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Sta radimo (What)
important
Ads Optimization
Just 1-3% are ready to buy now. Convert others through email instead of paying to get them back again.
Constant Presence
Direct and precise communication with your audience, keeping your brand present at the right moment, without relying on algorithms.
Customer Education
Email campaigns act as mini landing pages, giving you full control over how you educate, build trust, and guide customers toward a purchase.
Retention & Repeat
Email is the most effective channel for increasing returning customer rate, leveraging existing attention instead of constant re-acquisition.
Ownership & Predictablity
Unlike paid channels, your email list is a channel you own, allowing for stable, measurable, and predictable revenue growth.
Ownership & Predictablity
Unlike paid channels, your email list is a channel you own, allowing for stable, measurable, and predictable revenue growth.
How (proces)
Help With
We start by reviewing the full email account, not just the obvious surface-level numbers. We look at previous campaigns, existing flows, segmentation, forms, deliverability, offer structure, customer journey gaps, and the way email currently supports or fails to support the rest of the business.
The goal is to understand what has already been tested, what is working, what is underperforming, and where the biggest missed opportunities are. We do not treat every account the same, because two brands can have same product and share the same market but have completely different audience.
From there, we define the highest-impact priorities for the first three months. That usually includes what needs to be fixed first, which flows should be rebuilt, which campaigns need stronger strategy, where segmentation is weak, and where the brand is losing customers after the first purchase.
The audit gives both sides a clear roadmap before execution starts. Instead of guessing what should be done next, we know where the account stands, what needs attention immediately, and which changes are most likely to improve email revenue, retention, and customer lifetime value.
Deliverability is the technical foundation of a successful email marketing channel. If emails do not reach the right place, every other effort becomes less effective. Strategy, copy, design, segmentation, and automation can only drive results when subscribers are actually able to see the message.
Our first goal is to keep emails out of the spam folder. We review the technical setup, sending domain, authentication, list quality, sender reputation, engagement patterns, bounce behaviour, and other signals that can affect how inbox providers treat your emails.
Our second goal is to help as many emails as possible land directly in the main inbox instead of lower-visibility tabs and folders. Even when emails are technically delivered, placement still matters. Better inbox placement means more visibility, more engagement, and stronger performance from the same campaigns and flows.
We monitor deliverability through several external tools, as well as the tools and signals available from major inbox providers such as Gmail, Yahoo, Outlook, and others. This gives us a clearer view of account health, potential risks, and the technical actions needed to protect performance over time.
Retention marketing strategy is built around turning one-time buyers into customers who come back, buy again, and become more valuable over time. The goal is not only to recover more revenue from email, but to make the money already spent on acquisition work harder after the first purchase.
A strong retention strategy does not stop at getting the second order. We also look at how to increase product discovery, cross-sell relevant items, introduce customers to other parts of the product line, and move them toward the next purchase that makes the most sense for their needs.
The bigger goal is to make the brand harder to replace. When customers understand how the product line fits into their routine, solves a recurring problem, or supports a specific goal, they have fewer reasons to look elsewhere. That is where retention becomes stronger than another discount or reminder.
We build the strategy around customer behaviour, buying cycles, product relationships, education gaps, repeat-purchase opportunities, and lifecycle timing. This helps the brand create communication that guides customers forward, increases LTV, and makes competitors less relevant over time.
Subscriber growth is the fuel of the entire email channel. Every subscriber has a limited lifecycle, so if the list is not growing consistently, engagement eventually slows down. When that happens, brands often try to protect old results by sending more to the same people, which can damage engagement, deliverability, and long-term performance.
But collecting more subscribers is not enough. The quality of those subscribers matters just as much as the volume. We look at whether new contacts actually become buyers, how quickly they unsubscribe, how they engage after joining, and whether the acquisition source is helping the list grow or quietly weakening the account.
We also care about the information collected alongside the email address. The right zero-party data helps us personalise future communication, understand customer intent, improve segmentation, and find patterns that can be used across email, campaigns, offers, product education, and the wider retention strategy.
The incentive also has a major impact. Our job is to find the right balance between making the offer attractive enough for website visitors to subscribe, while protecting as much first-order margin as possible. Growth is only valuable when it brings the right people into the right journey.
Email automations are time-sensitive, behaviour-based emails triggered by specific actions inside the customer journey. They are not mass sends. Their power comes from delivering the right information to a potential or existing customer at the exact moment they need it.
Before we build or optimise automation, we first look at why someone abandoned a specific step in the journey. If a customer viewed a product, started checkout, purchased once and never come back, there is usually a reason. Understanding that reason helps us create communication that prevents the same drop-off from happening again.
Every important step in the customer journey should be supported by automation. That is how email keeps working 24/7, helping the business educate new subscribers, recover carts, convert first-time buyers, increase repeat purchases, win back inactive customers, and guide people toward the next best action.
Strong automations are never set and forget. Audiences change, buying behaviour changes, and the way customers understand their problems also changes. That is why we continuously monitor performance, test new angles, improve timing, and optimise the message so each automation keeps doing its job over time.
Manual campaigns are one-time email sends created for a specific purpose. They can support launches, promotions, product education, seasonal moments, content, brand storytelling, or important updates. Unlike automations, they are planned and sent manually to selected segments at the right time.
The main thing we focus on is balance. A strong campaign calendar cannot be built only around discounts and sales. Subscribers need to learn that emails from your brand can provide value beyond promotions, whether that means education, advice, inspiration, easier decision-making, or useful content around topics where the brand has authority.
