Customer Retention Rate Case Study: How Did We Achieve a 1.5x Increase?
IMP Marketing lifted an online store’s customer retention rate by 1.5x after Black Friday by running a sale throughout December, promoted through paid ads and email marketing. Keeping customers after Black Friday is a nightmare for most online stores. When the year’s biggest sale ends, fewer people visit and sales drop. This article shows you exactly how to wake up from this nightmare and keep customers coming back!
The Context & Challenge: Why Did Customer Retention Rate Drop After Black Friday?
Customer retention rate drops after Black Friday because many shoppers buy what they need during the big sale, then have little reason to buy again a few weeks later. Our client faced exactly this in December. However, the holiday season does not end with Black Friday. In fact, according to Adobe’s 2026 holiday forecast for US online sales, most holiday shopping actually happens OUTSIDE the Black Friday week!
However, to win that money, the brand needed a December plan that would:
- Give people new reasons to buy after the Black Friday deal.
- Prove to people why products are worth buying.
The Solution: How Did IMP Improve Customer Retention Rate in December?
IMP improved the brand’s retention in December with a one-month plan built on two main channels: email marketing and paid ads on social media and Google, supported by text messages (SMS).
1. Paid ads remind shoppers about the sale
We used paid ads on social media and Google to bring past shoppers back to the store during December. The ads reminded shoppers that the sale was on and showed them products they might want next. Text messages supported the ads with short reminders, such as when the sale was about to end.
2. Email marketing helps shoppers see meaningful content
We also used email marketing for the longer messages that ads and text messages cannot hold. The brand sent three kinds of emails.
- Tip emails showed shoppers something useful, even if they did not buy that day.
- Product benefit emails showed what a product does for the shopper.
- Product list emails grouped products around one need, such as a gift for a friend, so choosing was easier.
The Result: How Much Did the Customer Retention Rate Grow?
The store’s customer retention rate grew 1.5x, and the cart abandonment dropped by 2% in December. Emails also pulled their weight, bringing in nearly 20% of December sales. So the store actually kept more customers coming back. Not bad for the month after the big sale!
The Lesson: How Can Your Store Improve Customer Retention Rate?
Your store can improve customer retention after Black Friday by improving your content and delivery, and making the two work together.
For the specific case of improving customer retention rate after Black Friday, you can refer to these 3 tips:
- Make the December offer softer than Black Friday: You need to plan your December offer before Black Friday arrives.
- Split your Black Friday buyers into two groups: first-time buyers and returning customers, so you can tailor the content you send them.
- Give each channel one job: text messages and ads for quick reminders, emails for longer, helpful content.
Want a plan to increase your customer retention rate after Black Friday? Contact IMP for a free review of your store.
Quick Case Study FAQ
When should I start planning a December campaign?
Start planning your December campaign in October and launch it in the first week after Cyber Monday. Planning early means the offer, emails and budget are ready before the Black Friday rush. Launching right after Cyber Monday reaches Black Friday buyers while your store is still fresh in their minds.
Should I keep giving discounts after Black Friday?
You can keep a discount after Black Friday, but make it different from your Black Friday deal. Repeating the same big discount teaches shoppers to wait for sales and cuts your profit. Klaviyo's 2025 data supports this: brands with the smallest discounts grew the most, up 14% from 2024.
What is the difference between customer retention rate and customer repeat purchase rate?
The retention rate shows how many of your existing customers buy again within a set time, such as one month. Repeat purchase rate shows how many of all your customers have ever bought more than once. After Black Friday, retention rate tells you whether past customers came back in December. Repeat purchase rate tells you whether Black Friday first-time buyers made a second order.
Which channel works best to bring Black Friday buyers back?
Email usually works best, because you own your email list and emails can hold longer, useful content. Text messages work well for short reminders, such as "the sale ends tonight." Paid ads reach customers who do not open your emails.
How long after Black Friday should I track results?
Track results for at least 30 days after Black Friday. For products people buy every few months, track for 60 to 90 days. Thirty days shows how December went; 90 days shows whether Black Friday buyers come back early in the new year.
