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.
Measure which customers you're retaining and which you're losing
In order to keep your best customers, you need visibility into what's going on with them. Repeat Customer Insights will help you track down where you're losing customers and how to better target new ones.