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Hey all,
Your bestseller may bring in plenty of new customers.
But if they don’t come back, you may be spending money to win one-time buyers.
Your repeat customers may start with a different product.
Here’s how to find it.
In less than 2 minutes, learn:
Reach the holiday buyers your campaigns miss.
Learn how to adjust your email and SMS campaigns for the different buyers shopping during the holidays.
🎯 WEEKLY INSIGHT
Use what repeat customers bought first to choose which products to feature in your emails to new shoppers.
Imagine a skincare brand with three popular first purchases.
What every new customer bought:
Eye cream → 40%
Moisturizer → 25%
Starter set → 15%
What customers who later made 3+ purchases bought the first time:
Eye cream → 25%
Moisturizer → 20%
Starter set → 35%
At first glance, the eye cream looks like the obvious product to put in front of more new shoppers. It’s the most common first purchase overall.
But the starter set tells us something interesting: only 15% of customers start there overall. Among customers who eventually make 3+ purchases, that number jumps to 35%.
That doesn’t mean the starter set caused those customers to keep buying.
But it gives you a useful hypothesis to test:
What happens if more new customers start with the starter set?
Test featuring the starter set in your welcome flow and campaigns to subscribers who haven’t bought yet.
Then watch what happens beyond the first conversion:
Do those customers come back?
How quickly do they place order #2?
Do they continue buying at a higher rate?
Action Item:
Pull two sets of orders:
What every new customer bought the first time.
What customers who later made 3+ purchases bought the first time.
⭐ Takeaway: Find products that repeat customers were more likely to buy first. Test featuring those products in your welcome flow and campaigns to subscribers who haven’t bought yet.
📹 QUICK TAKE
Reluctant to remove or suppress subscribers from your email list?
Sammy explains how a bloated list skews your campaign data—and makes it harder to optimize.
🗞️ NEWS HIGHLIGHT
What changed: At K:BOS, Klaviyo positioned Klaviyo Headless as a new way to interact with its CRM, opening 260+ MCP tools and capabilities and 490+ APIs to Claude, ChatGPT, Cursor, Lovable, and custom AI systems.
Why it matters: Klaviyo is signaling that retention teams will not always work by logging into Klaviyo first. The next workflow may start in a planning doc, reporting dashboard, Slack review, or AI assistant, then use live Klaviyo data to analyze, draft, QA, and route the work.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
Most mobile shoppers never make it past the first product image.
For one activewear brand, that meant key product details were going unseen.
See the small gallery change that encouraged more swiping and lifted conversions 5.8%.
👀 FROM LAST WEEK
Email, SMS, and push can look coordinated while repeating the same reminder.
That repetition gives customers little reason to act and more reason to tune out.
Map the full sequence to spot where each message needs a different job.
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen