Newsletter #26

Why Only 11% of Businesses Use CLV

Hey CRM enthusiast!

In todayā€™s issue:

  • Customer Lifetime Value Explained - Access to a Clear Simple Guide

  • Deliverability perspective on Apple mail appā€™s changes

  • And moreā€¦

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  • An introduction to Cohort Analysis for CLV - highly recommended [LinkedIn]

  • Deliverability perspective on Apple mail appā€™s changes [LinkedIn]

  • CTAs - Does size really matter? [All About Email]

More insights in the news feed.

In Case You Missed It
  • Solo CRM Success - How to Prioritize and Scale as a Team of One [INSIDE CRM]

  • Podcast Episode #7 Moritz Kƶllinger | Revenue-First Marketing | CRM Implementation Strategy | Startup Efficiency Framework [INSIDE CRM]

  • Ever experienced that beautiful moment when CRM proves its worth? [LinkedIn]

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GUIDE
#Customer Lifetime Value Explained - A Clear Simple Guide

Despite its importance for business growth, Customer Lifetime Value (CLV) remains underutilised, with only 11% of businesses actively tracking this metric. This gap presents both challenges and opportunities for us as CRM managers.

CLV works best for businesses with substantial historical data, multiple customer touchpoints, and regular repeat purchase opportunities. It's particularly effective for subscription models with predictable revenue streams.

Key implementation barriers include:

  • Disconnected data systems

  • Complex customer definitions

  • Pressure for immediate results

However, success stories prove CLV's value:

  • A company maintained revenue while reducing email frequency from 4 to 1 weekly emails

  • Analysis revealed higher value from multi-service customers, leading to targeted cross-selling

Modern solutions make CLV more accessible:

  • Centralised customer data systems

  • Clear customer segmentation

  • AI-powered tools for predictive analytics and real-time calculations

Ready to join the 11%? Have a look at the CLV cheat sheet I pulled together:

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Thanks for reading! Glad to have you with us!

Cheers,

Jessica

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