Community & Retention

Customer Retention & Lifecycle Marketing

Stop leaking the customers you already paid to win

12 lessons4 modules9h 0m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Acquiring a new customer costs five to twenty-five times more than retaining an existing one, yet most teams spend almost everything on acquisition. This course teaches the lifecycle marketing discipline end to end: how to measure churn and LTV correctly, segment with RFM, and design onboarding, engagement, win-back and loyalty flows in tools like Klaviyo, Braze, Customer.io and HubSpot. Every module uses real frameworks, named tools and worked examples so you can ship a working retention program, not just understand the theory.

Curriculum

Module 1: Measuring Retention Like a Professional3 lessons

Why Retention Beats Acquisition on the MathPreview45m
Churn, Retention, and Lifetime Value Formulas🔒45m
Cohort Analysis: Reading the Retention Curve🔒45m

Module 2: Mapping the Lifecycle and Segmenting Customers3 lessons

The Customer Lifecycle Stages🔒45m
RFM Segmentation in Practice🔒45m
Behavioral Data and Event Tracking🔒45m

Module 3: Building the Core Lifecycle Flows3 lessons

Onboarding and Welcome Flows🔒45m
Engagement Cadences and Post-Purchase Flows🔒45m
Win-Back and Churn-Prevention Flows🔒45m

Module 4: Loyalty, Tools, and Measuring Impact3 lessons

Loyalty and Retention Programs🔒45m
Choosing and Configuring Your Tooling🔒45m
Measuring Impact and Iterating🔒45m