How to Use Customer Lifecycle Data for Email Timing

Your replenishment email flow is probably too generic. And it's hurting your customer retention and losing you sales. Most brands send the same replenishment emails to everyone—at the same time. But what if you personalized the timing based on how much a customer actually bought? Here’s an example that we did for one client: 🛒 Bought a 12-pack? → Time delay is 35 days 🛒 Bought a 24-pack? → Time delay is 45 days 🛒 Bought a 32-pack? → Time delay is 65 days (These are just example numbers to get the point across. I cannot share the exact numbers and time delays.) By doing this, the email hits when they actually need a refill—not too soon, not too late. ✅ Higher conversions (because the timing makes sense). ✅ Better retention (because the offer is relevant—they need it now because they're running low on it). ✅ More revenue (because you’re meeting customer demand perfectly & you can upsell them on something else as well). Every brand is different—analyze your time between orders and adjust your flow accordingly.

Must thing to do for a DTC store, to know your customers' natural rhythm. Your customers don’t all buy the same way. So why treat them like they do? I analyzed several Shopify stores. They were all making the same timing mistake. They run their marketing on a generic 30-day calendar. They send the same email sequences and plan their sales on a schedule that feels right to them. But your customers don’t buy on your schedule, they buy on theirs. This is what I call the "customer buying rhythm," and it’s different for every industry: Skincare: A customer might need a refill in 30 days. Fashion: A shopper might look for a new item every 90 days. Home Goods: A buyer might not return for 6+ months. Sending a "buy now" email one week after someone just bought a new sofa isn't just ineffective; it's irrelevant. The most successful brands don't guess. They build their entire marketing and product launch calendar around their customers' natural rhythm. A fashion brand I worked with was struggling with low repeat sales. Their data showed me something fascinating: customers were naturally coming back to buy every 86 days. I stopped random marketing. Instead, I aligned their new collection drops and email campaigns to perfectly match that 86-day cycle. The Result: Revenue jumped 17% in one quarter. No extra ad spend. Just smart timing. This is a simple framework you can think about: If your cycle is 30 days, focus on refills and subscriptions. If it's 90 days: Launch new seasonal collections. If it's 180+ days: Introduce new, complementary products. Stop forcing your schedule onto your customers. Listen to their rhythm, and they'll tell you exactly when they're ready to buy again. Are you struggling to know your store's average buying rhythm? Let’s get in touch. I will audit your store for free and share the areas of improvement.

I cracked the code on why some email flows make millions while others flop. The secret is what we used to take this clients revenue up 9.9% in just 30 days. After building 1000+ email flows... Most marketers focus on: → Subject lines → Send times → Pretty designs But the real difference maker? Timing. Here's what most people get wrong: → They use "best practice" timing. → Send welcome email immediately → Follow up in 3 days → Send again in 7 days But every brand is different. We analyzed time-to-purchase data and found: → Some customers buy in 13 minutes → Others take 6 days → 90% convert within 48 hours The fix: → Track YOUR customer behavior → Time emails based on YOUR data → Stop following generic advice Best practices are just average practices. Your data is your competitive advantage.

Timing is everything.... Most brands guess: “30 days after purchase” or..." maybe 45 days” The problem is, people don’t use your product on your CRM calendar. Here’s what to do instead: 1. Look at your top 20% repeat customers. 2. Find their average days between orders. 3. Send reorder reminders 10% before that average. Example: If your best customers reorder in 27 days, you email at day 24. Why this works: (especially if you sell consumables) You reach them before they buy from someone else. You save them from running out and getting frustrated. Don’t rely on round numbers. Follow your customers’ timing instead.