The 5 loyalty metrics that actually predict growth

Opens and clicks feel good but predict nothing. If you want to know whether your retention engine is working, watch these five.

1. Repeat-visit rate

The share of customers who came back at least once more. This is the whole game — everything else is a lever on this number.

2. Time-to-second-visit

How long, on average, before a first-timer returns. Shrinking this is the fastest way to lift revenue.

3. Redemption rate

Of the rewards you send, how many get used. Low redemption means your offers or timing are off.

• ✓4. Member share of revenue — how much of your sales comes from known members vs walk-ins.
• ✓5. Reactivation rate — how many lapsed customers your win-backs bring back each month.

If you only track one, track repeat-visit rate. If you track five, you'll always know which lever to pull next.