Absolute Dogs: Course Retention Emails Case Study

Absolute Dogs’ lifecycle work used course and membership history to plan more relevant follow-up, alongside new post-purchase and site-abandonment flows.

Questions about the work

How should course purchase history guide the next recommendation?

Absolute Dogs used course and membership history to plan more relevant follow-up, alongside post-purchase and site-abandonment work. For an education business, check what a learner already owns before promoting another course. A next recommendation should make sense in the learner’s progression and avoid repeatedly selling access they already have.

What should a retention programme measure beyond email revenue?

Track second-purchase rate at a consistent customer age, time to the next order, product progression and customer lifetime value. Separate new and mature cohorts so a change in acquisition volume does not distort the diagnosis. These are evaluation principles for the next stage of work, not additional results claimed for this project.

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