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Hey all,
Most brands spend their time trying to acquire new customers.
Meanwhile, they’re losing the ones who already spend the most.
In every brand, a small group of buyers drives a disproportionate share of revenue.
Yet those customers often receive the same emails as everyone else.
That’s one of the most expensive mistakes a brand can make.
Here’s why.
In less than 3 minutes, learn:
Q4 traffic is too expensive to waste.
Maximize conversions from every site visitor. We will review your storefront by traffic source, then present a playbook for what to fix now, what to test before Q4, and what to push live during holiday sales.
🎯 WEEKLY INSIGHT
High-value customers shouldn’t receive the same emails as first-time buyers.
Yet most send them the same messages.
The same abandoned cart reminders.
The same discount pushes.
The same urgency.
When those top buyers disengage, revenue doesn’t decline gradually.
It drops fast.
Losing 10% of your high-value customers can impact revenue more than acquiring hundreds of new buyers.
You need to speak differently to your most valuable customers.
One of the easiest places to start is the abandoned checkout flow.
It’s both high-intent and high-volume, which makes it the perfect place to personalize messaging.
For a first-time buyer, urgency makes sense here:
“Still thinking about it?”
“Your cart is waiting.”
“Don’t miss out!”
But for a repeat customer who already trusts you, it’s too generic.
Instead, try this:
1) Swap urgency for recognition
Standard:
Subject: Your cart is about to expire
Pre: Hurry before it’s gone.
Body: Don’t miss out. Complete your order now.
High-value version:
Subject: We held this for you
Pre: Thought you might want another look.
Body: We saved your cart. Good news: your items are still available.
Your best buyers don’t need urgency.
They want recognition, priority treatment, and less friction.
2) Replace discounts with access
Standard:
Subject: Take 10% off your order
Pre: Use code SAVE10 now.
Body: Don’t miss out. Complete your order now.
High-value version:
Subject: Early access for you
Pre: A status perk for yours truly.
Body: We’ve held a few pieces from this drop for our repeat customers. See what’s still available.
Heavy spenders value access before discounts.
They want exclusivity and proper care from the brands they trust.
One way to implement this:
Start by tagging high-value customers in your ESP/CRM
For example:
Top 10% by lifetime value
Or customers who spend 4–5× your average order value
Then duplicate your abandoned cart flow and add a conditional split.
High-value customers receive the adjusted message.
Everyone else receives the standard version.
Bonus tip:
Add a line of personalization at the top of an email:
“As one of our top customers…”
or
“Since you’ve ordered with us multiple times…”
That single sentence reframes the entire message.
✨ Takeaway: If you optimize only for new customers, you risk losing the ones who matter most.
Segment your top spenders.
Speak to them differently.
Protect the revenue you’ve already earned.
📹 QUICK TAKE
Your sale gives discount shoppers a reason to buy. What about subscribers who buy for a different reason?
Sammy and Allen explain what to send alongside the sale to turn those overlooked subscribers into customers.
🗞️ NEWS HIGHLIGHT
What changed: Klaviyo made Composer available to every customer, with scheduled analysis, answers grounded in account data, and reusable instructions for team processes.
Why it matters: Retention teams can schedule a weekly review of flow performance and investigate flagged declines before the next send. Start with your highest-revenue flows and check the supporting evidence before making changes.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
A shopper can want the product and still hesitate over shipping or returns.
For a fashion brand, two short cart messages lifted conversion rate 7.1%.
See which last-minute buying questions your cart should answer before shoppers leave to find a policy.
👀 FROM LAST WEEK
A discount gives customers a reason to buy now, but it may leave their biggest buying question unanswered.
For a luggage brand, “Will it fit under an airline seat?” matters more than another 30% off reminder.
See how to give your sale emails something useful to say while keeping the offer clear.
🤝 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