How it works

This page explains how Keeply classifies your customers, what each metric means, how groups work, and how auto-recovery campaigns bring At Risk customers back.

Customer statuses

• New — Still early in their journey. Not enough history for an individual rhythm yet. The gap between first and second purchase often determines whether someone becomes loyal or disappears.
• Active — Buying within their normal rhythm. No action needed.
• At Risk — Rhythm has gone quiet. They haven't left yet — but the window is closing. The most actionable segment.
• Lost — Silent far beyond their personal rhythm. Recovery is unlikely but worth a long-shot attempt.

Thresholds are calibrated for typical e-commerce patterns and can be adjusted in Settings.

New customer engagement

• Warming up — Still within your store's typical return window. No action needed.
• Needs a nudge — Gone past your store's typical window. A well-timed message can make the difference.
• Slipping away — Silent for a while beyond the typical window. Worth a win-back attempt.

Key metrics

• ADBO — Average Days Between Orders. Each customer's rhythm measured individually — not as a store average.
• Revenue at Risk. What you stand to lose if an At Risk customer doesn't come back. The headline number is the total across all At Risk customers.
• Days overdue. How many days beyond their personal rhythm. The higher this number, the harder recovery tends to be.
• Store ADBO. The typical rhythm across your returning customers — used as a reference point for new customers.

Groups

A coffee buyer and a furniture buyer have completely different rhythms. If you treat them the same, your churn signals are blurry.

Groups let you track each product category separately. You describe what makes a product belong to a group — by its tag, type, brand, or collection — and Keeply handles the rest. Each group has its own customer list, its own At Risk segment, and its own Revenue at Risk.

Your store always has a General group that includes everyone. Custom groups are optional but powerful when your store spans very different categories.

Campaigns

Knowing a customer is At Risk is only half the job. Campaigns are the other half.

A campaign is an automatic email that goes out when a customer's rhythm breaks. You write the email once, point it at a group and status, and Keeply handles the timing. Each email goes out based on that customer's own rhythm — not a fixed day of the week or a mass send.

A few things worth knowing:

• One email per episode. If a customer goes At Risk, gets an email, comes back, and later drifts again — they'll get a fresh email for the new episode. Not a duplicate.
• Global cooldown. If a customer is eligible for emails from multiple campaigns at the same time, there's a minimum gap between sends. You control this in Settings.
• Performance dashboard. Every campaign has its own analytics — how many emails went out, who opened and clicked, and how many customers actually came back.

Templates

Every campaign needs an email. Templates are where you design it.

The idea is simple: you build the email once, and Keeply handles the rest. You choose what goes in it — a hero image, a headline, a personal message, a button — and arrange the pieces however you like. No code, no external email tool, no exporting and importing. Everything happens inside Shopify Admin.

The email always reflects your brand. Your logo, your color, your font — set once in Settings, applied automatically to every template you create.

A few things worth knowing:

• Personal by default. Every email can address the customer by name, reference how long it's been since their last order, and include a personalised discount code. You decide which details to use — Keeply fills them in at send time.
• What you see is what they get. The editor shows a live preview of the email with your actual logo and brand color as you build it. No surprises after the send.
• One template, many campaigns. The same template can power multiple campaigns. Change the template and every future send picks up the new version automatically.