Free tools
Tools and books I built for retention work. Use them on yours.
Each one does one job, and none of them needs a call with me. Two run in your browser, one arrives by email, and four are books.
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New · Generator
The First Email
The first email in your welcome flow, written the way a person would write it. Fill in a few fields and get plain HTML with one question and one link, plus the sending checklist behind it.
Open the generator -
Calculator
Retention Leak Calculator
Three numbers you already know. It shows the revenue sitting in your one-and-done customers, what five and ten points of repeat rate are worth, and the three places I’d look first.
Open the calculator -
Five emails
The Flow Ledger
Five emails, each one a query you run on your own Klaviyo account and the arithmetic to read the answer: revenue per recipient by flow, dead flows, cohort economics and the holdout.
See the five -
Book
The Second Order
Twenty-four chapters on turning first-time buyers into second-time buyers: the audit, the cohort tables, the build order, and what a second order is actually worth.
Read it -
Book
Close the Loop
The sequel: how customers bring the next customer. PayPal, Dropbox, Whatnot, Binance and OVRLND taken apart, seven calculators, and a thirty-day plan to build your own loop.
Read it -
Book
The First Offer
Volume three: the offer that wins a stranger decides the customer you get. The research on first discounts, Blue Apron and JCPenney taken apart, eight calculators, and a thirty-day plan for a new first offer.
Read it -
Book
The Whole Machine
Start here: the fundamentals of DTC growth, from contribution margin and creative to deliverability, flows and cohorts. Casper and Allbirds taken apart, eight calculators, and a ninety-day plan.
Read it
If one of these turns up something you want a second pair of eyes on, email me.