Subscribe to Our Newsletter

The Relenta CRM blog

Do tweets turn into customers? Data says, “Meh.”

Half empty or half full? Depends.

The Customer Lifetime Value (CLV) of customers acquired through Twitter is 23% lower than average, reports analytics company Custora. This may be due to a combination of factors like out-of-context content and an overemphasis on links to discounts.

Organic search and email, however, combine to deliver over 20% of new customers. The CLV for these customers is also consistently above average.
“Customer acquisition via email has quadrupled over the last 4 years. Email marketing has been a growing trend in e-commerce, with an increasing number of retailers building communities and collecting email addresses, then converting those “members” into customers. This may be attributed to the frequency of discounts offered withing tweets. Organic search [also] continues to grow as a reliable channel accounting for nearly 16% of customers acquired.”
The take-away? Make sure you look beyond where your customers are coming from and look at their value across channels, platforms, and geographies. This way you’ll have a better idea where to flex your marketing muscle and dollars. Always go for the lowest hanging fruit first.
Read the full report here.
*/ ?>