The Retention Audit
Know exactly where your retention revenue is leaking.
A focused diagnostic of your retention engine, delivered fast, with a prioritised plan you can run yourself or have built for you. If you move into the build, the audit fee comes off the cost.
A focused 30 minutes on where you're losing repeat revenue and what to fix first.
One diagnosis, offered at two depths.
A health check on your setup. Is everything that should be in place actually there, configured properly and working? For smaller and growing brands.
A data-led diagnostic. It reads your customers, returns, LTV and retention, and builds the strategy from what your numbers show. For established brands.
Tier 1 reviews the account. Tier 2 reviews the business behind it.
The audit pays toward the fix. If you move into implementation or a retainer afterwards, the audit fee comes off the cost of the build - so you are not paying twice to find the problem and fix it.
The Retention Audit
For smaller and growing brands. The focus is making sure the retention engine is set up properly and working as it should, with the quick wins surfaced and ready to action. Getting the foundations right is what every later gain is built on.
- Account and deliverability foundations. Sending domain and authentication, sender reputation, suppression hygiene, and any deliverability signals.
- Data capture. Sign-up forms and pop-ups: placement, timing, offer, targeting and capture rate, plus consent and GDPR basics.
- Flow architecture. Which core flows are live versus missing, their logic and timing, whether suppression works across them, and whether they are actually triggering.
- Current emails and campaigns. Template quality, mobile rendering, copy and CTA hierarchy, brand consistency, send cadence and fatigue.
- Segmentation basics. Engaged and lapsed segments, list structure, and whether the wrong people are being emailed.
- Any obvious on-site issues affecting sign-up or retention, flagged where they show up.
- 01Written reportFindings and a prioritised action list, quick wins separated from structural fixes.
- 02Recorded walkthroughA Loom of the report you can keep and share with your team.
- 03A callWe talk it through together and answer your questions.
The Full Retention Diagnostic
For established brands where retention is already driving meaningful revenue. The setup is probably mostly there. The question is whether it is built right for your customers, your product, and your numbers.
- Customer and purchase data. Repeat purchase rate, first-to-second order conversion, time between orders, and the patterns behind repeat behaviour, as far as the available data supports.
- LTV and retention over time, where the data allows: where customers drop off, and where value is concentrated.
- Returns data, where available: return rate, return mix by reason, concentration in a small set of products, and how returns interact with retention.
- Loyalty programme, where applicable. Structure, earn and redeem mechanics, member versus non-member behaviour, and whether it drives repeat purchase or simply discounts it.
- Lifecycle aligned to the data. Not "are the flows present" but "are they sequenced to how your customers actually buy": post-purchase, winback and personalisation against your real cycle.
- Post-purchase and on-site touchpoints. The moments that shape repeat purchase and returns, including sizing and fit where relevant.
- A review of everything done to date. What has been tried, what has been built, and what the data says is and is not working.
- 01Written reportThe full diagnostic, with findings and the evidence behind them.
- 02Recorded walkthroughA Loom of the report to keep and share internally.
- 03Intervention planSequenced: what to do first, what comes later, and why.
- 04Strategy callWe walk through it together and agree priorities.
The audit pays toward the fix.
If you move into implementation or a retainer afterwards, the audit fee comes off the cost of the build. You are not paying twice to find the problem and fix it.
Implementation
A fixed-scope build off your priority list: flow rebuild, loyalty redesign, deliverability fix. Scoped per project.
Embedded retainer
Ongoing ownership of retention, monthly. For brands that want it run, not just diagnosed.
Recent work also includes a SKU-level returns diagnostic across four storefronts, surfacing the products and reasons behind disproportionate refund value, and the cross-functional plan to fix it. Full case studies on request.
“Super responsive, and the work was fantastic. We will be using Callum for future projects.”
Professional, prompt, and highly competent. He delivered quality work, communicated clearly, and brought structure.
Very adaptable, with an impressive work ethic. Would definitely recommend.
I run retention for a premium fashion brand turning over £30M+ across four storefronts, and I have rebuilt retention engines, loyalty programmes and returns strategy for DTC brands across the UK, Europe and the US. The audit is the same diagnosis I run internally - available once, or as the start of the work owned.
Read access to the relevant apps, software and analytics. The exact list is confirmed when you book, based on your stack.
Around a week for the Retention Audit, two to three weeks for the Full Diagnostic, from the point access is granted.
Either. Take the plan and run it in-house, or have me build it. Move into implementation with me afterwards and the audit fee comes off the cost of the build.
Tier 1. It confirms the foundations are right and surfaces the quick wins, without the full commercial layer.
Tier 2. If the setup is sound, the value is in the data: what your customers, returns and LTV are telling you, and the strategy that follows.
If you move into implementation or a retainer afterwards, the audit fee comes off the cost of the build, so the diagnosis is not a separate spend on top of the fix.
Find out where your retention revenue is going.
A focused 30 minutes on where you're losing repeat revenue and what to fix first.
or email hello@callumrichardson.com