The Second Purchase Manual.
Convert the one-time buyers worth converting. Skip the rest. A free eight-page field manual you can run by hand, from the team that measures this play with controlled experiments.
The Second Purchase Manual
What’s inside
The wall
Why nearly four in five customers never buy again, and why the standard winback calendar leaks.
The economics
The 5 to 9× multiplier, the slice worth converting, and the tail that swallows untargeted programs.
The mechanism
Five steps in the order that makes them work: select, offer, flow, holdout, read.
Selection by hand
A scorecard you can build in Klaviyo this week, with an honest note on where it leaks.
The flow
The offer shape, the timing window, the two-email structure, and what not to do.
The honest read
Holdouts, pre-committed windows, and the two verdicts: scale it, or retire it.
The manual shows you how. The model shows you who.
Hand-built selection finds part of the slice. Forward CLV scores every customer by what they will contribute next, and delivers the pool to Klaviyo as a living segment. It starts with the free diagnostic, on your own data.
Read-only access · No deck required · You keep the analysis either way