Retention Playbook
The Egyptian key of life, granting life without end.
The follow-up that turns one purchase into five.
The second sale is the cheap one
You already paid to acquire the buyer. Every purchase after the first costs you an email, a text or a call. The businesses that look like they have better ads usually have better follow-up: they can afford to pay more per customer because each customer buys more than once.
Start by writing down where you are today. Use your last 12 months of orders.
| Number | How to get it | Yours |
|---|---|---|
| Average order value | Revenue ÷ number of orders | |
| Repeat rate | Customers with 2+ orders ÷ all customers | |
| Orders per customer | Number of orders ÷ number of customers | |
| Days to second order | Median gap between order 1 and order 2 | |
| Customer value | Average order value × orders per customer |
The "days to second order" number matters most. It tells you when the next offer has to land, before the buyer forgets you.
The first-win rule
People buy again from whoever already helped them. Your only job in the first week is to get the buyer one visible result from what they just bought. Not all of it. One result.
Name the first win
The smallest result that proves the purchase was a good decision.
Within [days] of buying, a happy customer has [visible result]…Remove every step before it
List what stands between purchase and first win. Cut, pre-fill or do for them anything that is not essential.
Steps I can cut or pre-fill: …Ask for proof of the win
Ask them to reply, post or tick a box when they hit it. That reply tells you who is ready for the next offer, and it gives you testimonials.
Reply to this with [the thing] when you have it, and I will [small reward]…The 90 day follow-up sequence
Seven touches, each with one job. Adjust the days to your own "days to second order".
| Day | Message | Its one job | Channel |
|---|---|---|---|
| 0 | Welcome and the single next step | Confirm they made the right choice and point to the first win | Email + SMS |
| 2 | "Did you get it working?" | Catch the stuck ones before they go quiet | Email, plain text |
| 7 | Win check and quick tip | Collect the first-win reply; help anyone behind | |
| 14 | Best use case or customer story | Show what the next level of result looks like | Email or video |
| 21 to 30 | The natural next offer | Sell the thing their first purchase made them need | Email + retargeting ad |
| 45 to 60 | Refill, upgrade or add-on | Catch the replenishment or expansion moment | Email + SMS |
| 90 | Check-in and win-back | Re-open anyone who has not bought again | Email, personal tone |
Map the next purchase
The best second offer solves the problem the first purchase created or revealed. Fill in one row per product.
| They bought | Problem it creates or reveals | Next offer | When |
|---|---|---|---|
| Example: a course | They know what to do but lack time to do it | Templates pack, or a done-for-you setup | Day 21 |
| Example: a supplement | The bottle runs out | Subscription at a lower per-unit price | Day 25 |
Three messages to copy
Day 2 · The stuck check
Subject: quick one about [product]
Hi [first name], you picked up [product] two days ago. Most people get stuck at [common sticking point]. If that is you, hit reply and tell me where, and I will point you to the fix. If you are already past it, reply "done" so I know.
Day 21 · The next offer
Subject: the part [product] does not cover
Hi [first name], by now you have [first win]. The next thing that usually gets in the way is [problem the first purchase revealed]. That is why [next offer] exists. It [one-line outcome]. Because you are already a customer, you get it for [customer price] until [date]. [Link]
Day 90 · The win-back
Subject: did [product] work for you?
Hi [first name], honest question: did [product] get you [promised result]? If yes, I would love to hear what changed. If not, reply and tell me what got in the way, and I will help you finish it. No pitch in this email.
Churn signals and the save for each
| Signal | What it usually means | The save |
|---|---|---|
| Never logged in or opened the product | Overwhelmed, or forgot | One-step quick start email plus a text with a direct link |
| Stopped opening emails | Your emails stopped being useful to them | Plain text "still want these?" email; remove if no click |
| Asked for a refund | Missed the first win | Offer a short fix or a swap before you process it |
| Paused or downgraded a subscription | Price is ahead of perceived value | Pause option, lower tier, or a usage reminder of results so far |
| Support ticket unresolved for 3+ days | Trust is draining | Personal reply from a named person, plus a small credit |
Monthly retention check
- Repeat rate this month vs last month, written down.
- Share of new buyers who reached the first win within 7 days.
- Revenue from customers on their 2nd+ order as a share of total.
- Every refund reason read and tagged.
- One message in the sequence rewritten based on replies.
- Next offer still matches what customers ask for after buying.
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