Customer LTV
by @leooooooow
Segment customers by lifetime value and design tailored retention, upsell, and reactivation strategies for each cohort to maximize long-term revenue.
Example 1: Luxury Fashion E-Commerce (3-Tier Segmentation)
Input Data:
LTV Calculation:
Strategy Overview:
| Segment | Size | Avg LTV | Email Cadence | Offer Strategy | Reactivation Trigger | Key Tactic | |---|---|---|---|---|---|---| | Champions (n=450) | 1% | $5,200 | 2x/week + SMS | Exclusive early access to collections, 30–35% loyalty discount, VIP styling sessions | 45 days inactive | Concierge outreach + dedicated account manager | | VIP (n=4,050) | 10% | $2,650 | 2x/week | Exclusive collections, 25–30% off select categories, subscription conversion | 60 days inactive | Email + SMS sequence with exclusive incentive | | High-Value (n=8,100) | 20% | $1,550 | 2x/week | Frequency acceleration (next purchase 15% off), bundle offers, loyalty tier enrollment | 90 days inactive | Standard email sequence, 20% incentive |
Email Sequence Example—Champions Win-Back:
Day 1 (Email): Subject: "We miss you—exclusive access inside"
Day 5 (SMS): "Hi [NAME]—your styling session is reserved. Respond to confirm: [LINK]"
Day 15 (Email): Subject: "The collection you'd love is back in stock"
Email Sequence Example—VIP Upsell:
Day 1 (Email): Subject: "[NAME], your next-level collection is here"
Day 7 (Email): Subject: "Subscription members get 40% off beauty add-ons"
Example 2: Vitamin & Supplement Subscription (5-Tier Segmentation)
Input Data:
LTV Calculation:
Strategy Overview:
| Segment | Size | Avg LTV | Email Cadence | Subscription Strategy | Product Recommendation | Suppression Rules | |---|---|---|---|---|---|---| | Champions (n=1,200) | 1% | $1,350 | 3x/week + weekly SMS | Exclusive annual plan (15% discount), co-create custom blends, VIP customer council | Curated new products 2x/month | Never suppress; escalate at 60-day no purchase | | VIP (n=12,000) | 10% | $825 | 2x/week + bi-weekly SMS | Annual plan conversion (10% discount), exclusive flavors, loyalty tier | Trending products monthly | Suppress only if 180+ days inactive | | High-Value (n=24,000) | 20% | $560 | 2x/week | Frequency acceleration (skip month incentive: "upgrade to monthly"), bundle cross-sells | Related categories monthly | Suppress if 150+ days inactive | | Mid-Tier (n=72,000) | 60% | $250 | 1x/week | Second-purchase nudge, starter bundle discounts | Best sellers, category intro emails | Suppress if 120+ days inactive | | Low-Value (n=12,000) | 20% | $65 | 1x/month or suppressed | Minimal incentive; focus on win-back if churned; otherwise suppress | None or minimal | Suppress if 90+ days inactive |
Email Sequence Example—Champions Exclusive Product Launch:
Day 1 (Email + SMS): Subject: "You're first to know—[PRODUCT] drops tomorrow"
Day 2 (Email): Subject: "[NAME], your order is reserved—last 6 hours"
Day 5 (Email): Subject: "Co-create your next custom blend?"
Email Sequence Example—Mid-Tier Reactivation (45+ days no purchase):
Day 1 (Email): Subject: "We miss you—15% off your favorite category"
Day 8 (Email): Subject: "Starter bundle is back—$29.99 (was $39)"
Day 15 (Email): Subject: "[PRODUCT] is trending—customers like you love it"
clawhub install customer-ltv