The Ecommerce Retention Playbook, free PDF
DownloadFree Playbook · The Mail Cohort
The same retention framework used by high-growth ecommerce brands
Not a list of tactics. The actual framework we use to plot a brand's retention, find where customers leave, and bend the curve. Forty pages, yours free.
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The Ecommerce Retention Playbook
Measure. Diagnose. Intervene. Compound.
Inside the playbook
Six chapters that build on each other
Read retention honestly
Why a blended repeat-rate hides everything, and how to plot cohorts you can trust.
Diagnose the curve
The three shapes a retention curve takes, and where the durable plateau hides.
Win the second order
The highest-leverage transition in ecommerce, and the system that pulls it forward.
Bend the curve
The handful of interventions that move retention, ranked by impact.
Segment for relevance
A layered model that turns your database into a messaging engine.
Measure what pays
Why contribution margin, not revenue, is the honest unit of retention.
The framework
Measure. Diagnose. Intervene. Compound.
Four phases that take you from a blended number you can't trust to a retention program your team can run.
- 01
Measure
Plot repeat purchase by acquisition-month cohort, weighted by contribution margin. The diagnosis lives in the data.
- 02
Diagnose
Identify your curve's shape and the single transition with the steepest, most preventable drop-off.
- 03
Intervene
Apply the right tool to the right gap: onboarding for early churn, replenishment for consumables, win-back at the pre-churn signal.
- 04
Compound
Build the interventions into systems your team owns, so the curve keeps bending long after the first project ships.
A look inside
Frameworks and worked examples, not padding
The three retention curves
The second-order system
Segmentation that converts
Who wrote it
Practitioners, not content marketers
The Mail Cohort is an advisory studio for ecommerce retention and email. This playbook is the distilled version of the work we do with clients, the same frameworks, minus the engagement fee.
Anil Kumar
Founder & Principal Advisor
Get the playbook
Forty pages of frameworks we use with paying clients. Free, and yours to keep.