ARPU is a direct ReCharge integration that helps merchants with one specific problem: upcoming order emails. These emails help customers know their credit card is about to be charged and their product will be shipped.
Why would you want to do this, you ask? First, you should know this is one of the most opened emails you send, with open rates of up to 80% for many merchants. And second… Because you can upsell, cross-sell, and reduce churn from those emails.
"What about cancellations? Won’t those increase when I send this email to my customer?" Look! You aren’t going to trick people into staying subscribed to your product. You want them to be happy, and thrilled to get the product. By providing an email that offers options, both on spending more, and yes even on spending less or delaying the purchase, you are likely to increase lifetime value from this customer. Delaying a purchase is much better than unsubscribing.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
2-click upsell, and 2 click delay.
This delay feature is really slick. Imagine you’ve got enough coffee, or cat food, and you really don’t want more coming in the mail right now. Typically, you just unsubscribe and then resubscribe later… But sometimes that resubscribe part doesn’t happen.
With ARPU, you can delay your shipment until you are ready for more products. AND, the system will automatically adjust all of your subsequent shipments to account for that first delay.
Example: You delay your March shipment by 1 week, getting it in April instead of March. Instead of getting another shipment in 3 weeks at the end of April, your April shipment is adjusted and pushed to May, getting you back on an every 4-week schedule.
The two main metrics you are going to improve are your retention rate - HUGE! And your average order value (AOV).
They have a 5x ROI guarantee, that they internally check and regulate to ensure you are getting the performance out of their product. And by the way, their analytics are accurate and “real,” meaning you can check the performance and will be able to see that when they say their email generated an upsell, that is all they track, the generated upsell. They don’t take credit for the full sale or past sales or anything like that. They track and report on specifically what they affect.
Their goal is for you to make about $0.50 per email, and they will charge you between $0.02 and $0.05 per email, depending on your volume.
Whoever would typically be in charge of email marketing would take on the setup and management of ARPU. It takes about an hour to setup, you start by getting the DKIM (Domain Keys Identified Mail) and SPF (Sender Policy Framework) records in place (don’t worry, you just have to copy paste something into your domain provider backend, it’s fairly basic as long as you have your login to your domain and their developer can walk you through it) and integrate with ReCharge, and Rebuy if you have Rebuy. The main setup functionality is choosing the right products to upsell/cross-sell, getting your branding adjusted, and then setting up the link to the customer dashboard. That’s it.
From there, you may log in monthly to change the featured products based on inventory levels or changes to the business, add discounts, change delay length’s, etc.
This is mostly “set and forget”, but you do want is to check the metrics, understand what is going on inside the tool, and be sure to optimize which products are getting mentioned to which customers. For example, cat owners get the cat mug, dog owners get the dog mug, etc.
ARPU is for serious subscription brands who are on ReCharge, especially those in renewables such as pet food, who are looking to better engage, upsell, and retain their customers.
You should consider using ARPU any time you want to increase your retention curve on your core subscription lines.