Retention Side

Retention Side was contracted by an executive at Mars, a functional activewear company, with the clear objectives of increasing repeat purchase rate, purchase frequency, and customer retention. The project entailed building and managing a retention marketing system to boost customer lifetime value and revenue from existing customers. The comprehensive program undertaken by Retention Side team members involved a thorough audit of the customer journey and existing email setup, followed by a sophisticated retention strategy.

Crucial part of Retention Side’s strategy included segmentation, lifecycle automation, campaign planning, and continued optimization for Mars. Key deliverables were the thorough initial strategic and technical setup, and the robust operation and optimization of Mars' retention program. Notable elements ranged from customer journey planning and retention strategy to automated lifecycle flows, customer segmentation based on purchase and engagement behavior, and the overall management of email campaign design and execution.

The success and positive impact of Retention Side’s work was demonstrated through the deliverability and list-health management, focus on increasing repeat purchases, and retention-driven sales. Special attention was given to list-growth and email capture optimization, and A/B testing across various facets such as messaging, offers, timing, and creative aspects. The outcome reflected a significant improvement in customer lifetime value and the realization of the executive's initial goals for Mars.