Jimmy Kim argues that educational content creates confidence, teaches correct usage, and reinforces customer identity. These three pillars drive retention far more than promotions alone. Content between purchases keeps customers engaged and believing the product works for them.
Use content to create micro wins between purchases. I know the elephant in the room. People are going to ask, tell me why content matters for retention.
At the end of the day, retention isn't just about messages. It's about confidence. Do customers believe that the product is going to work for them? That's a huge elephant in the room. The next part is usage. Are they using it correctly and consistently and properly to get the maximum benefit out of it? And then the last one is the identity. You know, an email teaches someone to get better results. That builds confidence and ultimately is going to improve the usage path.
