Repeat customer rate calculator

See what share of your customers come back, how much money they bring in, and what a small bump in returning customers would be worth.

What this calculator does

It works out what share of your customers came back during a given period. You enter how many unique customers you had, how many of them bought again, and your average sale value. It shows you:

• The share who returned (the headline number).
• How much money those returning customers brought in.
• How much extra you would earn in a year if you raised the rate by just 5 points.

That last number is usually the eye-opener.

Why this number matters

Getting a new customer is expensive. Bringing back one you already have is almost free. Every customer you keep is one you do not need to spend money replacing.

A lot of small businesses spend most of their attention on getting new customers and very little on keeping the ones they already have. That is usually where most of the profit hides.

What to do next

The simplest way to lift this number is staying in touch with people who already bought from you. Email works best for this because they chose to hear from you. A short, useful email every few weeks brings a real share of past customers back through the door.

You can start sending real emails for free with Minutemailer. Up to 1,000 emails a month, no credit card needed.