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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Customer Retention

Customer retention is a brand's ability to keep existing customers buying over time. Because retaining a customer costs far less than acquiring one, it's a major driver of profitability and lifetime value.

Also known as: customer retention rate, retention

Acquiring customers gets the attention, but keeping them is where the profit is. Customer retention measures how well you turn one-time buyers into repeat customers—and email is one of its most powerful levers.

How is customer retention measured?

Commonly via retention rate (the percentage of customers who stay over a period), repeat purchase rate, and churn rate. These reveal how sticky your customer base really is.

Why does retention matter?

Retaining an existing customer is far cheaper than acquiring a new one, and repeat customers spend more over time—directly raising customer lifetime value.

How does email drive retention?

Post-purchase flows, win-back campaigns, loyalty and referral programs, and personalized recommendations keep customers engaged and coming back—at a fraction of acquisition cost.

Related terms

Single Opt-In Preference Center Suppression List Zero-Party Data RFM Analysis Customer Lifetime Value (CLV) Behavioral Segmentation List Segmentation Subscriber Opt-In Form Double Opt-In List Hygiene Sunset Policy Landing Page Email List Lead Magnet

Related reading from Drip

The 10 Best Customer Retention Strategies Customer Lifetime Value (CLV): Formula + 8 Ways to Increase It

Frequently asked questions

What is customer retention?
Customer retention is a brand's ability to keep existing customers buying over time. It reflects how well you turn one-time buyers into repeat, loyal customers.
How is customer retention measured?
Common measures include retention rate (the percentage of customers who stay over a period), repeat purchase rate, and churn rate. Together they show how sticky your customer base is.
Why is customer retention important?
Retaining an existing customer costs far less than acquiring a new one, and repeat customers tend to spend more over time. That makes retention a major driver of profitability and customer lifetime value.
How does email marketing improve retention?
Post-purchase flows, win-back campaigns, loyalty and referral programs, and personalized recommendations keep customers engaged and buying again—at a fraction of the cost of acquiring new customers.
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