To make that possible, we need to understand the audience in detail. We research what they care about, how they speak, what problems they are trying to solve, what goals they want to reach, what fears block them from buying, and what kind of message will feel relevant instead of random.
Great campaigns also need to create emotion. That comes from the right angle, strong copy, and visual content that makes the message easier to understand and harder to ignore. When the campaign feels useful, timely, and emotionally relevant, it has a much better chance of increasing engagement, clicks, and sales.
Advanced segmentation means dividing the email list into smaller groups based on who subscribers are, what they have done, what they are likely to do next, and where they currently sit in the customer journey. Instead of sending the same message to everyone, we create communication that feels more specific, relevant, and personal.
This is one of the reasons segmentation has such a strong impact on results. When the message is tailored to the subscriber’s behaviour, interest, purchase history, or level of engagement, it feels less like a mass email and more like something created for them. That usually leads to stronger engagement and better buying intent.
We build segments around multiple layers, including engagement level, customer journey stage, products purchased, categories viewed, order history, predicted next purchase, expected lifetime value, churn risk, and other behavioural signals. The goal is to understand what each group needs to hear next.
When segmentation is done properly, it extends the lifecycle of each subscriber and increases the value of each customer. People receive fewer irrelevant emails, more messages that match their situation, and clearer reasons to take the next step. Over time, this can have a serious impact on retention, repeat purchases, and LTV.
The first version is almost never the best version. Digital trends, customer expectations, buying behaviour, and inbox habits change quickly, which means email marketing cannot rely on assumptions forever. To understand what actually works, we run controlled tests and make decisions based on data, not opinions.
We test list growth to bring in more high-quality subscribers, not just more contacts. That means testing the offer, how attractive the incentive is, where it appears on the website, when it appears, how the form is designed, what information we collect, and whether those subscribers later engage, purchase, or unsubscribe.
We also test automations because every flow can have dozens of possible variations. Timing, subject lines, content angles, number of emails, offer structure, segmentation, design, and CTAs can all affect performance. The goal is to keep improving each automation until it reaches stronger conversion and retention potential.
For manual campaigns, we focus on the full path from attention to purchase. We test what makes people open, what makes them click, and what makes them buy. That includes segments, send time, subject lines, preview text, creative direction, content structure, offers, CTA buttons, and the emotional angle behind the campaign.
Many brands now talk about zero-party data, but very few actually manage it properly after it is collected. These answers are extremely valuable because they come directly from potential or existing customers. They tell us what they want, what they need, what they struggle with, and how they see the product or category.
The first task is deciding what to ask. We do not collect data just to make forms longer. Every question should help us understand the customer better, improve their experience, personalise future communication, or reveal something that can help the brand make better marketing and retention decisions.
The second task is finding patterns in the answers. One response can be useful, but patterns across hundreds or thousands of responses can show what customers care about most, which objections keep appearing, which goals matter, and which segments need a different message, offer, education, or journey.
Once those patterns are clear, the data becomes useful beyond email. We use it to improve segmentation, automation, campaigns, product education, and customer journeys, but we can also share those insights with other marketing teams so paid ads, landing pages, CRO, and creative direction can perform better too.
HOW RETENTION SIDE
Why (benefiti)
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Headline for this benefit
It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles. It turns anonymous traffic into identifiable customers by capturing intent and creating clear, usable customer profiles.
Before working with Retention Side, most of our growth came from paid ads. When ads were performing, things looked good. When they weren’t, cash flow got tight pretty quickly. Over the past months, our repeat customer rate moved close to 40%, and that changed how the business feels. Revenue is still seasonal, but it’s far less stressful.
Founder
Nevena Komazec
Our Klaviyo account was a mess. Retention Side understood main issues in our industry and optimize our communication to reduce returns and increase LTV. Now our flows convert 3–4x better.
Founder
Louise Elia
Before Retention Side, 90% of our sales came from one-time buyers. Now returning customers drive most of our revenue, and checkout abandonment emails alone add 5 figures each month.
Founder
Faraz Zaidi
CTA sekcija
is strong retention marketing.
In today’s world, eCom brands that focus on acquisition without retention can not succeed and provide positive cash flow. Use the power of getting people to buy multiple times for a friction of the price.
Frequently Asked Questions
Why is retention especially important for beauty and skincare brands?
Beauty and skincare brands rely heavily on repeat purchases and long-term routines, not one-time transactions. With rising paid acquisition costs, sustainable growth depends on turning first-time buyers into returning customers through education, product sequencing, and consistent post-purchase communication.
How do you encourage repeat purchases without relying on constant discounts?
By focusing on education, usage guidance, and routine-building, rather than promotions. Email, SMS, and loyalty programs are used to explain when and how to use products, introduce complementary items, and reinforce progress, making repeat purchases feel natural, not forced.
How do you handle different skin types, concerns, and product suitability in retention marketing?
Beauty retention works best when communication is highly segmented. We use behavioral data, quizzes, and zero-party data to tailor messaging based on skin type, concerns, and product usage. This ensures customers receive relevant guidance instead of generic campaigns.
How long does it take to see results from retention efforts in beauty and skincare?
Initial improvements can often be seen within 30–60 days, especially through lifecycle flows and post-purchase education. However, meaningful increases in repeat purchase rate and customer lifetime value typically compound over 3–6 months as routines, trust, and brand loyalty are established.
How do you manage replenishment cycles and product timing in skincare?
Skincare products are consumed on predictable timelines, which makes timing critical. We align retention communication with expected usage cycles, reminding customers when to restock, introducing next-step products, and preventing gaps in routines. This approach increases repeat purchases while improving the overall customer experience.
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