37:15Miami 2025
Retention Reimagined 2025
Retention Strategy by Brand Archetype with Conor Sunderland
Conor Sunderland compares retention strategies for different order values and purchase frequencies. Learn why a furniture brand and a consumables business need different email plans.
Watch it. Put it to work.
ABOUT THIS SESSION
Identify the purchase pattern first.
Conor Sunderland compares retention strategies for different order values and purchase frequencies. Learn why a furniture brand and a consumables business need different email plans.
For ecommerce founders, marketers, and operators working on email & retention.
- Speaker
- Conor Sunderland
Co-Founder, Kensington Media House - Recorded at
- Retention Reimagined 2025 ↗
March 2025
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Identify the purchase pattern first
Average order value and purchase frequency change what retention can accomplish.
Read this part · 00:45 ↓ - 02
Support the next logical purchase
A customer who just bought a durable product may not need another immediately.
Read this part · 06:03 ↓ - 03
Match list growth and offers to the economics
List building and discounting should fit the brand’s business model.
Read this part · 22:49 ↓
READ THE SESSION
The edited transcript.
A condensed, edited reading version based on the YouTube captions and session chapters. Repetition and unclear audience audio have been removed; the discussion is paraphrased for clarity, rather than presented as a verbatim transcript. Timestamps refer to the original video.
Original recording on YouTube ↗Identify the purchase pattern first
Average order value and purchase frequency change what retention can accomplish. Conor distinguishes high-value, infrequent purchases from replenishable products. A strategy built for one archetype can create unrealistic expectations for another, so the diagnosis comes before the campaign calendar.
Support the next logical purchase
A customer who just bought a durable product may not need another immediately. The post-purchase discussion considers how education and complementary products can support that relationship. The opportunity is to understand what comes next for the customer rather than forcing the same repeat-order message into every business.
Match list growth and offers to the economics
List building and discounting should fit the brand’s business model. Conor compares approaches across categories and order values. The session encourages teams to evaluate retention in the context of customer behavior, rather than borrowing a tactic because it worked for a very different brand.
KEEP THE IDEAS COMING
Stay in the conversation.
3 SESSIONSPLAY IT BACK. PUT IT TO WORK.
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