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retention-ltv-playbook

@gtmagents/gtm-agents
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Lifecycle frameworks for driving repeat purchase, loyalty, and subscription

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SKILL.md

name retention-ltv-playbook
description Lifecycle frameworks for driving repeat purchase, loyalty, and subscription value.

Retention & LTV Playbook Skill

When to Use

  • Designing lifecycle journeys (onboarding, loyalty, win-back, VIP).
  • Benchmarking repeat purchase and churn signals by cohort.
  • Equipping lifecycle teams with proven offers, creative angles, and cadences.

Framework

  1. Lifecycle Matrix – cohort segmentation (new, active, lapsing, churned, VIP, subscription) with KPIs.
  2. Offer Library – incentives mapped to cohort + margin guardrails.
  3. Channel Cadence – recommended mixes (email, SMS, push, communities, direct mail).
  4. Measurement Stack – dashboards for repeat rate, LTV, churn, loyalty engagement, coupon reliance.
  5. Testing Roadmap – prioritized experiments per lifecycle cohort.

Templates

  • Journey storyboard (touchpoint, trigger, creative brief, offer, KPI).
  • Loyalty program tracker (points, tiers, redemption metrics).
  • Experiment log for retention tests with hypotheses + guardrails.

Tips

  • Align offers with merchandising calendar to prevent message fatigue.
  • Incorporate zero/first-party data capture prompts early in the lifecycle.
  • Pair with launch-retention-program for automated plan creation.