Campaign Insights
CRM Strategies That Increase Retention
Retention economics are misunderstood in most growth models. The lever is rarely more messaging — it is sequencing, eligibility and restraint.
Most lifecycle programmes over-message the engaged and under-serve the ambivalent. The result is a flattering open rate and a deteriorating base.
We model retention as an eligibility problem: which customers should receive which intervention, at what cadence, and — critically — who should receive nothing at all.
Suppression, applied deliberately, is one of the highest-return interventions available to a CRM team.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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