From post-purchase thank you messages to the classic cart abandonment email, campaigns that center on getting customers to make a second purchase are perfect for increasing CLTV.
That’s because a customer who makes a second purchase with your brand is much more likely to make a third, fourth, and fifth purchase. Thus, prioritizing AOV for first-time purchasers isn’t going to be as valuable as it will be for repeat purchasers.
A comprehensive understanding of the customer lifecycle gives you the tools to optimize your campaigns for the most important touchpoints. Based on the numbers alone, few things in ecommerce are as important as getting customers to make a repeat purchase.
For Le Creuset, encouraging repeat purchases means offering first-time customers free shipping and a discount on their second order, while also trying to upsell them on a product that’s similar to the one they bought.