You celebrated when the order came in. You high-fived the team when the ROAS hit 3.0.
But if that customer never buys again, you actually lost money.
For most DTC brands, the first purchase is often break-even (or a loss) after COGS, shipping, and ad spend. Profit is made on the second purchase.
Yet, most brands treat the second purchase as an afterthought.
The "One-and-Done" Problem
If your First-to-Second Purchase Rate is under 20%, you don't have a business; you have a leaky bucket.
How to Bridge the Gap
You need to time your "Bounce Back" offer based on product consumption, not random calendar dates.
🎯 The Consumption Logic
If you sell a 30-day supply of supplements, don't email them on Day 2 asking to buy more. They are annoyed.
Don't email them on Day 60. They have already switched to a competitor.
Email them on Day 25.
🎯 The "Replenishment" Flow
Day 1: "Welcome to the family" (High dopamine).
Day 14: "Tips to get the most out of your product" (Usage education = higher consumption).
Day 25: "Running low? Here is a fast-checkout link." (Convenience).
The Secret Weapon: The Cross-Sell
If your product isn't consumable (like apparel), the second purchase must be a complement, not a replacement. If they bought shorts, pitch the matching shirt. Don't pitch more shorts.
Your turn: Look at your data. What is the average number of days between a customer's first and second order?
