Offer Economics: Discount Cost per Order, Margin After the Offer, Break-Even Reactivation Rate and Profit per 1,000 Contacts
This lesson is part of the course
In this lesson
You price four win-back offers: the discount in € per reactivated order, the margin left after it, the reactivation rate needed to cover the contact costs and the profit per 1,000 customers contacted.
Buy the course once for $9.99 to unlock every lesson and lab, the final exam and the certificate – lifetime access, no subscription.
Lessons in this course
- Defining Lapsed Customers: Days Since the Last Order, a Threshold per Category and the Size of the Lapsed Pool Locked
- Lapse Curves: Monthly Return Rates, the Cumulative Share Coming Back and the Point of No Return Locked
- Segments for Win-Back: Recency Bands × Past Value with COUNTIFS, Segment Labels and the Priority Segment Locked
- Offer Economics: Discount Cost per Order, Margin After the Offer, Break-Even Reactivation Rate and Profit per 1,000 Contacts Locked
- Holdout Tests: Incremental Reactivation Rate, Incremental Customers, Cost per Incremental Customer and Paid-Anyway Share Locked
- Channel Mix: Cost per Incremental Reactivation by Channel, Plan Cost, Blended Cost and a Reach Check Locked
- Second-Life Value: Retention of Reactivated vs New Customers, a Simple Decay with POWER and the Maximum Win-Back Cost Locked
- Programme Plan & Dashboard: Monthly Lapsing Pipeline, Incremental Reactivations, Total Cost, ROI and a Chart Locked