A reference for people who do retention marketing
Guides to retention marketing and the email marketing tools you run it on, written for the people who send the emails and answer for the numbers.
What gets published
Two kinds of page. Guides explain a piece of retention marketing: how retention rate is calculated, what a win-back email is for, and more recently, how AI is being used for things like churn prediction and choosing the next offer. There are 24 so far.
Tool pages compare email marketing platforms around the reason you might be looking, with prices and plan limits taken from each vendor's own pages. There are 2 so far.
Same customers, two answers
A lot of the metric guides here started with a simple question and ran into the same problem: the published answers don't agree. Take one store and one set of customers.
Both get called retention rate. Average order value and churn have the same problem: twelve of fifteen publishers divide revenue by orders but don't mean the same thing by revenue, and churn formulas disagree about who belongs in the denominator.
So the guides lay the versions out side by side. When a dashboard or a vendor report hands you a number, you can tell which version it is before you compare it with anything.
Where to start
- What is retention marketing? If you're new to the field. Covers what the work involves and where the two most-quoted numbers behind it come from.
- How is customer retention rate calculated? If you report on retention and want to know which formula your number uses.
- Klaviyo alternatives in 2026 If you're choosing or leaving an email platform.
Where the facts come from
Mostly from the companies that make the tools: help docs, pricing pages, and the benchmark reports they publish about their own customers. That is the best record of what a product does and costs. It is also written by someone who wants you to buy, so a claim that one tool is better than another needs support from someone with nothing to sell.
There are no star ratings or scores out of ten. Every article lists its sources at the end, and how the guides are researched has the rest.
Where this is going
The longer-term aim is a place where retention marketers learn from each other. For now that means articles. If one saves you an afternoon, send it to whoever on your team needs it next.