What criteria should be evaluated to create an audience for a high-value drip campaign?

Creating an effective audience for a high-value drip campaign involves evaluating criteria that accurately reflect the potential value each customer brings to the business over their relationship. The lifetime purchase value is a crucial metric because it indicates the total revenue a customer is expected to generate throughout their entire relationship with the company. By focusing on this criterion, marketers can target customers who are likely to engage more frequently and significantly with their products or services, leading to better conversion rates and increased profitability.

This approach aligns with the goals of a high-value drip campaign, which aims to nurture relationships with customers through timely, personalized content that encourages further purchases. Customers with a higher lifetime purchase value are more likely to respond positively to ongoing engagement and offers, making them ideal recipients for drip marketing efforts.

Other metrics, while potentially useful, do not capture the overall potential value of the customer in the same impactful way as lifetime purchase value. For instance, proximity to a store may be relevant in a local context but doesn’t directly correlate with a customer's long-term value. Similarly, the last purchase date can help identify recent buyers but doesn’t assess the total revenue they may generate in the future. Conversion rate is a measure of the effectiveness of marketing efforts but does not provide a comprehensive view of individual customer value over