#66 - You Might Not Have a Retention Problem

Today’s newsletter might sting a little - but it needs to be said.

Most brands think they have a retention problem.
The emails aren’t working. The win-back offers aren’t converting. The SMS replies are dead silent.

So they tweak the copy. Add more discounts. Increase the frequency.

Still, nothing.

But here’s the real issue - you might not have a retention problem.

You have a product problem.

Because if your product doesn’t naturally drive repeat purchases, no amount of email or SMS marketing is going to fix that.

The Real Reason Customers Aren’t Coming Back

We’ve worked with 500+ brands, and here’s what we’ve seen time and time again:

📉 Some products just don’t have built-in retention. If your hero SKU is a one-and-done purchase, you’re fighting an uphill battle.
📦 Your product doesn’t set up the next purchase. If there’s no logical step to take after buying, customers won’t take one.
💸 You’re relying too much on discounts. If the only reason customers return is 20% off, they’ll leave the moment someone else offers 25%.

So instead of asking, “How do we get customers to come back?”
Ask: “Why would they even want to?”

Let’s break it down.

1️⃣ Make the Next Purchase Obvious

Great retention starts before the first sale even happens.

Some of the best brands don’t just sell products. They sell a buying journey.

💄 Skincare: Cleanser > Serum > Moisturizer
🏋️ Fitness: Resistance Bands > Dumbbells > Kettlebells
💍 Jewelry: Earrings > Necklace > Matching Bracelet

If your product roadmap ends at one sale, you’ve already lost.

🔎 What to do:

• Look at your best repeat customers - what’s their second purchase?

• If there’s no clear pattern, create product pathways that nudge them toward the next buy.

• Use email + SMS to reinforce the journey (instead of just selling random SKUs).

2️⃣ Non-Replenishable? Lead Them Somewhere.

Not every product is consumable - but every product should lead somewhere.

☕ Sell coffee? Offer a grinder & premium beans.
🪒 High-end razors? Add shaving cream & aftershave.
🛏️ Luxury mattresses? Sell high-thread-count sheets.

The best brands don’t just sell items - they build ecosystems that keep customers engaged.

🔎 What to do:

• Identify your “dead-end” products - SKUs that don’t drive follow-up purchases.

• Create logical add-ons that extend the product journey.

• Use post-purchase flows to introduce these next steps.

3️⃣ Make Repeat Purchases Automatic

Some brands don’t even worry about retention - because they bake it in from the start.

🦴 Pet food, vitamins, coffee? Perfect for auto-reorders.
🎟️ Membership perks? Exclusive refills, loyalty discounts.
📱 Upgrade cycles? Tech accessories, home decor, fashion refreshes.

If customers aren’t coming back, make reordering the easiest option.

🔎 What to do:

• Test subscription options (even if you’re not a consumable brand).

• Gamify retention with VIP perks that keep customers hooked.

• Make reorders frictionless with one-click SMS checkout.

Quick Challenge (If You Read This Far 👀)

👉 Pull up your last 100 repeat customers.
👉 What was their second purchase?
👉 If there’s no clear pattern, your retention problem might not be your marketing - it might be your offer.

Reply and let us know what you found.

And as always - if you need help fixing this, you know where to find us 😉.