We run the email and CRM programme of a small group of e-commerce brands. Strategy, concepts, copy, design, build and reporting, done by the two founders you talk to. Nothing templated. No boring emails.
Get started means a free audit of your account within 48 hours. We tell you what we see, and whether we are the right fit.
Every email starts from an idea, not a template. A roulette table for a colour choice. A case file for a material story. A metro map for a supplement range. This is what that looks like in the inbox.
Rouge ou noir. Two best-selling colours as a roulette table, the return policy as the house rule.
The secret file. The Alcantara story told as an opened case file with exhibits and a receipt.
iPhone Duo before GTA 6. A launch timed against a game, with toggles instead of a list.
Sharp at 08:00, still sharp at 18:00. One pair followed through one working day.
The truth comes later. A dossier timeline that earns the sign-up instead of asking for it.
Step in at your goal. A supplement range drawn as a metro map, one line per goal.
Get dressed in one decision. Three sets, three stories, one click.
One trouser, 7am to midnight. A day in the life told by the clock.
The Vito. Seven shades, cut out and stacked instead of the usual product grid.
A handwritten note from the founder, polaroids included. No hero, no buttons.
One layout, a swapped logo, four promos a week. Your customers see the same email from five brands and stop opening any of them.
More sends look like more work. Retention is not how often you email. It is whether people come back and buy again without a discount.
A senior sells, a junior builds, an account manager reports. Every question takes a week and a Slack channel.
We started On Retention to do this the way an in-house team would, if that team had eight years of design and its own engine.
How we workYou get a retention team of two founders with an engine we built ourselves. We think, write, design, build and measure. You talk to us directly, and you approve a plan once a month.
Audit first, then a calendar per month: which segment, which moment, which idea, and what it should bring in. You approve it in one go.
Every campaign starts as three concepts, one of them uncomfortable. Copy is written before a single pixel is placed.
Designed on your own product photography, built into Klaviyo or Customer.io, tested on the phone in dark mode before it goes.
Checked against Shopify, not just the email tool. Every week what worked, every month what changes next.
Read-only access, 48 hours, the three biggest leaks and what we would do first.
The front door fixed first, because everything after it depends on it.
Browse, cart, checkout, post-purchase and win-back, each with its own idea.
The calendar you approved, sent. The first report on the first.
Retention against your own baseline, in your own Shopify numbers.
Not because we are precious about it. Because a programme like this only pays off for a brand that is already working, and we would rather tell you that on day one.
The audit is free and the answer is honest. If we are not the right fit, we say so and tell you what we would do instead.
On Shopify or a comparable platform, with Klaviyo or Customer.io in place.
With a margin that can carry a retainer without it hurting. Retention is a second-order lever. The first order has to work.
A founder or a marketing lead. We move fast and we need you to move with us.
Education, proof, community, product and sales, in balance. A discount at most once a month.
You need volume this week, you sell what everyone sells, or you want every pixel approved by committee.
Eight years of design and four years running email at ICON Amsterdam end to end: strategy, copy, design and Klaviyo. Built the engine that lets us design an email from scratch for every send instead of reusing last week's.
Built and grew e-commerce stores himself before moving to the retention side. Runs strategy, testing and the numbers for our brands, and is the one who says no when a plan does not add up.
Read-only access to your Klaviyo or Customer.io. Within 48 hours you get our audit: the three biggest leaks, what we would do first, and whether we are the right fit. Free, and no deck to sit through.
Two minutes. We reply from our own inboxes, not a sequence.
Flows, campaigns, list health and deliverability, against your Shopify numbers.
What is leaking, what we would fix first, and when we could start.
One of us will reply from our own inbox. No sequence, no newsletter.
