Retention 2025 — Survival Playbook for Small Shops

Reality Check — Survival Benchmarks (Dropshippers)

Ad & Order Math (typical)

Item	Benchmark	Note
CAC (paid)	$20–$40	Small accounts, basic creatives
AOV	$15–$25	Many low-ticket stores
First-order profit	≈ $0	Break-even is common

Core Health Metrics

Metric	Good Enough	Solid
Repeat / Returning Rate	10–20%	20–30%
Second Order (60d)	10–20%	20–30%
LTV / CAC	≥ 2.0	≥ 2.5
Payback	< 60 days	< 45 days
Return Rate	< 10%	< 8%

Focus on these five. Ignore the rest until you're >$50k/mo.

Under Target? Do This First.

Metric	Good Target	If You're Under	Next Step
Repeat Rate	20–30%	Turn on post‑purchase SMS + 1‑click review ask	Personalize offer by last SKU
Second Order (60d)	15–25%	Set winback at day 21/35/60	Swap % off for small free add‑on
LTV/CAC	≥ 2.0	Bundle recommendations in order‑#2 push	"Buy 2 save $X" to raise AOV
Payback Days	< 45–60	"Thank you" micro‑offer within 48h	Pause unprofitable ad sets
Return Rate	< 8–10%	Delivery + 48h check‑in message	Size/usage tips + easy portal

Quick Wins — Ship This Week

1) Post‑Purchase SMS (10 min)

"all good with your order?" + tip (size, care, how‑to)

if reply → pause flows, go 1:1

ask for photo/review after delivery

2) Winback Ladder (15 min)

day 21: "want me to save your usual?"

day 35: UGC + tiny nudge (no blanket %)

day 60: bundle rec based on last SKU

3) AOV Lift (15 min)

add "buy 2 save $X" + pre‑checkout add‑on

swap 10% off → small freebie for margin

feature best‑seller pairings

Playbooks by AOV

< $30 AOV

SMS first. Keep messages 1–2 lines. One ask only.
Replenish cadence: 14–21–35 days.
Free add‑on beats % off for margin.

$30–$80 AOV

Email + SMS combo (email detail, SMS nudge).
Bundles based on last SKU; offer "save your usual".
VIP early access for top 20% by contribution margin.

> $80 AOV

Concierge tone. Offer help choosing size/variant.
DM/chat for friction removal. Manual follow‑ups OK.
Zero blanket codes; use value adds, warranties, priority ship.

Manual Retention Campaign Templates (Value‑First, Product‑Led)

Clothing — Post‑Purchase Education

Subject: 3 ways to style your new {product} Thanks again for choosing {product}. Here are 3 easy styling ideas our team put together: • Pair with light denim for a casual weekend look. • Layer under a neutral jacket for evenings out. • Match with {related_product} for a clean, minimal outfit. View the full look → {collection_link}

Clothing — 30‑Day Follow‑Up (Outfit Combos)

Subject: Your {product} — two outfit ideas to try {product} pairs well with: • Top: {cross_sell_top} • Bottom: {cross_sell_bottom} • Outer layer: {outerwear} • Accessory: {accessory} Curated for your order: {personal_collection_link}

POD / Graphic Tees — Usage & Care + Add‑On

Subject: Keep your {product} looking fresh (easy care tips) Care tips: • Wash inside‑out on cold. Line dry to keep the print crisp. • Avoid heavy softeners to protect the graphic. • If you liked this print: {related_print_1}, {related_print_2}. See matching designs → {collection_link}

Accessories — Cross‑Sell by Function

Subject: Make the most of your {product} Customers who bought {product} also added: • Protection: {add_on_case} (prevents scuffs) • Daily use: {add_on_strap} (hands‑free carry) • Upgrade: {premium_version} (extra capacity) Quick add → {bundle_link}

Beauty / Skincare — Routine Builder

Subject: Your {product} routine in 3 steps Simple routine: 1) Cleanse: {cleanser} (AM/PM) 2) Treat: {product} (thin layer after cleansing) 3) Seal: {moisturizer} (+ SPF in AM) Bundle and save → {routine_bundle_link}

How to Personalize (Manual)

Token	What to map	Where to source
{product}	Primary SKU or title	Order export
{related_product}	SKU‑level affinity/cross‑sell	Top bundles by SKU
{collection_link}	Collection filtered to complements	Manual curated URL
{personal_collection_link}	Segmented collection by last SKU	URL with tag filter
{bundle_link}	Prebuilt bundle or cart URL	Bundler app / custom param

Tip: add UTM tags to every link (utm_source=email&utm_campaign=retention_{product}).

Snapshots (Tiny Teams)

Apparel POD

2‑person team, AOV $22

+14% revenue in 30 days from post‑purchase education + day‑21 combos.

Pet Accessories

solo founder, AOV $28

2.3 → 2.8 LTV/CAC by replacing blanket % with care‑tips + relevant add‑ons.

Phone Cases

1 VA, AOV $18

+9 pts repeat rate using 14‑21‑35 day ladder, product‑use tips, and quick add‑ons.

AI Retention Automation — What It Delivers

conversion

Post‑purchase education + winbacks run on autopilot.

repeat orders

SKU‑aware combos and replenishment drive order #2.

lower churn

After‑delivery check‑ins reduce returns and chargebacks.

time saved

Less manual follow‑up → more time for creative, sourcing, ops.

Automate Retention with Evolvoom.io

Plug‑and‑play retention for tiny teams. Post‑purchase education, winbacks, bundles — done for you.

See How It Works

Retention 2025
Survival Playbook

Download Complete Playbook

Reality Check — Survival Benchmarks (Dropshippers)

Ad & Order Math (typical)

Core Health Metrics

Under Target? Do This First.

Quick Wins — Ship This Week

1) Post‑Purchase SMS (10 min)

2) Winback Ladder (15 min)

3) AOV Lift (15 min)

Playbooks by AOV

< $30 AOV

$30–$80 AOV

> $80 AOV

Manual Retention Campaign Templates (Value‑First, Product‑Led)

Clothing — Post‑Purchase Education

Clothing — 30‑Day Follow‑Up (Outfit Combos)

POD / Graphic Tees — Usage & Care + Add‑On

Accessories — Cross‑Sell by Function

Beauty / Skincare — Routine Builder

How to Personalize (Manual)

Snapshots (Tiny Teams)

Apparel POD

Pet Accessories

Phone Cases

AI Retention Automation — What It Delivers

conversion

repeat orders

lower churn

time saved

Automate Retention with Evolvoom.io

Retention 2025Survival Playbook

Download Complete Playbook

Reality Check — Survival Benchmarks (Dropshippers)

Ad & Order Math (typical)

Core Health Metrics

Under Target? Do This First.

Quick Wins — Ship This Week

1) Post‑Purchase SMS (10 min)

2) Winback Ladder (15 min)

3) AOV Lift (15 min)

Playbooks by AOV

< $30 AOV

$30–$80 AOV

> $80 AOV

Manual Retention Campaign Templates (Value‑First, Product‑Led)

Clothing — Post‑Purchase Education

Clothing — 30‑Day Follow‑Up (Outfit Combos)

POD / Graphic Tees — Usage & Care + Add‑On

Accessories — Cross‑Sell by Function

Beauty / Skincare — Routine Builder

How to Personalize (Manual)

Snapshots (Tiny Teams)

Apparel POD

Pet Accessories

Phone Cases

AI Retention Automation — What It Delivers

conversion

repeat orders

lower churn

time saved

Automate Retention with Evolvoom.io

Retention 2025
Survival Playbook