Workman Trading Co.
Customers/Segments
Segments here are about how a conversation should go, not about who to blast. A first-time buyer needs the product explained; a VIP with five orders behind them does not, and asking them a first-timer's question is how you lose one.
VIP726 people
21.0%
recovery rate
Conversations5,420
Recovered$163,184
Opted out103
Repeat807 people
20.9%
recovery rate
Conversations6,068
Recovered$180,123
Opted out81
First-time539 people
20.8%
recovery rate
Conversations4,071
Recovered$122,798
Opted out62
Lapsed183 people
21.5%
recovery rate
Conversations1,332
Recovered$38,620
Opted out26
Recovery rate by segment
Share of that segment's conversations that ended in an order.
- Lapsed21.5%1,332 convos
- VIP21.0%5,420 convos
- Repeat20.9%6,068 convos
- First-time20.8%4,071 convos
Repeat buyers recover best and need the least persuading — they already know the product. The lapsed group is where the winback flow's poor conversion shows up.