#marketing-cx-cs-retention
Thread
I'm curious if anyone has stats on what percent of their customer LTV or returning customers in general is attributed to email vs customers who would have come back on their own without any prompting? We sell a product that isn't a subscription/consumable, but customers do come back to buy more of it over time.
I think even if someone has this data for their brand, it’ll really brand specific depending on the stickiness of your product
@Wyatt Kern You'd have to run holdout tests, and even then you'll have polluted data.
@Wiehan Britz all email attribution data can be potentially polluted by spontaneous buyers anyway, even if they 'open' the emails. It's all about getting as close as possible to true attribution. Nobody wants to run holdout tests with email because they're free to send. But I was always shocked at the higher-than-expected rate of spontaneous repurchasing for brands I worked with.