Retention marketing for people doing the work
Plain guides, email marketing tool explainers, and notes on how AI is changing the work. Made for the people who run retention every day.
- Retention marketing, explained in plain words.
- Email marketing tools, explained by the job they do.
- How AI is changing retention marketing, and what it still leaves to you.
Latest
What is predictive churn, and how do the models work?
Predicted churn is a per-customer estimate of churn risk, and three different quantities travel under the name. How buy-till-you-die models and churn classifiers work, why the definition of churn is something you choose, and what to check before you act on a score.
How is predicted customer lifetime value calculated?
Two ways to calculate predicted CLV: models that read only each customer's order history, and machine learning trained on past customers. How each one works, why customers with no repeat purchase are the hard part, and how to check the number.
What is a replenishment email?
A replenishment email reminds a customer to reorder a product shortly before it runs out. Setting one up is easy. The hard parts are picking the delay and telling whether the email adds reorders or just takes credit for ones already on the way.
What is email list segmentation?
Email list segmentation splits one list into groups that each get a different email. Building segments is easy. Knowing which ones change what people do is harder, and field experiments show the obvious picks are not always the ones that respond.
What is average order value?
Twelve of fifteen publishers divide revenue by orders. They do not mean the same thing by revenue — three strip taxes and shipping, one keeps them, and a store platform's own column is a third thing again. What AOV counts, and why yours may not compare.
What is purchase frequency?
Nine publishers give the same ratio: total orders divided by unique customers. Two of them then print a repeat-buyer benchmark further down the same page without saying it is a different quantity. What the number counts, and why yours may not compare.
Three ways in
A shared reference for retention marketers: plain answers, real examples, and a steady read on the market.
New to retention marketing
Start with the basics: what retention is, how it is measured, and which numbers actually matter. Short reads, plain words.
Start readingWorking with the tools
Email marketing tools explained by the job they do — segments, flows, campaigns, reporting — so you can tell what a feature really does before you lean on it.
How numbers are checkedKeeping up with the market
How AI is changing retention work — churn prediction, lifetime value forecasts, what the tools automate and what they leave to you. Read it, use it, pass it to your team.
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