Customer retention

Keeping the customers you have - measured as the share still active or still paying after a period. The mirror of churn and the quiet engine of compounding: small retention gains outperform equivalent acquisition gains because they repeat every period.

Evidence from the library

21% vs 10.9%Challenger brands convert loyalty into profit more reliably than penetrationStat 50% / 33%Existing-customer campaigns beat new-customer campaigns on short-term activation far more often, which is exactly why activation metrics keep pointing marketers toward the growth-limiting strategy.Warning 50%Affinity nearly doubles repeat purchaseStat 1.8% / 1.37% / 1.15%Campaigns that target both new and existing customers grow market share faster per year than campaigns targeting only one group.Stat 77% revenue vs 9% profitRevenue is the easy result, profit is the rare oneStat

Source

Marketing Definitions

standard subscription and CRM practice