The 2x customer is at 7 months of recency, and has the following repurchase metrics.
- 35.2% chance of buying again in the next year.
- 3.0% chance of buying in the next month.
- Average Action Segment.
However, you send the customer an email campaign, and the customer clicks through the campaign. Yeah! Repurchase metrics change.
- 37.2% chance of buying again in the next year.
- 6.0% chance of buying in the next month.
- Average Action Segment.
The “Plus” indicator kicks in. You now have a few weeks to kick off an Action Stream to capitalize on the fact the customer visited your website.
Do you see how different this style of marketing is compared to typical marketing campaigns?
I’m not saying you shouldn’t execute your marketing campaigns.
I’m asking you to complement marketing campaigns with Action Streams that capitalize on Plus/Minus customer states.
