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DAY ONE
Six things whoever owns first use needs on the first day.
Whoever owns first use, a retention hire, an agency or you, needs six things on day one.
- A box, packed as customers get itFrom the warehouse, not the marketing shelf. Inserts, samples and all.
- Every post-purchase messageEmail, text and on-site, with trigger and send day, measured from delivery if the data allows.
- Delivery datesFrom the carrier or fulfillment data, joined to orders. Without them, nothing in chapter 3 works.
- Any signal of useSurvey answers, app or device activations, QR scans, support tickets about how to use the product.
- Contribution per repeat customerFrom finance, so the tool in chapter 2 runs on real numbers.
- Authority to change the boxThe insert, the packaging and the confirmation page, with a print budget and a developer’s hour.
Do this
- Ask for all six in one message today. Whatever comes back slowest is where the brand knows least about its customers.
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Written by Andrew Lauchner, a growth and retention operator for consumer brands. The paid work is one ninety-day Sprint.
This is one chapter of Used, Not Bought, which is free and readable in full on a single page with no form in front of it.