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Ep 524: The Retention Blueprint for the Four Fundamental Customer Cohort Types | AKNF
00:39:20
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- [00:00]
Eric Dick
It's all killer, no filler. I'm Eric Dick. This is the DTC Podcast and for today's AKNF episode we are previewing a recent episode of TWA Burp, the world's best email and Retention podcast hosted by the one and only Jordan Gordon, powered by Pilothouse's email and retention team. In this exciting episode, Jordan breaks down the four core cohort profiles that every DTC brand should understand to shape their retention strategy. These are acquisition focused brands that need evergreen email gauntlets and not drip campaigns. Balanced brands that require structured post purchase flows to drive second purchases. High frequency repeat brands where retention is the business and subscription first. Businesses where tripling LTV depends on early and aggressive conversion to auto ship. Whether you're optimizing conversion flows, figuring out campaign cadence fighting churn, this episode delivers the specific tactics you might need for every kind of retention model. So regardless of how you retain, there's going to be something valuable in this podcast for you. I hope you enjoy it and on with the show. And don't forget to subscribe to Twitter, the world's best email retention marketing podcast. Thanks again.
- [01:09]
Jordan Gordon
In the inbox late night glowing screen See the light Everything feels alright. We're going to discuss cohorts and the kinds of retention programs you would set up to match different cohort profiles. This is a classic automated kind of program. Think about campaigns for relationship generation. Don't build nine to 12 emails all at once, build three or four emails. Hey, is this thing working? Are we out competing our one clean funnel Find the reason that someone would want to be on your campaign program in the first place. This product must have a subscribe coupon in the package.
- [02:08]
Eric Dick
You're spending real money to drive traffic to your site, but the truth is 98% of that traffic leaves without buying or giving you an email. Meta knows who they are but you don't unless you use instant. Instant helps brands identify anonymous visitors so you can send more abandonment emails, build stronger retargeting audiences and actually recover that lost revenue. Brands like Fate the label saw a 4.5x increase in their email flow revenue. The Collagen co drove over 5 million doll in incremental sales already. Liquid IV, ThirdLove and Truly Beauty. These are all massive stores that use instant to see an average ROI lift of 11.2x. They'll even guarantee you a 4x ROI or your money back. It only takes 15 minutes to set up and you'll start seeing results in just hours. If you're serious about your retention game now is the time to fix it. Want to see it in action? Sign up by July 12th to get 50% off your first month at Instant One DTC. That's Instant. Instant One DTC.
- [03:13]
Jordan Gordon
It's the world's best email and retention podcast and I'm your host, Jordan Gordon. We are a member of the DTC network of podcasts and the philosophical home of the pilothost email and customer retention team. If you want to make the sweet nectar of low cost revenue a big part of your digital ecosystem, follow us on your favorite podcast app today. This time we're going to discuss cohorts and the kinds of retention programs you would set up to match different cohort profiles. And by cohorts, what we're talking about is when someone purchases, whenever they purchase, how long does it take them to repurchase and how much do they repurchase when they do? And we're looking at this really high level, we're just looking at purchases and revenue, right? We'll discuss four different profiles which are kind of of note to us and inform us on how to approach a retention program. And you know, likely you fit into one of these buckets. The first profile is an acquisition business. You know what, you're just trying to get a first time buyer because lifetime value isn't a big part of the business. And so there you're not really setting up a retention program, you're setting up kind of an email and SMS program, you know, but it's really part of your acquisitions framework. Next we'll discuss a balanced business. And that's just, you know, repeat purchases are an important part, but they don't come so easily. Then I'd say a classic retention business which is like someone makes their first purchase and they're very likely to purchase again because they need more or something like that, a replenishment kind of business. And then finally product subscription where they subscribe and they get the product every month. So without further ado, let's just go in and discuss the first one. Here we are, we're looking at an acquisition business for the audience at home. I've got some graphs up here, some tables and graphs. You can come to find the world's best email retention podcast on YouTube and see these graphs. But I mean if you just want to listen, I'm going to talk through it. So it's, it's