It tells you when to send the reminder. Send it just before most people reorder, and you catch them with intent; send it on a fixed monthly calendar and you are early for some and late for most.
Look at the distribution, not only the median. A product used up in 30 days usually shows a clear peak; a gift or durable product shows a long, flat tail.
Example
If half of second orders arrive within 34 days of the first, the median time to second order is 34 days.
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Related terms
- Second-order rateSecond-order rate is the share of first-time customers who place a second order…
- Repeat purchase rateRepeat purchase rate is the share of customers who place a second order within a…
- Cohort analysisCohort analysis groups customers by when they were acquired and tracks how each…
Part of the growth marketing glossary by Shiva Sharma.