How to install retention-strategy
npx skills add https://github.com/kostja94/marketing-skills --skill retention-strategyFull instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: retention-strategy description: When the user wants to reduce churn, improve customer retention, or plan lifecycle marketing. Also use when the user mentions "retention," "churn," "customer lifecycle," "churn prevention," "at-risk customers," or "loyalty program." For lifecycle, use growth-funnel. metadata: version: 1.1.1
Strategies: Retention
Guides customer retention and churn prevention. Acquiring new customers costs 5–25× more than retaining; 5% retention improvement can increase profitability 25–95%. Use this skill when reducing churn, building retention programs, or identifying at-risk customers.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read Sections 4 (Audience), 9 (Documentation).
Identify:
- Churn type: Voluntary (active cancel) vs involuntary (payment failure)
- Signals: Login frequency, feature usage, support tickets
- Stage: Onboarding, expansion, renewal
Churn Types
| Type | Share | Causes |
|---|---|---|
| Voluntary | 60–80% | Pricing, missing features, poor onboarding, relationship |
| Involuntary | 20–40% | Payment failures, expired cards, billing |
Predictability: Most churn is predictable 30–90 days before cancellation via behavioral signals.
Proactive vs Reactive
| Approach | Conversion |
|---|---|
| Reactive (after cancel) | 15–20% |
| Proactive (before decision) | 60–80% |
Move from lagging indicator to early warning systems.
Retention Strategies
| Strategy | Use |
|---|---|
| Health scoring | Behavioral + transactional + relationship signals |
| Loyalty programs | 5–15 percentage point retention lift |
| Segmentation | Predictive modeling for at-risk |
| Onboarding | Prevent low value realization early |
| Dunning | Retry logic; pre-expiry card updates for involuntary |
User Value & Feedback
| Dimension | Use |
|---|---|
| Product value | Registration; feature usage; payment |
| Marketing value | Testimonials; customer stories; webinar guests; feedback, bug reports, feature requests |
| Feedback analysis | Email, community, reviews—AI-assisted analysis; prioritize by impact; route to product vs ops |
Avoid: Treating users only as MAU/registration denominators. See creator-program for creator ecosystem.
Lifecycle Integration
Retention occurs after conversion; ongoing investment in customer success, not isolated campaigns. Map touchpoints: onboarding → adoption → expansion → renewal.
Output Format
- Churn analysis (voluntary vs involuntary; signals)
- Retention tactics (by stage)
- Health score framework (if applicable)
- Intervention playbook (at-risk triggers)
Related Skills
- email-marketing: Onboarding sequences; win-back campaigns
- pmf-strategy: Retention as PMF signal; churn as anti-signal
- cold-start-strategy: First users; differs from retention
- analytics-tracking: Usage data; churn signals
- traffic-analysis: Attribution; retention cohort analysis
Related skills
More from kostja94/marketing-skills and the wider catalog.
robots-txt
When the user wants to configure, audit, or optimize robots.txt. Also use when the user mentions "robots.txt," "crawler rules," "block crawlers," "AI crawlers," "GPTBot," "allow/disallow," "disallow path," "crawl directives," "user-agent," "block Googlebot," "fix robots.txt," "robots.txt blocking," or "search engine crawling." For indexing, use indexing.
schema-markup
When the user wants to add or optimize structured data (Schema.org, JSON-LD). Also use when the user mentions "schema," "structured data," "JSON-LD," "rich results," "rich snippets," "Google rich snippets," "featured snippet schema," "add schema to page," "missing structured data," "schema validation error," "Schema Markup Validator," "Google Rich Results Test," "FAQ schema," "Article schema," "Organization schema," "JobPosting," "HowTo," "Event," "SoftwareApplication," "BreadcrumbList," "WebSite," "Recipe," "Product," or "Dataset." For SERP feature types and zero-click patterns, use serp-features. For AI search visibility strategy (not markup), use generative-engine-optimization. For HowTo step sections (placement, copy, vs FAQ), use howto-section-generator.
seo-audit
When the user wants to run an SEO audit, technical SEO audit, or site health check. Also use when the user mentions "SEO audit," "technical audit," "site audit," "crawl audit," "indexing audit," "SEO health," or "fix SEO issues." For prioritization and organic strategy, use seo-strategy. For GSC data analysis, use google-search-console.
seo-monitoring
When the user wants to build an SEO data analysis system, monitor indexing/traffic/keywords/backlinks, or set up benchmarks. Also use when the user mentions "SEO data analysis," "SEO monitoring," "article database," "traffic benchmark," "penalty recovery," "SEO work document," "SEO dashboard," "keyword tracking," "ranking monitoring," "indexing report," or "backlink monitoring." For GSC API, use google-search-console.
seo-strategy
When the user wants to plan SEO strategy, prioritize SEO work, or understand the SEO workflow. Also use when the user mentions "SEO strategy," "SEO plan," "SEO roadmap," "SEO priority," "SEO audit," "SEO workflow," "where to start SEO," "SEO approach," "organic growth strategy," "why SEO," "SEO value," or "search strategy." For technical/crawl audit execution, use seo-audit. For keyword research, use keyword-research. For AI search visibility, use generative-engine-optimization.
serp-features
When the user wants to understand or optimize for SERP feature types (PAA, sitelinks, rich results, AI Overviews). Also use when the user mentions "SERP," "SERP features," "search result features," "People Also Ask," "PAA," "sitelinks," "knowledge panel," "local pack," "rich results," "zero-click," "SERP types," "AI Overviews," "Bing Copilot," or "Yandex AI." For JSON-LD and rich result implementation, use schema-markup. For organic strategy and roadmap, use seo-strategy.