not, it's not a requirement. And we have the exact same setup for the, for the different four profiles we're going to discuss. Now if we look at the Bottom left graph, we just see over time how many people are repeating. Right. First quarter, maybe three and a half. Three, three and a half percent of people repeat. And then down to, you know, 10, 11, 12th quarter, after first purchase, there's less than 1, 1% of people repeating. It's not very much. And then in the middle table, we just see over time there's this kind of accumulative repeat purchases. And after 12 quarters, 15% of people have repeat purchased. And there might be someone who does it more than once in there. So 15 might even be a bit of an overestimate. And then finally on the graph on the right, we see what happens. The accumulated dollar spend. So on $11 million worth of first time purchases, we're looking at less than a million, much less than a million in accumulated repeat purchase value over six quarters. So over a year and a half. You know what, bottom line, repeat buyers aren't moving the needle. So how are you going to set this up? I would not really think a whole lot about campaigns for this program. I mean you are going to create campaigns, but, but every campaign you create, you're going to be thinking about it being evergreen. So we all have to do product launches. And product launches are like, they're not evergreen because you're not launching that product every day. You know, we all do things like Labor Day sale and things like that. Yeah, those are not evergreen. Understood. And so maybe a couple of campaigns you build a month are, are not going to be evergreen, but every single other one, you know, explaining it, hey, what is this product? It's, it's a one time purchase kind of product. So you know what's important to know about construction, installation, you know, how you use it in everyday life. All those kinds of questions that people want answered, the kinds of questions that, you know, don't get answered in the advertising period. Like we just discussed with Abe's last episode or a couple episodes ago, you're trying to connect with people emotionally in the paid ads and then kind of just really flesh out all the features and benefits in email. Yeah, all that stuff, those are campaigns. And then once you build that campaign, you slot it in and you create a gauntlet. And imagine the gauntlet is like essentially it's a really, really crazy welcome flow is what essentially it is. But first three weeks, an email. Sorry, first two weeks, an email every two days. The next three weeks an email every three days. The next four weeks an email every four days. That's 12 weeks. And you're doing like an email every three days. It's a gauntlet. But you don't have to send it again. You just create it and you schedule it in because you know, you're not trying to create that relationship over time. You're trying to increase those first time purchases. And if somebody really wants to come back and spend some more, hey, great, they can, you know, you are going to send a, like we discussed couple campaigns a month, hey, Labor Day sale. But just this is a classic automated kind of program. I want you to think about campaigns for relationship generation. Okay. That's what we're going to think about campaigns for here. And we're not trying to generate that relationship. Right. I mean when you're trying to build a relationship with someone, try to make a friendship, you don't just come up and say the same thing every time. Right. You know, hey, what's new in your life? Oh, this is what's going on. Hey, we're doing this now. We're doing this now. That's, that's an interesting relationship to build. Oh, some interesting stuff. That's campaign, that's classic campaign stuff. Not important here. So this cohort profile, I would probably spend send 1/4 as many campaigns as I would say the average brand. I audit who has this profile and just focus entirely on this gauntlet that we discussed. Right. Flood the inbox for three months. Okay, that's kind of interesting. Let's go and let's look at the, the next cohort profile. Let's analyze this. I would say this is a very balanced, I mean I obviously these are brands that we represent. So I know this brand inside note. I'll just say like about a third of their incremental year over year buyer growth is coming from repeat buyers. Super balanced kind of retention business. Hey, a 30 year growth is coming from your base. So how does that look when we look at the cohorts? Well, we can see here, bottom left, table. Yeah. Between 12, 13% of people repeat in the first quarter. Okay. You are going to find. If you go look at your cohorts in Shopify, by the way, all this data is just Shopify. I just took the co, the cohort stuff from Shopify and put it into a spreadsheet. Because I'm a spreadsheet spreadsheet kind of guy and I like to manipulate the data. I wanted to do some cumulative stuff. So yeah, 12 or 13% repeat in the first quarter. When you go into Shopify you'll find lots of people. There's this crazy spike in actually the first couple months and you would think, oh yeah, people are