An ecommerce retention proposal for a skincare brand whose first-time buyers rarely order again. It covers the repeat rate by month, customer groups and what each one gets, reminders, second-order offers, subscriptions and perks, the first 90 days, a similar brand’s results and three monthly plans.

Ecommerce Retention Program Proposal

<h1 style="font-family:Fraunces;font-weight:600;line-height:1.04;text-align:center;color:#513342"><span style="font-size:clamp(40px,8.8cqw,100px)">Ecommerce<br>retention</span></h1>

<p style="font-family:Inter;color:#513342;text-align:center;font-size:18px;line-height:1.5">Proposal for {{CLIENT_COMPANY}}<br>by {{SELLER_COMPANY}}</p>

Overview

<h2>Thank you for the conversation</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want more of your first-time customers to come back, without giving away margin on every second order.</p>

<p>Hello {{CLIENT_NAME}},</p>
<p>About 2,400 people place their first order with you each month. Fewer than one in four orders again within six months, and most of those who do wait for a 20% code. A bottle of your serum lasts about eight weeks, but nothing reminds customers when it is running low.</p>
<p>We would time reminders to when each product runs out, test a better reason to place a second order than a discount, and offer subscriptions on your best sellers. Our aim is for 30% of new customers to order again within six months.</p>
<p><strong>{{SELLER_NAME}}</strong><br>Retention lead, {{SELLER_COMPANY}}</p>

New customers who ordered again within 180 days, by month of first order

Introduction

<h2>Your customers today</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">From your Shopify customer data for the last 12 months.</p>

<p>Your top 1,300 customers bring in a quarter of your revenue, and most of them still receive the same 20% codes as everyone else.</p>

Your customers

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend making the second order the focus of the first 90 days.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">In your data, customers who order twice are three times as likely to order a third time, so every later step builds on it.</p>

<p>Reminders timed to when each product runs out.</p><ul><li>Use times for your 20 best sellers, from reorder data</li><li>An email a week before, and a text for customers who opted in</li><li>One-click reorder of the same basket</li></ul>

Reminders

<p>A better reason to come back than 20% off.</p><ul><li>A free travel-size product with the second order, tested against the code</li><li>How-to emails that match what they bought</li><li>Results compared on margin, not just orders</li></ul>

Second order

<p>Subscribe and save on the products people reorder.</p><ul><li>Offered on 12 products, with 10% off</li><li>Skip, swap and pause from the customer’s account</li><li>A reminder three days before each charge</li></ul>

Subscriptions

<p>Perks for your best customers instead of codes.</p><ul><li>Early access to new products</li><li>Free delivery from the fourth order</li><li>A note from your founder on the tenth order</li></ul>

Regulars

<p>One last series for customers who have stopped buying.</p><ul><li>Three emails over five weeks</li><li>Then fewer emails, to protect delivery to everyone else</li><li>Results reported separately</li></ul>

Win-back

Our recommendation

<h2>What is included</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Everything in the recommended plan, Retention programme.</p>

What is included

<h2>The first 90 days</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}. Each month ends with a review of what changed.</p>

<p>Cohort analysis, product use times and a review of every message a new customer receives.</p>

Find the gaps

<p>Reminders go live for 20 products and the first second-order test starts.</p>

Reminders and the second order

<p>Subscriptions launch on 12 products and the win-back series starts.</p>

Subscriptions and win-back

First 90 days

<p><strong style="font-size:1.15em">{{SELLER_NAME}}</strong><br>Retention lead, {{SELLER_COMPANY}}</p>
<p>Retention programmes for 22 beauty, food and household brands on Shopify since 2019. Your contact for the plan and the monthly review, working with:</p>
<ul><li>An analyst for the cohort reports</li><li>A copywriter for reminders and offers</li><li>A Shopify specialist for subscriptions</li></ul>

Who you will work with

<h2>Results for a similar client</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">A haircare brand, and what changed in six months.</p>

Results for a similar client

<h2>Monthly fee</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three plans. We recommend Retention programme.</p>

Foundations

The second order, subscriptions and win-back.

Retention programme

Programme and perks

<p>Fees are in USD, exclude tax and are invoiced monthly in advance. Subscription and messaging apps are billed to your accounts. This proposal is valid until {{VALID_UNTIL}}.</p>

Monthly fee

<p>Yes. Your newsletters and campaigns stay with your current team. We work on what happens after the first order: timing, offers, subscriptions and perks.</p>

Is this different from email marketing?

<p>Subscribers get 10% off, which is half your usual code, and they order more often. We report margin per subscriber every month.</p>

Will subscriptions cut our margin?

<p>Your Shopify store, your email platform and a subscription app such as Recharge or Skio. We recommend one in month one and set it up.</p>

Which tools do we need?

<p>Each test holds back a small group of customers who do not receive the change. We compare the two groups after 60 days.</p>

How do you know a change worked?

<p>About two hours a month: approving messages and offers, and the monthly review call.</p>

How much of our time does it take?

<p>After the three-month minimum, either of us can stop with 30 days’ notice. All reports, messages and settings stay yours.</p>

What if we want to stop?

Questions

<h2>Next steps</h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

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