[Programs](<https://www.thekeating.co/programs/>) / [Retention & lifecycle](<https://www.thekeating.co/programs/retention-lifecycle/>) / [Use cases](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#main>)

[The retention engine](<https://www.thekeating.co/programs/retention-lifecycle/#look-inside>) [Start a review](<https://www.thekeating.co/contact/?source=discovery&landing_path=%2Fprograms%2Fretention-lifecycle%2F&intent=discovery&cta_page=%2Fprograms%2Fretention-lifecycle%2F&cta_placement=navigation&program=retention-lifecycle>)

# Twelve jobs inside your retention engine. Start with one, or build the whole thing.

Each one is designed, built in your accounts, then run by us or handed to your team. They share the same data, so each one you add makes the others work better.

1.  [Second orders **3**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-reorder>)
2.  [Subscribers **3**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-subscribers>)
3.  [Contact that fits **1**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-contact>)
4.  [Owners & loyalty **2**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-ownership>)
5.  [Lifecycle production **1**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-production>)
6.  [Proof & decisions **2**](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/#area-proof>)

01

## Second orders

The next order, when they need it, for a real reason.

-   Replenishment timing
    
    ### Time the reorder to when customers actually run out
    
    A reorder reminder that waits until the customer is running low, and asks instead of guessing.
    
    1.  Record
    2.  Estimate
    3.  Ask
    4.  Adjust
    
    [Time the reorder to when customers actually run out](<https://www.thekeating.co/use-cases/replenishment-timing/>)
    
-   Second orders
    
    ### Turn first orders into second orders
    
    After a first order, the next message is about what they bought, arrives when it helps, and is tested against customers who didn’t get it.
    
    1.  Wait
    2.  Match
    3.  Send
    4.  Test
    
    [Turn first orders into second orders](<https://www.thekeating.co/use-cases/second-purchase-journeys/>)
    
-   Winback
    
    ### Win back customers at the right moment
    
    Lapsed customers hear from you when there’s a real reason: their size is back, a refill is due, the season has turned.
    
    1.  Notice
    2.  Match
    3.  Send
    4.  Learn
    
    [Win back customers at the right moment](<https://www.thekeating.co/use-cases/winback/>)
    

02

## Subscribers

Shipments they want, payments that go through.

-   Subscriber control
    
    ### Let subscribers skip, delay and swap without canceling
    
    A subscriber texts that they have enough, and the next shipment moves: the subscription itself changes, and the new date is confirmed.
    
    1.  Hear
    2.  Check
    3.  Change
    4.  Confirm
    
    [Let subscribers skip, delay and swap without canceling](<https://www.thekeating.co/use-cases/subscriber-control/>)
    
-   Payment recovery
    
    ### Recover failed subscription payments
    
    A declined card gets the right next step (a retry, a new card or a person), and recovery stops the moment the invoice is paid.
    
    1.  Sort
    2.  Retry
    3.  Ask
    4.  Close
    
    [Recover failed subscription payments](<https://www.thekeating.co/use-cases/payment-recovery/>)
    
-   Cancellation saves
    
    ### Learn why subscribers cancel, and which saves last
    
    An honest read on why subscribers cancel, and tests that show which saves still leave a paying subscriber 90 days later.
    
    1.  Collect
    2.  Group
    3.  Test
    4.  Decide
    
    [Learn why subscribers cancel, and which saves last](<https://www.thekeating.co/use-cases/cancellation-saves/>)
    

03

## Contact that fits

Messages that know what’s happening right now.

-   Service-aware messaging
    
    ### Hold marketing while a customer’s problem is open
    
    A customer with a late order or an open return stops getting upsells and review requests, then starts again when it’s sorted.
    
    1.  Listen
    2.  Decide
    3.  Hold
    4.  Resume
    
    [Hold marketing while a customer’s problem is open](<https://www.thekeating.co/use-cases/service-aware-messaging/>)
    

04

## Owners & loyalty

Help with what they bought, and benefits that make sense.

-   Ownership onboarding
    
    ### Turn new owners into confident users
    
    New owners get the care guide, the exchange window and the right add-on when they help, from facts your team has approved.
    
    1.  Know
    2.  Match
    3.  Send
    4.  Learn
    
    [Turn new owners into confident users](<https://www.thekeating.co/use-cases/ownership-onboarding/>)
    
-   Loyalty benefits
    
    ### Make loyalty benefits clear, and the ledger right
    
    A member can see what they’ve earned, what it buys and when it ends, and finance can see what each reward costs.
    
    1.  Define
    2.  Explain
    3.  Redeem
    4.  Reconcile
    
    [Make loyalty benefits clear, and the ledger right](<https://www.thekeating.co/use-cases/loyalty-benefits/>)
    

05

## Lifecycle production

Approved messages live while they still matter.

-   Lifecycle production
    
    ### Get approved lifecycle messages live on time
    
    Approved lifecycle ideas go live while they still matter: briefed once, drafted from approved facts, checked, reviewed and in your sender.
    
    1.  Brief
    2.  Draft
    3.  Review
    4.  Live
    
    [Get approved lifecycle messages live on time](<https://www.thekeating.co/use-cases/lifecycle-production/>)
    

06

## Proof & decisions

Which messages and offers earn their cost.

-   Retention proof
    
    ### Prove which messages and discounts earn their cost
    
    Holdout tests that show what each message and offer added, counted after discounts, returns and the cost to run.
    
    1.  Pick
    2.  Assign
    3.  Count
    4.  Decide
    
    [Prove which messages and discounts earn their cost](<https://www.thekeating.co/use-cases/retention-incrementality/>)
    
-   Lifecycle diagnosis
    
    ### Explain why email and SMS revenue moved
    
    When revenue, deliverability or a cohort’s repeat rate moves, a clear answer within days: what changed, how sure we are, and the one test to run.
    
    1.  Spot
    2.  Separate
    3.  Explain
    4.  Test
    
    [Explain why email and SMS revenue moved](<https://www.thekeating.co/use-cases/lifecycle-diagnosis/>)
    

## Not sure which job comes first? A retention review finds it.

[Start with a retention review](<https://www.thekeating.co/contact/?source=discovery&landing_path=%2Fprograms%2Fretention-lifecycle%2F&intent=discovery&cta_page=%2Fprograms%2Fretention-lifecycle%2F&cta_placement=closing&program=retention-lifecycle>) [**Talk it through first**15 minutes](<https://cal.com/nkeating/15min>)

We reply within one business day.

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Source: [https://www.thekeating.co/programs/retention-lifecycle/use-cases/](<https://www.thekeating.co/programs/retention-lifecycle/use-cases/>)

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