Customer Retention & Ecommerce Insights

Most ecommerce brands send the same email to their best customer and their worst. RFM segmentation fixes that — and it's simpler than you think.

Most ecommerce brands calculate LTV wrong, use it wrong, or ignore it entirely. Here is what LTV actually is, why it matters, and how to use it to make smarter decisions.

Most win-back campaigns fail because they treat all lapsed customers the same. Here is a framework that identifies who is worth winning back, when to reach out, and what to say.

You do not need machine learning or a data team to predict which customers are about to churn. You need three behavioral signals and a process for acting on them.

Inflation, tariffs, rising CAC — most ecommerce brands see three options: raise prices, cut costs, or accept lower margins. There's a fourth. And in a market like this, it might be the only one that actually grows your business.

65–70% of ecommerce customers never buy twice. The second order — the one you never paid to acquire — is where the real margin lives. Here's the math behind repeat purchase rate and why fixing it outperforms adding 1,000 new customers a month.

Most ecommerce brands send a shipping confirmation and go silent. The 14 days after delivery are the highest-leverage window in the customer relationship — and almost nobody uses them. Here's the 5-email sequence that moves repeat purchase rate by 12–18%.

Aggregate metrics — total revenue, average order value — hide what's actually happening to your customers over time. Cohort analysis is the lens that makes retention visible. Here's how to read your retention curve and what its shape is trying to tell you.