Platform: Enolytics DTC

Summary:

What it is: Membership Last Club Order Ratio At Cancellation shows how recently a member had received their last club shipment (as a ratio) when they cancelled their membership, populated only for cancelled memberships.

How to use it:
• Analyze cancellation patterns to see if members who cancel right after receiving shipments have different motivations than those who cancel long after their last order
• Segment win-back campaigns based on how engaged members were at cancellation — recent receivers might need different messaging than those who hadn't ordered in months

Tip: Lower ratios indicate the member was more recently active when they cancelled, while higher ratios suggest they had already disengaged before officially cancelling.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

The last club order recency ratio at the time the membership was cancelled. Only populated for cancelled memberships.

Type: float

Format: ##0%