Customer retention is one of the most powerful drivers of long-term business growth. In this course, you’ll learn how to identify churn-risk signals, design win-back campaigns, and build structured retention plans that keep customers engaged over time.

You’ll begin by analyzing behavioral signals such as declining email engagement and extended purchase intervals to detect churn risk early. Using frameworks like RFM (Recency, Frequency, Monetary), you’ll learn how to prioritize customers based on both engagement and revenue impact. Next, you’ll design targeted win-back programs that re-engage lapsed customers. You’ll explore how to structure multi-step email sequences, balance incentives with content, and personalize outreach based on customer history. You’ll also work with tools like HubSpot and Mailchimp to build churn reports and automated reactivation journeys. Finally, you’ll move from reactive campaigns to proactive retention planning. You’ll create intervention plans that map signals to actions, define trigger thresholds, and measure outcomes across different customer segments. This course is designed for CRM specialists, lifecycle marketers, retention marketers, email marketers, and other marketing professionals responsible for customer engagement and retention. A basic understanding of marketing concepts and familiarity with email or CRM tools is helpful for success in this course. Through hands-on labs and real-world scenarios in an e-commerce context, you’ll build retention strategies that improve customer lifetime value, reduce churn, and support sustainable business growth.