As part of Repeat Customer Insights I love looking at different ecommerce metrics. A lot of them are garbage but some of them are really interesting.
One of the more recent ones was in Shopify's recap of Black Friday and Cyber Monday.
Getting traffic from a marketing channel is always nice to brag about but really it's conversions that matter.
If 1,000,000 clicked on your social media post but 0 bought anything, your business really hasn't improved.
Based on this data from Shopify, customers who were referred by email converted the best at 4.29%. That's an impressive boost over the others.
The other interesting thing is that I'd be that it did even better. Not all email clicks are attributed correctly so some of those Direct conversions are actually email.
(And some of the Direct conversions should be attributed to Social too since there's that entire dark social sphere)
Conversions like this is why email is still being used, even though there are thousands of other channels trying to "kill email".
That's also why you should make sure you're using email to reach and communicate with your customers as much as possible. It's a relatively easy channel to get started, use, and scale.
Plus a high conversion rate makes it a profitable one.
Repeat Customer Insight has a report that can help you decide when to send your emails.
Called the Customer Purchase Latency report, it tells you how long it takes for a repeat customer to come back and buy again. You can use that timing to plan your email campaigns so you're getting their attention at the best possible moment.
Optimize your promotion timing to save money and attention
Repeat Customer Insights will analyze a ton of customer behavior data for you, including their buying cycles.
If you knew exactly when the majority of your customers were ready to buy again, you can increase your orders and profit just by tweaking your message timing.