Category

Retention & lifecycle

Retention playbooks are diagnostic before they are creative. They start by working out why customers actually lapse, because 'has not bought in 90 days' is a symptom and the three customers hiding behind it need three different emails.

Retention & lifecycle playbooks
Post-purchase flow

Mine order data for the patterns that predict a second order, pick the right moment for each, and sell again without teaching full-price buyers to wait for discounts.

By Plainpaper
Welcome series

Map what each signup was actually promised, sequence five beats that keep that promise, and measure the flow against your list baseline instead of against zero.

By Plainpaper
Winback & retention

Work out why customers actually lapse, segment by that reason rather than by days since order, and send a sequence per reason.

By Plainpaper

← All playbooks

Plainpaper is a shared canvas where an AI agent drafts a marketing campaign as cards on a board you review and approve. It works with Claude, ChatGPT or any other MCP client, and you can start for free, no credit card required.

Other kinds of playbook

  • Campaigns: End-to-end boards for a single campaign, from brief to results.
  • Launches: Boards built around a moment: new products, versions, and categories.
  • Paid media: Creative testing, angle libraries, and structured experiments.
  • Seasonal & peak: Dated pushes: BFCM, holiday, end-of-season.
  • Research & positioning: Audience work, messaging tests, and competitive analysis.
  • Content & social: Pillars, calendars, and the waterfall from one strong piece to many.
  • Lead generation: Giveaways, quizzes, and the funnels that grow the list before anyone buys.