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Framework to approach Retention
Framework to approach Retention

A holistic way to think about retention to maximize your CLV and profitability

Valentine Strunz-Happe avatar
Written by Valentine Strunz-Happe
Updated over 9 months ago

tl;dr

  • Retention is not only email marketing - you need to think omnichannel and holistic

  • Steps that need to be combined and invested in: Acquisition -> Activate -> Retain -> Resurrect

  • Branding is most crucial, especially commodity products where you can't differentiate from your competition.

Holistic Retention Approach the best brands follow:

  1. Acquisition: acquiring the right people that have the highest probability of turning into loyal customers with massive CLVs

  2. Activate: ensuring your customers have the best possible experience with your product to get them to buy again

  3. Retain: nurturing repeat customers into loyal customers from churning

  4. Resurrect: getting churned customers to come back and by giving them new reasons to buy from you again

What's having a massive impact on all this: Branding! It's crucial for retention, especially commodity products where you can't differentiate from your competition.

More on the financial impact in this article/video: The Economics of Retention.

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