Retention doesn't start after the first purchase, it starts when someone joins your email list. The first 45 days are critical: most brands waste them with a discount email and then go silent, missing the chance to build real trust.
When does retention actually start?
That's a good one. If I was putting on my cap, I'd say most brands would probably say it happens after the first purchase. And I think unfortunately, that lies in the issue and the problem that most people have.
Exactly. Because retention doesn't start when someone buys, it starts the second they join your email list, in my opinion.
100%. And more specifically, I'd say that window is like that first 45 days, hence the name of this kind of podcast that we're doing, you know, where customers are the most impressionable, right? They're the most curious and the most open to building a relationship with you and your company.
But you know what, and I know where you're going with this, most brands completely waste this window. They send a welcome email with the 10% off and follow up with a couple more, and then they kind of go silent until they decide to run their next sale, ultimately.
For sure. And by the time that they try to re-engage that subscriber, you know, they're going to be cold. You know, they've forgotten who you are, and unfortunately, they're probably buying from your competitors.
