Session Regeneration, RFM & More

Welcome to the first issue of tl;dr eCommerce. Every Tuesday I’ll email you 3 in-depth, quality pieces on eCommerce growth.

If you enjoyed it, share it with a friend or colleague. 

Session regeneration is an often overlooked – but fairly important – concept.

More than half the time (according to Rejoiner data), customers will consume your cart abandonment emails on a different device than where the first touch occurred.

If you are not restoring their previous shopping session regardless of their device, you are losing money.

This article by gives you an introduction to Session Regeneration, and goes over a few campaigns, using real numbers. It’s worth a read.

Discover how email marketers can drive more cross-device conversions for their online store using an often overlooked feature - session regeneration.

Most eCommerce marketers forget that driving more customers isn’t the only way to grow. 

This is an old article by the folks at KISSmetrics describing 7 different ways to boost your AOV. Most of them aren’t worth it unless you have scale, or require significant development resources (which you probably don’t have).

But tactic #1 (bundles) and #2 (shipping thresholds) are definitely worth a try.

Often increasing average order value (AOV) is a weapon that gets overlooked. 

RFM is a fairly interesting concept that anyone with +50 transactions a month should look into. Essentially, you should segment customers based on recency of purchase, frequency of purchase, and order value and treat them accordingly. 

But I’ll let I’m  Jim Novo explain it to you. He does a better job than I do. 

Here’s a more complex model using Recency and Frequency to rank the LifeTime Value and likelihood to respond of customers relative to each other.

I’m in Tokyo. It’s amazing. Hit me up if you are planning to go and need some recommendations.