We Built Segments Doing This. The Results? Wild.

Welcome back to the 139th edition of Nord Media

When a customer buys once, you celebrate.

When they buy twice, you smile.

But when they start showing up consistently, with high-value orders in specific categories, you're looking at something much more powerful. 

You're looking at a signal.

Buried in your data are spend-frequency-category patterns that can predict lifetime value, churn risk, and upgrade potential. Once you know what to look for, it changes how you market, support, and retain.

In this email, we’ll break down:

• How treating everyone the same is killing LTV

• The segmentation framework that uncovers your most valuable patterns

• A smarter win-back system that brings back lost customers faster:

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Why one-size-fits-all retention fails

Retention usually starts with a simple rule: send an offer to everyone who hasn’t purchased in 30 days. 

It sounds efficient, but when you look closer, that group is made up of very different people.

One customer might have placed three high-ticket orders in the past quarter. Another might have made one $20 impulse buy and disappeared.

They don’t have the same behavior. They don’t respond to the same messaging. They don’t deserve the same treatment.

The result: wasted discounts, underwhelming engagement, and no lift in LTV.

To fix this, start by segmenting customers by:

• Spend size over a 30-60-90 day period

• Purchase frequency and average time between orders

• Category loyalty and product preferences

You’ll find patterns that are far more predictive than age, location, or open rates.

Use behavior to create tiers that scale value

Customer service usually tries to minimize cost, but high-value customers often need more time, more touchpoints, and more follow-up.

That’s leverage.

Once you’ve identified your top spend-frequency-category segments, you can build tailored support around them. 

For example:

• Priority response for high-frequency buyers who open every email

• Early product access for customers who always shop in one category

• Loyalty bonuses for customers who repurchase within tight windows

You're creating a better experience for the customers who already love your brand. That extra layer of care increases repeat rates and unlocks referral momentum.

A better way to win back dormant customers

Generic win-back emails rarely drive results. Everyone gets the same “We miss you” message and a coupon.

But behavior-based segmentation can tell you exactly what a customer cared about before they left. And that helps you write smarter, more specific messages.

Here’s a simple framework:

• For high spenders, reference their past orders with a restock reminder

• For category loyalists, highlight a new product in that same line

• For one-time buyers, bundle complementary products with a starter offer

These campaigns convert up to 3x better than one-size-fits-all blasts because they give people a reason to come back that feels relevant.

Final Thoughts

Brands try and chase growth by looking outside the business. 

More traffic. More reach. More new customers.

But long-term growth often comes from inside the customer file. When you understand how people buy, how often, and what they stick to, you unlock a path to higher LTV with fewer surprises.

Segmentation isn’t just a retention tactic. It’s a profit lever.

And it starts with listening to your best customers first.

Struggling to grow? My team and I can help.

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Thank you for reading! I appreciate you.

Sincerely,
Kody

Disclaimer: Special thanks to StackInfluence for sponsoring today’s newsletter.