🍯 Let’s Talk Retention Metrics—Because Click Rates Don’t Pay the Bills

Hello You DTC Savage,

I know we all love to post screenshots of obnoxiously high open rates & click rates, but let’s be honest—those don’t matter.

So what does matter, you ask? Here’s what actually moves the needle for your business:

• Revenue per Email (RPE)

• Gross Profit per Order (GPPO)

• Customer Lifetime Value (CLV)

Everything funnels into these.

Our bread and butter metric is RPE. It’s the ultimate measure of effectiveness. Sure, your email could have sky-high opens and clicks, but if you’re not squeezing out revenue efficiently, what’s the point? RPE tells you if your flow or campaigns are working or if you’re just batch & blasting like the olden days. It’s so important, we built a custom dashboard to measure and plot it:

GPPO? Vital when you’re testing offers or landing pages. If one test nets you $100k with a $30 coupon, but another brings $80k with a $10 coupon, which one’s the winner? These small details matter, especially at scale. ArE yOu AcTuAlLy MaKiNg MoNeY?

CLV is a balancing act. Those high-CLV products won’t always drive the most revenue upfront, so you need to cross-sell. Second and third purchase analysis is your secret weapon here.

Key takeaway: Vanity metrics are cute, but without efficient revenue, they’re just numbers. Nail down what matters for your brand: RPE, GPPO, and CLV.

Lot’s more to come on this topic - stay tuned.

P.S. - You should watch “Monsters” on Netflix. It’s a great show.

Talk soon,
Feras