Hire vetted retention marketers

A Klaviyo email expert builds and runs flows, campaigns and deliverability. A retention marketer owns the wider strategy, including subscriptions, loyalty, post-purchase and win-back, measured by repeat purchase rate and LTV. Many brands pair the two, or hire one expert who covers both.

Repeat purchase rate, time between first and second order, cohort LTV, subscription churn and the share of revenue from returning customers. Track them by cohort and acquisition channel, so you can see which customers are worth acquiring, not just how many buy again.

Subscriptions suit products people reorder on a schedule, such as consumables. Loyalty programs suit brands with broader catalogs and frequent purchases. A retention marketer reviews your order data first, since the wrong program can train customers to wait for rewards or discounts.

Good ones use them sparingly. They lead with product education, replenishment timing, early access and service, and test offers against a holdout group, so incentives bring back customers who would not otherwise return rather than discounting orders you would get anyway.

Typically collaborator access to Shopify, a user role in Klaviyo or your SMS platform, admin access to subscription, loyalty and reviews apps, and read access to GA4. Your brand keeps ownership of every account, and access can be removed when the engagement ends.

Yes. Retention marketers often own strategy and reporting while your team or an email specialist runs day-to-day campaigns, or they coach an in-house marketer through a new program. Experts work directly with your team over email, Slack and Zoom.

Use a project for a defined job, such as a retention audit, subscription launch or loyalty setup, quoted with price, timeline and scope. Ongoing lifecycle programs and testing usually suit a monthly retainer, because results build up over time.