How to Set Retention Marketing Goals Like Acquisition Goals
In this segment, the speaker (Jimmy Kim) highlights a common blind spot among e‑commerce and DTC brands: while they meticulously set acquisition targets such as spend, CAC, and ROAS, they often neglect to define concrete retention goals. Drawing from experience working with 7‑ to 10‑figure brands, he explains that retention should be treated as a systematic, data‑driven function rather than a vague “crutch.” He enumerates the specific retention KPIs brands should establish—expected email and SMS revenue, target repurchase rate, average days between orders, current churn rate, strategies to reduce churn, and especially month‑1 churn caused by heavy discount‑driven subscriptions. The speaker argues that without clear retention objectives, brands risk over‑relying on generic email pushes and miss opportunities to sustainably grow customer lifetime value.