going to, you know, tool around with it and then six, nine months later make a repeat purchase. You're going to think that's kind of how it works. But you know, in reality a ton of people repeat in the first quarter. That's why we want our post purchase flow to really focus on making someone Repeat buyer within 30 days which we're going to discuss right here. So that degrades down and then what do we see like six quarters later, maybe between 3 and 4% of people are repeating. So we'd have a ton of repeat up front and then it, it declines. And second table, when we look at the cumulative chart, we can see that, yeah, you know, whatever 13% are, are repeating in that first quarter and then it moves up and up and up and up and up until kind of quarter 12. We're seeing 60% of people have made a repeat purchase. Right now I'd said, yeah, balanced business, right. A third of the growth is coming from, from repeat. But look at how long it takes. Right. And we'll discuss on the kind of third panel here, the third graph. We'll just look at the dollar values, the accumulated repeat value. So on about 7 million in first time purchase value, at 6 months they've achieved over 2 million in repeat value. Sorry. At 6 quarters after a year and a half they've achieved over 2 million. So we're going to say a third. Right. So somebody buys and you can expect, someone spends a dollar, you can expect after six quarters they're going to spend another 33 cents. Right, very balanced. Okay, so what do we think about this profile, this cohort profile and how we approach email, sms, customer retention, maybe other channels too. Okay, this one. First of all, campaigns are going to be an important part. Why? Because you do need to build that relationship. Right. You're going to hit this point where yeah, you know, two thirds of the people have repeated. But what did I just say? 12/4, that's three years. That's three years for you to come anywhere close to getting 2/3 of those people to make a repeat purchase. Right. So repeat is an important part of the business. And since you know we're seeing this one third in repeat value, it's starting to reach that point, that very important point we've discussed here in the pod where it's like, hey, that's like someone spends and then a year, year and a half later they spent an extra third. But I spent, I spent almost nothing to get that revenue. And so when we kind of Add it all together, that's like a quarter of your revenue is low cost. You're sending emails which are compared to ads, incredibly low cost. I mean Klaviyo from our, when we work on kind of multi channel, you know, scaling brands, Klaviyo is about, and this is obviously different from brand to brand but it's about 10x more cost efficient. When you, when you look at, on a seven day click, right? So yeah, there's a quarter of your revenue had one tenth of the expense to drive. Look, that's meaningful. Getting that right is what, you know, when we really get down to brass tacks, getting that right is what causes you to succeed and the next guy to fail. Like Peter Thiel says, right? Competition's for losers, right? Competition is hard. Competition is hard. You've gotta get everything right. Okay, so this is an example, a perfect example. Balanced brand. You get retention, right? You beat the next guy. If you and someone else are running away from a bear, it doesn't matter if you run faster than the bear, you just have to run faster than the next guy. Right. So here's that profile. So what are we going to do? Well one, we do know that the repeat purchases are important, but they're not easy to come by. So we are going to have a, we just discussed a gauntlet. Welcome on the last one. This is a gauntlet post purchase. So I would set up one primary funnel and everybody with an email address that starts with A through E goes through that primary funnel. They only go through one funnel. And so we can see, hey, what's it like when we, when we try to get someone to buy again through this clean funnel. And if we, maybe I should run these again. I might dig these up and, and run these again in another pod, maybe for next week, you know, so we can talk about some, some angles that work to get someone to repeat. This is more, this is more technical. We're not discussing angles here. But you put 1/5 a through e, it's about, it is about 20, 20% of your addresses will go through this one super clean funnel. And then the rest, people whose email addresses don't start through A through E. I would create one at a time. Not all at once. Never waterfall. Don't just create everything all at once. Right. You incrementally add as you see something wins. Oh, so I would then add, have people go through a different first email based on their kind of the category they purchased from or maybe the buyer profile they are. There's probably some way to segment you you're probably segmenting your customers some way whether it's product interest or, or you know, maybe the, the landing page they came in on because that landing page matches a Facebook, some Facebook demos or, or something like that. Right. However it is that you're thinking about