Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

The two retention marketing stats every brand should track

5 Dec 2024 · 1 min

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In this segment, Jimmy Kim emphasizes that a strong product can drive sales regardless of email marketing quality, while a weak product undermines retention efforts. He argues that poor retention often signals product issues rather than marketing flaws. To assess retention program effectiveness, he recommends focusing on two key metrics: the repeat purchase rate and customer lifetime value (CLTV). These metrics reveal insights about product performance, marketing impact, and areas for improvement. Kim notes that this topic is underrated in retention discussions and ends by encouraging listeners to subscribe to the podcast.

It doesn't matter how good or bad your email marketing is, you'll make sales because the product is really good and then a little tweak will make it great. But if you have a really bad product and your retention is struggling, it's probably not the retention, it's probably the product. I always look at repeat rate of the customer and I look at CLTV when I try to figure out how well the retention program is working because it tells you everything. How good is the product? How good is the marketing? What's the improvement area? That's such an underrated topic people don't talk about enough, especially in retention. Subscribe to the pod.