of the median first purchase latency, an automated Win-Back email campaign series will ensure that this customer, stays a customer.

Our eCommerce - email marketing software integrations provide the segmented data you need to create a successful customer retention strategy.

Request a free no-hassle demo to start retaining more customers or read how our client Spangler Candy sent ONE segmented "Win Back" email to lapsed customers that resulted in the highest day of eCommerce revenue EVER generated.