What makes good retention content?
Retention content is all about providing users with a reason to keep engaging with your brand after they've purchased from you. Good retention content is all about making a customer feel valued, whether it's through providing them with exclusive content, advice or deals, or encouraging them to join in with your brand community.
Retention-focused content tactics that we love...
Email campaigns supported by amazing content
Content to drive community engagement & UGC
Inspirational content as alternative touchpoints
Retention Content Frequently Asked Questions
How do you measure success for retention content?
The primary objective of any retention activity is to increase the Customer Lifetime Value (CLV). To assess whether you're on the right track with this, you need to keep an eye on the two main metrics that make up CLV: Customer Value x Customer Lifespan. Customer Value is calculated by multiplying the Average Order Value by the Purchase Frequency, with Customer Lifespan being the average time difference between a customer's first order data and their last order date.
Beyond this, you can set specific KPIs around individual content pieces. For example, if you've optimised email copy for the purpose of encouraging more click-throughs to the website, that would be a key metric to measure.