Some of the omnichannel folks love it when a customer returns something. "It's another touchpoint, another chance to surprise and delight the customer!!"
Profit is what you need to be looking at.
If you have a loyal email buyer, that buyer spends 40%(ish) of what they buy via email marketing (often it's 75%, especially if you don't have a print channel which most brands don't have). And if the customer returns 60% of what the customer bought previously, the customer is likely to return 50% (or more) of what the customer buys in the future.
Here's an example.
- Email buyer expected to spend $120 in the next year, $60 via email marketing (gross demand before returns).
- Average price of an item = $30.
- Expected return rate = 50%.
- Cost to process a return = $10 per item.
- 30% of sales flow-through to profit.