different products, different customers, split it up by that and put them through two or three different specific paths. And these should be three to four emails. Don't do more than four because after that they're going to just treat the emails like, like campaigns. People already kind of tuned out, right. And you're gonna just, you might as well just pick them off with campaigns. We have discussed. I'll really quickly, I'll say again, we have discussed post purchase before basic strategy. I'll give it to you again. You want to tier go from deepest discount to lowest discount. But the deepest discount start is on the, the, the high margin things that people, you know, the accessories that people don't always put in their basket. So hey, you know, you, you bought right away you go look, here's an awesome discount, 25% off. But it's on like accessories, right? And success accessory accessories should have high margin or stop selling them and then put them through one of two paths. They bought most the top selling product, sell them the next, the next best product or they bought anything but the top selling product, sell them the top selling product. Everybody goes through one of those two paths and give them the next best discount like 20% off. And what we're doing here is we're trying to move them down the catalog. We're trying to say hey, purchase something from somewhere else in the catalog and then finally wrap it up with 15% off. Any basket above 150, something like that. So there's your strategy for that kind of main post purchase funnel. But then you're going to say hey, you bought this thing right? Now we're getting really specific. Here's why this thing is great, here's the way that you're going to use it to improve your life and oh my God, here's the best possible thing to go with that right now we cannot guarantee that this segmented strategy actually beats the primary strategy, right? The one clean funnel. So that's why you start by just sending one, just the first email, right? With an offer to get them to purchase this amazing next item. I recommend first email has the offer. Some people on my team say the offer should go on email too. I disagree. I say email one because email one has the highest click through rate, right? It's got the highest chance of someone getting on your site and using that offer. So I say email one now, one first new specific email and then after that follow it off with emails from the other stream if it makes sense, and then add a second email. Right. And if you can't stage it like that, then build one additional funnel, which is this product, and then build the next additional funnel which is this product and see if it can compete. The point is, don't build nine to 12 emails all at once. Build three or four emails. See, hey, is this thing working? Are we out competing our one clean funnel? Oh, okay, then let's keep building on this. Right? And in a perfect world, you turn your one clean funnel off and you've got three or four different paths. Someone go down, went down and you were, you were very scientific and staged in your approach. You're efficient with your time, you're not wasting any resources. If something's not working, you drop it and you work on something that will work. Right? Okay, so that is, first of all, this is this balanced brand. Yeah. This is where you want to do that. Because that additional purchase, that second purchase, it's important. It's an important part of your competitive advantage. But it's not easy. We can see it's not easy. Okay, so that's the first gauntlet post purchase. Second, like I say campaigns, you do need to build a relationship with this user. You need to talk about, hey, what's new? Hey, this is what we're doing. And if you go back and look at the, the episode we did with Christina from Heston where we talked about how they're building a relationship, great episode to go check out. Please go check it out. Also, while you're at it, make sure you subscribe to the world's best email retention podcast. Find the reason that someone would want to be on your campaign program in the first place. Right? So if you're selling gear, talk about tips and tricks, how to use your gear. If you're selling fashion, it's obviously amazing. Amazing looking models and amazing looking clothes, right? Whatever it is you're selling, find, find the thing where someone would go, oh yeah, I'm going to stay on this because this, this is adding value to my life. This is educating me, this is entertaining me, right? This is helping me to be the better person I want to be in some small way. Oh, it's helping me. It's helping me make sure my kids are healthy and safe. You know what I mean? Whatever it is, you need to find that because look at this brand, they hit 60% after three years. Right. That's the kind of relationship you need to build here. Okay, let's do the next one. This is like classic retention business we see here. Just like on the Last one. Yeah. 12, 13% of people are repeating in the first quarter and it doesn't really drop off very much. Another kind of 10, 12% repeat in the second quarter. Right. So in six months