The Basics: What is Retention & Breaking Down The Product Usage Interval

Welcome, Donut.

🤗 Hello Tuesday

Yes I know! As Founders and Marketers we all have a basic idea of customer retention.

But, what are the cues and signs of a loyal customer?

How do you create a sticky brand that attracts sticky customers?

This is why I created Retention School!

To break down the complexities around customer retention while repeating the simple stuff we often overlook.

You’ve joined the sweet side! 😀 

☝️In Today’s Class:

• 🫙  The Glaze: To kick things off: What is retention?

• 🍩  Add More Glaze: Bylt Basics makes retention easy

• ✍️  Sticky Tutorial: The importance of product usage interval metric

Read time: 4 - 5 minutes

🫙 THE GLAZE

🚨 The Basics: What is retention?

Keeping customers engaged is what retention is all about.

These are customers who:

• Have an account

• Subscribe to your emails

• Enjoy your content

• Make purchases

• Interact with your brand

To make sure we keep them around, we need to measure and understand these actions and encourage more customers to do the same.

It’s also important to address any negative experiences they may have had that could make them want to leave.

To truly succeed in the long run, we need to care about what our customers want, and provide them with consistent, valuable communication and experiences.

When it comes to keeping customers happy and coming back for more, it’s not just about sending out pretty emails.

Retention marketing is all about getting to know your customers and personalizing their experience every step of the way.

In Thursday’s class we’ll cover how to measure retention. 👍️ 

🍩 SWEET SPOT

😀 Bylt Basics is a masterpiece in customer retention

Customer retention can be simple. 

My minimalist wardrobe is 90% Bylt Basics. 

I have been a loyal customer for over 2 years now and here’s why I believe their retention strategy is a winner. 

1. Superior quality

Even if Bylt’s customer service was trash (which it isn’t)...

I would go back just for the clothes.

The minimalistic and well-designed pieces are not just long-lasting but also well 

priced and will make you look like a million bucks.

I strongly believe customer retention starts with a stellar product, and Bylt gets this right. 

2. Hassle-free shopping

This is more a Shopify thing than a Bylt feature…

But as a return customer, whenever I log in, I can go from selection to checkout in less than 30 seconds. 

Especially since I already know what to expect in quality, there is no second guessing.

Literally 5 clicks and you’re out. 

3. Amazing customer support

Bylt is one of a very few online clothing brands I know that offer chat, email and even phone support. 

They are so easy to reach and they complement that accessibility with great customer service. 

Last year in Mexico, my Bylt “Everyday Pants” got damaged after just one wear. 

I reached out to them with pictures and they didn’t hesitate to send a new pair to my US address within days. 

Amazing! 

4. Easy rewards 

For every 100 points acquired you get $10. 

They make it very easy to acquire these points, especially since you can rack up a hefty bill with just a few items. 

I’ve been able to apply these rewards to purchases and it is always nice when you can get $76 off a purchase just for being a loyalty member. 

—

Many consumer brands overthink retention. 

Bylt Basics focuses on three main things:

• Product 

• Service 

• Ease of use 

It shows throughout the customer journey and is an example your consumer brand can emulate.

Now, let’s jump into the importance of knowing your product usage interval. 👇️ 

✍️ STICKY TUTORIAL

THE FUNDAMENTALS

⭐️ Why knowing how often people use your product actually matters

Ever wondered why some apps ping you daily while others seem content with a monthly hello?

It all boils down to "product usage interval," the secret sauce of understanding how often your customers naturally engage with your product.

Think of it like this: you wouldn't send birthday wishes every week, would you?

The same goes for your app.

By understanding how often your product fits into your customers' lives, you can tailor your communication and features to keep them engaged, not annoyed.

Here's why it matters:

• Accurate retention picture: Knowing the natural usage rhythm helps you accurately assess who's truly sticking around. Someone who uses your fitness app daily dropping off for a week is different from someone who uses a travel booking app once a year.

• Targeted communication: No more bombarding users with irrelevant messages. Instead, send timely reminders, updates, and promotions that resonate with their usage habits.

• Smarter features: Understanding how often your features are used helps you prioritize development efforts and focus on what truly matters to your users.

So, the next time you're wondering how often to "reach out" to your customers, remember - understanding their natural usage interval is key to keeping them engaged and coming back for more!

USE CASES & APPLICATION

⭐️Let’s explore some use cases of the product usage interval you can start applying today

1. Personalized communication:

• Trigger timely reminders and tips: Analyze usage patterns to understand user interactions. Send reminders and offer tips based on previous activities.

• Segment your marketing campaigns: Group users by usage frequency (daily, weekly, monthly). Customize messaging to match each group's needs and preferences. For instance, send "daily workout inspiration" emails to active fitness app users and "monthly recipe ideas" to occasional cooking app users.

2. Churn prevention and customer success:

• Identify customers at risk of churn: Analyze user behavior, identify those with decreased usage, and proactively reach out with support, offers, or recommendations to re-engage them.

• Proactive onboarding: Determine user's comfort level with core features. Provide in-app guides or tutorials at important usage milestones.

3. Product development and feature prioritization:

• Focus on what matters most: Analyze frequently used features to prioritize development efforts and allocate resources effectively.

• Unleash hidden potential: Identify underused features. Improve functionality or find new use cases based on user feedback.

By understanding the product usage interval, your brand can communicate effectively, prevent churn, prioritize development, and ultimately, build stronger relationships with your customers.

See you on Thursday! 👋 

CLASS DISMISSED 

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