Retention marketing consultant
I find where customers stop coming back, then design the programmes that close the gap. At Formplus, customer lifetime rose from 8 to 13 months in 2020.
What I do
Retention diagnosis
I group customers by sign-up month, channel and first action, then compare how long each group stays. The gap between retained and churned customers shows which behaviour to protect.
Dormancy and win-back
I define dormant by behaviour, not by the calendar alone, then build a journey for each group. At Ecobank, journeys for new, non-transacting and dormant customers ran on SMS and WhatsApp.
Lifecycle email for lifetime value
At Formplus, customer lifetime value rose from 8 to 13 months in 2020, partly through lifecycle email. I design messages around the moments a customer is most likely to drift.
List health
At Syllabus.ng we delete bounced and inactive contacts every quarter. A smaller list that reads your emails protects deliverability and keeps retention figures honest.
How I work
- 1
Define retained
Agree what an active customer does, and how often, in your product.
- 2
Cohort the base
Group customers by start month, channel and first action, then track each group over time.
- 3
Find the drop-off
Compare retained and churned groups to see which early behaviour separates them.
- 4
Design the intervention
Build journeys, offers or product nudges for each at-risk group, one change at a time.
- 5
Measure and repeat
Track retention by cohort, keep what works and roll it out to new segments.
Proof
CRM & Lifecycle Marketing
Free PDF downloads to verified contacts: 200,000+ downloads, 80,490 active contacts
Who I help
Fintech and banking teams where dormant accounts waste what acquisition cost.
Subscription and SaaS products where churn shows up months after sign-up.
E-commerce brands that need a second purchase, not only a first.
Product teams with no lifecycle owner and a leaking base.
Tools and stack
Customer.io
CleverTap
Klaviyo
Intercom
Zoho CRM
FluentCRM
GA4
Mixpanel- SQL
Related skills
All skillsMarketing skill
CRM & lifecycle marketing expert
CRM & Lifecycle Marketing
Lifecycle marketing automation specialist
CRM & Lifecycle Marketing
Customer onboarding and activation strategist
Related case studies
All case studies
Programmatic SEO & Growth
Organic traffic up four times in under three months, with 436 route pages
Penalty Recovery & Ecommerce SEO
Google manual penalty lifted in four weeks, with organic search back to 51% of sales
Questions
What is retention marketing?
Retention marketing keeps existing customers active and paying for longer. It uses behaviour data to spot customers who are drifting, then sends the message, offer or product nudge most likely to bring them back. Its scorecard is cohort retention, churn rate and customer lifetime value, not opens or clicks.
Is retention cheaper than acquisition?
Often, because you are not paying to win the customer again, but it depends on the product and the margin. I compare the cost of a retention programme with the cost of replacing the customers it keeps. If a base is small or the product has no repeat use, acquisition may still come first.
How do you define a dormant customer?
By behaviour, not just days since last login. A customer who signed up and never transacted needs a different journey from one who used the product weekly and stopped. At Ecobank I built separate journeys for new, non-transacting and dormant customers, because each group stalls for a different reason.
How do you measure retention marketing?
By cohort: customers grouped by start month, channel or first action, tracked over time. A programme works if its cohorts stay active longer than comparable ones. Where volume allows, I hold back a share of eligible customers so the lift is measured against a control, not assumed.
How quickly will retention improve?
I never promise a timeline, because it depends on purchase frequency and the size of the base. A weekly-use product shows results within weeks; an annual-renewal product takes a full cycle. What I do promise is a clear cohort baseline in the first weeks, so progress is measurable.
Want more customers to stay?
Tell me what you are working on. I reply within two working days.
Book a free call