Any business can spend money and acquire customers, but the best know how to KEEP them.

I've led the customer retention strategy for a multi-billion dollar company.

Here’s a Crawl-Walk-Run approach to customer retention that any ecommerce business can implement: 👇

The Gameplan:

First, we'll identify our goals.

Second, we'll touch on tech stack.

Third, we'll dive into the different phases of the Crawl-Walk-Run approach.

Sounds good? Let's dive in.

Customer Retention Goals:

Let's start with the end in mind.

We want our customers to:
• Buy again (i.e. Retention Rate)
• Spend a lot of money (i.e. LTV)

These goals remain the same for all 3 phases of the Crawl-Walk-Run approach.

Customer Retention Tech Stack:

• Order Data = Shopify
• Email + SMS = Klaviyo

Don't overcomplicate it.

These two tools can do 90% of the heavy lifting for your customer retention strategy.

Crawl-Walk-Run:

Crawl:
• Email only
• Set up the basics

Walk:
• Email + SMS
• More advanced

Run:
• 2+ team members
• Most advanced
• Most efficient

CRAWL (Email Only):

Weekly campaigns:
• 1-2 email campaigns per week
• Segment customers vs leads

Basic automations set up:
• Abandon Cart
• Onboarding (leads)
• Onboarding (customers)
• Win back (lapsed customers)

WALK (1 of 2):

Launching SMS marketing will be the biggest win here.

You can 2x your monthly revenue attributed to customer retention initiatives...

Just by launching SMS and running a similar playbook to email.

Some SMS stats to fire you up:

WALK (2 of 2):

Campaigns per week:
• 3-4 emails
• 2 SMS

Use the RFM framework for segmentation:
• Recency: how long since last order?
• Frequency: how often do they buy?
• Monetary: how much money is spent?

And launch that 2nd Order Flow! 👇

RUN (1 of 2):

Now we’re cooking 🔥

Biggest difference makers:
• Team of 2 or more
• Having bandwidth to be more personalized and targeted with all of your campaigns and automations

This is worth a deeper dive another time, but here are the high level bullet points to know 👇

Run (2 of 2):

• 5+ emails per week
• 2+ SMS campaigns per week
• Advanced cohort analysis
• Discounts tiered by LTV
• Segment all campaigns and automations by LTV, products, likelihood to churn, etc.
• Add targeted flows for all stages of buying journey (order 2, 3, etc)

There you have it!

We covered 5 aspects of your customer retention strategy including:

✅ Goals (Retention + LTV)
✅ Tech Stack (Klaviyo + Shopify)
✅ Crawl (Email Only)
✅ Walk (Email + SMS)
✅ Run (Most personalized)

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