you've got like 20, 25% of people have repeated. Right. That's pretty significant, right? I mean we, that was like six quarters on the balanced brand. So this brand, okay, this brand has an easy repeat. People are coming back. Why would people, what kind of brand would have this kind of cohort profile? Cosmetics. Right. I mean supplements, although supplements would probably be on the product subscribe, which, the product subscription business which we're talking about next. But yeah, just consumables. We got to get more whatever it is, whether it's, whether it's, whether people consume it or whether, whether it's consumed in industrial uses consumables now. Okay, over two year, over over three years. Same, same view as last time, right? Over three years on that last brand it was, we hit 60% on this one, over three years we hit 70. So over that three year time frame it's, it's, it doesn't really, I mean it levels off. Right? Where is it different? Okay, well the first purchase in $3 million were the first purchases after six quarters, 18 months we're at over. So at just under 3 million in first purchases, we're at just over 2 million in repeat purchase value after six quarters. After a year and a half that is essentially double the balanced brand that we saw. So someone spends a dollar and after six quarters you can expect, expect them to send to spend more than 66 cents, something like 68 cents, 69 cents. That is significant. This is a retention business, right? And if retention fails, you fail. That's just the way it is. So first of all, wow, this business, we can't just talk about email and sms. I mean you really need to be leveraging social media and every channel you have to speak to customers, right? Which means not speaking just about, you know, new customers is like, hey, this is why we're great. This is why you want to be interested in us speaking to buyers saying hey, we've got this promo join our VIP list. Right? Like speak to the customer in these other channels. Because, because so much of your value, you know, we're looking at almost 50%. Right. Of your value over this six quarter period. It's coming from repeat, right? In email and sms you're getting that repeat pretty easily. So you don't need to worry about that gauntlet, repeat purchase, you know, multi, multifunnel. I mean this one, one clean funnel. And what you're trying to do, just get them to make that second purchase. Just get them to make that second purchase, right? My post purchase is going to be like whatever it is just a nice offer, 20% off if you, you know, buy again, use recommendations, you know, if you're cosmetics, find the right, find the right cosmetic for them to repeat but just, just get them to make that second purchase, right? Campaigns are going to be important, although, I mean, sure, of course create a relationship, but in this one it's going to be much more technical, right? You're using campaigns to make sure that these people who are likely to repeat are on your list for large promos. So you're going to use the tactics we've discussed to do a real win back that really reaches back, right. But doesn't cause problems with your sending reputation by making sure you use good rules in that win back to peel out people who are not engaging very well and use that to fatten up your campaign window and make sure that as many of these buyers as possible are in your campaign window for your Labor Day, for your Memorial Day, for your Black Friday. Because these people are likely to repeat. This is an easier retention program than the last one. For sure. It is. I would be using SMS to give people kind of early access to promos and launches, you know, and kind of on sales. Hey, you know, be the first to get access before, before we stock out, right? The whole thing is just very high turn, high turn, high turn, high turn, high turn, right? And then I mean, obviously, you know, your, your email program should, should find some way to be appealing, bring beauty to the inbox, of course, try to find some way to build a relationship with these people. But understand that, you know, whereas before it's like, that's a tough post purchase but we need that post purchase to succeed. We really have to focus on building that relationship to eke out that second purchase. This one's like, let's just be in the inbox and get that second purchase. Okay, last one. So this is a product subscription business, which means you buy and then the way the brand makes money is you subscribing to receive it every month, every two months, every three months, whatever it is, you've got a product subscription. Let's look at the profile. Bottom Left table top customer cohort retention rate. Yeah, you've got, you know, in quarter one, wow. 25, 30% of people have repeated. Wow. And then quarter two, 35 to 40%. So you know, more repeat. Now look, in this thing, if someone repeats in both of those quarters, they show up in both quarter, right? So it doesn't mean you've had, you've hit a total of whatever. But point being, when we look at the cumulative, the fact that it's product subscribed breaks the analysis. It's at like 180% of people