Time between orders (TBO)

Time between orders is an ecommerce metric that measures how long customers take to place a next order. It is essentially order frequency. This is important for customer retention, retention rate and customer lifetime value. It might be different than what you expected - maybe people buy less often then you’d like or more often than you thought. 

Time between orders is a metric, necessary for scheduling win-back campaigns. If you send those very early before people naturally would come back to buy again, they’ll have no effect. If you wait too long, they’ll be long lost, too. Reactivating emails should hit the inbox about the average time between orders mark.


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