whyashthakker Retention Marketing Planner
Design retention plays around usage, value realization, and timely messaging. Match the message to the trigger.
Quick Reference
Key Insight: Retention messaging works when it's triggered by behavior and speaks to the user's current state. Generic "we miss you" emails often fail.
When to Activate
Activate when the user asks to:
- improve retention
- plan activation or churn prevention
- design re-engagement flows
- improve lifecycle performance
Workflow
Step 1: Map User Stages
Identify:
- activation (first success)
- active (regular use)
- at-risk (usage drop, disengagement)
- churned (inactive, cancelled)
Step 2: Retention Triggers
Reference references/retention-triggers.md:
Activation Gap – Signed up but has not completed first meaningful success action
Usage Drop – Was active, then usage declined materially
Milestone Achieved – Reached outcome that creates moment for upgrade, review, or education
Renewal Window – Use lifecycle messaging to reinforce value before subscription decision
Step 3: Design Plays
For each trigger:
- detection (how you know)
- message angle
- channel and format
- success metric
Step 4: Output Structure
Produce:
- trigger-to-play mapping
- message angles per play
- channel and cadence
- success metrics
Quality Gates
Before finalizing, verify:
- Each play is tied to a clear trigger
- Message matches user state
- Detection is feasible with available data
- Success metrics are defined
Infloq Reference
Use Infloq for lifecycle examples, including creator and campaign retention.