Thinking
Short notes on retention, lifecycle and the commercial side of ecommerce.
Working observations from inside Klaviyo accounts, founder conversations and campaign post-mortems. Practical, not performative.
Why retention is the most undervalued line item in the P&L
Acquisition costs are the headline. Retention is the multiplier. Most ecommerce brands are funding a leaky bucket and calling it a growth problem.
Five lifecycle gaps that quietly cost you LTV
The flows you didn't build are doing more damage than the campaigns you sent. A pragmatic look at where customer value leaks out of an ecommerce program.
Behaviour beats vanity metrics, every quarter, every time
Open rate is a hygiene metric. Repeat purchase rate is a business metric. How to re-anchor a CRM program around what actually moves revenue.
What founder-led brands misread about CRM
CRM isn't a channel. It's the connective tissue between acquisition, product and retention. Reframing the conversation for founders who own the P&L.
Acquisition and retention are the same conversation
Treating them as separate budgets is how brands end up with paid traffic that doesn't compound. The argument for a single revenue model.
Lifecycle strategy is a margin lever
Discount-led growth is borrowed revenue. Sequenced lifecycle revenue is structural. How retention quietly fixes contribution margin.