🍯 True Classic Case Study: How We Decreased AVG Days Between Orders by 10% in Q4

Hello You DTC Savage,

As retention pros, our job is to get customers to buy faster, buy more, keep buying, and—if we're really doing it right—turn them into brand evangelists.

But for today, let’s focus on getting them to make that next purchase sooner.

This strategy is all about pulling in that second order as fast as possible, with the added benefit of boosting CLV and overall order count. Why is this crucial? Because a second-time customer is 60-70% more likely to convert again, compared to a first-time buyer who’s chances of converting are far less.

It’s also FAR more expensive for brands to have to pay for every purchase. Especially as CAC continues to rise.

In simple terms, repeat customers are your money-makers.

Here’s where we started with True Classic:

Step 1: Analyze the top-performing products for repurchase rate (RPR)—this shows how many customers are coming back to buy these items. We also track the average time between their first and second purchases. The goal? Shrink that window. That's a massive win for the business.

Step 2: Dive deep into what customers are buying after their first few purchases. Look at the top 2-3 items people are snagging after their initial order and ask yourself: how soon are they getting them? Use this data to predict their next move.

For example, with True Classic, customers typically buy packs of shirts. Pushing for an immediate repeat order of shirts might not work—but here’s the trick: they’ve got plenty of under-the-radar products perfect for an upsell. Plus, they’ve got a great opportunity for replenishment reminders on items like basics and essentials.

Show your customers the next product they’re most likely to buy—and hit them with it sooner than they would’ve found it on their own. Do this in the post purchase flow.

And if you can, offer it at a slightly lower price point than their first purchase (but TEST this—you might be surprised by the results).

Remember, nothing is done in isolation. This strategy is intertwined with increasing RPR and CLV, and everything you do has to be tested and adjusted based on real-time feedback.

P.S. - I’ve been getting great replies from you all on what you do and don’t want to see. Reply to this email and let me know!

P.S.S. - While building this newsletter and buying my domain I realized that the most expensive domain name ever sold was Cars.com. It was valued at $872 million in 2015.

Talk soon,
Feras