This segment brings a lot of value with their first purchase. They do however, not typically make many purchases after that first order.
Customers in this segment typically have untapped potential to really be nurtured. If they do make a purchase, it will most likely also be a high-value one - meaning your acquisition cost for this segment can be quite high.
Our top 3 recommendations for this segment are:
Acquiring more customers with a look-a-like audience - the customers you’re going to attract will statistically have a high average order value, meaning you should expect a good ROAS.
Reactivate these customers when they’re ready to make the next purchase in email marketing. Filter the segment with days since the last purchase, that fits your buyer’s journey.
Do a retention campaign for existing customers in this segment.