THE REVENUE RECAPTURE LIBRARY
60 research-led guides on the customer economics behind repeat purchase, reactivation and retention.
10 ARTICLES
Customer Reactivation · 01
Customer reactivation is not about emailing everyone who stopped buying. It is about finding the customer relationships that still contain economic value, understanding what changed, and testing whether that value can be recovered profitably.
Read article →Customer Reactivation · 02
Revenue Recapture is the discipline of finding customer relationships where economic value has gone quiet, deciding which are worth pursuing, and testing whether that value can be recovered profitably.
Read article →Customer Reactivation · 03
A customer is not lapsed because a fixed number of days passed. They are lapsed when their absence becomes unusual relative to how they, similar customers, or the product normally behave.
Read article →Customer Reactivation · 04
A brand with 600,000 historical email addresses does not necessarily have a 600,000-person marketing opportunity.
Read article →Customer Reactivation · 05
If your best customer is still buying every month, you do not need to win them back.
Read article →Customer Reactivation · 06
Your email platform says the win-back flow generated $80,000.
Read article →Customer Reactivation · 07
Before you buy another retention tool, open Shopify.
Read article →Customer Reactivation · 08
If you want the fastest possible way to find lapsed customers, create a segment:
Read article →Customer Reactivation · 09
If you gave me 100,000 lapsed customers tomorrow, I would probably ignore most of them first.
Read article →Customer Reactivation · 10
If your reactivation strategy starts with:
Read article →10 ARTICLES
Repeat Purchase · 11
Most brands do not have one repeat-purchase problem.
Read article →Repeat Purchase · 12
When a customer never makes order number two, most brands look forward.
Read article →Repeat Purchase · 13
A customer who bought ten days ago is not necessarily a retention problem.
Read article →Repeat Purchase · 14
The formula is easy.
Read article →Repeat Purchase · 15
If you sell supplements and have a 20% repeat purchase rate, I would want to investigate it.
Read article →Repeat Purchase · 16
The customer has paid you.
Read article →Repeat Purchase · 17
The worst second-purchase email strategy is:
Read article →Repeat Purchase · 18
The answer could be:
Read article →Repeat Purchase · 19
Supplements should be good at repeat purchase.
Read article →Repeat Purchase · 20
A customer acquisition cost of $60 can be excellent.
Read article →10 ARTICLES
Customer Segmentation · 21
A segment is only useful if it changes what you do.
Read article →Customer Segmentation · 22
A customer bought yesterday for the first time and spent $40.
Read article →Customer Segmentation · 23
The customer who spent the most money is not automatically your best customer.
Read article →Customer Segmentation · 24
A customer spent $1,200 with you over 14 purchases.
Read article →Customer Segmentation · 25
A customer who bought your hero product yesterday and a customer who bought a clearance gift three years ago are both:
Read article →Customer Segmentation · 26
The customer who bought from you eight times should not get the same win-back email as the person who bought once on Black Friday.
Read article →Customer Segmentation · 27
A customer bought yesterday.
Read article →Customer Segmentation · 28
A 32-year-old woman in New York tells you much less about the next purchase than:
Read article →Customer Segmentation · 29
Two customers last purchased 60 days ago.
Read article →Customer Segmentation · 30
Your repeat purchase rate improved from 22% to 24%.
Read article →10 ARTICLES
Win-Back Strategy · 31
The most important part of a win-back email is not the email.
Read article →Win-Back Strategy · 32
The customer did not stop buying because they were waiting to hear whether your brand missed them.
Read article →Win-Back Strategy · 33
Three is a useful starting point.
Read article →Win-Back Strategy · 34
The best win-back email is usually sent after the customer should reasonably have purchased again, but before the relationship has gone completely cold.
Read article →Win-Back Strategy · 35
The subject line has one job:
Read article →Win-Back Strategy · 36
Sometimes the correct win-back offer is 20% off.
Read article →Win-Back Strategy · 37
Before you write a customer reactivation email, finish this sentence:
Read article →Win-Back Strategy · 38
Looking at win-back emails is useful only if you ask:
Read article →Win-Back Strategy · 39
A win-back flow asks:
Read article →Win-Back Strategy · 40
Klaviyo can automate an excellent win-back program.
Read article →10 ARTICLES
Retention Economics · 41
Retention is one of those words that can make a dashboard look sophisticated while telling you very little.
Read article →Retention Economics · 42
Customer retention rate tells you what percentage of an existing customer base remained active over a period after excluding newly acquired customers.
Read article →Retention Economics · 43
Customer lifetime value is useful.
Read article →Retention Economics · 44
Two brands can have the same customer acquisition cost and completely different growth capacity.
Read article →Retention Economics · 45
A subscriber can disappear for two completely different reasons.
Read article →Retention Economics · 46
Total revenue can grow simply because you acquired more customers.
Read article →Retention Economics · 47
A brand generating 60% of revenue from repeat customers can be healthy.
Read article →Retention Economics · 48
Recovering an old customer is not automatically cheaper than acquiring a new one.
Read article →Retention Economics · 49
The answer is not:
Read article →Retention Economics · 50
If I had 30 minutes each month to understand a DTC brand’s customer health, I would not open the email dashboard first.
Read article →10 ARTICLES
Customer Lifecycle · 51
The customer does not move through your marketing funnel once.
Read article →Customer Lifecycle · 52
A good replenishment email arrives at the moment the customer thinks:
Read article →Customer Lifecycle · 53
You already have the raw material for reorder timing in your order history.
Read article →Customer Lifecycle · 54
A customer due for another order is not necessarily lapsed.
Read article →Customer Lifecycle · 55
A cancelled subscriber is one of the most interesting customers you can try to recover.
Read article →Customer Lifecycle · 56
When a subscription disappears, ask one question first:
Read article →Customer Lifecycle · 57
Skincare looks like a perfect replenishment category.
Read article →Customer Lifecycle · 58
Pet food has one of the strongest structural repeat-purchase advantages in ecommerce.
Read article →Customer Lifecycle · 59
Lifecycle marketing asks:
Read article →Customer Lifecycle · 60
“Come back.”
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