More profit from the customers you already have.
More profit from the customers you have, acquisition that pays back, and fewer customers lost. Every dollar measured against customers who never got the playbook.
Profit lift
+$5.20
added per customer, against a held-back group
Acquisition that pays back
8×
the profit of a random pick, from the Forward CLV top tenth
Churn you can see coming
5,051
customers past their reorder point, in no flow
A base you can plan on
Within 1%
forecast against what customers delivered
Figures from an example store.
Profit lift you can point to.
Each playbook is read in profit, after product cost, discounts and refunds, against customers it deliberately never emailed. A playbook that pays is kept and scaled. One that does nothing is retired, however good it looks in Klaviyo.
+$5.20 of 12-month forward value per targeted customer, against a held-back group. The whole range clears zero, so the playbook scaled.
Per targeted customer · 95% range
SCALEDCustomer P&L
Added by Tacet playbooks
Every playbook, against the store’s held-back group
95% range +4,200 to +20,700 · 3 Aug to 5 Oct 2026
+12,480
Acquisition that pays back.
Rank customers by Forward CLV and the top tenth carries the profit. Point your retention budget and your lookalike seeds at them, and the same dollar reaches about 8 times the profit of a random pick, and more than recency or RFM finds. Payback by entry product says which customers were worth acquiring, and at what cost.
Random 10%
10%
RFM
69%
Most recent order
76%
Forward CLV
81%
Churn you can see coming.
A store that sells one-off orders never gets told a customer has left. Tacet reads each customer’s own rhythm, so the reorder reminder lands when they are due and the win-back goes only to the customers still worth it. The ones probably gone are rested, and the inbox they would have burned stays clean.
5,051
customers past their own reorder point, in no flow
$812,400
of Forward CLV they hold, waiting
3,170
reached by the reorder playbook, with a group held back for the read
LowerForward CLVHigher
Retarget
Valuable and fading. If email no longer reaches them, try another channel.
Revive
Likely active and worth the effort. Build the message from their history.
Sunset
Probably gone and low in value. One short sequence, then suppress.
Low-touch
Active but low in value. Keep them in regular flows and do not overspend.
LowerChance still activeHigher
Revive, retarget or rest.
The quiet middle of a customer file stops being one lapsed blob and becomes a routing decision: revive the ones still active and worth it, reach the valuable ones email no longer finds, and rest the rest.
A customer base you can plan on.
Ninety days of profit, forecast customer by customer on day one, then read against what customers delivered. A forecast that lands this close is one finance can budget against: the quarter’s number, the acquisition cost you can afford, the cohorts worth backing.
And the discipline that keeps it healthy
RETIREDThe reminder email that looked great on every dashboard built $0.00 against the held-back group. It was retired, and the budget moved to a playbook that pays. A base gets healthier when the sends that do nothing stop.
How every figure here was read.
How it worksA group is held back from every playbook.
The read date is fixed before anything sends.
Profit counts after product cost, discounts and refunds.
More profit from the customers you already have.
Your customer P&L, free, the morning after you connect Shopify.