- retention#sms marketing#retention#lifecycle
SMS marketing: the channel that punishes laziness fastest.
SMS marketing for ecommerce done properly: Australian consent rules, the sends that earn the channel, frequency limits and how SMS pairs with email.
Jun 15, 20264 minRead - retention#win-back#lapsed customers#retention
Win-back campaigns: when a lapsed customer is worth chasing.
How to run a win-back email campaign properly: calculate your real lapse point, segment lapsed customers by value, run a short sequence and know when to stop.
Jun 15, 20264 minRead - retention#loyalty programs#retention#repeat purchase
Loyalty programs: the maths that says whether yours should exist.
Do loyalty programs work? The honest maths: when points pay, when they just discount your best customers, and the simpler alternatives to try first.
Jun 15, 20264 minRead - retention#email automation#klaviyo#lifecycle
Email automation: what changes when lifecycle stops being a campaign calendar.
Most ecommerce email is run as a campaign calendar — every Tuesday, every Thursday, every payday. Automation flips that. The brand sends because the customer did something, not because it's Tuesday.
May 22, 20268 minRead - analytics#lifetime value#ltv#ecommerce
Lifetime value: what the number actually changes in a small ecommerce business.
Lifetime value gets quoted in every pitch deck and used in roughly zero operating decisions. Here's the version that actually moves the business — and the four ways it gets calculated wrong.
May 22, 20267 minRead - retention#customer lifecycle#lifecycle marketing#retention
Customer lifecycle: the five points where small ecommerce businesses leak revenue.
Every small ecommerce business leaks revenue at the same five points in the customer lifecycle. Here's where they are, what they cost, and the order to fix them.
May 22, 20266 minRead - growth#ecommerce growth#growth strategy#unit economics
Ecommerce growth: the three numbers that say whether growth is real or rented.
Most ecommerce growth charts go up and to the right. The question is whether that growth is real (compounding) or rented (paid acquisition driving a vanity line). Three numbers tell you the difference.
May 22, 20265 minRead
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