Increase existing customer retention
Help existing customers return within an agreed period.
Outcome measures
Repeat visit or purchase rate and time to return for a defined existing-customer cohort.
Boundary
Message sends and opens are leading indicators, not retention outcomes.
Follow up at lifecycle milestones: Give customers an opportunity to return at the right time.
Reactivate consented customer segments: Offer relevant reasons for existing customers to return.
Reconcile customer, touchpoint and transaction identities: Repeat visits and purchases are judged on one customer's record.