have repeated. Well obviously they're repeating more than once because they're getting lots of this product. So yeah, it, you know, it, it's huge. Right. You've had 180% of those people have purchased, you know, again, you know, in over multiple quarters or whatever. Right. The way that the math, maths. So it makes more sense when we look at the cumulative. That's the bottom. Right. So on about $1.75 million in first time purchases after six quarters, you're at four and a half million. So this is like 3x or something like that. You know what I mean? It triple. So before it was always less than, oh, we've hit like you know, a third of a third repeat value or 2/3 repeat value. This is like 2,3x. Right. So someone makes that first purchase and you can expect them to spend two or three times more over six quarters. So I mean this is obviously a retention business in every way. Okay, well everybody here obviously go back and look at all the podcast episodes. Listen to everyone. But we had, we discussed them on a previous episode how customer retention starts with the product. So in this case, look, you want, you want them to buy again in 30 days and they're going to need more product anyway. We can see that, you know, I mean some, they might purchase enough product that they're good, we can see here they're good for a few months. Okay, whatever. This product must have a subscribe, you know, coupon in the package, right. And say like put it on your fridge for when you run out. Like you can do all kinds of call to action on this piece of paper. Hey, stick this to your fridge. So, so you've got this, this offer when you run out and you, and you give them there the. I don't know how you want to do it. You either want to do 10% off your subscription or you know, 25% off your first month. And then it's, and it's regular. There's lots of different ways you can structure that. But this starts in the product. Of course customer attention starts with the product. Like I mean, I don't just mean the unboxing of course it's gotta be a good product. The, you know, the concept, first five minutes, right? Make sure that the first five minutes they have with your product is pleasing and it has a, a disproportionately high effect on repeat rate. If they're, if they're pleased in the first five minutes of using your product because it's a first impression, you can't, you don't have a second chance at a first impression. So put something in the product to get them to subscribe. Because we can see here it's like 3x over 18 months. You need them to subscribe the email program. Well so, and this is valuable enough subscription is now valuable enough that you start running like subscribe programs in Facebook, Instagram so that when someone purchases they just start seeing subscribe CTAs. You, you know, you don't always use Facebook and Instagram to market to first time buyers because you're then paying for that buyer again, you're losing the repeat benefit. But when they subscribe, they're repeating multiple times. So what you're saying is like look, you know, we're going to pay a lot for the first, for the first purchase and we're going to pay it not as much but a bunch for the second purchase too and then it's going to start getting affordable. So definitely on these, on this retention program, be writing Facebook and Instagram subscribe programs finally for the email and the sms, come up with a few, a few different killer offers to find out what is most likely to get someone to repeat. And say you do two or three, you put them down two or three different journeys that just repeats these offers over and over again. So someone's in all three. They're in all three, right? Don't segment it. They're in all three. And we're going to see what works over time, right? And what you're going to end up seeing and you run it for a while, at least for a while. And you're going to see, oh, early on this is the offer that gets someone to subscribe. Later on, this is the offer that gets someone to subscribe. You can take these two or three paths and you can then once you've got enough information you can put them together into a solid, a solid subscribe path. There's also replenishment. I'm sorry if we've, if We've discussed this before on the pod. Obviously I repeat myself, but you know, it might actually be that going right to subscribe is not the right path. And what you want to do is a replenishment strategy. So you get them, you give them a replenishment coupon which upsells them to a larger amount of the product. And then in future, when they replenish on that amount, they're replenishing on larger baskets. So it's like, hey, you know, you bought one, we want you to buy the six pack, it's 20% off. And then after that, after they've done that, they get, hey, it's time to replenish. And that, hey, it's time to replenish. Email is now replenishing a six pack rather than one pack. So there's that like kind of one, two punch, which is not product subscribe, that's the non product subscribe one two punch. And it might be that that's actually the best way to get them to repeat. And then you worry about product subscribe later