Intro

This chapter introduces the four key customer cohort types essential for DTC brands aiming to improve retention strategies. It outlines specific tactics for different business models to optimize email marketing and retention programs.

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Episode notes

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In this no-fluff edition of All Killer No Filler, Jordan Gordon lays out the retention blueprint based on four fundamental customer cohort types. Whether you're selling one-time purchases or building a subscription empire, this episode helps you build the right post-purchase flows, campaign cadence, and automation strategies based on your actual repeat data.

Key Takeaways:

Acquisition Cohorts need evergreen “gauntlets” — front-loaded automation built once, used forever
Balanced Cohorts benefit most from segmented post-purchase flows that drive 30-60 day repeat
Retention-Heavy Cohorts (like consumables) should use SMS and social to boost LTV
Subscription Cohorts must push trials and upgrades fast — packaging insert CTAs and paid retargeting are key

This episode isn't just about theory. It's about practical segmentation and flows to extract every dollar of LTV your cohorts are ready to give — without wasting effort on email trees that don't convert.

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Timestamps

00:00 - Four cohort profiles every DTC brand must know

03:00 - How to approach retention for acquisition-focused brands

08:00 - Email gauntlet strategies that boost first purchases

10:00 - Tactics for balanced brands to drive second purchases

17:00 - Segmented post-purchase flows vs. clean funnel approach

22:00 - Classic retention businesses and high-frequency repeat tactics

27:00 - Subscription-first brands and why LTV hinges on autoship

33:00 - Building effective replenishment and subscription paths

36:00 - Why inboxing, volume, and content drive retention success

38:00 - Cohort analysis frameworks for optimizing retention strategy

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