and obviously you've got it. Like this is what we do. We, we set up the simplest of this, we set this the simplest and then we look down the line, whatever, for six months, figure out what works, set it up. You know, studying this, it's much easier on the brand side because you can really, you've got the time right, to get really, really nuanced in that journey. But what I've just described is like, look, let's say, you know, we're all busy. You entrepreneurs, executives and spammers, you are busy, right? You know, and this is, I mean for product subscription, this is obviously warrants, warrants the time. But you know, you want to start with something simple, easy, what I just described, simple and easy, right? Set it up, watch it for a few months, make some decisions. But that's what you're doing with the email and with the sms. SMS is great for replenishment, right? Oh, hey, we figure you're probably out, you know, get some more. Oh, that's kind of useful, right? It's, that's better, that's more pleasing for the user than just getting like, oh, I'm getting an SMS every three weeks, right. You know, and email of course is, is, is better for, for conveying rich information for someone who's, who's considering subscribing. And of course, look, once someone's on your subscription, they need to be in a different path. They need to stop getting all those offers, right? So you, we just Put that another gauntlet. I mean, if you listen to this whole thing, you'll notice it's always kind of like put them through a gauntlet, put them through this. Whoa. Get the result. What do you need to get the result you want? One, inboxing. You need inboxing to get the result you want. Which means two, you need to send a lot of messages, Right. Three, you need the thing that's going to get them over the finish line, which is A, well thought out content and B, just the small offer where they either thinking about it and they're like, ah, you know what, I'll do it. Right. That, just that small offer. You need those things together, you need all those things. But then once, once they're through that gauntlet, you got to take them out of that gauntlet. So take them out and put them down. Something that's not full of offers, it's just full of rich information to, to keep them subscribed. Right. Oh, here's, here's how this is enriching the lives of other people like you. Oh, other people like me, Right. And social proof is huge. So this is the most complicated customer retention program of the four that we've described, but it's also the most valuable. Right. You're tripling the money off that first purchase over the course of a year and a half. Yeah, you got to think this through. It takes time to set up. You know, when we, when we kind of set this up for a client, it's like it's happening slowly over the course of months because every single thing you do, you have to push enough addresses through to get information to see what's working. This is like this retention program is a full time job. Like if you're, if you're a brand, you know what I mean? Like you need to have, I mean, look, if you got someone on the brand side, great. They're devoted. If you've got an agency, obviously you're going to be going with Pilot House email and customer retention because we are the best customer retention team in the Roman character set. But you need to have expertise with people with experience running a product. Subscribe, because I'm just showing you right here, if you're on YouTube, you can see the chart. It's like, oh my God, this is how much value there is in getting that product subscription. All right, what am I always trying to do? My loyal audience. I'm trying to bring you crazy value. So if you've been thinking about or working on your customer retention program, I mean, I Talk about so many different things. There's so many different ideas I fly around. Okay, well this really zeros this. This puts those ideas together in different groups based on the kind of, I mean, cohorts are retention, right? So using cohorts in Shopify. If you don't have Shopify, you can probably find this information in WooCommerce or BigCommerce or whatever else you're using. There's probably something in there. And if not, worst case scenario, you can Google, you know, download free cohort, Google sheets, kind of spreadsheet and you can just do this manually or, you know what I mean, you can just, you might just know just looking at your repeat rate in Shopify is going to, you know, you could just kind of eyeball it a bit and try to figure out, you know, where do I fit in here? But this helps you figure out how to put those ideas together to build the customer retention program that is right for you. On that note, entrepreneurs, executives and spammers, have fun spamming in the inbox. Late night, glowing screen, see the light, everything feels alright. Hey, entrepreneurs and spammers, remember you can't scale without email and the cheapest customer to acquire is the customer you already have. So please subscribe to the world's best email and retention podcast and learn how to make low cost revenue a big part of your digital ecosystem.